How Vineta Bajaj used expert PR to build her executive personal brand
Vineta Bajaj
Senior finance, retail and e-commerce executive
Vineta Bajaj came to us looking for PR support around her personal brand.
She already had substantial senior leadership experience across finance, retail, e-commerce and technology. The opportunity was to turn that experience into something journalists could use consistently, building visibility around Vineta herself rather than promoting one particular employer.
Across the campaign records reviewed for this case study, Vineta secured more than 30 published media opportunities across titles including Raconteur, Yahoo Finance, Nasdaq, The Grocer, Daily Express, AccountingWEB, ICAEW, TechRound and Retail Sector.
Today, Vineta is Group Chief Financial Officer at Holland & Barrett. She joined the company in September 2025 after serving as Group CFO of Rohlik Group, following a decade at Ocado Group.
The client
Vineta is an experienced senior finance leader with expertise spanning finance, retail, e-commerce, technology, business growth and international expansion.
Before moving to Holland & Barrett, she was Group CFO of European online grocery business Rohlik Group. Earlier in her career, she spent around a decade at Ocado Group, progressing through senior finance roles and working across areas including fundraising, M&A and international expansion.
Her background created a substantial amount of potential media expertise.
The challenge was deciding what she should become known for and translating a very senior corporate career into useful, accessible commentary that journalists could repeatedly include in their stories.
The objective
The campaign was primarily about Vineta's personal brand.
Rather than promoting an employer, product or service, we wanted to increase her visibility as an experienced executive and credible media source.
The campaign focused on building recognition around areas including:
Finance and CFO leadership
Retail and e-commerce
Grocery and supermarket strategy
Business growth
Investment and fundraising
Financial management
Technology and AI in retail
Business transformation
Leadership and recruitment
Start-ups and scale-ups
The aim was to create a broad enough expert profile to generate regular opportunities while keeping the positioning closely connected to Vineta's genuine professional experience.
The strategy
We developed an expert-led PR campaign around Vineta's professional knowledge.
Rather than relying on a single founder story or profile interview, we looked for topical questions where her experience could contribute something useful to an article.
That included reactive journalist opportunities, commentary on current business developments and proactive positioning around subjects closely connected to her career.
This allowed the campaign to move between different but related areas of expertise.
Vineta could comment on CFO strategy for a finance publication, grocery trends for retail media, investment mistakes for a consumer finance article or business growth for a specialist audience.
The common thread was always her experience as a senior finance and retail executive.
Building an executive media profile
One of the advantages of executive PR is that a senior professional's experience can often be relevant to several different media audiences.
Vineta's campaign generated opportunities covering topics including:
Common ways people waste money when investing
Food inflation
Growth planning for SMEs
Data analytics and small business decisions
Own-label grocery innovation
The role of a first-time CFO
Climate reporting
Finance recruitment
ESG investment
Cash management
Recruitment budgets
Late payments
AI in supermarkets
Retail expansion
Seed-stage fundraising
Retail business failures
The return of previously disappeared brands
Logistics and store strategy
Online versus physical retail growth
This meant the campaign was not dependent on one narrow subject.
Instead, we built a wider expert proposition around the areas where Vineta had genuine experience and where journalists had recurring demand for informed commentary.
Reaching different media audiences
The campaign generated coverage across several types of publication.
Finance and business media
Vineta appeared in publications including Raconteur, AccountingWEB, ICAEW Insights, Financial Accountant and Accountancy Today.
These opportunities helped establish visibility around subjects closely connected to CFO leadership, finance strategy and business management.
Retail and grocery media
Her retail and e-commerce background created another substantial area of opportunity.
Coverage appeared in titles including The Grocer, Retail Sector, Retail Systems and specialist food and retail publications.
Topics ranged from own-label grocery and supermarket AI to retail expansion, logistics and changes in the competitive landscape.
National and consumer media
The campaign also created opportunities outside specialist B2B publications.
Vineta contributed to Daily Express coverage and to a consumer investment article originally published by GOBankingRates and subsequently published by Yahoo Finance and Nasdaq.
The Nasdaq version identifies Vineta as a Group CFO, senior finance executive, angel investor and start-up adviser.
Building repeated visibility with Raconteur
Raconteur became one of the most consistent publications within the campaign.
Vineta contributed to articles covering subjects including:
Becoming a first-time CFO
Climate reporting
Diversity in CFO recruitment
Cash management
Recruitment budgets
Negotiation for CFOs
Repeated appearances like these are particularly useful in a personal-brand campaign because the objective is not simply to secure one impressive article.
It is to establish the individual as someone whose experience can repeatedly contribute to relevant editorial conversations.
Moving beyond traditional finance commentary
An important part of Vineta's positioning was avoiding an overly narrow definition of a finance expert.
Her career had given her significant experience of retail, grocery, technology, e-commerce, growth and operational strategy.
We therefore used those areas as additional routes into the media.
The resulting campaign included commentary on supermarket AI, online grocery, logistics innovation, retail expansion, brand strategy and the relationship between physical and online retail.
This broadened the audiences seeing Vineta's name while keeping the commentary connected to subjects she could credibly discuss.
Personal brand PR that moves with a career
Executive personal brands differ from company PR because the individual can take that authority with them as their career develops.
During the period represented in these records, Vineta moved through significant senior leadership roles. She is now Group CFO of Holland & Barrett, having previously held the Group CFO position at Rohlik Group and senior finance positions at Ocado.
The PR positioning was built around her own expertise rather than one employer.
That makes the resulting media profile relevant to Vineta as an executive, adviser, mentor and industry expert even as individual job titles change.
More than 30 published media opportunities
The campaign records reviewed for this case study contain more than 30 published media opportunities.
Selected publications include:
Raconteur
Yahoo Finance
Nasdaq
GOBankingRates
The Grocer
Daily Express
AccountingWEB
ICAEW Insights
TechRound
Accountancy Today
Retail Sector
Retail Systems
Creative Bloq
Financial Accountant
The Accountant
The coverage spanned finance, leadership, retail, e-commerce, technology, investment and business strategy.
The outcome
The campaign helped build a substantial body of earned media around Vineta Bajaj as an individual expert.
Rather than attaching her visibility to a single company announcement or one area of finance, we positioned her across a connected group of subjects that reflected her wider career.
Across the campaign records reviewed, this resulted in more than 30 published media opportunities spanning national, consumer, business and specialist media.
The case demonstrates how expert PR can support an executive personal brand by turning professional experience into repeated, relevant contributions to the media.
You can view Vineta's published articles in our Media Coverage database, alongside hundreds of other articles secured for the founders, experts and businesses we represent.
The results
| Campaign | Vineta Bajaj |
| Objective | Executive personal brand and expert positioning |
| Expertise | Finance, CFO leadership, retail, e-commerce and business strategy |
| Published media opportunities | More than 30 |
| PR approach | Expert commentary, thought leadership and reactive media opportunities |
| Selected publications | Raconteur, Yahoo Finance, Nasdaq, The Grocer, Daily Express, AccountingWEB, ICAEW Insights and TechRound |
| Campaign focus | Personal brand visibility, executive authority, expert positioning and media credibility |
Could expert PR help build your personal brand?
Fair Public Relations helps executives, founders and credible experts turn professional knowledge and experience into useful media opportunities.
Campaigns can include expert commentary, thought leadership, reactive journalist opportunities, proactive story development and positioning designed to establish what someone should become known for.
Earned coverage, particular publications, backlinks and career or commercial outcomes cannot be guaranteed, but every campaign is built around genuine expertise, relevant media opportunities and credible editorial value.
