Surabhi Pokhriyal, Chief Digital Growth Officer at Church & Dwight
Surabhi Pokhriyal didn’t step into a digital role. She invented one.
At Church & Dwight, the $6 billion CPG company behind Arm & Hammer, OxiClean, and Trojan, she pitched the idea for a new kind of leadership and built it from scratch.
As Chief Digital Growth Officer, she’s led one of the sharpest marketing transformations in the industry. That’s exactly the kind of perspective we’re excited to bring into the Beanstalk community.
Since stepping into the role, Surabhi has reshaped how Church & Dwight shows up. In 2017, just 35% of the company’s marketing spend went to digital. Today, it’s 82%.
That shift reflects more than a budget move. It’s a clear signal of how and where the company now engages its customers: mobile-first, data-informed, and aligned with real behavior.
More importantly, that shift is working. Digital now drives 21% of total company revenue, putting Church & Dwight ahead of category giants like P&G and Unilever in this area.
Surabhi is also known for bringing focus to the process. She coined the acronym “SUMO” (short for Shiny Unnecessary Marketing Objects) as a way to call out distractions and stay centered on performance.
It’s become an internal catchphrase, and yes, there are even “SUMO-free zone” stickers on desks and kickoff decks. The message is simple: less noise, more lift.
Surabhi brings a sharp, modern lens to building teams, managing scale, and making digital actually work. We’re looking forward to hearing more from her at Beanstalk.
Want to meet leaders like Surabhi at Beanstalk?
Know someone who should be in the room?
Send them our way through vip@beanstalkevents.com. We’re always up for meeting someone great.
