A proven leader in Marketing & Product research and Innovation
Sonny brings a stellar track record of delivering actionable insights, driving innovation, and scaling brands in global markets for 20+ years. With expertise on scaling new products, customer segmentation, pricing strategy, behavioral economics, and product optimisation, Sonny has led over 1,500 research projects across multiple industries, influencing business decisions at scale. His career highlights include:
- Senior Director, Global Research at Zip - Leading research across 10+ markets, driving customer acquisition, merchant growth, and strategic pricing initiatives
- Head of Research & Insights at Uber & Uber Eats (APAC) - Creating robust customer-centric frameworks that enhanced ridesharing and food delivery experiences across 10+ Asia-Pacific markets
- Head of Product & Content Research, at Foxtel – Delivering impactful insights to elevate new product launches customer experiences for Australia’s largest broadcaster.
Guiding Auric’s vision for Wellness Technology
At Auric Essentials, Sonny will support:
- Validating and strengthening Auric’s position as a frontrunner in the wellness technology sector, and defining “Mood as a Service” category
- Advise on product and market research to align AromaSphere with customer needs
- Advise on customer acquisition segmentation, pricing, brand messaging to unlock new growth opportunities.
Welcoming Sonny to the Auric Team
Adam Good, Founder and CEO of Auric Essentials, shared his enthusiasm:"We are thrilled to have Sonny Sethi join us as both an advisor and early investor. Sonny’s depth of expertise in global research, customer insights, and innovation will be pivotal in helping us scale our vision of integrating AI-driven wellness into everyday life. His strategic guidance will enable us to unlock new opportunities as we redefine mental and emotional well-being with AromaSphere"
Sonny Sethi expressed his excitement to support Auric:"I am proud to come onboard as an investor and advisor to Auric at such an exciting phase of its growth. Auric’s unique approach to combining aromatherapy with AI and IoT technology is groundbreaking, delivering meaningful solutions that enhance well-being. I look forward to supporting Adam, Alex, and his team as they redefine the 'Mood as a Service' category on a global scale"
About Auric Essentials
Auric Essentials combines ancient aromatherapy practices with cutting-edge AI and IoT technology to deliver personalised wellness experiences. Through its flagship product, the AromaSphere, and a subscription model for premium essential oils and refills, Auric enhances mental, physical, and emotional well-being in everyday life.
For more information, visit www.auricnow.com.
Auric Essentials Pty Ltd
Email: info@auricnow.com
