Malik is the COO of Trade Marketing and Distribution for ITC FMCG. Joining ITC in 1989, Malik has worked in the tobacco, lifestyle retailing and foods divisions of the company. In 2002, he moved to ITC Foods as the Head of Marketing, where he was responsible for the creation and development of brands like Bingo, Sunfeast, Aashirvaad and Kitchens of India.

Malik spoke exclusively to ExM magazine on his thoughts about the field of experiential marketing and the developments in the industry over the years. He emphasized the importance of experiential marketing as a tool to engage customers, enabling them to interact with brands, products and services in sensory ways. Malik noted that experiential marketing is the difference between telling people about features of a product or service and letting them experience the benefits for themselves.

Commenting on the new experiential marketing organisations in the industry, Malik said: "I find that these new organisations have come with a huge amount of creativity and have actually pushed the marketing teams to wake up to reality. It has also been supported with the evolution of technology in the digital media (interactive websites and augmented reality) and the evolution of social media, increasing the reach and affordability of experiential marketing for brands."