A marketer with over 12+ years of international experience in consumer retail, my expertise spans global brand positioning and strategy, product innovation, and multi-channel execution/ go-to market. I have successfully led high-impact campaigns for industry giants like Estée Lauder, UNIQLO, Ralph Lauren and H&M, whilst also building beauty & fragrance start-ups, with a focus on women-led businesses. In my current role at Editions De Parfums Frédéric Malle, I helped bring Acne Studios’ first perfume to life through an exclusive collaboration in 2024. Driven by an entrepreneurial mindset, integrity and commitment to innovation, I excel in dynamic, cross-functional environments where creativity and collaboration drive success.
Define 3Y global marketing calendar and strategy, pricing, customer targeting and investments to drive brand growth, recruitment and loyalty (New innovations and regular business) • Working closely with experts across the company (e.g. Category, Planning, Finance, Product Development, Retail & Education, Activation Team, CRM, E-commerce) to deep dive into business performance and customer data to draw insights and refine marketing strategy • Be the guardian of the Brand DNA and positioning- successfully translate strategy into clear briefs for regions, affiliates, internal stakeholders and agencies
Developed communications strategy for an augmented service for impaired users with the Tech & Innovations Incubator
Led the lifestyle vertical at a mid-sized PR agency, managing a team of 9 account executives and account managers for 10+ retainer accounts & 12+ short-term projects (Lifestyle, beauty &luxury) - Crafted digital creator programmes and relationships with over 520+ collaborator partners for UNIQLO, L’Occitane, Ralph Lauren and Onitsuka Tiger •Overseeing efforts of servicing team, event agencies, vendors, and creative partners to achieve client project goals and set timelines •Spearheaded UNIQLO's launch & expansion strategy, achieved a YOY growth of 27% in unpaid digital advocacy since 2019 by building a unique community-contact programme •Shaped unique digital media experiences in response to the pandemic to achieve 92-98% online event engagement and >75% conversion in SNS exposures for L'Occitane & UNIQLO •PR efforts won the 'Sabre Southeast Asia- Special Mention' certificate & the Silver India PR & Corporate Communications Award 2020 for UNIQLO's India entry and a Fulcrum Award 2020 for building community relevance for Polo Ralph Lauren
Built & maintained H&M's brand authority & fashion voice in India •Crafted high news value events to support short-term and long-term commercial needs, developed vendor rosters and resource-saving best practices •Led cross-functional marketing efforts by developing a bi-annual communications calendar for press events, on-ground activities & showroom planning for over 30+ H&M stores across 14 Indian cities •Designed brand & influencer campaigns for key milestones with Stockholm & Paris HQ; formulated negotiation strategies and contract formats to secure lucrative commercial agreements •Responsible for fostering and maintaining relationships with top journalists, stylists and VIP's •Marketed special collections with creative campaigns to achieve an average of 60% sell through during the launch weekend
Developed and implemented the rebranding strategy for iconic Indian brand, Satya Paul to increase traditional media exposures •Introduced an IP called the 'Sari Appreciation' concept that was adopted across the 32+ retail locations, aimed at recruiting millennial customers •Co-shaped a renewed omnichannel strategy and digital marketing frameworks to accelerate the sales growth via Brand.com as opposed to partner aggregators •Introduced & built social community platforms to connect existing and newer brand fans. Drove 81% growth in subscription & social following within a year of introducing SNS channels
Coordinated day-to-day press and media activities, events and product sourcing for Christian Louboutin, Piaget, Chopard and Tarun Tahiliani Couture •Excellent relationships maintained with lifestyle media, Bollywood stylists & opinion shapers •Worked closely with Christian Louboutin's London HQ to design the brand's India Entry communication strategy, followed by a star-studded store launch in Mumbai, India •Efforts won the 'Gold Sabre-Highly Recommended' 2013 certificate for the brand's Mumbai launch campaign