Netijyata Mahendru

NETIJYATA MAHENDRU NEW DELHI ·--· www.twitter.com/netijyata · www.linkedin.com/in/netijyatamahendru www.instagram.com/netijyata_mahendru · www.issuu.com/netijyatamahendru As an experienced, reliable & agile branding executive, I envision myself developing branded marketing solutions through strategic planning, innovative storytelling and cross functional coordination to achieve marketing objectives set by the organization and its partners to create memorable experiences for the end user and rake in revenues. EXPERIENCE MAY 2017 – PRESENT MARKETING EXECUTIVE, SMASHBOX COSMETICS & GLAMGLOW, ESTÉE LAUDER COMPANIES, MUMBAI, INDIA Reporting to the Global and EMEA Marketing Director, as well as India General Manager, my role includes consumer engagement, product marketing and overall brand building focused on driving prestige beauty share for Smashbox & Glamglow in India. Responsibilities include: • Lead all aspects of aspects of marketing – from branding and positioning to targeted outreach strategy, go-to-market strategy, campaigns, advocacy, events and communication in line with the global brand guidelines. This includes product selection, positioning, promotions, trade marketing, special events, CRM, online and offline strategy, digital and social strategy, advertising and media planning to drive awareness, engagement and product adoption. • Product Management: In accordance with global brand guidelines while considering local market needs developed new sizes for lipsticks named #SmashboxFavesForIndia for Black Friday and delivered a campaign that cashed on +289% of its target and sales that were 128x times the budget for Black Friday 2018. Repromotion of foundations (#FaceAnything Campaign) in India with renewed regionspecific claims and benefits, 80+ locally relevant assets, aggressive sampling and education resulting in 54% increase in sales vs previous quarter. • Consumer Marketing: Lead for market research, messaging, narrative, creative development and campaign execution of both the brands in India. Developed go-to marketing strategy for the launch of the brands in India by collaborating with international brand experts, retail partners, local beauty advisors, influencers and traditional media outlets to develop targeted, social and digital first local content for every region that would then be translated to all channels for a 360 launch that gave Smashbox its most successful launch ever in EMEA and over delivering launch targets by +120%. This launch strategy was then replicated for the launch of the brands in the LATAM affiliate. Successfully launched Smashbox India's Instagram handle with the highest ER worldwide at 1.23% owing to a localized content strategy, organic and paid influencer collaborations, paid social campaigns, investment in the right digital tools and encouraging UGC. • • Planning and Execution of Strategic 360 Programs: Identifying, planning and strategizing key business opportunities of local relevance for Smashbox & Glamglow in India. For the Smashbox Diwali Campaign of 2018 (#ItsLit) edutainment based ‘how-to’ content created with local beauty influencers resulted in an increase of 136% in sales vs LY. This campaign and all local assets with a local Indian influencer were then picked up by SEA and APAC region and translated into an Eid campaign. Well versed with budgeting, managing efficient spending of large OPEX and ROI, identify and developing partnerships/sponsorships with brands and events, manage analytics and reporting, lead agency partners and vendors, lead and manage a team of 4, cross functioning with other departments. JANUARY 2016 – MAY 2017 MARKETING & PR COORDINATOR, TOM FORD, JO MALONE LONDON & ARAMIS & DESIGNER FRAGRANCES, ESTÉE LAUDER COMPANIES, MUMBAI, INDIA • Alongside the PR manager coordinated the launch of Jo Malone London in India as one of the biggest country launches for the brand ever that resulted in social media reach of over 20+million across Instagram, Facebook and Twitter, 500+ mention for JMLXIndia & #HelloJML, 350,000+ engagement, IG Stories worth 51 minutes, 600+ IG posts & 100+ Snap Stories in 2 days. • Coordinated the brands retail strategy while working with Sephora and Tom Ford international boutique to make Tom Ford a leader in the artisanal fragrances category in India as well created and managed the social media calendar for different retailers. MARCH 2015 – MAY 2015 ATELIER ANTONIO RIVA, MARKETING & COMMUNICATIONS INTERN, MILAN, ITALY • Lead PR and communications initiatives for the brand in the US, APAC &EMEA • Introduced the brand to various social media platforms to attract the English-speaking consumer across the globe and lead competitor research & analysis of top bridal couturiers with a strong hold in the US, Asia Pacific, Japan & EMEA to develop new retail avenues in these regions. JUNE 2013 – JULY 2013 MCCANN ERICKSON, CLIENT SERVICING INTERN, NEW DELHI, INDIA • • • Market research for the launch of new products and services for the brand Aircel Planning Media strategies across ATL & BTL channels. Weekly compilation of competitors in terms of new marketing and advertisement campaigns, re-branding of the existing CSR campaign and writing Ad briefs. EDUCATION SEPETMBER 2014 – SEPTEMBER 2015 M.A LUXURY BRAND MANAGEMENT, DOMUS ACADEMY, MILAN, ITALY JULY 2011 – JULY 2015 B.A (HONS) MASS COMMUNICATION & MASS MEDIA, INDRAPRASTHA COLLEGE FOR WOMEN, DELHI UNIVERSITY, NEW DELHI, INDIA 1997 - 2011 G.D GOENKA PUBLIC SCHOOL, NEW DELHI, INDIA 2