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Marketing, Branding, Strategy & Digital Freelance Consultant
Parvathi Nair
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
Marketing, Brand, Strategy & Digital Freelance Consultant
Markets
United Kingdom
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2019 - ?
freelance
Digital Marketing, Branding & Strategy Consultant
unknown.
• UENI: Acted as interim Head of Marketing for the tech-startup leading the following:
o Monetization strategy: Recommended monetization strategy for the freemium model to trade-up current free users via
paid products and subscription plans
o
Digital marketing: Developed and executed user acquisition and upsell marketing plans including Facebook marketing
based on target CPAs and email marketing
o Customer segmentation, customer data analysis & insights generation: Led customer research and analyzed
customer data across multiple countries to uncover customer insights. Developed customer segmentation model to improve effectiveness of marketing targeting.
o Website design & flow: Reviewed UI & UX and recommended changes that increased customer conversion rates and improved quality of data captured.
o Brand & content strategy: Initiated plans to start investing in and building the corporate brand and recommended
localization of content to improve user conversion ratees.
o Marketing process establishment: Established guidelines and work processes for project management to enable
marketing team, development team, customer service and legal team to work together to seamlessly execute marketing
campaigns.
• BLACK SWAN DATA: Led content, scope & UI review of social listening AI platform created for the personal care industry.
o Monetization strategy: Recommended monetization strategy for the freemium model to trade-up current free users via
paid products and subscription plans
o
Digital marketing: Developed and executed user acquisition and upsell marketing plans including Facebook marketing
based on target CPAs and email marketing
o Customer segmentation, customer data analysis & insights generation: Led customer research and analyzed
customer data across multiple countries to uncover customer insights. Developed customer segmentation model to improve effectiveness of marketing targeting.
o Website design & flow: Reviewed UI & UX and recommended changes that increased customer conversion rates and improved quality of data captured.
o Brand & content strategy: Initiated plans to start investing in and building the corporate brand and recommended
localization of content to improve user conversion ratees.
o Marketing process establishment: Established guidelines and work processes for project management to enable
marketing team, development team, customer service and legal team to work together to seamlessly execute marketing
campaigns.
• BLACK SWAN DATA: Led content, scope & UI review of social listening AI platform created for the personal care industry.
Customer service, Social, UP, Processes, LED, Interim, Content strategy, Development, Localization, Ai, Service, Website, Content, Digital Marketing, Management, UI, Facebook, Research, Email marketing, UX, Data Analysis, Branding, Project Management, Marketing, Design
2015 - 2019
job
Founder & Brand Creator
HOUSE OF CARE.
Identified gap in the beauty market for maternity beauty products and led product and brand development efforts (team of 25+) to create a
maternity beauty brand which won multiple awards and was awarded 'Best Pregnancy Range'. Brand completed successful e-commerce and retail partnership launch overselling direct competitor. Led development of DTC e-commerce business model for the brand based on
optimizing CLV to CAC ratio. This included e-commerce website development including subscription model, SEO, referral marketing,
PPC & Google Adwords, organic & paid social media marketing, online & offline PR, direct marketing and influencer marketing.
maternity beauty brand which won multiple awards and was awarded 'Best Pregnancy Range'. Brand completed successful e-commerce and retail partnership launch overselling direct competitor. Led development of DTC e-commerce business model for the brand based on
optimizing CLV to CAC ratio. This included e-commerce website development including subscription model, SEO, referral marketing,
PPC & Google Adwords, organic & paid social media marketing, online & offline PR, direct marketing and influencer marketing.
Pr, Founder, Social, LED, Online, Google, Development, Direct marketing, Website, Social Media, Retail, E-commerce, PPC, Adwords, Google adwords, Social Media Marketing, Marketing, Seo
2014 - 2015
job
Global Business Manager
FACEBOOK.
Managed global revenue for Unilever, a top 3 client for Facebook. Led global sales efforts and directed local sales efforts to increase
Unilever's share of advertising on Facebook. Partnered with Unilever top management to develop the global strategy for Facebook
marketing, including strategic business planning, capability development and institutionalizing organizational processes. Worked with Unilever brand teams and agencies to develop marketing campaigns for Facebook. Led pilot project with Unilever Personal Care
to determine ROI for Facebook and Instagram marketing.
• Built Facebook's consumer goods practice by establishing best practices for marketing on Facebook & Instagram that enable brands
to grow sales and improve brand equity. Established creative guidelines for consumer goods marketing on Facebook. Led capability
development for sales and account management teams.
Unilever's share of advertising on Facebook. Partnered with Unilever top management to develop the global strategy for Facebook
marketing, including strategic business planning, capability development and institutionalizing organizational processes. Worked with Unilever brand teams and agencies to develop marketing campaigns for Facebook. Led pilot project with Unilever Personal Care
to determine ROI for Facebook and Instagram marketing.
• Built Facebook's consumer goods practice by establishing best practices for marketing on Facebook & Instagram that enable brands
to grow sales and improve brand equity. Established creative guidelines for consumer goods marketing on Facebook. Led capability
development for sales and account management teams.
Marketing, Advertising, Instagram, Facebook, Account management, Management, Instagram Marketing, Sales, ROI, Global sales, Development, Manager, LED, Processes
2012 - 2014
job
Marketing Director, PR & Digital Media Director
L'OREAL.
Managed daily operations for VICHY, including P&L ownership and cross-functional team management, of anti-aging franchises
and makeup line for the US. Led franchise renewals, rebranding efforts and new product launches that resulted in 12% increase in sales for brand. Expanded distribution by launching the brand in new retailers and increasing door count at existing retailers.
Managed global supply chain for products imported from France and local supply chain for product development in the US.
• Managed PR & Media (traditional, digital & social, team of 7 people). Repositioned brand amongst influencers and redeployed media
budgets to impactful outlets. Partnered with dermatologists and other KOLs to establish brand credentials in the US. Rankings
improved by 16pts, and for the first time the brand was ranked within top ten brands nationwide for PR.
• Managed specialty beauty, mass & drug store retail accounts (physical retail & e-tailers) to deliver sales targets. Developed shopper
marketing plans and led sales force and beauty advisor training sessions. Analyzed promotional strategy and implemented ROI
improvements. Partnered with retailers to improve in-store skin care shopping experience and e-commerce business.
• Developed long term strategy for the brand. Identified growth areas and recommended business model to accelerate top-line and bottom-line growth for brand.
and makeup line for the US. Led franchise renewals, rebranding efforts and new product launches that resulted in 12% increase in sales for brand. Expanded distribution by launching the brand in new retailers and increasing door count at existing retailers.
Managed global supply chain for products imported from France and local supply chain for product development in the US.
• Managed PR & Media (traditional, digital & social, team of 7 people). Repositioned brand amongst influencers and redeployed media
budgets to impactful outlets. Partnered with dermatologists and other KOLs to establish brand credentials in the US. Rankings
improved by 16pts, and for the first time the brand was ranked within top ten brands nationwide for PR.
• Managed specialty beauty, mass & drug store retail accounts (physical retail & e-tailers) to deliver sales targets. Developed shopper
marketing plans and led sales force and beauty advisor training sessions. Analyzed promotional strategy and implemented ROI
improvements. Partnered with retailers to improve in-store skin care shopping experience and e-commerce business.
• Developed long term strategy for the brand. Identified growth areas and recommended business model to accelerate top-line and bottom-line growth for brand.
Marketing, Product development, Training, E-commerce, Retail, Pr, Management, Sales, ROI, Growth, Team management, Development, Makeup, LED, Social
2011 - 2011
freelance
Strategy Consultant
BURBERRY.
& New York
• BURBERRY: Evaluated licensing partnership with InterParfums for Burberry Beauty & Fragrance division and recommended long-
term corporate business model for the business. Beauty & Fragrance business ultimately brought in-house by Burberry. Established
global vision, financial objectives, business model, and P&L structure for Burberry Beauty. Recommended positioning, value
proposition, product architecture, pricing, marketing, merchandising and retail strategy to grow Beauty business.
• MCKINSEY & COMPANY: Developed growth strategy for $16 billion consumer products division of a Fortune 100 company.
Led industry analysis, identified M&A and JV targets, and built financial model to evaluate scenarios and simulate growth
projections. Facilitated strategy workshops and business planning sessions for client's top management team including CEO.
• ESTEE LAUDER: Led analysis of global prestige skin care category to determine long-term strategic direction for La Mer.
• BURBERRY: Evaluated licensing partnership with InterParfums for Burberry Beauty & Fragrance division and recommended long-
term corporate business model for the business. Beauty & Fragrance business ultimately brought in-house by Burberry. Established
global vision, financial objectives, business model, and P&L structure for Burberry Beauty. Recommended positioning, value
proposition, product architecture, pricing, marketing, merchandising and retail strategy to grow Beauty business.
• MCKINSEY & COMPANY: Developed growth strategy for $16 billion consumer products division of a Fortune 100 company.
Led industry analysis, identified M&A and JV targets, and built financial model to evaluate scenarios and simulate growth
projections. Facilitated strategy workshops and business planning sessions for client's top management team including CEO.
• ESTEE LAUDER: Led analysis of global prestige skin care category to determine long-term strategic direction for La Mer.
Marketing, Retail, Growth strategy, Management, M&A, Architecture, Workshops, Growth, Ceo, Direction, LED
2005 - 2010
job
Regional Brand Manager, Skin Care (OLAY)
PROCTER & GAMBLE, Brand Management.
Spearheaded long-term growth strategy for Olay in South-East Asia and India to quadruple sales by 2015. Identified new geographies, consumer segments and retail channels for expansion. Managed day-to-day
operations of Olay in India. Developed and executed plans to grow the Anti-Aging category and launch new Whitening boutique which resulted in tripling of sales in one year. Achieved market leadership (40% share) in Anti-Aging category and successful entry
into Whitening category (6% share within 6 months of launch). Led product development for Olay in emerging markets. Led global
team across USA, Asia and Europe to create a new line for Olay for emerging markets. Managed direct reports (ABMs) and cross-
functional indirect reports (R&D, product supply, finance, public relations and market research). Managed coaching, career
development, evaluation and salary planning. Led trainings for junior managers and recruiting for P&G Asia.
• Global Assistant Brand Manager, Prestige Skin Care (SK-II): Created glide path for SK-II to hit $1 billion in sales. Established
brand architecture & innovation strategy, recommending focus geographies and categories. Identified KBDs for department store
channel. Identified new market opportunity for brand expansion into high-end prestige and entry prestige segments and obtained top
management approval to invest in new segments. Led product development for P&G's most premium line. Led brand renewal for
base business. Developed marketing campaign which resulted in 20% sales growth and increase in market leadership from 4th to 2nd
in Asia. Led renovation strategy and plans of Facial Treatment Essence, SK-II's flagship product of 30 years.
• Global Assistant Brand Manager, Hair Color (WELLA): Analyzed potential of new segment in Latin America, Europe and Middle-East. Developed marketing plan, pricing & sales strategies and product design. Plan added $100million incremental sales.
Led product development and global brand restage plans for Wella retail hair color which resulted in 10% increase in sales. Led post-
acquisition projects to integrate hair color operations of Clairol & Wella in Connecticut with hair care operations in Cincinnati.
Piloted workshops and employee training sessions to streamline innovation models and initiative roll-out processes.
• Regional Assistant Brand Manager, Hair Care (Pantene): Launched two line extensions (Total Care and Age Defying) growing
sales in South-East Asia and India by $47million. Led product development and executed in-market commercialization plans for
launches. Led brand restage for Pantene in South-East Asia, India and Australia. Developed commercialization plans on largest
variants - Hair Fall Control and Anti-Dandruff - increasing market share by 3% in 3 months. Managed day-to-day operations of
Pantene in Malaysia, Vietnam and Singapore. Revived declining business in Malaysia and Vietnam by analyzing root causes of decline and identifying KBDs. Led and executed go-to-market plans that resulted in 20% and 28% sales growth respectively.
operations of Olay in India. Developed and executed plans to grow the Anti-Aging category and launch new Whitening boutique which resulted in tripling of sales in one year. Achieved market leadership (40% share) in Anti-Aging category and successful entry
into Whitening category (6% share within 6 months of launch). Led product development for Olay in emerging markets. Led global
team across USA, Asia and Europe to create a new line for Olay for emerging markets. Managed direct reports (ABMs) and cross-
functional indirect reports (R&D, product supply, finance, public relations and market research). Managed coaching, career
development, evaluation and salary planning. Led trainings for junior managers and recruiting for P&G Asia.
• Global Assistant Brand Manager, Prestige Skin Care (SK-II): Created glide path for SK-II to hit $1 billion in sales. Established
brand architecture & innovation strategy, recommending focus geographies and categories. Identified KBDs for department store
channel. Identified new market opportunity for brand expansion into high-end prestige and entry prestige segments and obtained top
management approval to invest in new segments. Led product development for P&G's most premium line. Led brand renewal for
base business. Developed marketing campaign which resulted in 20% sales growth and increase in market leadership from 4th to 2nd
in Asia. Led renovation strategy and plans of Facial Treatment Essence, SK-II's flagship product of 30 years.
• Global Assistant Brand Manager, Hair Color (WELLA): Analyzed potential of new segment in Latin America, Europe and Middle-East. Developed marketing plan, pricing & sales strategies and product design. Plan added $100million incremental sales.
Led product development and global brand restage plans for Wella retail hair color which resulted in 10% increase in sales. Led post-
acquisition projects to integrate hair color operations of Clairol & Wella in Connecticut with hair care operations in Cincinnati.
Piloted workshops and employee training sessions to streamline innovation models and initiative roll-out processes.
• Regional Assistant Brand Manager, Hair Care (Pantene): Launched two line extensions (Total Care and Age Defying) growing
sales in South-East Asia and India by $47million. Led product development and executed in-market commercialization plans for
launches. Led brand restage for Pantene in South-East Asia, India and Australia. Developed commercialization plans on largest
variants - Hair Fall Control and Anti-Dandruff - increasing market share by 3% in 3 months. Managed day-to-day operations of
Pantene in Malaysia, Vietnam and Singapore. Revived declining business in Malaysia and Vietnam by analyzing root causes of decline and identifying KBDs. Led and executed go-to-market plans that resulted in 20% and 28% sales growth respectively.
Leadership, Processes, Asia, Go, LED, Manager, USA, Campaign, Development, Growth, Workshops, Architecture, Finance, Sales, Design, Management, Growth strategy, R, Retail, Market research, Training, Product Design, Research, Product development, Innovation, Public relations, Coaching, Marketing
My education
2010
-
2012
University of Penn - Wharton School of Business
MBA, Strategic Management
MBA, Strategic Management
2000
-
2004
NATIONAL UNIVERSITY OF SINGAPORE
Bachelors, Information Systems
Bachelors, Information Systems
University of Pennsylvania
N/a, Entrepreneurship
N/a, Entrepreneurship
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