Nidhi Laddha

Building fast-tracked access for LoveChild in modern retail across formats pan India | 100+ doors in <2 years across Kiosks, SIS and GT stores all over India Building the on field Beauty Advisor organisation ground up to support the Retail scale up

• Brand Building & Planning: Build the AOP and growth plans for the brand across channels | Explore and build all 6P actions – especially proposition such that it translates into tangible actions with brand's first ever campaign "Ghus Ghus ke" • Business Growth: Drive brand.com merchandising view initiatives driving AOV growth to scale up BAU RR | Drive consistency & incremental growth across secondary ecomm channels like Nykaa & Amazon | Drove 9X revenue growth vs Y1 • Lead the offline expansion for a new age brand opening up 18 doors in <12 months driving incremental revenue while maintaining brand imagery • NPD: Liaising with the NPD team to rationalise launches across 6Ps of Marketing translating into tangibles on packaging, content and communication led by consumer insights. Streamlining SOP for new launches month on month • Communication: Drive communication strategy, development and execution processes internally for all new launches as well as BAU initiatives. Create & master a unique digital first playbook for a founder led beauty brand driving revenue growth month on month • Social & Content: Drive social and content channels to build awareness for the brand using influencers, employees and topical pegs to further engagement and followers for the brand

Category building, strategy and operations for Skincare at Nykaa - Liaise with business teams to understand and align individual brand priorities to the larger category agenda and thrusts - Ensuring everyday execution of the strategies across marketing channels by best optimisation of inventory basis JtbDs - Unlock newer opportunities to drive Nykaa’s expertise in Skin via properties that scale across consumer touch points - Manage Marketing Budgets and reconciliation for all Nykaa verticals (Beauty, Fashion, Man)

Brand Development & Brand Building for Simple Skincare in India - Lead the new product innovation agenda by optimising localisation of global mixes relevant for the Indian consumer - Enable and unlock newer deployment models for a online only brand, via creating a DTC and ecomm partners - Build & leverage Performance Marketing and social communities to build salience for the brand

Brand Building for Glow & Lovely (formerly Fair & Lovely) Understand the market and category to come up with strategic plans to grow the brand with regards to Sales, Penetration, Share as also Mental measures via actions on Pricing, Trade and Media Deployment for sustained business and growths, month on month, year on year. Integral part of the team that led the largest ever transition from Fair & Lovely to Glow & lovely across trade, deployment, and PR

Brand Development for Lakmé 9to5 portfolio + Lip care + Eyes: Aside from handling the 9to5 portfolio, led a complete re-stage of the Lip care range with an overhaul in product design, offering and proposition. Also led extensions on Eye portfolio to suit the constantly updating woman. Some highlights below: - Lakmé Lip Love Lip balms – Refresh on all 6P's - Lakmé Eyeconic – Extending beyond Kajal - Lakmé 9to5 Primer + Matte Foundation – Concept & Product Development - Lakmé 9to5 Primer + Gloss Nails – Concept & Product Development

Brand Development for Lakmé 9to5 portfolio: Essentially design for high-performance make-up offerings catered to the working/ modern woman. Handled relaunches and launches right from idea initiation, concept testing, product development – briefing and its execution up to proposition and its translation into communication. Some highlights where I anchored end to end plans & their executions: - Lakmé 9to5 Primer + Matte Lipstick & Primer + Matte Powder Foundation Range - Lakmé 9to5 Naturale Range of Makeup – Lip, Face, Eye range of products - Lakmé 9to5 Matte Nails

Responsible for planning & execution of below campaigns: - L’Oreal Sachets (Brand Film) - L’Oreal Excellence Creme - Hair Colour - L’Oreal Total Repair 5 Shampoo - L’Oreal Fall Repair Shampoo - L'Oreal Change - the price drop announcer campaign - L'Oreal Casting Creme Gloss - No Colour No Fashion. Communication tracking & co-ordination with International counterpart agencies for all L’Oreal Hair projects

Responsible for the below projects from Planning to execution: - Launch of Lakmé Youth Infinity - anti-aging offering from Lakmé - Campaign Roll out for Lakmé CC Cream & Lakmé Perfect Radiance - Planning & Developmental work for Lakmé Clean-up among other launches planned for 2015.

Advanced Diploma in Mass Media specializing in Advertising Worked on various Academic projects which include the following: - Business of Advertising - Strategic Planning - Print & Direct Advertising Sub-Editor & Art Director, followed by Chief Editor & Art Director for the college Periodical FRIDAY for both years

Responsible for the overall Strategic initiatives undertaken on the below Clients - Jointly with the team: - GoodKnight - Godrej Nupur - Digene (Pitch) Roles & Responsibilities included qualitative & quantitative research and analysis along with sales data derivations to craft relevant strategic inferences.

Pursuing Post Graduate Diploma in Advertising & PR (Correspondence)

• Account Management: Clients Handled: - Nutriwrap – Gujarat Foils Ltd. - Supreme Industries Ltd. - Honeywell Securities • Account Planning: Worked on Business Pitch for below projects: - GE Healthcare – Launch plan for new MR system – Positioning & Communication strategy - Oberoi Mall – Consumer Engagement Plan for the - Gorgeous Skin Care Clinic – Research & Strategy for Positioning & Communication

Graduated at the top of the class across semesters