Priyanka Agarwal

Health Care

Establishing a new brand in sports & fitness care - building the right portfolio, pricing, brand awareness and full funnel initiatives to drive conversion. Brand Activations & GTM- online & offline Ecommerce & Digital Marketing as well as Sales Growth Plan on Ecommerce Experimenting & building several offline GTM routes for successful establishment of the brand. Raising awareness & education for the category to recruit new consumers. Continuously working on data & consumer insights to feed into better forecasting, NPIs & overall marketing & sales strategy.

Curated wellness retreat experiences centred around 3 pillars of peace - nature, yoga & conscious meals for corporates to give them a weekend experience of disconnection & reconnection with themselves. Worked across different venues, menus and crafted niche exclusive experiences & workshops within the retreats. Acquired skills as a sole entrepreneur - website development, social media content creation, social media marketing, customer relationship management, WhatsApp marketing, event planning, event management, project management, legal and social compliances, guest management and influencer management.

Led the personal care category development and resurrection of Palmolive with new Face Cleansing Range and Body Wash, Handwash.

As the director for beauty category at Myntra, I charted a 25%+ growth plan of the category with some key actions: 1.Segmenting category development needs & mapping right resources to each (Luxury category vs Mass or Hair vs Skin) 2.Finding clear niche for Myntra Beauty within the online ecosystem to develop unique consumer positioning 3.Identifying key trend moats & ensuring right selection across each - optimising visibility & targeting on app 4.Defining and setting tangible measurable goals for different teams (Increase is Basket Size for Revenue Teams, New Consumer Acquisition for Marketing Teams, Loyalty & Repeats for Category & API teams, Differentiated service levels for Loyalty Programs teams & so on) My team & I handled about 750+ beauty brands at the time ranging from legacy brands like Chanel, D&G, L’Oreal Groupe, Estee Lauder Group, Unilever to new entrants like Huda Beauty, Brazilian Bum Bum cream etc. This meant building strong relationships and business alignments outlining annual plans with revenue, growth, initiatives, activations, resources & investment as well as review cadence for all stakeholders. Due to the diverse characteristics of brands and their respective teams, my team and I had to adapt and provide customized solutions, negotiation strategies, and operational plans. Key Action Points 1. An elaborate and differentiated selection 2. Enhanced customer experience and building value for the shopper outside of pure-price play 3. Brand and vendor relationships to create win-win models 4. Influencing creative outlook with sensibilities of beauty - all while leveraging technology 5. Delivering healthy P&Ls for current and upcoming years

Led the 'Eye Make-Up' portfolio for Maybelline New York in India. At Maybelline, as a Senior Marketing Manager, I charted a 35% growth plan for the eye make-up category by identifying the next pillars of growth through extensive triangulation of multiple information points & sources like category studies, consumer insights and internal capabilities. This led to the successful launch of new categories like Mascara and Brow, driving consumer education and transforming the market resulting in Maybelline Colossal equity in India from 4 MN consumers to over 6.5 MN in 2 years. Each campaign I worked on was of significant scale s ranging from $120K-$400K. These campaigns covered aspects of TV + digital advertising i.e. Meta, Google Universe, Influencer Boosted Content on YouTube, and Rich Media ads etc. This needed an understanding of not just our internal growths but studying the consumer and market closely using Nielsen, Kantar Brand Track, Euromonitor and initiating studies across consumer, product & competition as well as testing creatives & media inputs. I spearheaded Yearly Media Planning for the brand & optimized the marketing funnel to brand goals. From 2019- 2021, the MS% for my portfolio moved from 55% to 60% and the Colossal Mascara & Liners became #1 in their categories across all top e-tailers in India – Nykaa, Amazon, Flipkart, Big Basket etc. I also led the creation of overall Maybelline strategy - NPIs, promotions & merchandizing across channels, e-commerce inputs across e-tailers, media plan, creative campaigns, celebrity management and most importantly, brand P&L while driving up brand profitability 300 basis points in 2 years with RGM principles. I have built and successfully executed over 8+ Product Campaigns, 20+ influencer campaign and 2 large scale all brand campaigns (Wake Up-Make Up & Brave Together) with celebrities like Sara Ali Khan and PV Sindhu. Above required collaboration & working across global & local cross-functional teams.

Drove the 'Top Retail' channel for CPD- Mass Product all India for L'Oreal India to deliver a 12% YOY growth and 5.5 CTS ratio - 1. Channel Growth Ambition & Strategy 2. Creating Inputs for Intervention at both strategic & tactical levels 3. Ensuring right product, promo & visibility mix for different group types of retail 4. Ensuring correct terms of agreement, compliance and delivery of channel programs 5. Planning & Executing the 'keys to win' in different geographies & formats of the retail channel 6. Working with marketing, consumer insights team, supply chain and finance to be the one-point owner of the channel This role included handling several independent budget lines as well as recruitment, coordination and continuous review with various support agencies for promotions, merchandising etc in the retail channel across the country while managing a turnover of over $60 Mn annually. Categories Handled: Hair Color, Hair Care, Skin Care, Make Up

Managed & Grew International Accounts - Walmart & Tesco - India operations for L'Oreal Consumer Product Division National Accounts - Bharti Retail, Apollo & Religare Pharmacies Responsible for closing Joint Business Plans, Trade Agreements and Yearly targets for all chains. Single point contact for all initiatives, day to day business closures, marketing operations etc for the above-mentioned accounts

-Optimized & grew over 10 national key accounts and 10 regional key accounts for growth in sales as well as market share at 1.5X of national average. -Supported marketing endeavours and activities through a field team of 4 executives, 45 promoters and 9 merchandisers. -Maintained visibility (>100% over 95% of outlets), SOS (always at 95% accuracy), promotions and driving sales through negotiations with chains in maintenance of stock levels, timely orders & payments as well as supporting their initiatives. -Coordinated with distributors, internal logistics and finance teams to ensure timely supplies, utilize promotional offers as well as maintain good norms and ROI for all stakeholders - healthy ROI of over 24% annually. -Consolidated and reduced operational gaps in business through regional coordination and local trade agreements. -Tracked business daily through different systems. -Made available regular market feedback and giving business inputs to the brand teams.

Marketing Stint at Maybelline Complete Strategy Mix including Product, Launch, Market, Pricing, Marketing, Merchandising and Evaluation of the launch.

1. Closing down Operational Gaps in Health & Beauty Modern Trade Business, Delhi-NCR 2. Development of a separate Standalone sales channel, General Trade, Delhi

Project: A market research study to understand emerging channels, prospective business models and launch strategies. Objective: Estimation and Evaluation of Business Potential for Active Cosmetics Division products in emerging channels – High end Salons, Spas and Skin Clinics in Mumbai.