- Strategic Leadership: Responsible for defining the brand strategy and business model, leading the entire North America multi-functional organization, delivering the P&L, and serving as the Site Leader for the North America HQ in Boston.- Brand Equity Enhancement: Redefined SK-II’s prime consumer prospect and crafted a US-specific communication strategy based on deep consumer insights.- Pioneered a new brand building model to create brand hype, explode reach, increase brand search, consideration and purchase intent.- Global Partnerships and Marketing: Pioneered P&G Beauty’s global partnership with TikTok, co-creating the first-ever full-funnel brand activation on the platform & implemented new media effectiveness and attribution models.- DTC Transformation: Steered transformation of media ecosystem, technical improvements, UI/UX interventions, & commercial plans to accelerate DTC growth.- Store Business Transformation: Turned around the offline business in Department Stores and Specialty by creating a new national field sales organization, activating top store KBDs, and improving store fundamentals.- North America HQ: Created a high-performing culture through interventions in staffing, organization structure, and capability.

- Commercial Leadership: Responsible for delivering the P&L, defining the brand & go-to-market strategy, and development of brand plans, campaigns, & commercial innovations for a $200 M+ retail business. Promoted in role from Brand Director to Senior Brand Director.- Business Acceleration: Surpassed sales, penetration, and market share targets in the region, propelling SK-II to the #1 position in prestige skincare share.- Building Brand Equity: Drove significant increase in brand consideration. Implemented a new influencer marketing model, resulting in authentic & on-equity brand content and delivering reach targets with 20% lesser media spend.- Go-to-market Innovation: Turned around in-store event productivity from being a loss-making activity to a key business driver leading to a +30% increase in brand penetration from events.- Trade Marketing and Distribution: Developed a new distribution strategy in Taiwan, reducing the footprint by more than 30% and improving store productivity of top stores, leading to 20% growth in consumer sales.- Crisis Management: Managed the organization (150+ employees including store staff) and business through multiple crises driven by COVID and other geopolitical regional challenges.- Brand Capability: Capability & Development Leader for the entire brand function for Greater China region as part of brand function leadership team for Hong Kong / Taiwan.

- Retail Experience Development: Responsible for spearheading the creation and expansion of future brand propositions throughout the consumer journey.- Developed, executed, and scaled concepts to enhance the brand experience and boost brand penetration, with a specific focus on Retail and Online Experiences, Global Brand Data Strategy, Trial, and Promotions.- Data Management & Analytics: Defined and implemented the brand's data strategy powered by advanced analytics, introducing SK-II’s first integrated consumer data dashboard using Power BI.- Brand Penetration: Revolutionized the brand’s trial proposition by introducing SK-II’s First Experience Kit. Piloted an augmented reality (AR) post-purchase experience and implemented a comprehensive packaging change. - Global Promotion Strategy: Led renewal of global promotion strategy, bringing about significant changes in trial, repeat, and consumption offers across user types and reducing brand’s promotions by 10%, leading to significant cost and plant capacity optimization.- Retail Innovation: Launched a category-first, fully automated pop-up store in Tokyo with cutting-edge technology (skin diagnosis, facial recognition, IoT).

- Commercial Leadership: Responsible for delivering the P&L, defining the brand & go-to-market strategy, and development of brand plans, campaigns, & commercial innovations.- Brand Penetration: Achieved the highest new user growth globally across all markets.- Impactful Brand Campaign: Developed the brand communication and media strategy to activate SK-II’s iconic purpose-driven brand campaign, 'Change Destiny.' Successfully drove quality brand awareness and consideration through the strategic execution of the campaign across various markets.- Digital-Focused Media Model: Led the implementation of a new digital and PR-focused media model. Incorporated multiple interventions such as hyper-targeting, re-targeting, and a revamped set of KPIs to drive Aided and Unaided Brand Awareness across all markets.- Go-to-market Innovation: Implemented key interventions in go-to-market operations, including a revamped Beauty Consultant Compensation model for enhanced productivity.

In-charge of global brand plan and marketing assets creation for Global SK-II, with focus on Japan & China as the lead markets.- Created the strategy and action plan to drive increased momentum on SK-II’s brand campaign under “Change Destiny” theme via creation of new assets rooted in strong consumer insights to further drive SK-II’s equity and reach amongst the strategic target.- Developed a new media distribution model working with media agencies and SK-II’s top media JBP partners to drive further & more effective reach. Integrated paid media plans with influencer marketing plans to drive brand superiority and consideration.- Drove digital innovation via new capability pilots on search-back content planning (to incorporate seasonal consumer insights in digital content creation) & media re-targeting to develop SK-II’s digital ecosystem spanning offline / online touch-points.

Global lead for eCommerce Business, Global Digital Marketing and CRM / systems capability for SK-II.eCommerce:- Launched SK-II in China eCommerce with T-mall (Alibaba group owned open market platform) - currently one of SK-II's fastest growing and biggest customers globally.- Revamped SK-II’s first fully owned direct-to-consumer e-commerce platform in US via pioneering a new model of fully-owned distribution and operations - this led to a surge in operating margins and profitability.Global Digital Marketing:- Piloted SK-II's first-ever digital-only campaign behind integrated marketing on multiple digital channels. A key outcome of the pilot was the efficiency and effectiveness of digital media vs. traditional media forms, which led to a dramatic swing in our media investment strategy.- Revamped SK-II's overall search game plan via new SEM strategy and launch of new SEO enabled brand site.- Defined the global digital strategy and plan for key strategic initiatives (new product launches, hero product support etc.).Global CRM / systems Capability:- Global roll-out of advanced database systems, and development of commercial strategy and plan for SK-II to enable advanced CRM program executions (via personalized, targeted communication) as part of a global P&G pilot, leading to increase in retention rate and average spending.

Intern with the Reebok India Brand Marketing team to revamp the Reebok Juniors business in India.