Sithara Singh Email & Phone Number

South Africa

La Lucia Ridge

- Led the Unilever deodorant portfolio in South Africa, which is growing double digit, significantly ahead of the market. - Led restage of bulk of the portfolio (Innovation & communication), excellent turnaround on biggest brand Shield with growth in sales, competitiveness and brand equity. Won award for Digital precision marketing. Facilitated continued growth momentum on Dove.- Member of the Global Brand Leadership Team. Worked with Agile methodologies pioneered in business to deliver turnaround on #1 brand. - Led Market development entry plans for deodorant in nascent African markets (West Africa)

South Africa

Led Skin Care category to focus relevant portfolios in key markets to drive competitiveness and growth in Africa (Vaseline, Dawn, Dove, Geisha), was growing double digit, ahead of ambition. Led 5 year growth plan across Africa, ZA key priority with CAGR >10%. - Led & facilitated growth via renovation, innovation, communication and purpose for key brands, Vaseline, Dawn, Dove and white space expansion: Vaseline innovations are growing strong double digit, Dawn was the fastest growing brand which delighted consumers to the extent they naturally drove organic online positive PR. - Leading male skin care strategic thinking for execution in ZA, and innovation with new Hemp variant for men across both brands. (triple digit growth)- Led face market development in East Africa with Even & Lovely.- Led key initiatives for competitive West Africa portfolio: Address unmet consumer needs with Vaseline healthy even complexion. Unlocking T3 potential.

Kwazulu-Natal, South Africa

Led Lux & Dove innovations and communication plans across Africa, (ZA lead market, Lux & Dove Africa double digit growth). Delivered validated new brand full mix, innovation line up, packaging and validated communication for execution. - Led the restage of Lux positioning, re-launch, innovation and communication across 6 African markets (ZA, GH, NI, KE, CDI, South East Africa) with impact, tailored with nuances for local execution. Partnered with celebrity Nandi Madida for communication plans- Worked on Country destination portfolios/ strategy 5 year road maps for West, East and Southern Africa and execution of these plans too, endorsed by global and local leadership- Marketing lead into Price Index: Cost Index work for category across Africa, sharpening pricing, portfolio mix mapping & clear action plan already in implementation phase.- Led the Masterbrand Dove growth plan, across all categories in Africa; leveraging ZA and global success in other Africa markets. Clear repeatable model in execution still driving growth now, still being used now.

Durban, Kwazulu-Natal, South Africa

- Led Axe, Dove, Brut for Africa. Lead the 5 year Deodorant strategy for Africa with director, owned and championed this across markets. Shield, Axe, Dove, Brut double digit growth.- Axe overdelivered for Africa vs growth ambition. Landed new Brand Communication Idea, re-launch with new variant in 6 African markets, tailored to local requirements, while maintaining brand consistency, using music passion point and agreeing partnership with renowned DJ Black Coffee.- Crafted ZA local communication with local celebrity for Axe to drive education with humour – which won awards locally. Won Axe Digital Excellence awards, Best Instore execution and Product of the Year on Axe Innovations. - Successfully landed Dove core brand innovation restage and tailored ZA communication as well as roadmap and execution for other key African markets. Dove deo was one of the fastest growing brands with double digit growth.- Led innovation and communication planning for Brut, landed new innovation and support plan- Led total personal care Male Grooming plan to harness the power of all UL male brands to fuel growth in collab with Global Category management team (Shield, Vaseline, Axe, Dove Men + Care, Brut)

Durban, Kwazulu-Natal, South Africa

- Based on prior successful Hair experience, returned to lead South African Hair care growth roadmap as Global team member based in the country.- Strategically focused on unlocking growth in ZA based on combining similar Global Best practice markets, local market insights & Unilever capabilities to build a winning plan.- Agreed simplified portfolio for hair category geared and driving sustainable growth. This included sourcing model, Innovation and Brand led growth priorities as well as long term (3 year) Activity Road Map across new and stronger 5 brand portfolio vs 6, (Exit Sunsilk, retain sharper Dove, Tresemme (for multi cultural expansion), VO5, Toni & Guy, Organics) endorsed by global and local leadership. - Execution showed strong double difit growth on the simplified, clearer more focused portfolio

Durban, Kwazulu-Natal, South Africa

- Led 1st of its kind BOP initiative for Rama, deploying 10 000 fridges across the country, with selective portfolio and targeted DT push, pull plans, more sustainable route to market, exceeding turnover expectations and growing brand power. Won multiple executional and business awards- Led market development with dish penetration project, which also exceeded project ambition and grew equity. Won Unilever’s 1st APEX award for creativity that delivers business impact- Led the re-launch for Rama, Stork and new Rondo innovation, as well as pull business and brand planning for portfolio (incl 3 year growth portfolio plans)- Led retailer partnership to improve shelf navigation: drove strong double digit growth, rolled out across wider stores- Led Market development on Stork. Launched world baking day. Won awards for integrated digital campaign- Leveraging ZA learnings, executed growth plans for Namibia and Botswana.

Durban, Kwazulu-Natal, South Africa

- Led and worked on Sunlight & Domestos brand re-launch, improved claims & communication plan. (Pack and Communication): Record high shares and double digit growth for Domestos and Sunlight continues to hold undisputed leadership. Led shelf/ merchandising plan as category captains to improve Unilever and Retailer growth.- Led middle income consumer penetration plan – shared best practice learnings for Domestos South Africa with other countries: Double digit growth in ZA. This continues to fuel growth on the brand.- Led World Toilet Day and Digital strategy for Domestos (Lloyd Cele was ambassador). This included press launch in Soweto, where new toilets were donated to deserving school. Initiated the toilet revamps for School project, kicked off in Soweto initially.- Prepared and executed specific welcome plans for new dishwash competitor in market. Leveraged other key brands too/synergies to drive competitiveness: Successfully deployed to protect strong holds.

Durban, Kwazulu-Natal, South Africa

Record high Unilever shares and double digit growth in market for hair portfolio.- Re-launched Sunsilk – extremely successful in market, growing share for Unilever. Included full range re-evaluation, packaging design, formulation change and supported by a strong communication plan (including PR launch with beauty editors). Won best practice Hot House award for best Marketing campaign.- Launched Dove Hair in South Africa, won Unilever Global Compass award. Within year 1, Dove hair grew share to become no. 1 Unilever hair-care brand. Delivered innovation & 360 launch plan, including PR launch. Won Clicks Best Beauty activation award in South Africa- Partnered with PnP retailer marketing and in-store team to craft and execute impactful shelf navigation aids to enhance shopper experience and increase category purchase- Led Organics portfolio (Including Kids Hair Care). Launched 1L pump pack and refills driving incremental turnover for Organics. Implemented pricing strategy, as well as national print and in-store campaign.- Launched Clear (men and women) – accelerated launch, sourcing and communication support in under 30 days.

Durban, Kwazulu-Natal, South Africa

Led innovation and growth plans for both brands Southern Africa, Arabia, West Africa & Turkey. This included growing in strong holds (Sunlight in ZA and Turkey), launching Sunlight in Nigeria & Surf ZA restage with communication.- Won global best practice award for quickest innovation and communication launch response to strong local competitor threat in Unilever ZA – defending share and protecting strong holds. Led welcome plan for 2 local brands leveraging the power of portfolio play.- Re-launch of Sunlight washing powder implemented in SA, and then KE. Three year growth plan crafted, including the liquid detergent development work. Sunlight at all time high market shares & strong market leader in SA- Led Surf re-launch of formulation, packaging and communication, including leading edge claims development, differentiating it in portfolio- Briefed in and implemented the Surf radio Soapie campaign, improved Surf loyalty scores and drove Surf recovery. - Agreed bars strategy for Kenya, Ghana and CDI, implemented communication plans to drive trading up to drive profitability. Finalised communication handed over (Print, TV, Radio, In-store) for key bar brands in markets.

Durban, Kwazulu-Natal, South Africa

Impact: House Hold Care (HHC) in region was one of the fastest growing with double digit growth across all brands- Responsible for delivery of category/ brand strategy and developing the brand mix, specifically tailored for needs of each market, across the portfolio of brands(Turkey, SA, Arabia)- Successfully relaunched Sunlight dish wash in ZA (outstanding communication, packaging and formulation.) Brand achieved highest ever market share with this launch. - Led the relaunch of Handy Andy/ Cif – 1st on world with restage + comms. the new pack, and communication style in ZA, as well as multi format portfolio strategy, future core also fueling growth- Led brand led growth: SA was successful pilot for the global Domestos campaign. SA learning’s were leveraged in other markets to drive growth.- Led strong brand led growth plans and communication for Turkey and Saudi Arabia. Key skills gained in subtleties of consumer nuances in different markets for campaigns. Also worked on brand migration plans in Saudi Arabia to align with global innovation pipeline.

Durban, Kwazulu-Natal, South Africa

- Led both brands, while working closely with the global team to develop and implement all innovation projects- Collaborated with teams as primary input on new communication for Lux brand and innovation planning- Led the Dove Campaign for Real Beauty launch in SA across channels, incl PR and launched the Dove Self Esteem fund. Briefed PnP on partnership as well as Unilever Customer Marketing. - Reviewed strategic role of Dove in skin market. Led decision making on the role of re-launch of bar, lotion and shower gel re-launch in the full Dove Masterbrand portfolio: approved by Board for execution in market. Also led these innovation projects with cross functional team

Durban, Kwazulu-Natal, South Africa

OMO: Re-launch of market leader OMO hand wash in SA (key strategic priority). Led welcome plans with full team for P&G entry into laundry, with dedicated rooms, teams to prepare. - Led from scratch concept development, validation, mix creation with cross functional team. (Tough on stains, gentle on hands). Briefed, evaluated and recommended creative concept, for 360 degree campaign; ATL, BTL, PR, Sampling, Road show activation, trade execution- Successfully gained share on Omo while we also landed new Brand platform. (Dirt is Good) Drove strong equityDomestos: Led project which doubled Domestos penetration among middle income consumers- Organized Stokvels, Clinic program, RDP sampling which received Global Best Practice Award from the Domestos community; learnings shared with other countries (India has also now tried similar campaigns)- Leveraged big brand strengths and did sampling via OMO Mailbag (which was used in subsequent years)

Durban, Kwazulu-Natal, South Africa

- Crafted a middle income penetration plan including innovation on smaller pack size/ price point. Led full mix creation, validation, financial approvals. - Crafted and launched Core Variant launch (Pink) which became the best seller. Developed Activation plan for the project with laser focus on inducing trial, increasing awareness. - Clinic activation: briefed, planned & researched pilot. Analyzed results and endorsed for broader execution.- Led Sampling project to strategically facilitate growing penetration. As a result, Domestos penetration grew in target market beyond our targets and this model for growth is still used to drive growth for the brand.

Mobeni

- Organic Polymer Chemist, started as lab assistant to Assistant QA Manager then to QA Manager. - As QA Manager, ran quality assurance laboratories, international accreditations, coached technical and factory team on technical and general skills.- Completed MBA part time.

Fluency: Understanding The Digital Commerce Landscape, Digital Acceleration Program

Ecomm Accelerator, Digital Acceleration Program

Master Of Business Administration (Mba)

Bachelor Of Science (B.Sc.), Chemistry And Biochemistry

Bachelor Of Pharmacy - Bpharm, Pharmacy