NETIJYATA MAHENDRU
NEW DELHI ·--· www.twitter.com/netijyata · www.linkedin.com/in/netijyatamahendru
www.instagram.com/netijyata_mahendru · www.issuu.com/netijyatamahendru
As an experienced, reliable & agile branding executive, I envision myself developing branded marketing
solutions through strategic planning, innovative storytelling and cross functional coordination to achieve
marketing objectives set by the organization and its partners to create memorable experiences for the
end user and rake in revenues.
EXPERIENCE
MAY 2017 – PRESENT
MARKETING EXECUTIVE, SMASHBOX COSMETICS & GLAMGLOW, ESTÉE LAUDER COMPANIES,
MUMBAI, INDIA
Reporting to the Global and EMEA Marketing Director, as well as India General Manager, my role
includes consumer engagement, product marketing and overall brand building focused on
driving prestige beauty share for Smashbox & Glamglow in India. Responsibilities include:
• Lead all aspects of aspects of marketing – from branding and positioning to targeted
outreach strategy, go-to-market strategy, campaigns, advocacy, events and
communication in line with the global brand guidelines. This includes product selection,
positioning, promotions, trade marketing, special events, CRM, online and offline
strategy, digital and social strategy, advertising and media planning to drive awareness,
engagement and product adoption.
• Product Management: In accordance with global brand guidelines while considering
local market needs developed new sizes for lipsticks named #SmashboxFavesForIndia
for Black Friday and delivered a campaign that cashed on +289% of its target and sales
that were 128x times the budget for Black Friday 2018.
Repromotion of foundations (#FaceAnything Campaign) in India with renewed regionspecific claims and benefits, 80+ locally relevant assets, aggressive sampling and
education resulting in 54% increase in sales vs previous quarter.
• Consumer Marketing: Lead for market research, messaging, narrative, creative
development and campaign execution of both the brands in India.
Developed go-to marketing strategy for the launch of the brands in India by
collaborating with international brand experts, retail partners, local beauty advisors,
influencers and traditional media outlets to develop targeted, social and digital first local
content for every region that would then be translated to all channels for a 360 launch
that gave Smashbox its most successful launch ever in EMEA and over delivering launch
targets by +120%. This launch strategy was then replicated for the launch of the brands
in the LATAM affiliate.
Successfully launched Smashbox India's Instagram handle with the highest ER worldwide
at 1.23% owing to a localized content strategy, organic and paid influencer
collaborations, paid social campaigns, investment in the right digital tools and
encouraging UGC.
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Planning and Execution of Strategic 360 Programs: Identifying, planning and strategizing
key business opportunities of local relevance for Smashbox & Glamglow in India.
For the Smashbox Diwali Campaign of 2018 (#ItsLit) edutainment based ‘how-to’ content
created with local beauty influencers resulted in an increase of 136% in sales vs LY. This
campaign and all local assets with a local Indian influencer were then picked up by SEA
and APAC region and translated into an Eid campaign.
Well versed with budgeting, managing efficient spending of large OPEX and ROI, identify
and developing partnerships/sponsorships with brands and events,
manage analytics and reporting, lead agency partners and vendors, lead and manage a
team of 4, cross functioning with other departments.
JANUARY 2016 – MAY 2017
MARKETING & PR COORDINATOR, TOM FORD, JO MALONE LONDON & ARAMIS & DESIGNER
FRAGRANCES, ESTÉE LAUDER COMPANIES, MUMBAI, INDIA
• Alongside the PR manager coordinated the launch of Jo Malone London in India as one
of the biggest country launches for the brand ever that resulted in social media reach of
over 20+million across Instagram, Facebook and Twitter, 500+ mention for JMLXIndia &
#HelloJML, 350,000+ engagement, IG Stories worth 51 minutes, 600+ IG posts & 100+
Snap Stories in 2 days.
• Coordinated the brands retail strategy while working with Sephora and Tom Ford
international boutique to make Tom Ford a leader in the artisanal fragrances category in
India as well created and managed the social media calendar for different retailers.
MARCH 2015 – MAY 2015
ATELIER ANTONIO RIVA, MARKETING & COMMUNICATIONS INTERN, MILAN, ITALY
• Lead PR and communications initiatives for the brand in the US, APAC &EMEA
• Introduced the brand to various social media platforms to attract the English-speaking
consumer across the globe and lead competitor research & analysis of top bridal
couturiers with a strong hold in the US, Asia Pacific, Japan & EMEA to develop new retail
avenues in these regions.
JUNE 2013 – JULY 2013
MCCANN ERICKSON, CLIENT SERVICING INTERN, NEW DELHI, INDIA
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Market research for the launch of new products and services for the brand Aircel
Planning Media strategies across ATL & BTL channels.
Weekly compilation of competitors in terms of new marketing and advertisement
campaigns, re-branding of the existing CSR campaign and writing Ad briefs.
EDUCATION
SEPETMBER 2014 – SEPTEMBER 2015
M.A LUXURY BRAND MANAGEMENT, DOMUS ACADEMY, MILAN, ITALY
JULY 2011 – JULY 2015
B.A (HONS) MASS COMMUNICATION & MASS MEDIA, INDRAPRASTHA COLLEGE FOR WOMEN,
DELHI UNIVERSITY, NEW DELHI, INDIA
1997 - 2011
G.D GOENKA PUBLIC SCHOOL, NEW DELHI, INDIA
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