1. Priya Sanghvi
sanghvi.priya@gmail.com; Mob: 0091 98453 74593
Area of
Expertise
Specialized Marketing for luxury Services / Advertising / Retail
Designation
Profile
Director - Marketing
Marketing
2009 – till date, All India
Started my own firm as a specialized marketing consultant for luxury &
bridge-to-luxury fashion & lifestyle brands in 2009.
I'm a fashion & lifestyle brand marketing consultant going under the names of my companies,
‘Brand Magic’ & “Sequence'd”, based out of B'lore. I work with categories in luxury lifestyle
comprising luxury fashion, luxury sports, luxury home, luxury automobiles, luxury hotels,
food & liquor.etc. & I help them with very specialized marketing services which span 5 areas -
marketing strategy & image building, styling, customer relationship management, retail
activation, events & PR which includes celebrity engagement & management. Subsequently, I
also included design & social / digital media as verticals. This involved collaborating with
specific designers / stylists & handling their entire business.
2007 – 2009 – Arvind Brands, Bangalore
Marketing Head - Lee
Identified and studied the different consumer segments – current and the potential
consumer within the fashion and lifestyle space
Re-defined the brand objectives and tasks to meet the objectives
Re-looking at the entire marketing mix for the brand –
- Campaigns for the year – collection led vis-à-vis brand led
- Media scheduling
- Shift from traditional media to new age media
- Enhanced focus on internet
- Loyalty program
2. Created an entire online community of the brand’s target audience, ‘the cool trends setters’
- This community was driven my search engine marketing so as to tap the right set of
people.
- Search Engine Optimization was also used.
- The community was a very active platform with the members interacting with all thru’
games, message boards, forums, music, style.etc. , and, all of this topped with prizes.
Research –
- Youth watch
- Market Mix modeling to gauge responsiveness of markets to marketing investments
- Regular brand tracks to check brand-health
- CSMM – Customer relationship assessment / employee satisfaction / mystery audits
- Pre advertising checks
Marketing Head – Nautica / Tommy Hilfiger
- Drafted and executed innovative marketing and media plans, with an enhanced watch over
media wastage.
- Created content for the catalogue & supervised the fabrication.
- Enhanced focus on women’s wear for brand, Tommy Hilfiger
- Celebrity recruitment and management as the brand face
- Targeted the stylists for product placements and leveraging the brands thru’ aggressive PR
- Launched the CRM program for Tommy Hilfiger
- Store launches and in-store promotions
- Product placements
- Styling
Monitored the P&L & the bottom line projections for all of the above brands in Arvind Brands
2004 – 2007 – Titan Industries Ltd., Bangalore
Launched premium brand of Swiss-made watches, ‘Xylys’
Spearheaded the project by understanding the premium watch market and the company’s
potential to cater to the segment
Researched various concepts and arrived at the brand – product strategy
Developed the 5 yr business plan with the financial projections
Developed a product line with the design Head of Titan as well as a Swiss designer
Involved in the selection of properties for the flagships, determining the profitability of the
store and the setting up of each of the stores
Developed the positioning strategy for the brand. Also, involved in the shoot & the
development of the communication strategy with the advertising agency. Developed the
brand property and the brand essence. This was translated onto ATL & BTL mediums of
communication with a special focus on e commerce
3. Involved in the planning of the media mix with well-defined objectives i.e. create high
levels of awareness & visibility for the brand and participate / garner share in the relevant
price segment.
Brand profitability analysis and recommendation of sourcing/pricing options for
optimizing brand profitability matrix.
• Involved in the creation of content for catalogues & the website
• Developed & maintained the brand site.
2002 – 2004 – Gokaldas Intimate wear Pvt. Ltd., Bangalore
Launched ‘Enamor’ – premium range of lingerie
- Sized & segmented the Indian lingerie industry
- Commissioned an extensive study on competiton.
- Co ordinated with our joint venture partners, ‘Barbara in France’ & developed the launch
product lines for the Indian market
- Then, I also worked with our India design team to develop a range of inner wear & night wear
- Was involved in the product & pricing strategies.
- Worked in co-ordination with the merchandising team for the range plan.
- Spearheaded a panel for fitting sessions & to solicit feedback for our product lines.
- Responsible for all advertising and marketing strategies for the brand
- Responsible for all packaging and visual merchandising concepts as well as
retail strategies.
- Conceptualized, created & maintained the website ‘www.enamor.in’; worked very closely with
the entire buying teams & design teams to offer a solution for a chic and classy website.
- The website had to be regular managed as we started the e commerce business which was the
most dynamic & evolutionary part of this entire project.
- Handled media and ensured maximum visibility for the brand
- Public Relations
2001 – 2002 – Modi Revlon, Delhi
Premium range of personal care products
- Responsible for product and communication development strategy for fragrances (Charlie,
Fire & Ice), Flex Shampoo and Conditioner, and Hair color(Colorsilk and Revlon ColorStay)
- Launched line Extensions with the ‘Charlie’ Brand - Charlie Mini packs, Gift pack,
Perfumed Body Lotions promotions
- Developed Advertising campaigns and the communication strategy for the brand’s website
/ Consumer promotions, / sampling strategy /
4. 2001 only (7 mths.) – Marketing manager - Hindustan Times (e commerce
division)
- Responsible for all business Alliances and generating revenues for the ‘e commerce’ engine
- Also, initiated SEM / SEO to target the universe base
- Sized & segmented the right profile of consumers for the project
- Targeted this set with the relevant activation for generating revenue to the site.
- Lastly, coordinated all relevant promotional events and launches for www.go4i.com
1999 – 2001 – Business, South India & Sri Lanka
Partner
- Established “GreyHill Fashions” - a family business – A partnership firm involved in the
manufacturing, distribution and marketing of men’s clothing under the label, “GreyHill”,
covering Karnataka, TamilNadu, Andhra Pradesh, Kerala, Pune as well as Colombo(Sri Lanka).
- Involved in sourcing of fabrics, styling, product development & sampling, range planning,
pricing, production and quality control, sales & marketing.
“GreyHill Fashions” was then sold to a Tirupur based private limited company
Advertising
1995 – 1999
Films - Mumbai/Bangalore
- Free lanced for “ Odyssey communications” and
“ Foresee Films”, B’lore in corporate films and ad. Films’
production respectively (pre & post)
- Worked with distinguished Ad- Film makers like:
Mr. Radhakrishna (Magic Eye) B’lore
Mr. Prahlad Khakkar (Genesis) Mumbai.
Mr. Deven Khote (UTV) Mumbai.
Mr. Ajit Pal (Headline) Mumbai.
5. - Worked in MAA Bozell, B’lore as a film and TV executive for one year
Account Management - Bates India Pvt. Ltd., Delhi
Group Account Manager on the following Brands -
- Dabur - Dabur Vatika Lite
Dabur Honey
Dabur Gulabari
- Great Eastern Shipping Corporation
- Morepen Pharmaceuticals
Handled the OTC business of Morepen Pharmaceuticals
Professional Qualification: Post Graduate diploma in Mass Communication
with a major in Journalism - graduated in 1996
Date of birthe – 23rd
Jan., 1975
Interests – Piano / yoga / shopping / re doing the interiors of my home /
travelling
6. - Worked in MAA Bozell, B’lore as a film and TV executive for one year
Account Management - Bates India Pvt. Ltd., Delhi
Group Account Manager on the following Brands -
- Dabur - Dabur Vatika Lite
Dabur Honey
Dabur Gulabari
- Great Eastern Shipping Corporation
- Morepen Pharmaceuticals
Handled the OTC business of Morepen Pharmaceuticals
Professional Qualification: Post Graduate diploma in Mass Communication
with a major in Journalism - graduated in 1996
Date of birthe – 23rd
Jan., 1975
Interests – Piano / yoga / shopping / re doing the interiors of my home /
travelling