Aviva Fernandes Sleightholm
London
Summary
A skilled and experienced creative and commercial senior Marketing Director (with experience of US, EMEA and APAC markets).
I have successfully driven brand awareness through omnichannel marketing plan, working closely with C-suite, founders, and senior board members to deliver objectives. Responsible for managing teams big and small across multi disciplines including social media, Creative, PR & influencers, NPD, sales, and supply chain. Proven track record in building successful relationships with leading global retailers such as Harrods, Harvey Nichols, Sephora, Douglas, Selfridges, as well as leading pure players and distributors.
Overview
17
17
years of professional experience
24
24
years of post-secondary education
Work history
DIRECTOR, INTERNATIONAL MARKETING (RETAIL, PRO, ECOM & BRAND)
OLAPLEX
London
06.2022 - Current
- Internationalising the brand across top 10 key growth markets in line with global LRSP
- Overseeing the scaling of the International omni channel business circa $200m across professional, retail, DTC and e-com
- Partnering with over 50 retailers & distributors to drive best in class marketing, PR and influencer activity
- Develop a clear regional marketing and comms strategy by recruiting talent internally and externally to execute at a local level
- Collaborate with Global marketing, Sales R&D, Ops and Creative to utilise the global vision and translate into relevant local marketing
- Recruited PR and Design agencies to build brand awareness and bring the brand to life flawlessly
- Liaise with internal and external insights teams to run brand studies across the markets to develop customer segmentation
- Managed a team in market, whilst coaching marketing teams across key distributor partners.
- Strategically managed the tactical needs along with the strategic needs fo the business by staying agile yet focussed
- Built strong stakeholder relationships across retailers, distributors and experts
- Navigated negative publicity by communicating transparently with the media to ensure clarity of information
Global Marketing & Digital Director
BYBI BEAUTY
London
10.2021 - 05.2022
- Develop the global marketing and digital strategy, budget, across diverse distribution channels in line with global objectives and develop the media strategy to increase market penetration and profitability
- Working with sales to ensure strategic JBP’s are in place with key retailers such as THG, Target, Amazon, Boots for key launches
- Own the management and tracking of the marketing budget and work with the Brand Founders and MD to ensure it is set and forecasted accurately and appropriately
- Partner with supply to build and maintain annual category-level retail forecast, adjusting as needed to ensure alignment and achievement of overall sales target
- Develop annual and longer-term category strategy and oversee the forecasts of new product introductions as required to achieve brand objectives
- Communicate and work with agencies to ensure that the visual interpretation and representation of the brand is implemented in all distribution and reflects global/regional direction
- Recruit, motivate, evaluate, and develop marketing team members globally (10+) to create an environment where all employees are empowered, engaged, and delivering results
Global Head of Digital, Marketing & Communications
NAILS INC GROUP
London
09.2019 - 10.2021
- Reporting into the founder, led and delivered the overall digital, creative, and marketing plans globally, ensuring clear commercial objectives were set, budget assigned and communicated
- Owned the management and tracking of the marketing budget and worked with the Brand Founder Thea Green and CFO to ensure it was set and forecasted accurately and appropriately with clear ROI on delivery
- Delivered the replatform of the Nails Inc website in line with ambitious commercial targets and customer acquisition/retention objectives
- Key point of contact for Sephora, Target, Sally’s USA, QVC, Boots, Superdrug, Amazon ensuring all communications were in line with the key story telling moments to ensure relevancy with customer shopping habits
- Recruited and managed a total of 6 agencies globally whilst always ensuring consistency in brand story telling
- Partner with NPD, Finance, Sales, Supply Chain and Product development to lead the NPD calendar developing new product and forecasting accurately to drive maximum revenue across all launches.
General Beauty Marketing Manager equivalent for Head of Beauty Marketing
HARRODS
London
06.2016 - 04.2019
- Lead the beauty marketing for online and store division including Skincare, Make-up, Perfumery, Salon de Parfums, The Wellness Clinic and Hair & Beauty Salon
- Launched the harrodsbeauty Instagram channel, to drive content & acquire younger customers, plus maintain loyalty with existing customer base
- Worked closely with senior stakeholders (Buying, Operations, Creative, VM, Retail, Insights Finance) to strategically develop the spa and services pillar within beauty with the launch of The Wellness Clinic and Hair and Beauty Salon (formerly Urban Retreat)
- Commissioned specific market research and analyse all Harrods Rewards customer profiles, buying behaviour, potential behaviour, segmentation as well as brand performance
- Identify and map out the beauty industry growth by analysing NPD data and utilising the data to develop and produce key campaigns for the right audience
- Develop campaigns focusing on HNW & UHNW customers (High Net worth and the Ultra High Net worth) by partnering with the Personal Shopping team.
Marketing Manager- Skincare, Colour cosmetics, Christmas, AYR Gifting, Spa & TR
bareMinerals (Part of the Shiseido Group)
12.2013 - 05.2016
- Leading the forecasting and strategic development with the US global development team for categories such as Colour, Skincare, Gifting and Xmas, by developing a strong marketing and commercial programme across all counters by partnering with Sales and Retail teams
- Building a cohesive 360-marketing calendar for the UK and Ireland department stores and boutiques, working across key retailers and aligning Spa, Travel Retail and Online
- Streamlined the spa business (network of 1000 spas), to focus on flagship profit drivers while minimising loss makers
- Managing sell-in and sell thru of stock across key retailers such as John Lewis, Selfridges, Brown Thomas, for new launches, as well as creating, forecasting and monitoring GWP, sample and tester budgets.
International Asst. Communications Manager (Across Brand and Retail)
BOOTS International (Part of the Walgreens Group)
London
03.2012 - 11.2013
- Internationalising the Boots brand globally by developing high profile multi-channel online and offline PR events and campaigns to deliver the key messages for global brands such as Botanics, Soltan and No7 etc..
- Driving the wider global communications strategy across key European markets, USA & Asia (Thailand/HK)
- Working with experts and scientists to simplistically bring to life the story behind all Boots brands mainly No7, Soltan & Botanics.
Assistant PR Manager (Across Brand and Retail)
BOOTS UK (Part of the Walgreens Group)
Nottingham
01.2010 - 03.2012
- Strategically lead and developed PR plan for the No7 brand for 2 years running, achieving an ROI of 35:1 and 47:1 (Industry standard being circa 3:1)
- Ran the Beauty media centre and crisis management part of the press office, taking an average of 20 calls a day, inclusive of weekend cover, from various national and local media contacts.
Marketing Assistant
BOOTS UK (Part of the Walgreens Group)
04.2008 - 02.2010
Marketing Assistant (Across Brand and Retail)
BOOTS UK (Part of the Walgreens Group)
01.2007 - 04.2008
Education
Post Graduate Diploma (Hons) – Industrial Psychology -
Seneca College, University of Toronto, Ontario, Canada
Toronto, Canada 01.2005 - 05.2026
Bachelors of Commerce (BCom) Accounting/Economics -
Mumbai University
06.2002 - 04.2005
Skills
- True passion for the beauty within the prestige and luxury environment
- A deep understanding of the international and global customer across Europe, Middle East India and APAC
- Skilled negotiator with the ability to deliver clairty of message to C-suite and board level executives, along with wider teams
- Commercial and creative thinker in a senior environment, managing extensive budgets
- A proven track record of using the right channel mix to position success
- Deep product knowledge, excellent industry contacts and an understanding of the industry landscape
- Experience working as a part of the ELT with strong leadership and motivation skills
- Excellent communication, organization, interpersonal and influencing skills
- An agile team player able to work through multiple priorities and create support across a diverse team
- Experience in managing and developing a team of highly skilled professionals
Timeline
DIRECTOR, INTERNATIONAL MARKETING (RETAIL, PRO, ECOM & BRAND)
OLAPLEX
06.2022 - Current
Global Marketing & Digital Director
BYBI BEAUTY
10.2021 - 05.2022
Global Head of Digital, Marketing & Communications
NAILS INC GROUP
09.2019 - 10.2021
General Beauty Marketing Manager equivalent for Head of Beauty Marketing
HARRODS
06.2016 - 04.2019
Marketing Manager- Skincare, Colour cosmetics, Christmas, AYR Gifting, Spa & TR
bareMinerals (Part of the Shiseido Group)
12.2013 - 05.2016
International Asst. Communications Manager (Across Brand and Retail)
BOOTS International (Part of the Walgreens Group)
03.2012 - 11.2013
Assistant PR Manager (Across Brand and Retail)
BOOTS UK (Part of the Walgreens Group)
01.2010 - 03.2012
Marketing Assistant
BOOTS UK (Part of the Walgreens Group)
04.2008 - 02.2010
Marketing Assistant (Across Brand and Retail)
BOOTS UK (Part of the Walgreens Group)
01.2007 - 04.2008
Post Graduate Diploma (Hons) – Industrial Psychology -
Seneca College, University of Toronto, Ontario, Canada
01.2005 - 05.2026
Bachelors of Commerce (BCom) Accounting/Economics -
Mumbai University
06.2002 - 04.2005
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