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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
 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
 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 /
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.
- 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
- 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

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Profile of Priya Sanghvi

  • 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