VICTORIA’S SECRET BEAUTY AND ACCESSORIES

HEAD OF MARKETING

experiential · 360 · REPOSITIONING · STORYTELLING

Appointed first as lead Marketer on the Middle East beauty business before being promoted to head the Marketing teams across the entire Victoria’s Secret portfolio – lingerie, beauty and PINK. Initial objectives was to assess brand localisation strategy and manage new market entries across Middle East, Turkey, Russia and Central Europe. ‘Best at’ positioning for Fine Fragrance to align more cohesively with elevation strategy for lingerie to include point of sale, visual merchandising, social, PR and experiential

activations

Progress strategy for fragrance launches and refocus in the Middle East via podiums/activations to increase engagement with target audience

Storytelling and educating by taking the audience through a journey of the notes which further develops an understanding of the complexity of Victoria’s Secret Eau de Parfum

Also aligning fragrance launches with new lingerie releases to maximise impact as well as introduce cross category selling

Partnership with Vox Cinemas Ladies Night in key flagship malls to sample new and existing fragrances

love 360 launch

The Love fragrance was an incredibly different kind of perfume for Victoria’s Secret, it was a modern and iconic interpretation of the Victoria’s Secret woman. Charmingly sexy, alluring and refreshingly confident it was intended as a core fragrance with an ambition for it to be #3 in the world

To support high profile launch 360 campaign developed which included:

  • Radio sponsorship in Dubai during rush hour (morning/evening). Female DJ played fun, sexy “love” hits and educated listeners about new fragrance launch. Engaged with callers on what love made them do and drove customers to stores via exclusive offer: Free mist/lotion with LOVE EDP purchase
  • Digital Advertising: -Promoted angel videos & assets through Facebook Canvas Ads, Instagram, GDN and YouTube. Targeted FB followers, existing customers through Custom Audience, acquire new customers through Lookalike and interest based targeting
  • Ran engaging campaign through Messenger ads.
  • Created LOVE playlist on Anghami
  • Collaborated with media & influencers to create awareness about new fragrance, and share what love made them do along with a beautiful dinner at the One and Only Palm Jumeriah. Event had lip station as well as engaging IG moments to ensure coverage



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