Beena K. Parekh Valia
Summary
Brand architect with 15+ years of experience transforming iconic brands across Beauty, Personal Care, Refreshments, and Home Care. Passionate about elevating brands with cultural relevance, breakthrough innovation, and high-impact campaigns. Impact-driven leader who thrives on shaping brand narratives and unlocking market-making opportunities. INFJ, right-brained thinker, driven by purpose and creativity.
Overview
16
16
years of professional experience
Work History
Premium Innovations & Masterbrand Equity Lead – Surf Excel
Hindustan Unilever Limited
07.2023 - Current
- Leading Portfolio Transformation & Brand Equity for ‘Dirt is Good’ – an iconic, most-loved €1Bn+ brand
- Unlocked a Market-Making Innovation pipeline, ensuring long-term category growth in line with the brand’s ambition
- Launched detergent pods in India, pioneering the segment with an end-to-end mix of product, proposition & digital-first campaign
- Developing a blockbuster mix set to revolutionize laundry, launching mid-2025
- Led the historic first-ever Brand Visual Identity relaunch for the entire Surf Excel portfolio
- Elevated ‘Dirt is Good’ equity by introducing a new BCI & communications model – achieving record-high brand power scores
Senior Brand Manager – Dishwashing, South Asia
Hindustan Unilever Limited
10.2020 - 06.2023
- Transformed the dishwashing category by repositioning Vim with bold brand experiences, disruptive communication, and innovation-led market development
- Led the landmark relaunch of Vim in India, shifting it from a familiar staple to a modern brand that inspires men to own household chores
- Developed a consumer-first Market Development strategy for Vim Liquids, driving:
- 110 bps penetration gain
- Highest-ever TOM on Vim
- ‘Unstereotype Creative of the Year’ award win
- Designed a high-impact GTM strategy, accelerating Vim’s share growth in Pakistan as a challenger brand
Brand Manager – Icecreams
Hindustan Unilever Limited
10.2014 - 06.2020
- Built a world of happiness and indulgence while driving business growth for Magnum and Paddle Pop
- Turned around Magnum’s trajectory with double-digit YoY growth by challenging category norms with a bold strategy
- Built brand differentiation with a new IBC, repositioning Magnum as a ‘Style Statement’ beyond just an ice cream
- Created a disruptive media model focused on driving talkability through high-impact activations, beyond just reach
- Led the launch of Magnum Brownie with a winning product and communication mix
- Strengthened premium imagery (‘worth paying more for’) and trials for the brand YoY by 200+ BPS
- Expanded Paddle Pop’s appeal with kid-centric innovations tailored for India & Pakistan
Senior Brand Executive – Skin Care (Pond’s) & Makeup (Lakme)
Hindustan Unilever Limited
10.2011 - 09.2014
- Led the evolution of Lakmé & Pond’s into premium beauty powerhouses in retail
- Revamped Lakmé’s retail experience with immersive beauty boutiques & seamless digital journeys, driving +22% regime sales
- Led the high-impact PR launch of Pond’s Age Miracle, achieving the highest share-of-voice among beauty brands
Account Director
OgilvyOne Worldwide (A WPP Group Company)
Mumbai
04.2009 - 10.2011
- Amplified core brand campaigns on digital & social for Mentos, Cadbury Bournville, Dove, Bru & CEAT Tyres
- Led engagement-driven campaigns, including the Mentos x ICC collaboration, setting new benchmarks for brand engagement
Education
Bachelor of Mass Media -
Mumbai University
Mumbai01-2006
Higher Secondary -
Maharashtra Board
01-2003
Personal Information
Hobbies: Immersive Travel, Quantum Mechanics
Timeline
Premium Innovations & Masterbrand Equity Lead – Surf Excel
Hindustan Unilever Limited
07.2023 - Current
Senior Brand Manager – Dishwashing, South Asia
Hindustan Unilever Limited
10.2020 - 06.2023
Brand Manager – Icecreams
Hindustan Unilever Limited
10.2014 - 06.2020
Senior Brand Executive – Skin Care (Pond’s) & Makeup (Lakme)
Hindustan Unilever Limited
10.2011 - 09.2014
Account Director
OgilvyOne Worldwide (A WPP Group Company)
04.2009 - 10.2011
Bachelor of Mass Media -
Mumbai University
Higher Secondary -
Maharashtra Board
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