Tanvi Ajmani
Category Head Marketing
Gurgaon
Summary
Senior Marketing Leader with over 12 years of experience in CPG and retail sectors. Demonstrated success in crafting and implementing go-to-market strategies that drive sales growth. Skilled in utilizing shopper insights and data analytics to enhance promotional campaigns and increase brand visibility. Proven track record of building and leading high-performing cross-functional teams to achieve market share goals.
Overview
14
14
years of professional experience
3
3
Languages
Work History
Freelancer and Strategy Consultant Marketing
Personal Touch Skincare, Moxie Beauty, Bain & Company
03.2025 - Current
- Adapted quickly to changing project requirements, demonstrating flexibility and adaptability under pressure.
- Developed customized solutions to address unique client needs, resulting in repeat business and referrals.
- Strengthened client relationships with consistent communication and timely project updates.
- Enhanced client satisfaction by delivering high-quality work within deadlines.
- Managed multiple projects simultaneously while maintaining a high level of attention to detail and organization.
Category Head Aperitivo
Campari
01.2023 - 01.2025
- Category Growth for premium spirits brands
- Oversaw end-to-end business management for a portfolio of brands including Aperol, Campari, and Cinzano, driving a 100% volume delivery with a team of 12+ sales individuals in 2024
- Led the development and execution of a trade marketing strategy for a new category, which resulted in a 25% year-over-year growth in volume and sales for the Aperol brand
- Managed an annual BTL (Below-the-Line) budget exceeding INR 65 Crore, optimizing channel delivery to achieve a 20% improvement in ROI year-over-year
- Collaborated closely with supply chain and sales teams to align business goals and meet sales targets for the entire portfolio
- Conducted in-depth market research that informed a new growth model, resulting in a 5X increase in Aperol sales in a two-month period
Director Brand Marketing
Lemonade
01.2022 - 01.2023
- Focused on innovative brand marketing and media relations
- Collaborated directly with the founding team to formulate and execute a brand strategy that drove a significant ROI
- Developed and executed a marketing strategy that identified, nurtured, and converted leads, contributing to a 10% increase in the user base
- Formulated and implemented a new customer retention and loyalty program to maximize lifetime value and repeat purchases
- Managed PR campaigns with budgets and tracked ROI for all deliverables
- Program management of strategic projects with agency partners across brand, organic social media, and merchandising
- Leveraged network to secure new clients and partnership opportunities
Earned Media Lead
Estee Lauder Companies
01.2021 - 01.2023
- Earned media growth across Retail touchpoints for high prestige beauty brands
- Led a cross-functional team of 15 to launch new product lines across 2 major retail channels contributing to incremental growth in the first year
- Launched the Aveda Salon initiative in 3 major cities
- Managed in store placements and promotional calendars with key retailers like Shoppers Stop
- Built an omni-channel strategy for Jo Malone
- Successfully launched the Clinique ambassador Program through influencer partnerships
Associate Director
Genesis Burson Cohn & Wolfe
01.2018 - 01.2021
- Consulting for various consumer technology and entertainment brands
- Directed a team of 5 to produce award-winning campaigns for high-profile brands
- Responsible for holistic brand marketing plans and strategies that support business goals completion by 80%
- Led a best-in-class team to successfully manage diverse brand portfolios
Associate PR Manager
Koovs.com
01.2016 - 01.2018
- Managed PR and marketing strategies
- Brand building and public relations activities for KOOVS
- Led and conceptualised collaborations with couture designers like Gauri and Nainika
- Executed brand awareness and consumer acquisition strategies
Senior Associate to Consulting Associate-Manager
Genesis Burson Marsteller
01.2014 - 01.2016
- Consulted on PR strategies for diverse brands
- Brand awareness and public relations activities for global brands
- Worked closely with 5+ owners to build brand reputation and consumer trust
- Led high-profile celebrity outreach programs
PR Consultant
Silver Monkey Communication
01.2013 - 01.2014
- Provided consulting services to lifestyle brands
- Serviced 10+ lifestyle and fashion clients
- Coordinated media queries and ensured client satisfaction
- Provided strategic PR advice for high-street brands
Fashion Assistant
Harper's Bazaar India
01.2012 - 01.2013
- Gained experience in fashion media and editorial
- Improved magazine shoots by overseeing editorial photoshoots with 5 top photographers
- Contributed to the magazine's trend and shopping segments
- Involved in dual anniversary issue production
Education
Executive Diploma - Luxury Brand Management
International University of Monaco
01.2021
Bachelors of Design - Fashion Communication
Symbiosis Institute of Design
Pune01.2012
Indian School Certificate - undefined
Shri Ram School
Gurgaon01.2008
Skills
Data efficiency enhancement
Interests
Travel Passionate about travelling to UNESCO protected countries and exploring diverse cultures, Community Development Engaged in community development initiatives focused on empowering youth with vocational skills
Accomplishments
Award Recognition Recognised on the Godrej PR Moment Ad Factors 30 under 30 List for PR and Marketing Professionals
Training
Executive Diploma in Luxury Brand Management, Focused on strategic marketing and customer engagement
Timeline
Freelancer and Strategy Consultant Marketing
Personal Touch Skincare, Moxie Beauty, Bain & Company
03.2025 - Current
Category Head Aperitivo
Campari
01.2023 - 01.2025
Director Brand Marketing
Lemonade
01.2022 - 01.2023
Earned Media Lead
Estee Lauder Companies
01.2021 - 01.2023
Associate Director
Genesis Burson Cohn & Wolfe
01.2018 - 01.2021
Associate PR Manager
Koovs.com
01.2016 - 01.2018
Senior Associate to Consulting Associate-Manager
Genesis Burson Marsteller
01.2014 - 01.2016
PR Consultant
Silver Monkey Communication
01.2013 - 01.2014
Fashion Assistant
Harper's Bazaar India
01.2012 - 01.2013
Executive Diploma - Luxury Brand Management
International University of Monaco
Indian School Certificate - undefined
Shri Ram School
Bachelors of Design - Fashion Communication
Symbiosis Institute of Design