Key Campaigns/ Martech Implementations in the last 2 years
- Launch of pepejeans.in
- The PEPE Truck – Mobile Store during COVID
- Influencer programs
- Celebrity endorsements – Siddharth Malhotra, Ishan Kishan, Guru Randhawa, Raftaar, Siddhant Chaturvedi & more
- Collaborations with brands like KTM Bajaj
- CRM implementation
Impact of the Implementations
- Launch of pepejeans.in – Over 100% YoY growth, achieved 2 years in a row
- The PEPE Truck -More of a brand recall tool to be more relevant when malls and stores were not functional
- Influencer programs – Over 240 million impressions and 2.7 million engagement
- Celebrity endorsements – Over 100 million impressions with 8.5 million engagement
- Collaborations with brands like KTM Bajaj – LTL Growth of 10% in EBOs in April 2024
3 Key Learnings
- Change for the consumer, never expect the consumer to change for you
- Know your customer, define your audience, dont try to be everything for everyone
- Treat data like gold, it will show you the way in the toughest times
Career History
- Pepe Jeans London
Head of Marketing
Dec 2019 – present - Bestseller India
Head Marketing – Jack & Jones
Oct 2017 – Oct 2019 - Pernod Ricard
Field Marketing ManagerFeb 2017 – Oct 2017
- AP Group
Brand ManagerDec 2015 – Feb 2017
- Raymond Ltd.
Product Merchandising Lead –Manager
May 2015 – Dec 2015
- Future Lifestyle Fashions Ltd.
Category ManagerMar 2013 – May 2015
- Aditya Birla Retail Ltd.
Category ManagerDec 2011 – Mar 2013
- Future Group India
Business Intelligence ManagerAug 2008 – Dec 2011
- Top Marketing Strategies Aided by Technology
Last mile logistics (Quick Commerce)AI (to predict consumption)
CRM & ERP programs
Business Mantra
Ignore it at your own risk
Pepe Jeans London
Owned by Spanish global fashion group AWWG, and incorporated in Portobello, London, United Kingdom in 1973, Pepe Jeans London is the second leading brand in the premium denim space. The premium denim space is led by US-based jeans manufacturing brand Levi’s.
Pepe Jeans London also owns brands such as Hackett and Faonnable. It is also the licensed distributor for Tommy Hilfiger and Calvin Klein in Spain and Portugal. The brand Pepe Jeans London has been present in India since 1988.
About ETP
ETP Group is a leading Unified Commerce Solutions company with a 35-year track record of delivering top-of-the-line retail technology products across 24 countries in Asia Pacific. ETP's strength lies in its ability to provide robust and innovative retail solutions built with the latest technology, architecture, and design. ETP's comprehensive suite encompasses a broad spectrum of retail needs, from omni-channel POS and retail store operations, CRM and loyalty management to unified promotions, inventory management, order management systems, product information management, and seamless integration with marketplaces and e-commerce platforms. .
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