Aishah Jailani

• Led the development and execution of 360-degree marketing plans across ATL, BTL, digital, and CRM channels to drive brand growth and consumer engagement.
• Spearheaded Wardah’s largest brand activations : Skinverse and House of W at TRX for 2 consecutive years, overseeing end-to-end project management, cross-functional coordination, and on-ground execution. These immersive experiences significantly boosted brand conversations, uplifted brand image, and set new benchmarks for consumer engagement.
• Worked closely with local and global stakeholders across product development, marketing, commercial, and regional teams to align on key consumer targets and business objectives.
• Developed and launched new product strategies from ideation to shelf, including naming, packaging, go-to-market planning, and seeding delivering successful campaigns that strengthened Wardah’s positioning in both skincare and makeup categories.
• Managed the brand portfolio with a focus on SKU performance tracking, pricing strategy, and rationalization, ensuring commercial efficiency and strategic assortment planning.
• Crafted and implemented consumer communication strategies across digital, retail, influencer, and CRM, ensuring consistent messaging and impactful storytelling throughout the consumer journey.
• Collaborated with PR agencies, media, and KOLs to drive brand awareness and engagement, resulting in strong earned media value and increased digital visibility.
• Delivered comprehensive market and competitive analysis to inform campaign strategies, identify innovation opportunities, and support data-driven business decisions.
• Supported the sales and trade teams with toolkits, retail visibility plans, and activation support to drive in-store conversion and reinforce campaign messaging at point of sale.

• Managed owned platforms, including the Kerastase MY website, executed events, tracked performance on Google Analytics, and launched the new CRM-integrated Hair Diagnostic Tool
• Led B2C CRM strategy, defining consumer acquisition plans, coordinating with CRM agency, and analyzing performance with actionable insights
• Managed membership program, including acquisition and engagement plans, rewards catalog definition, coordination with CRM agency, and reporting for future actions
• Designated Consumer Data Privacy Champion, responsible for safeguarding consumer data, implementing security measures, and ensuring privacy policy compliance
• Executed technical deployment for MYSG in coordination with regional team, overseeing the transition from external to internal social commerce platform
• Developed and executed a comprehensive launch plan and event strategy, resulting in the engagement of 200 salons for 2023
• Provided valuable support to internal teams, crafting outreach materials to facilitate effective sales presentations
• Ensured the timely creation and implementation of platform animations
• Collaborated closely with the Media Manager to explore geo ads solutions, with a focus on scaling in MY and subsequent launch in SG

Brands: Kérastase & L’Oréal Professionnel

Completed a comprehensive 2-year rotational program within the Professional Products Division, gaining hands-on experience across Commercial, Digital & E-Commerce, and Marketing functions, with a focus on strategic brand development for Kérastase and L’Oréal Professionnel:

• Commercial:
  Conducted data-driven segmentation of salons across Malaysia and Singapore to evaluate business potential and nurture high-impact partnerships. Supported franchise expansion and growth in In-Salon Market Share (ISMS) for Muslimah salons, driving iNOA and Scalp Solutions (SE) penetration. Led a new market conquest initiative, including on-ground visits, prospect engagement, and strategic business planning.
• Digital & E-Commerce:
  Designed and executed CRM strategies for member acquisition and retention. Managed CRM budget, launched the member redemption portal, and implemented automated CRM journeys including EDMs, SMS, and behavioral triggers. Consistently achieved 20%+ open rates and 2%+ CTR across seven monthly campaigns. Delivered CRM performance insights and KPIs to regional stakeholders.
• Marketing:
  Partnered with regional and local teams to drive new product launches and brand growth. Developed integrated marketing strategies for B2B channels, strengthened brand advocacy among salon professionals and consumers, and contributed to creative production through the development of campaign visuals and marketing assets.

• Fostered positive vendor relationships and negotiated contracts, margins, and promotions
• Achieved sales targets for in-house label despite challenging circumstances
• Established exclusive distributions and partnerships, boosting portfolio profitability
• Executed visual merchandising according to corporate guidelines
• Spearheaded online expansion of the division

• Drove department performance through sales management, retail operations, and leadership
• Maintained a premium sales environment
• Managed inventory levels to optimize stock availability
• Led the highest yearly sales in 2019
• Trained and supervised sales staff
• Orchestrated in-store promotions, events, and activations
• Analyzed sales performance to identify future opportunities and trends