About
Farzana is a strategic marketing executive and technology entrepreneur who excels at structuring marketing organizations to scale and accelerating profitable growth. She has spent her career building and growing global brands, developing growth and business transformation strategies for a breadth of direct-to-consumer brands. Her experience spans marketing strategy and execution, brand management at General Mills across brands including Cheerios and Betty Crocker, and digital marketing strategy consulting for clients such as Diptyque, Unilever, The New York Times, Bugaboo and Wyndham Hotels. She has served as an interim head of growth and as a business transformation leader, and she founded Gallop Labs, a marketing technology company since acquired, which leveraged behavioral data to intelligently target marketing using predictive analytics. Farzana has been featured at AdWeek NY and in publications including Forbes, The Huffington Post and Silicon Republic.
How Farzana helps
The roles Farzana steps into. Select one to see how they work in it.
VP Marketing Fashion & Beauty
Farzana is a strategic marketing executive and technology entrepreneur who excels at structuring marketing organizations to scale and accelerating profitable growth. She has spent her career building and growing global brands and developed growth and business transformation strategies for a breadth of direct-to-consumer brands. Her breadth of experience includes marketing strategy and execution, brand management at General Mills (brands include Cheerios and Betty Crocker), and digital marketing strategy consulting for clients including Diptyque, Unilever, The New York Times, Bugaboo, and Wyndham Hotels. She has served as interim head of growth and business transformation leader. She is the founder of Gallop Labs (acquired), a marketing technology company leveraging behavioral data to intelligently target marketing using predictive analytics. She has been featured at AdWeek NY and in publications including Forbes, The Huffington Post, and Silicon Republic.
Selected work in this role
North American Ecommerce Growth Plan at Erno Laszlo
Built an ecommerce growth marketing strategy to grow revenue, plus a .com roadmap to lift conversion rates and optimize acquisition and retention.
Growth Marketing Project Lead at Malin+Goetz
Farzana oversaw digital marketing channels, built measurement and analytics, and advised on CRM strategy and longer-term growth opportunities.
Global Digital Marketing Strategy at Dove
Farzana built a global digital marketing strategy with local execution across Search, Facebook and YouTube to engage consumers in markets worldwide.
Focus areas
Selected clients
Case studies
Education & Training
eCommerce Growth Strategy
LEARN MORE
Retail & eCommerce
Vera Bradley 3-year strategic plan
Vera Bradley, a renowned women's accessories brand, faced multiple challenges during a multi-year engagement. With a new CMO at the helm, the brand needed to develop a visionary strategy for financial success, customer acquisition, retention, and brand revitalization. Complicating matters was the abrupt departure of their digital marketing leader, and the brand's reliance on face mask sales in 2020-2021, which posed a challenge as mask demand waned in 2022.Chameleon Collective approached the situation by deeply understanding Vera Bradley's culture and needs. Working closely with the CMO, they led a large marketing team in crafting a 3-year strategic plan. This involved setting specific KPIs, aligning cross-functional teams, and creating an integrated marketing calendar. The focus extended to coaching the emerging digital leader, introducing best practices, and ensuring a consumer-centric marketing model.Chameleon Collective's Brand Director played a crucial role in clarifying roles and responsibilities, fostering inter-departmental communication, and guiding every team member through a transition. The strategy went beyond consultancy, providing insights for critical evaluation and introducing avant-garde vendors. The result was a robust process document, empowering the organization to operate independently.The recruitment team assisted Vera Bradley in transitioning to an internal agency model by identifying culturally attuned talent. The impact was significant, as Chameleon Collective's approach culminated in a comprehensive 3-year strategic plan, reversing online revenue decline, and empowering Vera Bradley to offer a richer, consumer-centric experience. The internally-promoted digital leader quickly advanced to a directorial position, leading to an extension of Chameleon Collective's engagement.The success was not only measured in financial terms but also in the brand's ability to provide a more consumer-centric experience. Chameleon Collective's work fortified Vera Bradley's growth trajectory, ensuring sustained customer engagement, brand resurgence, and overall success.
Writing
Experience
Top Retail Expert at RETHINK Retail
Effie Award Judge at Effie Worldwide
Chameleon Collective
- Fractional Head of Media, NEST New York
- Partner, Interim Head of Growth (DTC)
- Interim Head of Media, Love Wellness
- Fractional CMO, CommerceNext
- Interim Head of Growth, Erno Laszlo
- Interim Head of Growth/Digital Media Lead, John Hardy
- Interim Paid Social Media Lead, Dormify
- Marketing Strategy Consultant
Expertise
Work With
Farzana
Interested in bringing Farzana onto your transformation? Let’s start the conversation.
