Member

Farzana Nasser

VP Marketing Fashion & Beauty

9Case studies

30+Clients served

Connect on LinkedIn

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 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 & Betty Crocker) - Digital marketing strategy consulting for clients including; Diptyque, Unilever, The New York Times, Bugaboo & Wyndham Hotels. - Interim head of growth - Business transformation leader - 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.

Works acrossUS

How Farzana helps

The roles Farzana steps into. Select one to see how they work in it.

Role

VP Marketing Fashion & Beauty

Selected work in this role

North American Ecommerce Growth Plan at Erno Laszlo
Developed an ecommerce growth marketing strategy to profitably grow revenue. Created a .com roadmap to increase conversion rates and optimize acquisition & retention strategies..
Growth Marketing Project Lead at Malin+Goetz
Provided oversight across digital marketing channels including developing measurement & analytics, advising CRM strategy and longer-term growth marketing opportunities.
Global Digital Marketing Strategy at Dove
Developed a targeted global digital marketing strategy with local implementation across Search, Facebook & YouTube platforms to effectively engage with consumers around the world. .

Focus areas

Marketing StrategyBrand ManagementPredictive AnalyticsDigital Marketing Tools

Selected clients

Case studies

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
Fractional Head of Media, NEST New York at Chameleon Collective
M
Board Director at mBolden (formerly Women in Wireless)
Partner, Interim Head of Growth (DTC) at Chameleon Collective
V

Expertise

Channel ManagementGrowth StrategiesEditorial CalendarCustomer Data ManagementAdvertising StrategyMobile MarketingVideo MarketingCampaign Performance AnalysisAttribution ModelingConvex OptimizationDesign Elements And PrinciplesDisplay Advertising+18 more