Campaign’s Faces to Watch, Brand Edition 2021 – Prakarti Lakhwani, Social Media Manager, Sephora
Age: 29
Nominated by Vinita Merchant, Media Manager, Spark Foundry. The Nominee works in the marketing team for our client Sephora
Prakarti is an adaptive and agile marketer who channels a deep-rooted passion to learn, grow, and always deliver the best results for Sephora and the Sephora consumer.
She leverages Data to always improve the communication and media strategy to get the optimum results, which is only made possible through her ability to take quick and effective decisions to keep up with the constantly evolving media landscape.
She encompasses all the traits for a true leader and the characteristics of a great marketer that we have the privilege to work with.
Bio
Addicted to TikTok. I kicked off my marketing career and discovered my love for anything communication with Weber Shandwick and Unilever but found my calling at Sephora 6 years ago. I grew with the support of incredible people and a lot of experimentation. The journey from a 200k follower IG page to a 2.5 Million strong social community has been fun, challenging, and memorable.
I have launched over 300 media campaigns and seen platforms grow from mass targeting to finding someone who loves one brand of mascara! Also, successfully headed the launch for Fenty Beauty, Sephora Squad and TikTok page.
Guiding principles
- Always go with your instincts.
- If it doesn’t provide value to your end-user/customer, it won’t work!
- 1 Good experience = Forever loyal customer and brand advocate
- Change before they change, anything after is too late!
- Make them feel heard. ALWAYS.
How has Covid-19 changed your job?
Covid completely changed the social landscape and hence my job with it. Pre Covid, people used their phone to “browse, learn, get inspired and maybe shop” and now will “browse, tap and shop” in an instant. If we weren’t always ON before, we are now.
It also taught me agility; any plan must be ready to pivot to the communities needs at any time. If it doesn’t work, pause or trash it but don’t force it.
Side hustle
Establishing Shukran Workers a charitable group to support the true heroes in our country. Helping small brands or influencers kick off their social pages with insights/rules that actually work.
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Instagram @Praku
Tiktok: @prakartilakhwani