Karen Villard

– Drove matte liquid lipstick innovation launch targeting fashion-forward professional women, achieving 89% reach. Campaign leveraged "Love Is On" global creative featuring Emma Stone, amplified through premium beauty and lifestyle magazines (Harper's Bazaar, Her World, Elle, Female), digital display and programmatic, beauty influencer partnerships showcasing bold color payoff, social media content celebrating self-expression, and mobile rich media. Successfully positioned Ultra HD Matte as premium liquid lipstick choice, capturing matte category leadership in Singapore's beauty market.

– Managed half of Unilever's media strategy across 4 key categories, leading cross-functional collaboration with digital, programmatic, activation, creative, social, influencer, trade, media, MarTech, and retail. – Clear Men's Clear Headers: A mind-control football activation reached 73% of men, driving 58% trial, and reinforced Clear Men as Singapore's #1 men's anti-dandruff shampoo. – Dove Hair's Oxygen Moisture: The Oxygen Moisture launch reframed nourishment as lightweight care, reaching 87% of professional women and converting 62% of samplers. – Sunsilk's Mobile Pop-Up Salon: A youth pop-up salon experience achieved 91% reach, 73% brand lift, and 61% purchase intent, securing youth category leadership. – TONI&GUY's Dry Shampoo: A fashion-led launch leveraging London Fashion Week credibility positioned TONI&GUY as salon-grade styling, achieving strong premium consideration and niche leadership in professional haircare at home. – Knorr's MasterChef Sponsorship: The platform achieved 79% reach and defended Knorr's top-three position in the bouillon category. – Lipton Moments: Launch targeting young professionals reached 91%, with Orchard Mall digital activation, talent-led events, and influencer amplification revitalizing the tea category. – Breeze's Dirt Is Good: The counterculture parenting campaign reached 86% and strengthened long-term brand equity. – Comfort's Fragrance Collection: A multisensory launch elevated fabric softener into lifestyle territory and supported a 25% price premium. – Comfort's Ultra Pure: Hospital-led sampling delivered 80% penetration with 92% trial, 65% repeat purchase, and category leadership in baby-safe fabric care.

– Steered regional integrated media strategy across six Southeast Asian markets positioning Ferrero Rocher as the premium gifting choice for Valentine's Day, Easter, and Christmas celebrations. Campaign achieved 89% reach among target demographic through coordinated television prime-time placements, premium lifestyle magazines, and outdoo advertising. Successfully established Ferrero Rocher's golden packaging as the definitive symbol for special occasions, driving significant seasonal sales uplift across Indonesia, Vietnam, Thailand, Malaysia, Singapore, and Philippines. – Pioneered regional media campaign supporting Nutella's positioning as the family breakfast staple, achieving 83% reach across Southeast Asia. Campaign featured high-profile activation at Dhoby Ghaut in Singapore alongside coordinated television family viewing slots, cable programming targeting parents, and digital activations. Reinforced Nutella's breakfast table relevance through consistent messaging across all regional markets, establishing brand preference among families with children. – Landed innovative regional campaign featuring augmented reality promotional technology engaging children and parents across six markets, achieving 76% reach. Campaign combined television and cable children's programming blocks, parenting magazine partnerships, and digital placements extending augmented reality to online screens. Successfully positioned Kinder as the modern, interactive chocolate choice for families, driving brand preference among young parents in Southeast Asia.

– Facilitated integrated media campaign positioning Panadol as the trusted pain relief solution for active professionals, achieving 89% reach. Campaign featured impactful and engaging outdoor executions alongside television prime-time placements, radio, and national broadsheet newspapers. Successfully reinforced Panadol's market leadership as the go-to pain relief brand, driving strong brand recall and category dominance across Singapore. – Implemented media strategy supporting Ribena's positioning as the family-favorite vitamin C beverage, achieving 82% reach across target households. Campaign emphasized media channels like television family programming, mobile rich media video, transit advertising, and family print publications. Strengthened Ribena's nostalgic family appeal and reinforced its status as the household staple blackcurrant drink. – Championed digital-first campaign for Scott's children's vitamins, achieving 79% reach among parents with young children. Campaign partnered with relevant parenting sites including Yahoo and The Asian Parent, complemented by online video matched with television reach and frequency planning and parenting magazine partnerships. Successfully positioned Scott's as the modern, trusted choice for children's nutrition during Singapore's digital media adoption period.

– Delivered media strategy supporting Dazz detergent's value positioning campaign targeting price-conscious Filipino families, achieving 82% reach. Campaign emphasized affordability without compromising cleaning power through television family prime-time programming and noontime variety shows and radio morning drive-time and midday slots targeting homemakers. Successfully strengthened Dazz's position as leading Filipino value brand in laundry category, defending market share against multinational competitors. – Oversaw precision-targeted media program for Hapee Kiddie toothpaste achieving 78% penetration. Integrated media strategy through television children's programming blocks (Local channels, Nickelodeon, and Cartoon Network), parenting magazine partnerships, and digital parenting forum collaborations. Successfully maintained Hapee Kiddie as number one kids' toothpaste brand preference among Filipino parents.

– Coordinated integrated media strategy supporting L'Oréal Paris Elseve Total Repair 5 range targeting professional women, achieving 87% reach. Campaign emphasized salon-quality repair technology through premium lifestyle magazines, television prime-time dramas and Project Runway Philippines sponsorship on cable lifestyle channels. Successfully positioned Elseve as accessible premium haircare option, delivering 68% purchase intent among affluent sampling participants.