Felcy Fernandes

Sales-driven beauty brand professional with hands-on retail activation experience for premium brands including Dior, L'Oréal, Aveeno, and e.l.f. across Boots, Tesco, and Superdrug. Generated £1,000+ in single-day revenue during a Dior Mother's Day activation through personalised customer consultation and brand storytelling. Holds a Professional Makeup Artistry Diploma (AOFM London) and an MSc in Digital Marketing (Nottingham Trent University).

Passionate about skincare and the rituals behind premium beauty, with a proven ability to convey product features, benefits, and application techniques to drive trial and conversion. London-based and fully flexible for peak retail trade, including late shifts and weekends.

Brand Activations Associate at N2O Agency — Boots; Tribe Agency / Artisan Group (2025-10 – Present)

• Delivered service-led customer consultations across 15+ in-store activations for premium beauty and lifestyle brands including Dior, L'Oréal, Aveeno, and e.l.f. at Boots, Tesco, and Superdrug — working across multiple retailers and adapting to each environment.
• Generated £1,000+ in single-day revenue during a Dior Mother's Day activation by traffic-stopping shoppers, sharing brand icons, and converting interest into multi-product baskets through personalised storytelling — demonstrating direct impact on AUS and AVS.
• Mastered product knowledge (features, benefits, usage) and live application techniques for each brand, conveying brand passion and adapting consultations to individual customer needs and skin concerns.
• Drove product trial and on-the-day conversion through demonstrations, sampling, and brand-authentic recommendations, collecting consumer feedback to inform follow-up engagement.
• Maintained merchandising standards on activation — ensuring testers were clean and in-date, displays adhered to brand guidelines, and POS was correctly positioned.
• Built quick rapport with in-store retail teams and floor staff, supporting peer training on brand stories and rituals during shifts.
• Developed deep insight into premium beauty consumer behaviour, retail merchandising standards, and the commercial mechanics of department store / multiple retailer environments.

Business Development Executive at Innovative Concepts (2024-01 – 2024-08)

• Achieved and exceeded individual sales/lead targets, generating 80+ qualified leads through outbound outreach and event networking and supporting a 20–25% increase in client acquisition.
• Contributed to £30,000+ in revenue through event sales, upselling, and stakeholder communications — evidence of growing accounts through proactive, solution-driven engagement.
• Planned and executed 5+ experiential marketing events end-to-end, coordinating vendors, clients, and internal teams — directly transferable to planning and running in-store events to drive sales and footfall.
• Built and maintained strong relationships with clients and partners, with a proactive, target-led mindset and comfort working to ambitious commercial KPIs.

Marketing Executive at Magnus Infotech (2023-01 – 2023-12)

• Managed multiple client brands simultaneously across daily activity, mirroring the multi-account discipline required to work across two retail partners (Selfridges and Sephora).
• Delivered weekly performance reports to clients with clear insights and recommendations — the same reporting cadence required to keep a Line Manager informed of counter performance and stock issues.
• Conducted competitor analysis and tracked beauty/lifestyle/FMCG trends to inform brand-consistent content — maintaining awareness of skincare and beauty market movements.
• Lifted client engagement metrics by 25–30% through trend-led content, consistent execution, and data-informed decisions.
• Coordinated with designers, senior marketers, and external agencies to deliver work on brief and on deadline — strong cross-functional collaboration and team-player mentality.

Complete Professional Makeup Artistry Diploma in Makeup Artistry – Academy of Freelance Makeup (AOFM) (2025-07)

MSc in Digital Marketing – Nottingham Trent University (2024-09 – 2026-03)