Nidhi Passi

Senior marketing and brand leader with 15+ years of experience across luxury retail, travel retail, automotive and lifestyle brands in Asia-Pacific, India and the UK. Proven track record of revenue growth, brand partnerships, bespoke events and large-scale retail activations.

Singapore Permanent

Resident; immediately available for regional roles based in Singapore.

Fractional CMO - Neiv Global - Singapore

(2025-01)

• Launch and grow brands across Southeast Asia and India as a seasoned marketing specialist.
• Drive brand awareness and revenue by developing and executing data-driven marketing strategies, including market research, audience segmentation, digital and traditional campaign execution, and performance analysis using KPIs and ROI.
• Collaborate with clients and internal teams to drive business growth, applying strong communication, analytical and problem-solving skills.

Co-Chair and Communications Specialist (Voluntary) - New Mothers' Support Group (NMSG) - Singapore

(2020-01 - 2025-01)

• Managed the organisation's website and Facebook presence, marketing collaterals and the member newsletter, sustaining engagement across one of Singapore's largest volunteer-run parenting communities.
• Planned, budgeted and led community events end-to-end, coordinating volunteers, venues, professional speakers and partner businesses.

Marketing Lead, KLIA Travel Retail - Fractional - Asia-Pacific's Leading Luxury and Travel Retail Group - Kuala Lumpur, Malaysia

(2016-01 - 2019-01)

• Delivered MYR 2 million in incremental revenue through on-ground marketing and activation campaigns across KLIA travel retail; recognized as the group's top-performing marketing manager within 12 months.
• Led cross-functional teams spanning digital marketing, CRM, PR and visual merchandising to launch and operate standalone and shop-in-shop stores for 20+ international brands, including Bulgari, Hugo Boss, Tumi, Tory Burch, Coach, Chanel, Montblanc, L'Oreal, Swarovski, Victoria's Secret, TWG Tea, Godiva and Lego.
• Built a targeted GTM strategy for Chinese travellers using passenger-traffic and consumer-behaviour analytics, partnering with Maxis, UnionPay, KIA, Grab, Air France-KLM and Malaysia Airports to drive market penetration.

Assistant General Manager, Marketing - DLF Emporio - India's First Luxury Mall - New Delhi, India

(2010-01 - 2016-01)

• Owned the mall's monthly, quarterly and annual marketing calendars and budgets; spearheaded digital outreach and customer feedback analysis to lift engagement and satisfaction.
• Built partnerships with global luxury brands including LVMH, Swarovski, Diageo, Forbes, Mercedes-Benz, BMW, American Express and the French Trade Commission; led ATL and BTL campaigns for the DLF Emporio luxury shopping festivals, Vogue Fashion Night Out and Royal Fables.
• Conceptualised and published seasonal magazines (festive, spring-summer, wedding) and curated sponsored whisky, cigar and wine appreciation evenings for high-net-worth clientele.

Marketing Manager - BMW Studio and Dealerships - New Delhi, India

(2008-01 - 2010-01)

• Planned and executed ATL/BTL promotions, roadshows and bespoke events that directly supported dealership sales.
• Delivered the BMW International Golf Cup (2008, 2009) attended by 110 senior corporate executives and high-net-worth individuals; executed Auto Expo 2010 and the Delhi launches of the BMW 3, 5, 7 Series, X6 and Z4.
• Collaborated with luxury brands including Christian Dior, Bottega Veneta, Zegna, Loewe and Miele on co-branded experiences.

Business Development Manager - IMA (formerly Economist Intelligence Unit) - New Delhi, India

(2007-01 - 2008-01)

• Expanded CFO Forum membership by 40%, recruiting board members from Xerox, Goodyear, Thales, Wrigley, Schlumberger Asia and Leighton India.
• Drove annual member retention through industry research papers, peer-group platforms and the monthly publication CFO Connect.

Partner, Client Acquisition and Management - The Moment Makers - Events Management Firm - New Delhi, India

(2004-01 - 2006-01)

• Managed large-scale corporate and luxury events, including Indian designer fashion shows in Paris and bespoke events for American Express Platinum, DLF and PVR Cinemas and destination weddings.
• Built and led a 10-member events team across operations and client relations.

Retail Manager - Oxfam GB - London, United Kingdom

(2002-01 - 2004-01)

• Youngest manager entrusted with six retail outlets and a diverse volunteer workforce; consistently achieved financial and operational targets after rapid promotion from volunteer to store manager.

B.A. (Honours) - Economics - Punjab University (1999-01 - 2002-01)

IT Certification - NIIT (2001-01 - 2002-01)