Rhea Sangha Banasik
Senior category planning manager for beauty
John Lewis Partnership
Rhea Sangha Banasik joined the John Lewis Partnership in April this year as a senior category planning manager for beauty, after previously working in beauty marketing positions at Frasers Group, Debenhams and Boots.
She might only have been at John Lewis for a few months but she is already having a big impact, according to her nominator, who says her strategic leadership has been “instrumental in delivering significant business growth”, driving a 7% year-on-year sales increase in the first half
of 2024.
Having started her career in 2017, the marketer says the social media boom is the biggest change she’s witnessed.
“Instagram and TikTok have sparked a huge shift from traditional marketing to an increasingly digital-first strategy, demanding constant adaptation to their ever-changing features and algorithms. As a result, we've witnessed firsthand the continuous migration of consumers to mobile, which has also transformed our strategy to align with consumption trends,” she shares.
“I thrive off being busy, working in a fast-paced environment, and seeing incredible results as a direct result of me or my team's input.”
During the time Sangha Banasik has been at John Lewis, she’s unlocked numerous high profile brand activations, including with Estée Lauder, using her previous industry connections.
She believes “maintaining a genuine connection with consumers” is key and helps to counteract what she sees as the biggest challenge marketers face today – “staying relevant”.
“Today’s younger consumers expect brands to show authenticity, creativity, and a deep understanding of their values. With global competition at an all-time high and global supply chains expanding, brands must differentiate themselves clearly to remain relevant in a highly competitive market,” she adds.
Looking ahead, Sangha Banasik sees changes in technology and innovation as “remaining central to marketing’s evolution”.
“The integration of artificial intelligence, the rise of the metaverse, advancements in consumer personalisation, and an ongoing shift toward mobile and online consumption all point to an exciting but complex future, particularly for the high street,” she says.
The marketer has vocally advocated for elevating the role of marketing within the category and the broader beauty teams at John Lewis.
She advises marketers to embrace what’s going on in the wider industry and take advantage of webinars, summits and workshops to develop their knowledge. She tells those just starting out in their careers to take every opportunity presented to them.
“I truly believe your job – despite all the hard work and daily chaos – should be something you thoroughly enjoy,” she says. “I thrive off being busy, working in a fast-paced environment, and seeing incredible results as a direct result of my or my team's input. As they say, ‘Find a job that you love, and you will never have to work a day in your life’.”
