Advika Aggarwal

About

Innovative and results-driven marketing and e-commerce leader with nine years of experience driving brand growth, digital transformation, and profitability for lifestyle, travel, and fashion brands. MBA in Retail Design and Strategy from Columbia Business School and a BFA from Parsons School of Design complement a track record of combining data-driven performance marketing with visionary brand storytelling to build engaged communities and sustainable business growth. Proven ability to manage multimillion-dollar P&Ls, lead cross-functional teams, and forge high-impact partnerships across global markets.

Experience

• Senior Director of Marketing & E-Commerce · Paravel07-01-2024 – 05-01-2025

  Revenue & Growth Leadership - Doubled revenue at Paravel from 2021 to 2024 through integrated brand, product, and performance strategies. Delivered strong return on ad spend managing a multi-million dollar paid media budget across Meta, Google, YouTube, Pinterest, and Display. Contributed to Paravel’s recognition as Most Responsible Retailer by Modern Retailer and inclusion in Fast Company’s World’s Most Innovative Companies (Social Good). Brand Strategy & Storytelling - Elevated brand narrative and sustainability messaging; developed pricing strategies; launched multiple products across DTC, wholesale, and Amazon including a flagship 100% recycled materials line. Performance Marketing & E-Commerce - Designed campaigns that increased website traffic and conversions; migrated from headless CMS to Shopify native; conducted A/B testing to optimize checkout. International Expansion & Partnerships - Launched international shipping and marketing initiatives; built strategic partnerships; secured premium media placements; expanded PR outreach. Team Leadership - Directed a team of 9 agencies (~30 members).

• Senior Manager of Performance Marketing · Paravel06-01-2022 – 07-01-2024
• Integrated Marketing Manager · Paravel06-01-2021 – 06-01-2022
• Omni Merchandising · Gap02-01-2019 – 06-01-2021

  Developed and executed product strategies for key growth categories, including GapFit and Fleece, driving significant revenue increases during the COVID-19 period. Collaborated cross-functionally on product development, costing, inventory planning, and visual merchandising to optimize sales performance. Delivered actionable weekly business recaps and performance analysis to senior leadership, enabling agile decision-making and strategy adjustments.

• Associate Merchant · Coach10-01-2018 – 01-01-2019

  Managed product lifecycle for retail, outlet, and 1941 lines, introducing new categories like tech and pet accessories. Partnered with design and production teams to ensure cohesive brand storytelling and timely product launches. Analyzed regional sales trends to tailor assortments and maximize profitability.

• Assistant Merchant · Coach07-01-2016 – 09-01-2018
• Digital Marketing Intern · Le Labo Fragrances01-01-2016 – 05-01-2016
• Digital Merchandising Intern · Victoria's Secret06-01-2015 – 08-01-2015
• Buying Intern · Bottega Veneta09-01-2014 – 12-01-2014
• Merchandising Intern · Coach06-01-2014 – 08-01-2014

Education

• Parsons School of Design - The New SchoolBachelor of Fine Arts (BFA)
• Columbia Business SchoolMBA Retail Course: Luxury Design and Strategy

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