With over 20 years of experience in strategic marketing, retail marketing and brand building, Jermina has worked in a range of industries – FMCG, retail marketing, shopping centre marketing, retail technology and advertising. This multi category experience has helped her gain a good understanding of the Indian consumer across demographics and geographies.
Her extensive experience in retail and mall marketing includes brands like Virtuous Retail (with its portfolio of 4 shopping centres), Reliance Retail (Reliance Vision Express), Mantri Square, Bangalore & Forum Mall, Bangalore. In her current role at Pathfinder, a retail technology company, Jermina is developing and marketing end customer facing products with the use of new technologies like Data Science, AI & Machine learning.
Jermina considers her forte to be understanding consumer behaviour and developing marketing strategies and campaigns that help brands connect to their consumers. She has also been recognised by LinkedIn for being a Top 50 Desi Content profile and Adobe Digit Top 100 Content Marketers 2017
According to Jermina, the uniqueness of her career has been not just to launch many new brands but also create categories, something she enjoys the most and is what she strongly feels has helped mould her marketing skills.
Jermina is also a guest lecturer at leading management schools. She is regularly invited as a speaker and panelist on forums covering retail, marketing and diversity discussions.