Singapore-based smile cosmetics brand Zenyum has appointed Gaurav Gupta (pictured) as VP of marketing operations. He was formerly director of marketing operations at PropertyGuru, where he led the performance marketing, media planning, and marketing analytics teams across four markets - Singapore, Malaysia, Indonesia and Thailand. MARKETING-INTERACTIVE has reached out to Gupta and Zenyum for comment.
Before PropertyGuru, Gupta was with Circles.Life for over five years. He first joined Circles.Life in November 2015, and was promoted to head of omnichannel and martech platforms in 2020. Prior to that, he held marketing roles such as senior media manager (omnichannel) and digital marketing manager. During his time with Circles.Life, Gupta established the digital marketing practice for Circles.Life and was primarily responsible for a full-stack omni-channel strategy, planning and implementation to drive customer acquisition and improve the customer experience. Additionally, Gupta was also responsible for setting regional practices for Circles.Life's Australia, Taiwan, and Indonesia markets for performance marketing, analytics, martech, offline media strategy and omnichannel marketing practices.
According to Gupta's LinkedIn, he was also digital associate director at Havas media for close to two years, and had worked with Havas Digital as well; where he helmed the role of senior consultant for digital media, and later associate director. He has also previously worked at Unicorn Alliance and Ogilvy.
Recently, Zenyum partnered with creative agency Superson to launch Zenyum Smile Gym, the brand's first-ever pop-up experience in Singapore. Zenyum said in a statement that the Smile Gym is an experiential shop space created in response to the last two years of pandemic related stress. "All are welcome to connect and re-activate the part of ourselves that we have used the least during the pandemic - our smiles," it added. Running until 23 January 2022 at Design Orchard, the Smile Gym comes fully equipped with all the essential tools "to feel like a kid again and bring out that dazzling smile". It also worked with Orchard Road ice cream uncle, Uncle Chieng, who handed out smiling ice creams as holiday treats last month. Uncle Chieng also previously worked with New Balance for an OOH activation.
At the same time, Zenyum also launched a pop-up store in Hong Kong, which adopts a similar concept of offering visitors an interactive experience to help them attain their version of the perfect smile. The pop-up store “SMILE LAND” is a three-part experience that features an overhead droplet installation and a large pink ball pit, among others.
Separately, Zenyum appointed Eddie Azadi as global VP of creative in September last year, to lead the company's communications, design, content and experience teams to build a consistent brand experience across all touchpoints and help build Zenyum into one of Asia's most innovative consumer brands. He was previously Google Asia Pacific's ECD for eight years and brings experience from global brands such as P&G and Unilever. When asked what inspired him to leave Google after eight years, Azadi said then that as a creative, rarely does one get the opportunity to grow a brand and an entire category with an ambitious group of like-minded misfits.
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