Apr 2021 – Oct 2023 · 2 yrs 6 mos · India

• Building digital first premium personal care brands - PureSense and Coco soul; and functional food brand - Fittify

May 2018 – Apr 2021 · 2 yrs 11 mos · Bengaluru, Karnataka, India

• Responsible for managing all of Arvind’s digital initiatives – creating one of India’s leading brand websites (nnnow.com), managing in-store digitization and omnichannel strategy, and integrating with all third-party marketplaces. These are handled across the portfolio of brands - USPA, Sephora, Flying Machine, Gap, Aeropostale, etc. Currently lead a team of 80 staff across content, marketing, operations and merchandising.
• Increased GMV by 200% YoY by templatizing interactions with all brands, reducing cancellation rate down to less than 1% across a network of 1000 fulfilment centers and creating content driven properties to highlight specific brand assortment
• Converted a -15% contribution margin (CM3) business to +5% by driving CAC optimization by 30%, lowering logistics costs by 15% and increasing full price sales by 5X
• Improved Save the Sale and Endless Aisle (instore web-sales) adoption from 0.3% to 1.2% across Arvind’s 1,200 stores by implementing an exhaustive training program, revamping incentives and working closely with retail heads
• Reduced manpower costs by 30% while increasing team productivity
• Reduced Cost to Income Ratio (CIR) to 10% by focusing on the right marketing channel mix, executing 360⁰ retention programs and implementing a marketing automation platform
• Designed the marketplace strategy - getting 8 warehouses live on all marketplaces and successfully ensuring no SLA breaches
• Responsible for complete tech roadmap and driving priorities to deliver against the business plan

Apr 2017 – Apr 2018 · 1 yr · New Delhi Area, India

• Responsible for managing the entire payment gateway business. Based on superior performance, was subsequently given additional responsibility of the online wallet business. Created a comprehensive business strategy, subsequently implemented with product, tech and
• marketing.
• Increased GMV by 300% in 10 months by doubling the number of merchants transacting over 10 million/month
• Fostered strong banking relationships to maintain operational breakeven during this rapid growth period
• Opened new channels of revenue generation with 4 of the largest private banks by providing value added services
• Developed and oversaw product roadmap with a comprehensive marketing plan for the payment gateway business

Jun 2016 – Dec 2016 · 6 mos · Greater Delhi Area

• Omnipresent Robotics is India's leading robotics, industrial UAV/drone and machine learning solutions provider. We work on solving some of India's most challenging problems like river cleaning robots, providing industrial inspections with custom made drones, building the next generational security surveillance system using machine learning and advanced video analytics. Our team has decades of experience from leading robotics companies and colleges like CMU and Berkeley.
• We are one of the few companies that builds its drones completely in India, uniquely allowing us to provide solutions that specifically address each client's needs. This empowers large industrial companies and job sites to optimize their resources, improve their productivity, and ensure safety by offering comprehensive solutions and by processing massive amounts of accurate aerial information. Some of our clients - Reliance, Tata, JK Cement
• Omnipresent has built revolutionary products and provides unparalleled service and solutions to combat the most challenging problems India faces.
• To learn more, feel free to contact me at rukaiya@omnipresenttech.com.

Feb 2015 – Jun 2016 · 1 yr 4 mos · Greater Delhi Area

• Thousands of Fitness Activities in One Pass. What do you feel like doing today?
• ClassVerse is a membership based service, where users can freely go to any number of fitness and dance classes, gyms, studios and trainers any time they want. Members, for a fixed fee can workout at the gym one day, do yoga another and bust some dance moves some other day. We offer over 50,000 classes at more than 1,000 studios. We are currently operational in Mumbai and Delhi NCR and are expanding pan-India soon.

May 2014 – Feb 2015 · 9 mos · Gurugram, Haryana, India

• Responsible for managing overall Marketplace P&L across all fashion verticals (apparel, footwear, accessories, furnishings) and creating new business opportunities. Manage an organization of 80 people, spanning across business development, operations, procurement, marketing and international business
• Increased Marketplace's revenue share in company from 20% to 35% in only 2 quarters by streamlining product catalog, focused product selection and curation, and innovative marketing campaigns, while ensuring the business unit continues to be the most profitable within the company
• Biggest contributor to festive season sales, driving 50% of all transactions
• Introduced partner initiatives like vendor helpline, funding assistance, and grooming partners to ensure their long term success, driving supplier loyalty which led to exclusive contracts and higher margins with key suppliers
• Spearheaded Jabong's foray into designer/premium segment with exclusive tie-ups with top Indian designers and International premium brands

Apr 2012 – May 2014 · 2 yrs 1 mo · Gurugram, Haryana, India

• Propelled a worst –to-first turnaround in the accessories category, transforming its revenue share from 12% to 30% company wide, while being #1 in profitability. Established Jabong as the market leader in accessories
• Achieved 40% month on month growth (2X growth of the company) by driving best in class assortment with leading brands
• Established private labels in bags (contributing 15% of sales) and in jewellery (contributing 30% of sales) by developing a cohesive domestic and China sourcing strategy which included direct factory negotiations and purchases
• Drove both long term strategic pricing for products in development in private label and short term pricing and promotional plans for current products to ensure optimal stock levels and a stock turnover ratio of 6
• Leveraged key supplier relationships with Puma, Casio, Fossil and Giordano to create exclusive products and pre-launch products
• Excelled in building and motivating teams. Developed many entry-level associates to leadership positions and quickly became one of the primary mentors for new entrants
• Drove cross functional team from legal, finance and warehousing to reduce invoice matching issues, supplier payment times and RTV delays resulting in 97% of our vendors getting paid on time

Feb 2012 – Apr 2012 · 2 mos · Greater Delhi Area

• Working for Rocket Internet, jumpstarting business opportunities in India in the online space.
• The Rocket Internet team provides advice and capital to companies globally. Some of our best-known internet projects are eDarling, Groupon (formerly CityDeal), TopTarif and Zalando.
• Founded in 2007, Rocket Internet GmbH has its headquarters in Berlin. Rocket supports internet startups in more than twenty countries around the world.

Apr 2011 – Feb 2012 · 10 mos

Jan 2011 – Apr 2011 · 3 mos

Feb 2006 – Aug 2009 · 3 yrs 6 mos · Austin, Texas Metropolitan Area

• Designed and developed strategic software applications to differentiate Dell from the competition and improve brand loyalty
• "Technical guru" on implementing customer experience initiatives within the company

Aug 2003 – Feb 2006 · 2 yrs 6 mos · Austin, Texas Metropolitan Area

• Responsible for the end-to-end product lifecycle, from concept through launch through end of life
• Managed strategic relationships with key software vendors
• Set up the offshore software division in Singapore
• Launched multiple products in the internet access, productivity and security provider categories with a team of 12 people

Aug 2002 – Aug 2003 · 1 yr · Austin, Texas Metropolitan Area

• Conducted business process improvements that cut production time by 20% and saved Dell $1.7 million