Oct 2023 – Jan 2024 · 3 mos · Bengaluru, Karnataka, India · Remote

• Tried and learnt!

Dec 2021 – Sep 2023 · 1 yr 9 mos · Bengaluru

Feb 2021 – Dec 2021 · 10 mos · Bengaluru, Karnataka, India

Oct 2019 – Feb 2021 · 1 yr 4 mos

• Delivered a 40% YoY growth in the discretionary category despite COVID as compared to a 30% growth in the previous year during the festive months.
• Spearheaded the design and deployment of a robust homogenous strategy for one of the most heterogenous Fashion categories, viz. Fashion wearables comprising of watches, eyewear, jewelry, belts & wallets. This role encompassed all functions including category management, buying, marketing, sales and P&L management.
• Created platform differentiation via no-cost EMI, min. warranty assurance and product exchange in the category and played a pivotal role in identifying and implementing differentiated constructs like augmented reality, gifting solutions, and customizations (slated to launch Jan-Mar ’21).
• Identified white spaces and launched 10 new licensed brands creating selection differentiation, which started contributing to 10% of the overall topline being accretive to the bottomline. Devised GTM and digital marketing strategy for these launches, including the campaign – Time to change - to change time, the on-app store creation, PR, perf. Marketing, influencer campaigns, etc. Doubled the brand monetization and helped deploy ~50 crores marketing money annually for category and brand growth.
• Productized the BAU pricing and built a framework for event pricing by optimizing for RPC and reducing bad burn. Established processes to ramp up buying efficiencies like ARS (auto-replenishment) and LMI (lot managed inventory) leading to a reduction in poor inventory from 25% to 5% in six months. Implemented serialization, smart-checks, and refurbishment process leading to a 60-bps bottom-line goodness in FY 21 owing to fraud reduction and increase in re-inventorization.
• Built the strategy and product roadmap for launch of new categories, viz. Precious jewelry and prescription eyewear with pilots to happen in November and launch early next year.

Jan 2018 – Sep 2019 · 1 yr 8 mos

• Amplified the category at an exceptional 58% CAGR in 2 years, making it a 2500 cr. category with a team of 15 KAMs. Headed the project BrandAdvantage - FK warehouses within brand warehouses for FK Fashion and solved for 15% space. Supervised the entire brand-sponsored on-app and 3PL advertising budgets of approx. 40 Cr. annually to increase brand and category salience on Flipkart, while ensuring a healthy RoI to the brands. Launched the hyper-growth (100%+) verticals like Sports, Fringe, Ethnics, and Suits & Blazers for the category.
• Augmented the youth portfolio with five brand extensions contributing to 4.2% of GMV, e.g., Peter England university. Effectuated 300 bps bottom-line improvement by renegotiating commercials with brands. Transformed the selection strategy by redesigning buying methodology and co-creating exclusive portfolios with brands. Launched three private label brands with completely distinct positionings contributing to 8.4% of the branded top line. Enhanced the customer conversion by 100 bps by catalog improvement and core size selection improvement.

Jul 2016 – Dec 2017 · 1 yr 5 mos

• Devised e2e partner flow to manage contractual agreements with organized players as well as lot-wise bidding construct for the other partners that lead to an ecosystem overhaul transforming the 95% fragmented and unorganized ecosystem into an 85% organized market in 2 years. Formulated product exchange strategy and customer flows in mobiles and electronics, currently contributing to 2k cr annually. Drove 500-bps improvement in the mobiles yields and 700 bps across other categories by partner negotiations. Administered the DOH of under 100 days while increasing the profitability by 50 cr. annually. Strategized with the eBay team (now 2Gud) and designed the complete process flow for B2C sales.

Jun 2015 – Jun 2016 · 1 yr

Jun 2012 – Jun 2015 · 3 yrs · Mumbai, Maharashtra, India

• Developed strategies to build consumer preference across the GT channel and drove volumes while ensuring bottom-line adherence. Led the entire partner lifecycle and headed commercial negotiations with the business partners to maximize its revenue and market share. Looked after the end-to-end sales of over 8000 outlets in western suburbs with a team of 7 team leaders and 30 presellers. Leveraged skills in opening 2200 new outlets in a year against previous annual new outlet count of 380. Plugged wholesaler infiltration by making them a part of the ecosystem.
• Won Gold Medal for being the best performing ASM in Maharashtra for the year 2013. Demonstrated success by implementing Outlet wise base and target tracking, enabling resellers to achieve higher sales and incentives, and Hall of Fame Program for entire Mumbai to build an acknowledgment platform for STLs. Participated & bagged orders in 5 major events like Bandra fair, Andheri cha raja, and Navaratri to drive inorganic sales.

May 2011 – May 2012 · 1 yr · Andhra Pradesh, India

• Planned & delivered distribution depth and coverage, ensured market penetration while maintaining a balance with dealer viability. Built a reliable sales infrastructure from the ground-up and built a newer customer base while growing the existing one. Monitored the sales and distribution of the entire gamut of WCCLG products across Andhra Pradesh. Succeeded in achieving 131% target and 68% YoY growth with a team of 8 sales officers and 75 merchandisers.
• Ventured into new deals from pharma chains, Apollo and Medplus, which generated 30x business per month across PAN-India. Devised and executed many local marketing campaigns across the chains, e.g., CFL – Care for Life on environment day. Executed many BTL campaigns to increase in-store conversions across the large-format and standalone supermarkets. Registered 60% improvement in fill rate and in-stock metrics through MBQ implementation and process alignment

Dec 2010 – Apr 2011 · 4 mos · Coastal Andhra Pradesh

Apr 2010 – Nov 2010 · 7 mos

Aug 2009 – Mar 2010 · 7 mos

May 2009 – Jul 2009 · 2 mos

Jul 2005 – May 2007 · 1 yr 10 mos