Ravi Teja Palla

CEO

Bengaluru, Karnataka, India12 yrs 4 mos experience

Most Likely To SwitchHighly Stable

Key Highlights

Led significant marketing overhaul for Urban Ladder.
Achieved 6x business growth in interiors segment.
Successfully repositioned Urban Ladder as a premium brand.

Stackforce AI infers this person is a Retail and E-commerce leader with expertise in omnichannel strategy and brand management.

Contact

Skills

Core Skills

Strategic Business LeadershipOmnichannel Retail IntegrationDigital MarketingData-driven ProfitabilityCategory & Product ManagementBrand IdentityProduct Design

Other Skills

Brand ManagementBusiness StrategyCategory ManagementCross-functional Team LeadershipData AnalysisDesignDigital StrategyGlobal SourcingGo-to-Market StrategyJavaLeadershipManagementManagement ConsultingMatlabMicrosoft Excel

About

Lead, Think, Inspire, Achieve. Experienced business leader with a strong background in e-commerce, omnichannel strategy, and retail operations, currently overseeing a business with a top-line of 300 crore. Skilled in building and scaling operations, optimizing digital storefronts, and integrating online and offline channels to enhance customer experiences. A balanced approach to category management, product development, and brand positioning, with a focus on improving profitability and operational efficiency. Committed to leveraging data-driven strategies and cross-functional leadership to support sustainable business growth.

Experience

Urban ladder

10 roles

Chief Business Officer

Promoted

Jan 2024 – Present · 2 yrs 2 mos

Recognized for Exceptional Leadership: Promoted to Chief Business Officer for the core B2C business based on outstanding performance as Head of Interior Business.
Marketing Overhaul: Led a comprehensive marketing revamp, implementing an OMO (online merge offline) strategy. Enhanced UI/UX for online storefronts and revamped ATL & BTL marketing, improving engagement and sales.
Revenue Stabilization: Despite leadership exits, maintained year-over-year revenue growth through data-driven strategies.
Category Overhaul: Refocused the category team towards higher gross margin goals, boosting profitability.
Product Premiumization: Expanded product lines from mid-premium to sub-luxury, driving increased AOV and margins.
Strategic Market Exits: Led a data-driven analysis, exiting Smart Bazaars to enhance brand coherence.
Brand Redefinition: Conducted research and workshops to reposition Urban Ladder as a premium, design-led brand. Launched a new brand identity with a film and go-to-market strategy.
Retail Management: Oversaw 40+ stores across India, turning 10 of 20 unprofitable locations profitable through operational efficiency and strategic focus.
Store Upgrades: Directed store refresh initiatives, aligning the look with the brand’s premium identity.
Marketplace Refocus: Shifted marketplace operations towards profitability through a customer-centric and streamlined approach.
Key Competencies
Strategic Business Leadership
Omnichannel Retail Integration (OMO)
Category & Product Management
Digital Marketing & UI/UX
Brand Identity & Go-to-Market Strategy
Data-Driven Profitability
Retail Expansion & Profitability
Premium Product & Brand Positioning
Teams Managed
Marketing
Online & Retail Revenue
Category (Home Brands, Marketplace)
Product Design
Creative & Brand
Visual Merchandising (Store & Digital)

Digital StrategySales OperationsRetailGo-to-Market StrategyBrand ManagementDesign+5

Business Head

May 2023 – Jan 2024 · 8 mos

Head of Urban Interiors Business
Concurrent with the Chief Merchandizing Role
Given a Challenge to Lead the interiors business.
6x the business to 2cr Run rate in 4 months with 4 store launches
End to End ownership - Sales, Customer Design, Sourcing & Manufacturing, Customer Service and Product Delivery.
Independent Business Unit with own Profitable P&L
Set the Vision and Mission Plan along building the team to Scale

Chief Merchandising Officer/ AVP

May 2022 – Jan 2024 · 1 yr 8 mos

Complete Merchandising Ownership -
Manufacturing - Greenfield setup and running of Urban Ladder Panel, Upholstery and Solid Wood Manufacturing Units across India
Product Design - Reinvigorated and Relaunched the UL Design team with 20% fresh launches in Multi Differentiated Product Brands.
Sourcing - Built and Delivered New Sourcing teams for Home Interiors and B2B Institutional Business along with B2C loose furniture business to Launch new differentiated product lines
Procurement & Inventory Management - Planned for multi Fulfilment Centre Procurement and Fill Rate Management
Visual Merchandising - Led to Digital Visual Merchandizing for the Urban Ladder Storefront
Brand Planning - Conceptualized and Launched 4 new product brands - Aaracraft (traditional Indian furniture) Lazeon (Recliner Product Brand), Simplywud (Value Brand) and UL create (Customized furniture),
Additional Charge : Strategic Initiatives. AOP vs Actual Control

LeadershipGlobal SourcingProduct Design

Director

Apr 2020 – May 2022 · 2 yrs 1 mo

Navigated Crucial Cashflow Management during Covid
Procurement under duress due to Covid breakdown
Dynamic shifted vendor base
Category Management and Product development for Work from Home
Inventory Management
Instrumental in Urban Ladder integration with larger Reliance Retail Organisation

LeadershipGlobal Sourcing

Senior Manager

Promoted

Feb 2019 – Mar 2020 · 1 yr 1 mo

Head of Sourcing
Procurement
Vendor Management
Inventory Management
International Sourcing

LeadershipGlobal Sourcing

Manager

Jan 2017 – Feb 2019 · 2 yrs 1 mo

Ecosystem Manager, Supply Chain & Sourcing
Jodhpur & Jaipur Jan 2017 30% of UL purchasing
Malaysia Solidwood Nov 2017 15% of UL purchasing
All Engineered Wood - China, Malaysia & India Jan 2018 20% of UL purchasing
Overall 65% of UL purchasing
15 member team size.
Order book - 10cr.
25 vendors - medium & large
Projection ordering/ inventory management
Credit period and cash flow management
Lead time & delivery management
Cost saving & GM ownership
Capacity building & growth ownership
New product & New vendor developments
Sales planning - supply side.

LeadershipGlobal Sourcing

Manager

Aug 2016 – Dec 2016 · 4 mos

Special Projects, Supply Chain & Sourcing
Cost Initiatives - savings of 10cr on 140cr yearly buying.
Vendor negotiations in volume purchases
Product value engineering
GM ownership from supply side
Tech Liason for Sourcing & Supply chain
Team restructuring exercises

Leadership

Manager

Nov 2015 – Jul 2016 · 8 mos

Supply Chain & Sourcing
Managed Vendors -7 across 3 locations
Scaled up from 30L purchasing to 2 cr in 6 months
Vendor Setup & Launch within 2 months
End to End negotiation handling of vendors.
3rd party supply negotiations to augment vendors
Price standardization & Transparency across value chain
6 member team
NPS lead - 40% to 90% in 3 months.

Leadership

Assistant Manager

Aug 2015 – Nov 2015 · 3 mos

Process Innovation & Improvement
Wardrobes & Kitchens Team
Launch Urban Ladder Kitchens - Supply Side
End to End Supply Chain Flow - Lead Generation to Delivery
Costing & Pricing Engines for Kitchens
Product Inputs for Kitchens & Wardrobe App Development
Cataloging & Sales Tools Development for Kitchens

Leadership

Management Trainee

May 2015 – Aug 2015 · 3 mos

Wardrobes Team
Inventory Stocking Plan for MTO products
Packaging Improvement Project
Installation & Quality Guideline Development

Leadership

Flipkart.com

Summer Intern

Apr 2014 – May 2014 · 1 mo · Bengaluru Area, India

 Spearheaded the entire delivery & installation strategy for Large Appliances Business Unit
 Designed process flows, estimated budget, liaised with multiple vendors over a period of 8 weeks
 Launched pilot of 4 weeks across Bangalore with 98% service rate with established SOPs
 Submitted roadmap with city-wise implementation timelines across 6 brands; project in expansion phase
 Awarded a PPO

Leadership

Indian institute of management, calcutta

General Secretary

Nov 2013 – Nov 2014 · 1 yr · Kolkata Area, India

Student Council General Secretary
 Elected (by 1000+ student body); Headed the Hostel Sub Council of 8 elected representatives
 Ideated and executed new hostel allocation policy in view of 60% increase in female students on campus
 Negotiated standardized contracts across all messes; enforced PF scheme & min. wage policy for mess workers
 Introduced Subway Restaurant on campus; talks with HUL-Coffee Shop at the contract phase
 Spearheaded the implementation of Cashless Campus initiative in association with ICICI bank
 Supervised expenditure of INR 50 million of student’s funds & INR 2.9 million of campus funds  Conceptualized a 4 pronged rating system for 25 clubs; Identification of 2 non-performing clubs
 Organized National Unity Day Celebrations & a 3km unity run in the memory of Late Sardar Vallabhai Patel

Leadership

Tata motors

Assistant Manager, Factory Logistics Group (Materials), E block, CVBU Pune

Aug 2012 – May 2013 · 9 mos · Pune Area, India

Job Description:
Entire E block (CVBU, Pune) procurement through casting, forging, proprietary items
Needs to control as per the Monthly/ Quarterly inventory norms
End to End of Reconciliation
MASOP verification (Material Acquisition and Support Optimization Project)
MRP Control
Issuance of the procured material to the logical control store
Identifying suppliers
Need for technical up-gradation of suppliers
And or alternation source development along with ADD and Central materials
Liasoning between MPC and Vendor