Mar 2024 – Present · 2 yrs · India · Remote

• Founder of Goal Diggers, a creative-led digital growth studio for fashion brands. I help businesses elevate their brand identity, strengthen digital presence, and drive scalable eCommerce growth through strategy, content, and performance-focused transformation.
• ● Conducted Competitive Pricing Analytics to define pricing and markdown for a plus size fashion and accessories.
• ● Managed the complete marketplace launch of H&M Beauty, overseeing catalog setup, A+ Content, and go-live execution
• ● Served as a boutique agency executing Digital Transformation including Assortment Planning, Inventory Management and split for multiple Fashion Brands
• ● Executed Photo & Video Campaigns for multiple Fashion and Beauty Brands
• ● Doubled an edtech firm’s revenue by redesigning the UI/UX to reduce friction across the user journey, significantly improving trial-to-paid and repeat purchase conversion rates. Achieved this growth with minimal ad spend by prioritising product-led growth, CRO, and data-driven UX optimisations over paid acquisition.
• ● Worked with a real estate firm to design and execute a performance-led digital strategy that delivered high-intent, qualified leads aligned to on-ground inventory. Focused on audience segmentation, funnel optimisation, and lead quality over volume, resulting in consistently strong lead-to-site-visit and conversion rates.

Dec 2021 – Jun 2024 · 2 yrs 6 mos · India · On-site

• At Nykaa, I had the opportunity to expand my scope of work and put my brand experience into building a global studio for the company. Here are some of my key responsibilities and projects:
• Studio Operations:
• Built a world class 6-bay Studio from scratch, a key stakeholder and decision maker, making it to the top 5 fashion studios in the country. Ref: https://t.ly/g5ZGc.
• Strategised on the opportunity of utilising the empty space by subletting it to external brands, thus generating a revenue stream
• Streamlined Studio operations by creating and aligning new SOPs, collaborating with Brand and Marketing teams on their requirements
• Excessively reduced the studio and shoot budget for all Nykaa-owned brands by almost 100% (from 4.5 Cr to 2.2 Cr) in a fiscal year
• Program Management:
• Designed the enrichment framework for the best selling Nykaa-owned brand products, by recreating stronger pool of assets, thus driving engagement vis a vis sales conversion and reducing page bounces as well as cart abandonment
• Revamped image guidelines adhering to different brand/marketplace needs
• Established a team of videographers, editors and laid down the video content guidelines and revamped the way videos were getting shot and edited, thus increasing the VTR to upwards of 9%
• Scaled the program across business units beyond Nykaa Fashion.

Jul 2021 – Dec 2021 · 5 mos · New Delhi, Delhi, India

• Fabindia, which has been a well-known retail first brand, saw huge online traction during the Covid times. My role was to address their end to end catalog processes and optimize the organization of listings on third-party marketplaces.
• Strategy and Process Enhancement:
• Set up the catalog processes in Fabindia for both webcom as well as 3P MPs including defining of filter values, mandatory fields, product description, as well as A+ content, while working on their Shopify tool
• Expanded listing on 7 different marketplaces within 3 months with the existing manpower and cleared the backlog of over 100K SKUs
• Worked on the design principles to create shoot guidelines as per their new collection, as well as on the videos for their high cost products
• Revamped the filters and attributes at subtype level along with the hierarchy/taxonomy
• Streamlined the webstore shoot processes through lean methodologies with cost saving of 25 lacs on a monthly average
• Launched A+ Content on Fabindia with their new launch of Fabessentials (Personal Care)

Aug 2020 – May 2021 · 9 mos · Dubai, United Arab Emirates · Remote

Jan 2020 – Jul 2021 · 1 yr 6 mos

• Led and strategized, to make highest profits of otherwise, dead stock (returns and damaged products)
• Spearheaded the content and catalog function of the BU, and created a checklist for the products to go live
• Handling Pricing and Selection strategy of Inventory worth AED 1.5 Billion for Re-Commerce BU for MENA region
• Defining and executing campaign, promotions and execution for all sale events for the BU
• Re-engineered multiple processes to take product live within 6 days compared to an average TAT of 54 days from the date of return, to getting live as renewed/refurbished product
• Led and completed the development of onsite store for the BU; through which we as a BU can create our own online store on the website and do the onsite activity independently without any dependencies

Nov 2017 – Jan 2020 · 2 yrs 2 mos

• Operations:
•  Responsible for End to End Product setup on the website, which includes Brand creation, Content, Image, Price and Inventory and creating of offers
•  Managing a team of 28 associates and 2 Process Leads, and monitoring their performance and queue to ensure Quantity, Quality, TAT and Aging
•  Initiated several projects using Lean Methodology to ensure the TAT can be reduced while improving the quality
•  Implementing quality improvement measures for continual improvement in services, identifying improvement areas and implementing adequate measures to maximize customer satisfaction
•  Contributed majorly in creation of SOPs and guidelines to improve the process and reduce the errors
•  Initiated monthly R&R and Fun Activity to keep the employees engaged
• Process Excellence:
•  Initiated and created Size Chart/Guide on the website for Apparel and Footwear, thus reducing the returns by a huge margin
•  Created a communication platform with the help of tech, on which we could contact the seller directly and get missing information required for product setup
•  Created size and color filters in left navigation and standardized the sizes for better search results and filtering
•  Reduced the TAT to 15 days from an average TAT of 63 days, through automation and other macros

Aug 2014 – Nov 2017 · 3 yrs 3 mos · New Delhi Area, India

• As a member of product management team, led product developement in managing the listing experience for sellers at
• Snapdeal across web and mobile channels. Identified and gathered requirements from internal and external stakeholders and
• devised business plans and recommendations to senior management. Participated in early engagement with sellers, to,
• understand their pain areas. Conducted usability testing of listing products to understand seller behavior and Identify key
• usability issues.
•  Migrate seller listings happening over emails completely to web portal, and achieved companywide goal of '100% self-serve
• online listings' metric in just 4 months.
•  Handled variant attributes getting live in different web pages by introducing “Add Group“ feature in the content sheet
•  Top lead in promoting Brand Authorisation checks, which in turn reduced fake products getting live, and thus minimizing
• returns and improving buyer experience.
•  Redesigned quality checks which led to more satisfied sellers, ultimately leading to higher NPS, thus improving it by 35%
• points and in turning ‘Listings’ from a top detractor to top promoter area
•  Suggested and implemented creation of training content for the agents doing QC (videos, webinars, PPT, content sheet
• definitions), which led to less rejections and cleaner content on the website.
•  Engaging MRG (Image QC tool) to change the algorithm accordingly, to business team specifications (Blur Check,
• Background Check, Colour Check).
•  Reduced the Turn-around-time(TAT) to make listings live from 3 days to 12hrs by automating manual quality checks
•  Eliminated duplicate listings by building de-duplication algorithms, and improved Buyer experience on Search results

Nov 2013 – Aug 2014 · 9 mos · Gurgaon, India

• Providing After Sales Support till Sale deed is executed for customers of a Real Estate group
• Communicate with customers/ brokers face to face, to address and resolve their queries
• Maintain and update the database with information on the nature of queries and status of resolution
• Respond to emails from customers/ brokers regarding queries, in a timely manner
• Coordinate with the back-end Customer Care team for seeking information on the issues faced and inform the customer/ broker on same Coordinate and follow-up with other internal Departments, if required, for obtaining relevant information for resolution of queries of customers and broker