Apr 2023 – Present · 3 yrs 2 mos · Gurugram, Haryana, India · On-site

• Category Management

Jul 2021 – Apr 2022 · 9 mos

• Acted as a single point of contact for paid media & marketing initiatives. Managed a monthly budget of 25cr for digital brand and performance marketing
• Designed the digital branding plan for Grofers to Blinkit re-branding activity and delivered an increase of 4% awareness levels in brand lift study
• Spearheaded negotiations and oversaw contractual obligations with Google, Meta, Twitter, Snapchat & Linkedin for advertising objectives
• Improved Click Through Rate (CTR) from 0.4% to 0.6% & in-app traffic conversion rate from 15% to 20% to eventually reduce Customer Acquisition Cost (CAC) by ~30%
• Improved 1-month Life Time Value (LTV) of new users by ~20% by promoting categories and products that ensured better stickiness and high ordering frequency on the platform
• Conceptualized and implemented new user acquisition and old user retention strategies for multi-channel advertisements, thus increasing transacting user count by 100% in 4 months
• Improved Search Engine Marketing (SEM) strategy to increase Google Search Impression share by ~25% by ensuring proper keyword selection & optimisation and targeting high affinity customers
• Worked extensively and gained expertise on tools like Google Ads Manager, Facebook Business Manager, Google Analytics & Mobile Measurement Partner (MMP) interfaces to remove dependency on intermediate agency, thus saving 4% in cost of commissions

Mar 2018 – Jun 2021 · 3 yrs 3 mos

• Led Business & Marketing Intelligence team (of 2 people) for Private Label function that contributed to 35% in top-line and 45% in bottom-line of the organization
• Identified and scaled growth opportunities to enhance sales contribution of private label products by 7% through extensive tech-product and pricing experiments
• Owned the Switch-to-Save product feature during cart checkout process that prompted consumers to switch branded products with similar Private Label products to get more savings. Increased Private Label Gross Merchandise Value (GMV) share by 2% and improved overall gross margins by 1.2%
• Conceptualized & implemented the flagship monthly Private Label sale event – “Grofers Swadeshi Sale” that involved cashback on all Private Label purchases. Increased Average Order Value (AOV) by ~12% and improved cart checkout rate from 11% to 13%, thus establishing an ROI positive campaign
• Proposed the scaling up of ratings & reviews and product image tags for key product categories to facilitate purchase making decision for consumers and improve consideration for newly launched Private Label products. Category penetration increased by 1%
• Took initiatives involving experimentation with pricing for active users of membership programme (Smart Bachat Club), introducing combos based on market basket analysis, in-app home feed personalization and driving key insights for other business teams

Jun 2016 – Feb 2018 · 1 yr 8 mos

• Experienced in inventory management of a highly perishable category. Reduced warehouse dump from 15% to 4% by improving forecasting accuracy and identifying and solving loop-holes in the supply chain
• Implemented automated Competitor Price Benchmarking through website scraping. Ensured a price competitiveness of 5% as compared to biggest online competitors
• Built automated dashboards from scratch to facilitate business decision making and improve visibility of other key warehouse performance parameters