Customer Service Sales

Animesh Kumar

MBA [Marketing, strategy] mdi gurgaon pggmt [nift] business economics honours [du]

Summary

Retail executive with 14+ years of leadership experience in the area of eCommerce, Brand Management, Marketing, Buying, Category Management, Retail operation & Merchandising. I love shaping eCommerce strategy and define the best plan to reach the right audience.I had the most inspiring opportunities to solve eCommerce challenges for brands and businesses. It was a journey, where I felt I wore multiple hats – from the creative director, brand strategist, eCommerce guru to digital marketing professional. I enjoyed every single opportunity, which has helped me expand and push further my experience. I was instrumental in launching several brands, headed profit centers, and been involved in start-ups and turnaround projects at Indus-league, Reliance Trends ltd., Wal-Mart, Fashionara.com and Shopclues.com which helped me in improving my business acumen.

Objective

What I seek in career is a challenge at every step, a catalyst for my passion to achieve targets and a chance to hone my acquired skills through learning and experience.

Key Skills

Ability to conceptualise, launch and manage brand & businesses.

Ability to setup, turn around and roll out ecommerce business.

Managing Marketing, category and merchandise.

Leading & managing large and cross functional team.

Experience

Al Yasra Group, Dubai December 2015 - Present

Business Head (Value & Luxury segment) – E-Commerce, Marketing, Analytics & Omni channel

Roles & Responsibilities

Built ecommerce business, framework and processes from scratch.

Built and leading all functions including Category, operation, Supply chain & Customer service for e-commerce.

Responsible for Budgeting, Planning, OTB and Buying.

Instrumental in setting up process for fulfilment and last mile delivery with in-house & 3PL team.

Instrumental in building & launching non apparel category with portfolio of more than 200 brands across eyewear, watches, perfume and footwear category.

Increased contribution of non apparel category to 45% to overall business.

Built process for Voice of customer within organisation to facilitate speedy resolution to all customer issues.

Responsible for customer direct cost optimisation and Net promoter score (NPS).

Responsible for offline and online marketing across channel for both store & e-commerce business.

Responsible for development and implementation of brand strategy across channel.

Dealing with world’s leading design agency Dalziel & Pow on new brand identity, positioning and in-store experience.

Introduced analytics based focussed marketing activity i.e vicinity marketing for stores across region which has increased walk-ins by 18% and conversion by 3.5%.

Responsible for VM, In-store marketing, promotions and ATL & BTL activities for store business.

Responsible for campaigns and media buying across mediums including digital, TV and print.

Introduced & Managing CRM system for stores & analytics tool for ecommerce to get unified customer view.

Worked on and introduced Tableau based analytics dashboard for store business to understand RFV segmentation and targeted campaign planning.

Responsible for driving the P&L for ecommerce business.

Launched e-commerce in two countries and working on plan to launch in other GCC countries.

Built and started business with leading third party market place player.

Built and leading the Digital Strategy Department which consists of: On-site analytics and Optimization team,

Content and Communications team, Arabic Content team and Digital Graphic Design team.

Establishing system & processes for Omni channel experience for the group.

Optimizing performance of digital marketing channels (SEO, SEM, Display Networks, Social Media and CRM) by developing the onsite metrics and conversion optimization processes.

Responsible for development and management of web operations and interface.

Built processes for operation, order fulfilment and customer service.

Managing media agency for SEO, SEM, Social media, Shoot and Content.

Shopclues.com (Funded by Tiger Global) November 2014 – Nov. 2015

Director & Business Head - Fashion & Lifestyle, Fitness & Gourmet Category and Growth

Roles & Responsibilities

Played a critical leadership role in phenomenal ramp up of GMV, CM & Seller base of Lifestyle cluster across apparel, footwear, Handbags, watches, accessories, jewellery, eyewear, sportswear, travel and luggage.

Responsible for driving the top line & bottom line and managing all metrics of the category P&L.

Managed GMV growth of 4.2X for Lifestyle cluster over period of 7 months.

Managed more than 17% improvement in CM1 across Lifestyle cluster.

Started various initiatives to reduce direct cost across non wired category.

Built Content, Visual & Digital Strategy Department which consists of: On-site analytics, Optimization team,

Content, Communications and Digital Graphic Design team for Lifestyle cluster.

Built growth function to deliver near-term and long-term business goals.

Built assortment across Apparel, Footwear, Accessory, Travel, Luggage, Jewellery, Watches and launched Gourmet.

Optimizing performance of digital marketing channels (SEO, SEM, Display Networks, Social Media and CRM) by developing the onsite metrics and conversion optimization processes and managing PR for Lifestyle cluster.

Instrumental in getting several product build to improve seller experience & ecosystem.

Introduced 9 exclusive brands under VMI concept across Jewellery, Watches and Footwear category.

Managed to introduce 2 celebrity brand in jewellery and exclusive launch of Tanu weds Manu return line with Gitanjali.

Introduced and built Travel & Luggage category including travel accessory with 5% contribution to Lifestyle category at positive CM.

Increased non apparel category including footwear contribution to 60% of overall business.

Instrumental in building partnership with Lenskart, Luxottica & Sunglass hut to increase eyewear selection for customer and contribution to business.

Instrumental in getting exclusive price partnership with brand like AT, VIP, Maxima, Pari and Gitanjali etc.

Managed merchants to launch 8 exclusive labels in apparel for shopclues.com under VMI concept.

Started various initiatives to improve & set process for seller experience and worked with product team for the launch and adoption of campaign management tool & seller market place.

Campaign management tool has helped in reducing detractor by 17% and helped in incremental revenue of INR700K in the first month of the launch.

Created sustainable differentiation for Lifestyle cluster.

Optimised conversion and discoverability by improving on UI/UX.

Established processes for Geo local and Hyper local project to improve on customer service and direct cost.

Responsible for all marketing activity related with Lifestyle cluster.

Fashionara.com (Funded by Light speed & Helion) May 2012 – September 2014

Founding team member and Head Category (Value, Premium & Luxury segment) & Customer Experience

Roles & Responsibilities

On-boarded and Managed relation with over 400+ brands (premium & luxury) across apparel and non-apparel category.

Responsible for Budgeting, Planning, OTB, Buying, Overall Strategy and Business plan.

Responsible for driving the GMV and bottom line and managing all metrics of the category P&L.

Delivered significant improvement in business performance on quality, cost and revenue metrics.

Managed to get exclusive price deal with brands like wildcraft, Lino perros, Kanvas katha etc which has helped in growing non apparel category to 25% of overall business.

Managed merchant to launch exclusive range across apparel, handbag and fashion jewellery category under SOR model.

Understand customer online buying pattern and create a strong brand and category mix.

Continuously map competition from online & offline retail for brand mix, product categories, pricing and promotions.

Built and Responsible for all the PO & Budgetary approval based on authority matrix.

Responsible for facilitating alignment of the team, inspiring ownership and encouraging mutual support.

Responsible for conversion optimization and discoverability by improving on UI/UX & activity on social channel.

Responsible for performance optimization of digital marketing channel and CRM.

Worked on and introduced loyalty program which has increased repeat purchase by 13%.

Responsible for conversion optimization and discoverability by improving on UI/UX & activity on social channel.

Responsible for performance optimization of digital marketing channel and CRM.

Responsible for CARE behaviour and Net promoter score (NPS).

Led and managed operation of 3 functions.

Leadership beyond role: was involved in business development and ideas to generate additional revenue at low cost, operational improvement in logistics and virtual business.

Responsible for on boarding and management of brands, vendors and merchants on the platform.

Managed category performance including SKU rationalization, vendor relationships and contract negotiation.

Part of new projects rollouts and process standardization team.

Improve conversions at different levels in collaboration with digital marketing & creative-content department and enhance the category/product navigations to improve customer experience.

Responsible for Inventory management, Marketing and Customer experience.

Wal-Mart India October 2011- May 2012

DGM – Business Head

Roles & Responsibilities

Responsible for improving casual & active wear share to 18% of soft line business.

Responsible for Top Line & Bottom Line of the category.

Responsible for Budgeting, Planning, Buying, OTB and Inventory Management for the category.

Responsible for Full price sales, Promotional & EOSS efficiency.

Product pricing, performance analysis and margin delivery to achieve OP target.

Responsible for vendor selection and management.

Responsible for converting strategies into action by liaising with CFT and driving the changes required.

Responsible for enhancing customer experience through assortment, planograming & visual merchandising.

Worked with modular team to increase share of modular item to 40% of total casual business.

To ensure zero ware house cost for all fashion merchandise & 1.5% for modular item.

To increase feature productivity to 75-80%.

To plan & select exciting ranges keeping specific regional preference in to consideration to optimize sell thru.

Achieved growth of 35% over last year at category level.

Responsible for retail marketing other BTL activity to improve the brand presence at point of sales & in catchment.

Part of strategic planning team to work on IMC based on consumer trends.

Reliance Trends & Hypermarket, Bangalore December 2007- September 2011

Business & Category Marketing Head

Roles & Responsibilities

Product pricing, performance analysis, margin delivery to achieve AOP target & growth.

Responsible for top & bottom Line of the brand and managing all metrics of the category P&L.

Built process for MAP and to plan action and review top seller, slow seller and in season markdown.

Responsible for Space and Merchandise plan.

Responsible for Budgeting, OTB planning and Business plan.

Responsible for Sales analysis, Promotion planning and performance.

Responsible for converting strategies into action by liaising with CFT and driving the changes required.

Responsible for developing pricing models, managing inventory and influencing customer experience.

Responsible for all the PO & Budgetary approval based on authority matrix.

Responsible for people management by setting up goals, providing guidance and periodic review against plan.

Communicate Design brief – to create & develop product lines for the season, based on the sales analysis.

To plan & select exciting ranges keeping specific regional preference in to consideration to optimize sell thru.

Responsible for managing and coordinating with supply chain & sourcing to ensure timely delivery.

Responsible for enhancing customer experience through assortment, planograming & visual merchandising.

Keeping a track of competitor’s activity & regularly update the front end on key product benefits.

Monitor the sell thru of the product on regular basis.

Developed & responsible for retail marketing & BTL programs to improve the brand presence at point of sales.

Communicate the product line strategy with advertising/PR agency to market & promote the brand.

Indus League (FLF), Bangalore June 2005- November 2007

Brand & Marketing Head – Urbana, The Privilege club, Contra by IN and Infosys

Roles & Responsibilities

Worked on concept to launch plan of three brands – Urbana, The Privilege club & Contra for Indian market.

Instrumental for launching functional finishes in collaboration with leading international firms and introduced the concept of “Clothes that work for you.”

Responsible for top & bottom Line of the brand and managing all metrics of the category P&L.

Communicate Design brief – to create & develop product lines for the season, based on the sales analysis.

Responsible for brand activity & performance across merchandising, VM, operations, sourcing & planning.

Product pricing, performance analysis, margin delivery to achieve ABP target & growth.

Responsible for operation, space and merchandise management across all LFS/Modern Trade.

Sales analysis – to evaluate the performance of product lines.

Co-ordination with supply chain, production & operations to ensure timely delivery.

Achievement of the ABP target of the brand set by the organization and new business development.

Responsible for planning and implementation of Market Research findings – Understand Consumer Behaviour, assess and interpret market research data.

Communicate the product line strategy with advertising/PR agency to market & promote the brand.

Responsible for the creation of brand plans & implementation of marketing strategies across ATL & BTL activities.

To develop retail marketing programs to improve the brand presence at point of sales.

Keeping a track of competitor’s activity & regularly update the front end on key product benefits.

To work with textile finisher’s & mills in order to get new product.

Shoppers’ Stop Ltd., Mumbai February 2004 – June 2005

Assistant Buyer

Roles & Responsibilities

Ensure timely delivery of samples by vendors.

Product pricing.

Setting of standards for quality of merchandise with QA.

Ensuring timely delivery of options.

Keeping a track of competitor’s activities.

Vendor identification & development.

Obtaining range merchandise after effective negotiation.

Product presentation, packaging & product development.

To regularly update the front end on key product benefits.

Exim Export May 1997 – March 1999

Merchandiser

Worked with “Exim Export” a family owned company into Jackets and Outerwear export.

Education

Qualification

Specialization

Board/University

Institute

Post Grad

MBA (Full time)

(AMBA UK & SAQS accreditation)

Deemed University

MDI Gurgaon

(Ranked in top 5 Indian B-school)

Post Grad

PGGMT

Autonomous

NIFT

Graduation

BBE(Hons.)

Delhi University

CVS

Accomplishments

Developed & Launched “URBANA” & “The Privilege Club” brand in Indus-League in Dec. 2005.

Received best employee award for successful launch & for excellent sales performance of “URBANA”.

Spot light award for reducing cost by 56% for Reliance uniform business.

Standing ovation for launching OPP t-shirt at INR 99 and INR 199 with 44% and 63% IM at Wal-Mart.

Organised annual event & other events as Vice-President Business Economics society.

Arranged sponsorship for Spectrum as member sponsorship committee at NIFT.

Seminars Attended

Bread & Butter – Germany -2010 & 2011

IRF - Mumbai – 2009 & 2012

NGF – Mumbai -2012

Extra Curricular

Started Retail and Marketing activity under NMP club at MDI Gurgaon.

Member of Corporate relation and placement cell at MDI Gurgaon.

Organized annual event & other events as Vice-President Business Economics society at Delhi University.

Arranged sponsorship for Spectrum at NIFT.

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