Head of Retail and Commercial Fulfillment by Daraz (FBD)
Daraz (Alibaba Group)
Total years of experience :4 years, 11 Months
• Leading a department of 30+ across multiple domains, including FBD seller operations, retail, in-stock
management and demand planning, contributing to 15% of the business revenue and order share.
• Overseeing the achievement of critical OKRs, including in-stock rates, inventory days, Seller NPS, seller acquisition
and retention within FBD
• Introduced Fulfillment by Daraz (FBD) as a service for marketplace sellers, driving revenue growth by expanding
FBD utilization.
• Developed and executed a strategic roadmap for seller acquisition, identifying high-potential seller segments and
implementing targeted acquisition campaigns. This resulted in a substantial increase in the number of new sellers
onboarded, expanding the FBD assortment variety by 25%, and improved item sold per cubic feet.
• Owning the FBD seller experience program by implementing initiatives to address and eliminate seller pain points,
significantly improving seller satisfaction and maintaining retention at 90% on average MoM.
• Built and automated E2E CRM journeys for FBD by liaising with tech, product, regional and SXP team to ensure
sellers are updating at each touchpoint within the journey, thereby improving stock management as well as
reducing contact rates at the partner support centre.
• Developed inventory replenishment strategies, including JIT and safety stock management, ensuring optimal stock
levels and reducing stockouts while reducing the inventory days by 50% across all industries (FMCG, Electronics
and Fashion).
• Leading cross-functional teams to reduce carrying costs by 25% and achieve a 90% in-stock rate through
improved inventory optimization for FMCG retail and marketplace sellers.
• Established robust processes for managing supplier relationships & integrating retail supplier scorecards.
• Delivered exceptional results, maintaining an average of 90% purchase order fulfillment & fill rates for key
suppliers.
• Pioneered the establishment of the Demand Planning and In-stock Management department, playing a pivotal role in
its inception and growth. From the ground up, conceptualized the department's structure, recruited and trained team
members, and developed its core processes and strategies.
• Implemented KPIs and performance metrics to continuously monitor and improve demand planning and in-stock
management processes.
• Optimized inventory levels for FMCG retail through demand-driven strategies, reducing excess inventory by 15% and
minimizing stockouts by 25%.
• Achieved an impressive 60% improvement in availability to purchase for the Daraz Mart channel by implementing a
highly efficient in-stock management process within a short span of 3 months.
• Fostered seamless collaboration among cross-functional teams, including retail, operations, and finance, to drive
operational excellence and deliver exceptional supply chain performance.
• Strategically managed inventory costs, contributing to cost savings and improved profitability.
• Spearheaded process improvements and automation initiatives, resulting in a remarkable 50% increase in efficiency,
successfully mitigating revenue loss by 35% through improving forecasting accuracy
• Successfully led a team of 15 project associates, managers and analysts to drive consistent growth of the active
seller base by 15% on average month-over-month.
• Served as the owner for all lifecycle KPIs such as seller activation, retention, reactivation through performance
management systems and experience driven initiatives for all internal commercial alignments.
• Introduced seller loyalty and ambassador programs to increase engagement and foster positive community
building and a win-win for both Daraz and the sellers and causing a direct impact of increase in order share of the
participating sellers.
• Led E2E CRM, marketing communications and vendor lifecycle management by creating, executing & optimizing
communication roll outs to vendors with 360-channel campaigns across email, SMS, social and other channels,
leading to improved seller engagement by over 57%
• Amplified Seller Net Promoter Score (NPS) through strong feedback mechanisms and active program management
of seller experience and improvement initiatives.
• Initiated product and feature enhancements (PRDs) across the seller journey by creating comprehensive business
required documents (BRDs), enhancing the overall seller experience.
• Led the planning, design and execution for seller participation of all campaigns and achieved 130% GMV and 91%
seller contribution on average in major mega campaigns such as 11.11, 12.12, Mobile Week, Independence and
Pakistan Day etc.
• Defined the P&L budget for all seller engagement activities, including branding, campaigns, conferences/vendor
meetups, and seller incentives, ensuring efficient allocation of resources for sustainable growth.
• Driving improvements in seller and product quality through seller education and performance programs,
improving quality by over 33%.
• Implemented strategies to enhance seller and product quality through seller education and performance
programs, resulting in a significant 23% improvement in quality.
• Developing strategies to continuously reduce company-based subsidies through increasing cooperation and
contribution by brands, sellers and banks bringing about a cash burn of 25% within 3 months.
• Fostered multiple partnerships with brands, banks, insurance and other third parties to bring value added
services for Daraz vendors.
• Maintained strong relationships with sellers, brands, and banks, ensuring effective collaboration and alignment
with business objectives.
• Pioneered seller community department within the company to initiate a two-way dialogue between Daraz and sellers
in order to assist their growth on the platform and improved NPS/ PSAT by 10% in the first 6 months.
• Executed strategies for rapid growth of the seller community, resulting in a 15% increase in the number of active
sellers within a year.
• Successfully launched and managed additional communication platforms, such as WhatsApp groups, Dingtalk and
online forums and improved seller engagement by over 35%.
• Spearheaded multiple online and offline vendor meetups of different scales (100-2000+ attendees) with 100%
turnout ratio.
• Designed seller loyalty and ambassador programs to improve seller sentiment and build a strong seller community,
fostering an 85% retention on average MoM.
• Headed public relations and user crisis / experience communications across social, SMS, email etc which improved
seller sentiment by 15% on average MoM.
• Cultivated new opportunities for improvement in seller supply through identification of trends amongst the seller
community that contributed 15% to the organization’s revenue.