Category Manager
Wadi.com
Total years of experience :13 years, 4 Months
Category Management
• Responsible for strategy, analysis and program management of sales, operations and new category launches
• Built the first 10% profitable category at Ops level with an incremental GMV of AED 100 Million+
• Augmented profit contribution by 30% for the category by optimizing operations and category strategy
• Improved ASP by 50% and NMV by 12%; Achieved 32% Unit share for marketplace in first 3 months for category
• Strategized funnel matrix by developing side-scroll feature for product banners; sessions to PLP improved by 4%
• Created Hunter-Farmer business model; Catalog increased by 30, 000+, NMV by 5% in 6 months
Business Development
• Initiated international strategic partnership; improved category assortment by 3X and GMV share by 17%
• Launched over 30+ brands such as Nike, Adidas, SportsDirect, Puma, L’Oréal, Coty, Braun etc.
Marketplace
• Implemented Seller performance program; created Seller Learning University
• Driving sellers' success on the platform with seller incubation program, buy button and products boosting algorithm
• Rolled out key initiatives to reward best performing sellers under Platinum sellers program
Operational Excellence
• Laid process to maintain 95% in-stock for head selection by developing a 30-15 days reordering cycle
• Formulated the returns and advertising process for marketplace.
Business Development
• Identified the assortment gaps and on-boarded 150+ sellers; contributed to 11% of Marketplace GMV
• Ideated & Steered ‘the unstitch’ project, where local fashion designers were on-boarded
Project Management
• Launched on-site properties for Marketplace sellers, which led to a 20%+ increment in the catalogue with traffic; search page banners to show new and relevant selection
• Coordinated with cross functional team for execution of ‘White Friday’ with sales of 1.2 Million units
• Successfully set up the seller marketing channel for engagement with sellers for events & updates
Awards & Recognition
• Accorded with “You are a star” for going beyond the call of duty and improving the share of business for Marketplace sellers
Account Management:
a. Driving Sales for West region, which saw an increase in share from 8% to 30% in a span of 8 months.
b. New Vertical launches - Identify and successfully launched new verticals which contributed to about 11% to the overall Toys’ category sales.
c. Managing seller quality, their defect rate and aiding in fulfillment of seller products.
Projects undertaken:
a. On-boarding Team: Responsible for the ideation and setting-up the on-boarding team for the West region, from recruitment to training.
b. Actively involved in the seller marketing team in planning and rolling-out the seller communication, training and events.
Planning & Buying:
a. Reduced inventory coverage from 35 days to 20 days.
b. Created a scalable sales forecasting method for pre-order launches and catalog selection.
Merchandising & Marketing:
a. Responsible for marketing activities and cross promotions to drive online consumer traffic and sales.
b. Conceptualized and planned the monthly promotion calendar and theme-based marketing campaigns along with monetized deals.
c. Introduced Movie merchandise and marketing (meet and greet)
d. Have been involved in catalog enrichment team and also successful executed product tagging.
Projects undertaken:
a. Increase Blu-ray Share 6% to 33%.
b. Movies Premier League (MPL): An initiative the resulted in selling 70% of the inventory.
Profitability Initiatives:
a. Revamped pricing structures to eliminate operational losses - discount sharing model.
b. Negotiated increase in product margins by an average of 2% with some of the major vendors
c. Managed to roll-out the consignment model, multiple pick-ups locations and seller drop model.
a. Managed clients like Uniball pens - India, Smokin’ Joe’s Pizza, Gangar Eye Nation etc.
b. Successfully rolled-out various ATL and BTL projects for clients.
Bachelor of Management Studies