Associate Vice President - Revenue
DFPCL
Total years of experience :22 years, 11 Months
Creaticity Mall, Pune (a division of Deepak Fertilizers & Petrochemicals, dedicated to Home & Interiors)
Business Head (Associate Vice President), Feb 18’- Present
Tasked with leasing of spaces, have managed to increase the occupancy area from 63% to 82% in FY 2018-19.
Adept in retail business, pulled in the levers of marketing, VM, category management and retail operations to increase revenue share income by 16%.Worked closely with marcom team to develop brand led and tactical campaigns to drive FF into the mall. Used the VM tools to irrigate various areas in the mall. Strong engagement with the category & operations team of the tenant partners helped us derive higher trading density.
Retail stores directly managed by us, have shown a growth of 25% YOY. This has been made possible, thru improved category management and micro management of retail performance at the front end. Coupled with the above, strong focus on expense optimization helped EBIDTA improve significantly.
On the look out for opportunity to increase income, have introduced a new line of business of turn-key home interiors solution, poised to contribute significantly to the business revenues in future. Alongside new minor sources of income like SOH & co-branded marketing collaterals have been actioned.
Brought in thought leadership, in terms of the key levers that would propel the business. Conceptualized and rolled out new concept like Consumer finance across all retailers in the mall. Also developed tools to help customers navigate and make informed decisions through personal touch to build connect with customers, “Curated trails” - a guided tour with knowledge sharing with customers have been put in place. Over a period of 6 months, it has been made a part of life of every employee of the mall management office.
Have been actively working on developing customer insights to create differentiators and augment end to end shopability. Have engaged and deployed technology interventions like Technomalling for finer consumer insights and better connect with them.
Established strong engagement lines with retail partner, thru advisory services of VM, and retail operations.
Reporting to: Vice President - UAE
Key Result Areas:
• Responsible for delivering topline of $200 million and a bottom-line of $9 million in 2016.
• Managing a team of 300+ retail employees, with 10 direct reports.
• Assortment planning basis market share trends and in line with income plan and new product introduction by brands.
• Managing & driving brand shares in line with delivery of planned income and volume commitments with brands.
• Ensuring ageing stocks are liquidated/returned and stock ageing norms are met.
• Responsible for transforming stores that are challenged on profitability through aggressive cost control, driving high margin services and product lines and focus on conversion and average ticket size.
• Planning and implementing BTL initiatives to drive revenue.
• Ensuring delivery of Customer Experience in line with brand guidelines & “Brand Promise” statement.
• Ensuring a score of 90%+ on customer satisfaction index on store mystery shopper audits.
• Annual and monthly budgeting, towards topline, bottom-line. Target setting for various parameters.
• SOP adherence in stores and ensuring there are no Non-conformity observations in ISO audits.
• Engage with internal customers to improve business processes.
Achievements:
• Played a Pivotal role in launching of OMNI Channel concept in UAE.
• Turned around three unprofitable stores admeasuring a total space of about 45, 000 Sqft within 1 year.
• Improved gross margin by 24% by introducing a new concept “Focus SKU”
• Increased sales productivity of staff by 28%, through cross-category training, manpower optimization and sales incentive program.
• Improved market intelligence by pricing the product in line with competition and Reduced “Best price Guarantee - Double the difference payout” by 80%.
Reporting to: Director Retail - South West Asia
Key Result Areas:
Retail Operations:
• Managing Operations of the 500+ Exclusive Retail Outlets (franchised) in the Region (Western India).
• Responsible for ensuring 100% score on Retail Index (a multi matrix retail input index to drive sellout/sales extraction). Analyzing & monitoring various retail performance parameters.
• Ensuring Delivery of Customer Experience in line with Brand guidelines.
• Supporting new product launches through right product presentations at stores.
• Ensuring Visual merchandising and Product Placement as per planogram.
• Handling store launches and managing BTL activities for retail channel.
• Ensuring Store hygiene through maintenance of physical infrastructures of the store.
• Managing stakeholders in Sales and GTM for alignment on retail activities.
Retail Expansion:
• Heading & managing the retail expansion in the region through launch of new outlets.
• Negotiating for space for placement of “Samsung Experience Zone” fixtures, glow sign boards and visuals in key dealer stores.
• Channel management and recruitment & selection of franchisee & retail premises.
• Project & process management for consistent & smooth delivery of new stores within agreed turnaround time with multiple quality check points.
Achievements:
• Increasing the retail business by 240% over 2 years in Mobile devises business & 300% in Consumer Electronics.
• Expanding retail footprint in the region by 350+ exclusive stores and 3000+ Shop in Shops in MBOs.
• Reduced turnaround time from 40 days to 28 days in the region for a new store from the time of property acquisition till the store is launched.
• Managed VM changeover for a new flagship product launch across region within a turnaround time of 4 days.
• Achieved a high rating in satisfaction score of trade partners.
Reporting to: Vice President - Sales & GM - Retail
Key Result Areas:
Retail operations and key account management - Modern Trade (LFS) & Direct Dealers
• Responsible for delivering Sell in, Sellout targets & Collection from Stores, Shop-in-Shops (LFS) and direct dealers.
• Accountable for delivering desired ROIs to franchisees of stores.
• Conducting analysis & monitoring various retail performance parameters
• Manage merchandise mix and assortment of each location and Ensuring proper allocation and timely replenishment of new launches and key range SKUs across all points of sales.
• Ensuring Franchisees & direct dealers’ investment in stocks are to the agreed levels and A/R ageing norms are met.
• Responsible for account management of Department stores (Modern Trade)
• Development and implementation of trade schemes in line with sell-in targets for the region.
• Taking care of implementation & managing BTL activities
Retail Expansion:
• Expansion of footprint of exclusive brand outlets across west region.
• Development of catchment mapping for all high-streets and malls across west region.
• Making continuous follow-up’s with Local Property Consultants to ensure minimal opportunity loss
• Franchise recruitment and management.
• Carrying out budgeting exercises for company’s investment into retail vertical & projected revenue
Achievements:
• Increased sales from Stores by 395%, sales from LFS by 62% and sales from direct dealers by 110% in 4 years and these channel’s contribution to the overall sales of region went up from 53% in 2007 to 70% in 2012. Company overall topline growth in same period was 47%.
• Conceptualized and implemented Kiosk Format to improve profitability and topline of the retail channel. Prototyped the concept in my region at three locations and then rolled out across India.
• Increased business performance and renegotiated terms of trade with franchisees to reduce Minimum Guarantee payouts by 74% in a span of 3 years.
• Reduced Opex by 18% through renegotiated rentals across most of the store locations.
• Distinction of making presence in most of the key malls & high-streets in the region.
Introduced professional way of retailing in a company run by old economy promoters. Set up organizational structures, processes and systems. Re-structured existing roles & employees and brought in alignment with new ways of work.
Reporting to: CEO
Key Result Areas:
• Managing retail operations of the Exclusive store and Shop-in-Shops across India.
• Delivered topline of INR. 28 Crores & bottom-line in excess of INR 3 Crores in 2007.
• Developing business relationships with major department stores like Shoppers Stop, Pantaloons, negotiating business terms & consequent signing of agreements.
• Development of additional channels of revenue, like large sized SIS in traditional outfit stores & Dealership stores.
• Development and implementation of SOPs across operations & merchandising function.
• Development & implementation of assortment mix, planogram and buying budgets for merchandising function.
• Development and implementation of promotional schemes.
• Implemented development programs for Store management and Category team members.
• Supervised a staff strength of more than 150 members
Achievements:
• Delivered revenue growth of 35% and a bottom-line growth in excess of 50% in 2007.
• Managed to open about 50 Shop-in-shop within a span of 7 months.
• Opened 8 franchise managed EBOs in 1 year.
• Developed concept of “dealership” store for tier C cities, prototyped and rolled out 4 stores within 3 months of concept creation.
• Developed product lines that delivered higher margins for shop-in shops channel.
Reporting to: General Manager - Retail Marketing.
Key Result Areas:
• Formulating strategies for customer offerings (Driver & Passenger Amenities & Convenience Store) at Fuel Retail Outlets.
• Development of revenue models and carrying out breakeven analysis.
• Feasibility study for the product propositions to ensure consistent revenue generation
• Managing alliances to enhance product offerings/customer experience & increase return on space
• Implementation of Merchandise Management processes
• Managing Merchandising functions for the Convenience stores. Development of product mix, stocking levels, margin structure and display planogram.
• Vendor development & negotiations for rate contract & marketing support for branded FMCG Products & other unbranded merchandise for the convenience store.
• Development of training content and raining the Master Trainers and the outlet opening teams
• Selected from the campus in December 2000, to join as a Management Trainee in Operations.
• Was adjudged the Best Management Trainee in 2001.
• Worked at 3 Locations, Pune, Mumbai (Chembur) & Kolkata.
• Launched first store in eastern India at Elgin Road, Kolkata. Was a key member of the launch team.
IIM - Ahmedabad is a premium management Institute recognized globally. Retail Management
Post Graduate Diploma in Management - MBA
Bachelor in Science (B.Sc) with Honors in Physics