Regional Category Head - Marketplace and Retail ( UAE & KSA )
TiLa.com
Total years of experience :12 years, 7 Months
• Category P&L ownership and Key account management for GCC and International Market
• Implement and development of category strategy by building 6 months, 1 year and 3 years plan on selection, marketing, GMV, margin, operation and team structure.
• Collaboration with Product Management Team for back end developments and category
functionalities from scratch.
• Leading a team of Category manager and BD manager to ensure wide assortment of trending products in categories.
• Implement Category business plan process, to improve focus and accountability in developing category initiative that deliver top line growth.
• Driving commercial marketing plan across all channels - paid search, affiliate marketing, social media, banners, push notifications and newsletters.
• Understand the choice of the customer and give inputs to Product, Web, Operations and marketing Teams.
• Improve the website experience, assortment and pricing strategies
• Develop category marketing calendar and OTB
• Manage all aspects of web analytics related to ecommerce and communicate relevant information to team members, executive leadership and cross functional partners
Achievements:
• Successfully launched TiLa.com.
• Onboarded 50 + Suppliers for Electronics.
• Successfully Partnered with LULU, HYPER PANDA, NESTO, Al JASEERA, CITY FLOWER
• Introduced Hyperlocal and Marketplace ecommerce along with leading Distributors and Brands.
• Impossible deals a new concept for SHARE AND BUY
• Bulk or Wholesale selling directly to end customer.
• 100 K App installation within 2 months
Responsible for the development of Consumer Electronics and FMCGin KSA and UAE for WADI.com. Lead the team in both region and Work with Site merchandising and Digital Marketing Team (INDIA). Manage all KPI for Traffic, Sales and customer acquisition.
•Drive category in KSA and UAE.
•Increase Margin and GMV
•Guiding the team to negotiate the cost on products
•Improve SEO, Content and Website Navigation.
•Building relationships with key vendor and brand stakeholders to leverage market intelligence driven purchase and business decisions
•Monitor P&L and take necessary action.
•Evaluate supplier performance on monthly basis (Fulfilment rate, Lead time and Pricing)
•Liaise with suppliers to negotiate favourable conditions for returns to vendors.
•Create Campaigns through marketing channel
•Manage stock levels; react to demand & logistics to avoid shortages and/or overstocking.
Achievements:
•Successfully planned and led cross border (B2B) strategy which resulted in an 80% revenue improvement over the prior year sale for entire category.
•Responsible for on-boarding, performance evaluation and appraisals of a team of 4 Business Development Managers, and 4 Account Managers and 2 Merchandiser across regions (India, KSA and UAE)
•Registered a growth of 35 % growth in Laptops Category with 150 + sales per day.
•Expand camera category, created new brands to lens and accessories, generating 16% sales and 18% margin increase.
•First to launch GoPro 6 Action Camera and LG TVs 2017 models Across region
•Driving growth of 50 % for TV category through new brand development & selection expansion (100 SKUs added to a base of 300 SKUs)
•Increase revenue with additional marketing support through brand tie up with INTEL and ACER
As the Head of Category setting Yallashop.com (eCommerce Retail) and AXIOM Telecom (Omni channel). And responsible for the full life cycle of stock and category from what stock to buy and to how it should be sold or disposed of, as well as managing the logistics of this cycle to ensure maximum efficiency and effectiveness.
Responsibilities: -
• Building platform for Yallashop.com and Axiom Telecom for both region (KSA and UAE)
• Introduce new categories across length and breadth for both sites.
• Build up the team and manage the team across all departments.
• Make sure to have well refined process throughout the entire process.
• Set and Ensure that gross margins and sell-thru targets developed during budget are accurate, achievable, challenging and meet management’s requests.
• Take the lead on optimising Category management, Assortment planning & Catalogue management.
• Drive online lead generation efforts via SEO, SEM and Remarketing campaigns
• Develop strategy and execution of social media efforts.
Achievements:
• Increased average Gross Merchandise Value by 100 % for the category over a period of 8 months.
• Responsible for on-boarding and Managing team of 6 Managers and 4 Buyers and 2 Account executives for KSA and UAE.
• 100 % growth for Yallashop.com (YOY) in terms of GMV
• Introduced diversified products to Axiom telecom with 100% growth for laptops and Cameras.
• Implemented 2 hours express delivery across the region with 50 % growth (MOM)
• Value added service across the channel with 200 % profit in both regions.
• Introduced CARD on Delivery for both channels.
Launched Souq.Com Online Retail business of Consumer Electronics in UAE from 2012. Product Categories includes TV, Cameras, Home Theatre, Speakers, Mp3 players and Accessories.
Achieved 100% Growth in Sales Year on Year.
Introduced subcategories like Binoculars & Telescope, Musical Instruments, Car audio & Video.
Handled Home appliance during the Year
Achievements:
• Introduced Consumer electronics with 100% growth YOY 2012, 2013, 2104.
• Launched TV Category and grew business from 1 TV to 100 TV within 3 months
• Developed Action Camera subcategory with 10 x growth wit in 6 months.
• Implemented Bundle offers for Camera with 30 % increase in sales.
• Standardized the product title for entire category for SEO improvement, resulted in 20 % growth in sales.
• Implemented wall bracket installation for TVs across UAE with Vendor tie ups.
• Best performer during 2012, 2013 and 2014 continuously for 3 years
• Maintain minimum inventory through the category and achieve target.
• Tie up with Starz play for TV sales.
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