Ayananshu Das

Managing the customer acquisition strategy for Zepto. Craft the incentivisation plan, merch strategy for improved conversion. Working with Digital & CRM teams to manage new user traffic on the platform & reactivation of signed up users. Own the OPD, AOV & GPPO targets for new users on the platform. Working on improving order penetration for AOV & CLTV accretive categories through category led interventions. Daily tracking & proactively plan interventions for improving quality of acquisition for better retention, CLTV, CAC & ROI.

Defining the path to purchase for Upper Prestige Brands. Designing campaigns to leverage the shoppertunity at the off-trade and on-trade channels. Curated experientials to establish the brand and product credentials. Facilatating the launch of two brand renovations and a new brand in key markets. Developing brand elements to showcase the brand attributes and build recall among consumers. Maintaining a synergy between HO and regional customer marketing teams to ensure consistency and synchronization of marketing campaigns. Building a culture for Digital first and sustainable ways of marketing. Designing strategic and tactical campaigns for upper prestige brands to gain market share and retention.

Led the retention & churn charter for Swiggy Instamart. Crafted the strategy for habit formation of new users on the platform through merch, CRM & incentive plans. Identified important milestones in the customer journey & develop a strategy for improved stickiness & incremental CLTV. Daily OPD & traffic management for repeat users on the platform.

Responsible for building and scaling the private label portfolio in Grocery category. Responsible for managing the entire New Product Development process, P&L growth, creating GTM strategy, developing the branding strategy, creating packaging artworks, merchandising. Worked with multiple stakeholders from Quality, Sourcing, Operations, Planning, Marketing, Legal, Compliance, Business Finance to ensure smooth execution and faster decision making. Led the brand marketing charter as well in absence of a dedicated resource, collaborating with external agencies for artwork development, catalog creation, photoshoots, devising & executing marketing campaigns. Close collaboration with the category managers to ensure the right product mix, identify the white spaces, pricing strategy & merchandizing for the portfolio. Worked on shaping the private label strategy for Grocery, created the Annual Operating Plan (AOP) for my portfolio and successfully executed the same. Worked on the complete Brand revamp strategy for the Staples portfolio and successfully executed the same. Worked on scaling up brands like Flipkart Supermart, Cara Mia, Adrenex, Flipkart Smartbuy. Scaled up the contribution of Foods from 0% to 40% of the portfolio cracking key categories like Tea, Flakes, Noodles, Pasta, Chips, Namkeens, Pickles. Cracked PL in very difficult category like Personal Care by launching Face wash, Body wash, Hand wash, Sanitary Pads, Deodorants, Diapers. Grew the Household Care portfolio by entering categories like Detergents, Toilet & Floor Cleaners, Dishwash gels, Agarbatti & Dhoops, Air fresheners. Worked on branding of Atta, Rice, Oils, Spices, Pulses, Dry Fruits in the Staples portfolio. Building Home & Kitchen portfolio in Grocery currently, started with 5 products and lined up ~60 more products to be launched in CY22. In the past 2 years increased the coverage of PL in Grocery to by launching 250 SKUs across 60 verticals in Staples, Household care, Personal Care, Packaged Foods and Snacks & Beverages. Built the FMCG portfolio from scratch, 3 products in 2019 to ~100 products in 2021. FMCG GMV contribution grew from 0.7 cr in 2019 to 46 cr in 2021. YoY PL GMV growth of ~670% against Cat GMV growth of 197% in 2021. ~300% YoY growth in unit share in 2021. 0.07% customer complaint with an overall product rating of 4.13. PL FMCG stood among the top 5 companies in Grocery during this tenure. Recognitions: Instant Karma award for reducing the product development timeline by 2 months while taking additional responsibilities in absence of resources. Flipkart Value Champion award for delivering exceptional growth in the PL Grocery portfolio and living by the Flipkart values. The team got recognised twice with Ace Alliance award for successful launches and over achievement on AOP.

Business Strategist at Think Design involves Sales management, Business Analysis and Strategy. Sales Management for entire region from inquiry to closure, pricing, negotiations and documentation. Understanding Clients business and articulating how UX can solve their problems using a consultative sales approach. Developing and managing strategic solutions, client pitches, RFPs, proposals, POCs. Analysing client product and business models for articulating business value created by UX/UI design services. Collaborating with Marketing team to create collaterals. Account management for a mutually beneficial relationship and scouting opportunities for up-selling and cross-selling. Revenue collection and cashflow responsibilities. Secondary research activities for qualifying prospects, market understanding, competitor analysis. Create strategy for business continuity, growth and resource utilization. Identifying partners, complementary service providers and evaluating them for strategic alliances and partnerships.

Sales & Inside Sales. Develop strategic solutions based on industry trends and customer analysis. Articulate client business value with consultative selling approaches. Develop strategic solution proposals and recommendation to present directly to clients. Business analysis for focused targeting and handling Pre-sales activities. Lead, support and coach the team.

Participation in phases of Software Development Life Cycle such as Requirement gathering, Analysis, Development and Testing. Configuration and Deployment manager for the different environments for application testing. Client Communication and Application Lifecycle Management administrator. Led the non-production support team for a brief period. Defect Analysis and management for the application of an US based Wealth Management firm and successfully managed all the defects for portals to go live. Conducted awareness sessions and mock drills as the Information Security Coordinator for the project.

Led the Growth Strategy for Swiggy Mall, the newest proposition of Swiggy. Crafting the awareness generation & customer acquisition strategy. Designed campaigns which doubled the OPD in a span of two weeks & led to expansion of the business across new markets. Responsible for day to day In app promotions, owning key metrics like Traffic, Conversion, OPD & CX. Developing brand elements to showcase the brand attributes and build recall among consumers. Building the Mall positioning through online & offline channels and crafting the brand book for Swiggy Mall. Driving growth through multiple data backed decision making for tweaking input metrics to achieve better ROIs. Working closely with Design & Product teams to explore & develop newer avenues for growth & retention. Key highlights would be event based campaigns for Mall, On ground activations, BTL awareness campaigns, social media re-marketing & SEO campaigns, coupon strategy, new brand launches etc.

Understanding the KYC and AML guidelines, their implementation and the business impact of reconnecting with customers. In depth study of the AML and KYC guidelines and their implementation in HDFC bank. Business implications of these guidelines and evaluating the customer base with respect to risks and opportunities associated with them.