Headline

Driving Ecommerce & Digital Growth (D2C, Marketplace, Retail) | P&L Ownership at Haldiram’s, Category Ownership at Lowe’s | CRO & Experimentation | Adobe Analytics, GA, Mixpanel | 10+ Yrs | MBA (SSODL)

About

I'm a Digital Commerce professional with 10+ years working across ecommerce strategy, CRO, and digital analytics - spanning D2C, marketplace, B2B, and large-format retail. At Lowe's, I own the digital strategy and performance for 10+ categories within the Hardlines division, generating $6M+ in annual GMV. At Haldiram's, I managed the ecommerce P&L and led a 20+ member team across marketplace, D2C operations, inventory, and CRM. Across both roles, my focus has been the same: use data and testing to find what actually moves the needle, then execute against it. What I focus on: I work across merchandising strategy, marketplace operations (Amazon, Flipkart, Walmart), pricing and bundling, SEO, and paid media — translating each lever into measurable outcomes across AOV, revenue, and conversion rate. This includes redesigning product recommendation logic, closing SEO gaps through competitive benchmarking, and restructuring pricing and content to reduce funnel friction. I also bring a strong CRO and experimentation background — 30+ hypothesis-driven A/B tests across UI/UX, personalization, pricing, and promotions, using Adobe Analytics, Google Analytics, and Mixpanel to turn data into actionable roadmaps. How I work: I partner closely with Product, IT, Design, Marketing, and Supply Chain teams, since most ecommerce growth comes from aligning multiple levers rather than any single initiative. Some outcomes I've contributed to: → Grew managed AOV by 9% through pricing, placement, and bundling optimization → Sized untapped demand and added $600K in incremental revenue through a market-sizing initiative → Redesigned attachable-item recommendation logic, lifting basket size and units-per-order by 56% → Managed vendor ad spend on a B2B marketplace, delivering 3X ROAS → Led a 20+ member team spanning marketplace, D2C operations, inventory, and CRM Right now: I'm pursuing an MBA through Symbiosis School of Digital Learning (SSODL) to build on my strategic toolkit, while continuing to focus on what I do best — turning ecommerce data into practical growth initiatives.

Location

Bengaluru

AI stack

ChatGPT

ChatGPT Images

Work experience

Senior Analyst - Digital Category Optimization at Lowe's India, Nov 2023 - Present · 3 yrs, Bengaluru, Karnataka, India, > Digital Commerce Business ● Owned end-to-end digital strategy for 10+ categories that generated $4M+ annual GMV; independently managing Adobe Analytics reporting workflows Segments, Calculated Metrics, and Report Builder. ● Collected customers on-site behaviour, qualitative feedbacks using Baazarvoice, Medallia and User Testing and translated the same into business recommendations and development pillars for experimentation ● Partnered with cross-functional business stakeholders through weekly performance reviews, growing managed AOV 9% ($66 to $72, FY2025) through pricing, placement, and bundling optimization. ● Closed an SEO and GEO demand gap through Adobe Analytics reporting and competitive benchmarking, delivering a 100+ bps CVR uplift across top categories. ● Sized untapped demand via category and competitive analysis, growing PDP traffic by 30% and adding $600K in revenue. > Funnel Optimization ● Diagnose funnel drop-off across PLP, PDP, and checkout via Adobe Analytics, feeding a testing roadmap sequenced against quarterly AOV and CVR targets; apply structured pre-analysis ● Hypothesis design for A/B tests, using Fullstory session recordings and Medallia customer feedback to shape hypotheses, driving +60 bps PDP click-through and 15% RPV growth, with testing scope extending to foundational work in Baymax (Lowes Proprietary Testing Tool). ● Re-engineered attachable-item recommendation logic through hypothesis-driven experimentation, lifting Basket Size and UPO by +56%. ● Redesigned Category, PLP, and PDP layouts to cut friction and surface high-intent products.

Consultant - Data Analysis at eClerx, Feb 2022 - Nov 2023 · 1 yr 10 mos, Pune District, Maharashtra, India, ● Built purchase funnel Optimization plans using A/B testing, multivariate testing, segment-based targeting, behavioural targeting and personalization ● Generate test cases based on business/customer goals, analytics, market localization and best practices. ● Analysed large and detailed data sets in order to do advanced analysis and provide recommendations around follow-up tests. ● Collaborate with web operation team to effectively implement the changes as per the recommendations and analysis results through AEM (Adobe Experience Manager) ● Analysed A/B, Multivariate and Personalization tests run on UI/UX and Digital properties like Hero Banner, Product List Pages, Recommendation Modules, etc. by using Adobe analytics, Adobe Target and Monetate ● Connected with business stakeholders in APAC and US markets for requirements, walk through analysis outcome and come up with ideas for optimization of the digital properties ● Delivered 25% CVR improvement across 2 global accounts in Fashion, Retail & Banking via data-driven CRO recommendations. ● Managed 30+ A/B tests end-to-end - hypothesis, sample sizing, execution, and analysis - ensuring statistically valid outcomes. ● Debugged Adobe Analytics tags pre-deployment, safeguarding data accuracy during test execution. ● Partner directly with client-side Marketing, Design, and Development teams to scope, prioritize, and implement CRO recommendations that shaped business strategy - flagging device-specific (desktop/mobile) UX gaps where relevant.

Category Merchandising Analyst at udaan.com, Feb 2021 - Jan 2022 · 1 yr, Bengaluru, Karnataka, India, ● Designed events and brand campaign for national brands to boost visibility and grow the category on the Sell and Purchase Sides, led to CTR increment from 3% to 8% via a vernacular, regionally tailored banner strategy. ● Partnered with Regional Business Heads, Category Owners, Product Teams and Marketing teams to be on top of the inventory allocation for the executed promotions ● Lead promotional presentations for the marketplace brands like P&G, Unilever, PepsiCo, Colgate, etc. to and on-boarded for brand sponsored campaigns ● Managed quarterly brand-sponsored campaign budgets of min Rs.200K+; which was effectively used to populate the promotional banners, sponsored products campaigns ● Conducted pre & post analysis of the brand growth with analysing the primary KPIs like AOV, Revenue, Ads budget and ROAS using Mixpanel insights to guide future vendor investment decisions, and create a portfolio to share with new vendors. ● Collaborated with Product and Marketing teams to conduct A/B tests around Mobile App promotional properties, Product image gallery, cross merchandising using Optimizely and presented the test results to the leadership quarterly ● Used Mixpanel cohort analysis to uncover segment-level engagement patterns; Analysed session replay and Heatmaps to optimize the user engagement and page optimization for FMCG vertical.

Ecommerce Manager at Haldiram Foods International Ltd, Feb 2020 - Jan 2021 · 1 yr, Greater Nagpur Area, ● D2C and marketplace sales surged 300% during Diwali via improved attribution which enhanced internal searches and targeted ad campaigns using Google Ads and Collaborating with Ads agencies. ● Optimized inventory allocation across channels including D2C, B2B and Online Marketplaces (Amazon, Flipkart & Paytm Mall) unlocking an average 150% incremental sales for year 2021 ● Led a cross-functional team of 20+ members across order processing, dispatch, returns, and inventory control. ● Restructured D2C product findability and bestseller placement, shortening shopping funnel. ● Converted customers from marketplaces to D2C website by implement cross merchandising methodologies, offers placements on the physical items that positively affected the new customers acquisition and website conversion by 5% ● Standardized content and data validation workflows, improving catalogue accuracy and cutting listing errors. ● Strengthened on-page and category SEO using Google Keyword Planner, growing organic discoverability and traffic.

Senior Merchandiser at Alacrity E-Commerce Solutions Pvt. Ltd., Apr 2016 - Jan 2020 · 3 yrs 10 mos, Nagpur, Maharashtra, India, ● Sourcing of the products for the category owned ● Competitor analysis and pricing strategy development for BAU and Sale events ● Content optimization and product information management ● Created static landing pages to assist Paid Ads and Marketing teams for improved targeting ● SEO keywords research and landing page optimization for the top categories ● On site merchandising, page optimization for the categories owned that generated 3M+ revenue annually ● Managed marketplace listings on Amazon and Walmart, enhancements done by A+ content creation ● Managed Amazon sponsored products and ads campaign for 20+ ASINs with monthly budget of $50K with ACOS of avg 15% ● Delivered 100+ bps CVR improvement via content, navigation, and placement enhancements. ● Assisted A/B test on VWO for category and product pages to optimize UI and page conversion, tracked KPIs like Visits, AOV, CVR and Revenue. ● Identified and launched competitive private-brand products, contributing to 7% YoY revenue growth.

Content Analyst at Alacrity E-Commerce Solutions Pvt. Ltd., Oct 2015 - Mar 2016 · 6 mos, Nagpur, Maharashtra, India, • Product information and data management • Listings QC & Publishing on different channels.

Education

Bachelor's degree, Mechanical Engineering, Datta Meghe Institute of Engineering Technology and Research

High School (HSC), General Sciene, Jankidevi Bajaj Science College