Aditi Rawat
Gurugram
Summary
Senior Category and Growth Leader experienced in building and scaling content-led commerce and merchandising initiatives across fashion and marketplace platforms. Drove assortment expansion, seller ecosystem growth, and user conversion through discovery optimization and content-driven campaigns. Focused on data-driven growth strategies and personalization within e-commerce environments.
Overview
12
12
years of professional experience
Work History
Growth Strategy & App Merchandising
CityMall
Gurugram
11.2024 - Current
- Planned seasonal sales and assortment across the app driving 1.5× DAU during sale events
- Formalized in-app merchandising assets (banners, collections, shelves) as monetizable brand placements, generating Rs 30 lakh in revenue within 3 months
- Ran multiple pricing experiments across key FMCG categories to improve competitiveness and basket value
- Conducted price benchmarking and competitive assortment mapping for FMCG, identifying Rs 80 wallet-share through assortment gaps and Rs 30 via pricing adjustments
- Collaborated with healthcare teams to coordinate patient care and treatment strategies.
- Conducted patient assessments and developed care plans for diverse populations.
Category Head
CityMall
Gurugram
11.2022 - 11.2024
- Achieved +70% NMV growth by driving focused selection buildup, inventorization initiatives, reducing leakages and pricing-led +22% conversion; improved festive selection, discovery, merchandising and search
- Managed Women Fashion's category, generating ~50Cr INR annually; established and led a team of 8 KAMs, BDEs, and category associates to drive business as usual and tactical projects
- Onboarded and scaled marketplace suppliers (FK, Meesho), adding 40K products and achieving 7x growth in listed products
- Revamped category marketing and communications across lifecycle campaigns, enhancing conversion and daily active user uplift
- Added 500+ sellers of all lifestyle categories on Ads; scaled daily spend to ~3L with ~600% ROAS
Sr. Manager Strategy
CityMall
Gurugram
03.2022 - 11.2022
- Developed playbook for penetrating rural hinterlands and metro suburbs, targeting potential 20% sales contribution
- Established credit-led growth POCs with financial partners to drive strategic market initiatives
- Developed strategic plans to enhance market penetration and customer engagement.
- Collaborated with cross-functional teams to align business objectives and initiatives.
- Analyzed market trends to identify growth opportunities for retail operations.
Program Manager (International Revenue)
OYO Rooms
Gurugram
11.2019 - 03.2022
- Led prepaid and cancellation initiatives, enhancing realization by over 2%
- Rolled out overbooking model, increasing room availability by 5K nights per month
Business Analyst
LatentView Analytics
Chennai
05.2014 - 11.2015
- Trend and sentiment analysis for Sony & Microsoft; built dashboards and theme tracking
Education
Msc.(Hons) - Chemistry
Birla Institute of Technology And Science
Pilani05-2014
Timeline
Growth Strategy & App Merchandising
CityMall
11.2024 - Current
Category Head
CityMall
11.2022 - 11.2024
Sr. Manager Strategy
CityMall
03.2022 - 11.2022
Program Manager (International Revenue)
OYO Rooms
11.2019 - 03.2022
Business Analyst
LatentView Analytics
05.2014 - 11.2015
Msc.(Hons) - Chemistry
Birla Institute of Technology And Science