Awijit Singh

• P&L, revenue and performance marketing ownership for Philips Grooming, Beauty, and Mother & Child Care categories, driving a business portfolio of ₹1,200 Cr (145 million USD)
• Leading performance marketing and category management and managing a team of around 20 professionals for all major E-commerce marketplaces and quick commerce platforms D2C. (B2B and B2C)
• Developed and implemented the premiumization framework on Amazon and Flipkart within 2 months of joining, resulting in 17% ASP growth and double digit YoY growth on marketplaces in H1.
• Chartered the Quick Commerce strategy, establishing high-impact partnerships with Blinkit, Swiggy, and Zepto, culminating in a cumulative JBP of120 Cr for FY 2025. Within 6 months, touching 10CR monthly NSV sellout on all QCs put together.
• Driving eCommerce profitability improvements through strategic pricing, data driven promotions, and cost optimization focused on maximizing consumer value and contribution margin
• Defining category plans, marketing plans, activity calendar for all platforms
• Strategies JBP, TOT and agreement closures with all platform partners

Key Achievements

·Achieved 8% incremental revenue at Philips axis by experimenting geo and SKU lift studies

·Created playbook/framework on how to win in beauty category on Amazon and Flipkart

·Defined optimal business model for priority categories (Where to play & How to win )

· Introduced performance playbooks for new age quick commerce platforms

·Leading e-com charters to maintain laser light focus on seasoned categories. .

·Maintaining 10+ SKUs in Best seller rank on Amazon

• P&L, revenue and performance marketing ownership for all Honasa House of brands including Mamaearth, the derma co, Aqualogica, Dr. Sheth's and Bblunt
• Exited FY 24 at approximately INR 800CR ($94 million) on marketplaces with 200% YoY growth on all new brands and and 11% growth on Mamaearth.
• Led performance marketing and category management and managing a team of around 25 professionals for all major E-commerce marketplaces and quick commerce platforms. (B2B and B2C)
• Leading workstreams on SKU rationalization, COGS optimization, discount structure, e-commerce flywheels , channel strategy and activation.
• Defining category plans, marketing plans, activity calendar for all platforms
• Strategies JBP, TOT and agreement closures with all platform partners
• Developed AOP/BP for parking annual revenue targets and budgets for all brands keeping scale and efficiency in mind.

Key Achievements

· Through marketing efficiency and vendor negotiation, contributed in making 2 new brands CM2 positive in FY 24 which eventually led to overall brand growth

· Created playbooks on the derma co growth on Amazon and Flipkart, intra brand competition strategy for similar categories (I.e, sunscreen is part of all 4 Honasa brands) and NPD approach for performance marketing on Amazon and other marketplace

· Awarded Honasa Hero three times during the tenure

• Commerce account lead with a team of 35+ digital marketing experts leading the engagement for Paid Commerce and SEM campaigns across top e-tailers, websites and e-commerce portals
• Drove KPIs like traffic, SOV, ROAS, NTB, and ultimately GMV and MS for L'Oréal
• Led the L'Oréal portfolio and managing both Consumer Product Division (CPD) and Professional Product Division (PPD)
• Managed Loreal Paris, Maybelline, Garnier, Nyx, Matrix, Biolage, and Loreal Professional within L'Oréal
• Built Launch Strategy for new product prototype of L'Oréal brands on marketplaces

• Led team of 10+ Dynamic Account Managers
• Forecasted for new and existing E-Commerce clients to meet their marketing goals considering the current trend
• Oversaw and owned multiple E-Commerce accounts across sectors like Healthcare, Skincare, Fashion, and Office supplies

• Lead the team of 5 executives working on Google Ads, Bing, Amazon Marketplace
• Served as main point of contact for clients, answering any performance related questions
• Actively Initiating in analyzing, researching, testing and proposing new approaches for improving PPC results to maintain a lower A2S and higher ROAS with increased sales for Google Ads and Amazon Marketplace.

• Worked for Google on Accenture's payroll with specialization in Google Search and Shopping, handling the LCS segment of Google's clientage whose minimum budget was more than $20,000 per day
• Helped the clients in achieving their monthly and quarterly marketing goals by providing assistance in implementing and optimizing PPC, strategies effectively in order to meet the ROAS

• Worked for Google Ads project for LCS clients in as account optimization expert
• My core responsibilities were to manage big E commerce Google clients and optimize their Search, Shopping, Video and Universal app Campaigns
• Provided end to end resolution to the clients and make sure to increase customer's experience.

• Managed a wide range of E-Commerce clients across the Globe
• Created and planned a variety of PPC campaigns across a range of digital channels like Google Ads, Amazon marketplace, Bing Ads etc
• Analysed trends and making data-driven decisions