Summary
Overview
Work History
Education
Skills
Websites
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Hobbies and Interests
Timeline
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DAMINI PURi

Bengaluru

Summary

Dynamic E Commerce Category Leader with a proven track record at Decathlon, excelling in P&L management and strategic planning. Spearheaded initiatives that doubled category contribution and enhanced consumer acquisition. Adept at cross-functional collaboration, driving brand partnerships, and executing go-to-market strategies to achieve ambitious growth targets.

Overview

21
21
years of professional experience

Work History

E Commerce Category Leader

Decathlon
03.2024 - Current
  • Leading Category business & P/L for Decathlon.com, Marketplaces and Quick Commerce
  • Mentoring and leading a team of 10
  • Setting up process , people both short and long term business
  • Cross functionally influencing Offer, pricing , Global Category teams , Marketing , Supply chain , last mile to grow the biggest sports' online business


Business Head International Brands and New Initiatives

Myntra
01.2019 - 09.2023
  • PnL Head of a $200 million portfolio of brands across categories, primarily led by fashion and lifestyle, +40% YoY.
  • Lead an 18-member team across business models: outright, marketplace, global marketplace program, and local production licensing.
  • Lead strategic relationships with 25+ exclusive and premium brands in India, like H&M, Dorothy Perkins, Macy's, Trendyol, Next, PRL, Mango, Forever New, Urbanic, Misguided, Zalora, Boohoo, etc.
  • Led the strategic development and established the charter for the Global Business Development function across Fashion and Beauty at Myntra and Flipkart.
  • Spearheaded the launch of multiple brands, owning end-to-end responsibilities, including partner pitches, negotiations, agreement closures, go-to-market planning ( offline & online ), marketing execution, and strategic initiatives to achieve Annual Operating Plan (AOP) targets.
  • Identified a strategic market opportunity and aligned leadership to launch Myntra Luxe, beginning with the onboarding of The Collective, and over 40 bridge-to-luxury and luxury brands.
  • Improved category contribution on the platform by 2x, grew consumer acquisition by 100%, while improving the LTV of shoppers and increasing repeat rates through CRM and other targeted campaigns.
  • Meticulously planned annual budgets, assortment seasonal/financial budgeting, OTB, and range planning in line with business plans, and adeptly managed cash flow to ensure category profitability.
  • Responsible for planning and driving the annual operating plan (AOP) by analyzing the trends, market size, growth rates, and traffic data.
  • Lead Strategy and Category business for Myntra Live Commerce built the business 0 - 100.

General Manager Brand & Business - Performax

Reliance Retail
07.2018 - 07.2019
  • PnL Head of a $28Mn Indian Sports Brand portfolio of categories; grew at +40% YoY.
  • Lead the brand's strategy for P&L, growth, design, marketing, product, buying, sourcing, business planning, inventory, and operations.
  • Conceptualized and launched brands first footwear collection across running training and lifestyle
  • Sourcing visits to China, HK , Europe markets to build successful collections through right vendor partnerships and Shoe development
  • Work closely with the Product Development and Manufacturing teams to continuously improve collections (designs, quality, and value) and maximize SKU's productivity
  • Delivered gross margins, built GTM strategy based on launches across channels, monitored sell-through, and looked at competition mapping for global and domestic sports brands.
  • Spearheaded the creation and promotion of the brand vision, while formulating strategic, long-term growth plans for the brands.
  • Built channel wise growth plan for the brand, across Trends stores, Ajio & Myntra

Category Sales Manager/Merchandiser

Nike
07.2013 - 09.2017
  • Developed and led the go-to-market strategy across channels and executed category vision by leading cross-functional teams, including sales, marketing, merchandising, and retail.
  • Led merchandising for Nike Women's, Sportswear, Kids, skateboarding, and cricket across channels, Nike Apparel, and 200 Nike Stores across channels; brick-and-mortar and digital, delivering on key metrics linked to an optimized product mix.
  • Worked to build the India collection for apparel across women's and men's, focusing on India, Bangladesh, and Sri Lanka.
  • Won the Nike Maxim Award for leading growth for tier 2 and 3 stores through the right product and merchandising.

Brand Merchandiser, Retail & Brand Marketing

Aditya Birla Retail
03.2009 - 10.2012
  • Led merchandising and buying for 125 doors of Van Heusen for VDOT for an annualized business of $14 Mn
  • Brand Marketing head leading Offline and Online creation & execution of campaigns for Van Heusen ‘s sub brand VDOT.

Assistant Manager Buying - Apparel & Accessories

Puma
06.2006 - 06.2009
  • Was a part of the core team that launched PUMA India. Set the foundation of the Apparel and Accessories business across channels in collaboration with the Global team.


Assistant Manager Buying - Nike Stores

Sports Station India Pvt Ltd
08.2004 - 01.2006

Education

Graduated - Fashion Design and Information Technology

NIFT Delhi
01.2004

Graduated -

The Shri Ram School
01.2000

Skills

  • Cross-functional collaboration across cultures, with strong influencing skills
  • P&L management
  • Strategic planning
  • Business development
  • Go-to-market strategy
  • Brand partnerships
  • Category strategy

<Enter your own>

Hobbies and Interests

I have a high interest in tracking and following global sports and sneaker trends because both are dynamic, ever-evolving worlds that intersect in fascinating ways. From the latest performance innovations in sports gear to the cultural shifts in sneaker design, staying updated on these trends gives me insight into how athletes, brands, and consumers shape and influence each other.

Timeline

E Commerce Category Leader

Decathlon
03.2024 - Current

Business Head International Brands and New Initiatives

Myntra
01.2019 - 09.2023

General Manager Brand & Business - Performax

Reliance Retail
07.2018 - 07.2019

Category Sales Manager/Merchandiser

Nike
07.2013 - 09.2017

Brand Merchandiser, Retail & Brand Marketing

Aditya Birla Retail
03.2009 - 10.2012

Assistant Manager Buying - Apparel & Accessories

Puma
06.2006 - 06.2009

Assistant Manager Buying - Nike Stores

Sports Station India Pvt Ltd
08.2004 - 01.2006

Graduated - Fashion Design and Information Technology

NIFT Delhi

Graduated -

The Shri Ram School

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