Summary
Overview
Work History
Education
Accomplishments
Timeline
Generic

Deepto Choudhury

Senior Director, Category Management
Bangalore

Summary

Versatile Business analytics & Strategy professional with overall 13 years of experience managing diverse business functions with efficiency and quality in direct or cross functional capacity. Specialize in building charters from ground zero.

Overview

15
15
years of professional experience
6
6
years of post-secondary education

Work History

Senior Director, India Bus Category

Redbus
04.2022 - Current
  • Own Redbus Category Charter with the primary goal of meeting over all growth target. As a function it is our job to identify areas of improvement across different dimensions (Geography/ Routes, Type of travel, Customer demographics, Acquisition,Repeat/Retention, Pricing, Top of the Funnel, Conversions) and engage with stakeholders to align on actionable to achieve planned growth
  • As a function, we own Discount & Rewards charter to improve customer experience and conversion. We ensure identification of discount seeking cohorts on the platform and create depth/visibility of offers/ rewards in a way which improves overall conversion within burn guardrail. Part of the job is seeding experiments on product orchestrations to evaluate customer behavior shaping in the form of A/B to scaling up successful features. Personalization & Dynamic discounts via ML models have been key drivers in recent years to keep burn at below 1% of GMV level while improving conversion by more than 15% year on year basis unlocking one of the biggest growth levers
  • Responsible for identifying areas of improvement of Market share to keep competition in check with Price Parity initiatives, SEM/UAC competitiveness and Promotional campaigns
  • Heading the Alliance campaigns charter where we partner with banks, NBFCs, BNPL/UPI players to engage with customers and cross leverage the strength of partner platforms
  • Own Ancillary Revenue workstreams ( Add on Products) like insurance & Free cancellation. Own the Pricing modelling, Risk clustering and attach improvement and product manifestation initiatives. These form up ~20 Cr Net profit products which have been built upon from scratch in last 3 years under my stint

Associate Director, Business Finance

Rupeek Fintech Pvt Ltd
12.2019 - 04.2022
  • Have been since the inception of Business Finance team within Rupeek, Played crucial role in charter building, org design, hiring and mentoring. We started with a 2 member team in 2020 and grew to a13 member team in 2022
  • Set up financial analytics for Growth, Revenue/Pricing/Risk, designing business P&L and Unit Economics; Ran workshop sessions to align stakeholders on Unit Economics definitions and Contribution margin understanding
  • Currently heading Revenue/Pricing/Risk charter from design standpoint, responsible for risk adjusted yield income deliverables at Org level
  • Set up framework for risk adjusted pricing scheme designs and its impact on interest income through customer payment behavior observation, CX segment, Category distinction in collaboration with CEO/Business Head/Category head; Framework includes Mapping Cx segment X NIM profile X Risk Profile to decide on the fulfillment mode for the transaction to maintain profitability
  • Responsible for new product design(OD products/Gold backed Cards) through market research, Customer demography understanding, business model design.
  • Set up Demand funnel reporting & Analytics: Top of the funnel movement, Conversion movement/Prospect drop out at each stages of the funnel, laying out hypothesis for conversion drop through data, cross validation from business team feedback, CPC & CAC optimization(Google SEM, FB & Alliances), setting up LTV/ROI framework
  • Partnered with Sales team, setting up growth linked incentive model, Sales manager efficiency tracking. Was Responsible for identifying levers for Sales Manager Productivity and cost rationalization
  • Was responsible for Lead cost and Demand generation cost rationalization by understanding different channel efficacy and conversion funnel and identifying channels for further reinvestment depending on ROI
  • Responsible for providing strategic guidance to business teams on long term and short term goals(Growth/ Topline/ Bottomline) with clear guardrails on growth, topline and bottom line of P&L and related operational KPI
  • Rolled out AOP and QOP first time in the org after spearheading bottom up planning with lever identification, product & operational initiatives and partnered with stakeholders for course correction
  • Was responsible for COVID related cost rationalization and brought down coat by 2.72 Crores by reduction in variable cost & indirect cost by identifying key business levers

Senior Manager Business Finance

Olacabs
04.2018 - 12.2019
  • Responsible for business planning and Growth and marketing partnering for Ola Drive & Ola Foods
  • Identifying levers crucial to maintain project IRR at 20% and put control mechanism over these levers for Ola drive
  • Setting up Demand & Growth analytics (Business & Financial) to understand funnel Conversion movement, Cost per transaction movement and CAC movement. Primary usage was to maintain growth with the guardrail of Cost per transaction
  • Setting up guardrail on marketing spend and CAC to maintain growth and keep healthy asset utilization
  • Setting up pricing modelling of the category (cost+ IRR based and Relative pricing)

Cofounder

Fleetferry Logistics
05.2017 - 05.2018
  • Cofounder of a tech based trucking service aggregator with a vision to make shipping hasslefree
  • Designed a telematics app which helps truck owners to monitor the performance of the fleet
  • A Product for shippers to track live with HawkEyeView with Km coverage, TAT,Idle Time
  • Analysis Responsible for product roadmap, UAT, beta testing, roll out, & fleet owner onboarding
  • Initial customer acquisition for intercity freight movement. Our first breakthrough : Kellogg’s
  • Identification of SME customers, lead generation and follow up till first conversion
  • Designing end to end GTM strategy for early customer acquisition for SME segment

Sr Financial Analyst

Ford Motors
06.2016 - 06.2017
  • Created business plan and identified target customers by interacting on phone and in person, handling basic inquiries and providing quotes.
  • Responsible for month on month Forecasting, variance analysis and planning for MP&L
  • Understanding the assumptions, constraints & key parameters for designing forecast system
  • Strategic analysis & optimization of freight :Ocean Freight, Warehousing, Local Logistics
  • Responsible for workflow design for month close accrual process and reconciliation
  • Root Cause Analysis of volume, performance and exchange variance for freight & duty

Product Manager, Liability Products CASA

Kotak Mahindra Bank
05.2014 - 06.2016
  • Responsible for NRI book growth ( retention and new acquisition) for NRE/NRO/FCNR products
  • Responsible for zone wise growth planning and target roll outs and achievements
  • Program manage NRI campaigns;Provide key insights /Business intelligence to regional managers for Cx acquisition/Cross Sell/Upsell
  • Conceptualized and deployed enhanced Lead management product to understand customer life cycle and Conversion funnel

Consultant

PwC
08.2010 - 06.2012
  • Worked as tech consultant specializing in data warehousing projects focusing on data modelling, system optimization and business performance visibility creation

Education

PGDM - Business

IIM Kozhikode
Kozhikode
06.2012 - 03.2014

B.E. - Information Technology

Jadavpur University
Kolkata
07.2006 - 06.2010

Accomplishments

  • Setting Up Category Charter in Redbus from scratch and built ancillary revenue products from ground 0 to 20 Cr net profit business today
  • Set up the business finance team in Rupeek from ground 0 with Business Finance head.
  • Set up the business finance charter for Ola drive from scratch.

Timeline

Senior Director, India Bus Category

Redbus
04.2022 - Current

Associate Director, Business Finance

Rupeek Fintech Pvt Ltd
12.2019 - 04.2022

Senior Manager Business Finance

Olacabs
04.2018 - 12.2019

Cofounder

Fleetferry Logistics
05.2017 - 05.2018

Sr Financial Analyst

Ford Motors
06.2016 - 06.2017

Product Manager, Liability Products CASA

Kotak Mahindra Bank
05.2014 - 06.2016

PGDM - Business

IIM Kozhikode
06.2012 - 03.2014

Consultant

PwC
08.2010 - 06.2012

B.E. - Information Technology

Jadavpur University
07.2006 - 06.2010

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Deepto ChoudhurySenior Director, Category Management