ISHANI MISHRA

Led in-app merchandising for the footwear and apparel categories at Bijnis, driving customer-centric experience design, enabling seller success, and optimising sales performance through effective GTM strategies

Growth & Strategy -

• Spearheaded strategic positioning for 500+ sellers on the platform by leveraging user bucketing, clustering techniques, & customer segmentation to drive personalised growth strategies.
• Managed dark stores across South Indian cities, optimising inventory, homepage personalisation, and audience communication, based on customer behaviour, driving 38% GMV and 80% DAB growth
• Led the end-to-end development & execution of the 0-to-1 marketing strategy for a newly launched quick commerce project, overseeing market positioning, customer acquisition, and brand growth
• Innovated a seller scoring system as part of a broader business strategy, leveraging key metrics such as ratings, returns, cancellations, & delays to boost seller performance, resulting in a 20% GMV increase within two months.

Marketing & Performance Optimization -

• Led holistic marketing initiatives within the mobile app, enhancing variant relevance & introducing technical attributes, increasing the conversion from 10% to 18%
• Defined and launched a product optimization framework incorporating CTR, aging, pricing, and impressions Established a threshold system to drive data-backed decision-making & optimise selection
• Yielded a 70% retention rate by launching the first-ever Phygital Sample Show, drawing in a turnout of 500 retailers. Introduced a growth strategy, providing a platform for businesses to showcase products & enhance trust
• Conceptualised and implemented Facebook and Google Ads campaigns, strategically allocating a ₹50,000 budget monthly to drive a ₹5 lakh ROI. Collaborated with the engagement team to refine targeted communication strategies, leading to a 25% increase in Daily Active Buyers.
• Planned and executed more than 10 in-app marketing campaigns for the Contractual Manufacturing Platform within the budget of 2 Lakhs, resulting in 30 Lakhs of GMV

• Worked for a key growth vertical of Testbook - Skill Academy. Have been a key contributor in designing GTMs, audience building & revenue generation for multiple categories. Awarded with Star Performer for Q3, FY22
• Scaled revenue from 40L to 2Cr - Recorded 4X jump in the span of just 6 months
• Driven 25k+ Installs for Skill Academy App in just 2 months from scratch by deploying successful marketing campaigns on various channels
• Achieved remarkable results for Skill Academy funnel growth, including 43k student enrollments in Skill mini-courses in 2 months and over 15k subscribers on the YouTube channel within just 3 months
• Increased the leads by 10% by conducting free live sessions which resulted in a revenue jump of 20%
• Designed and developed WhatsApp chatbot, improved user engagement resulting in 1.1% chatbot conversion rate, a significant improvement from the previous 0.4% rate achieved by the Intercom chatbot
• Managed P&L for the Defence category. Scaled MAU from 4k to 75k and revenue from 1 L to 7L in 2 months
• Onboarded Storyly (new product feature) & improved user engagement on Testbook App attaining a 200%+ CTR