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KIRTANA NAIR
Ecommerce Growth Expert
Mumbai,MH
Summary
Strong leader and problem-solver dedicated to grow revenue through product, channel and consumer demand strategies in an optimised and effective way. Helped FMCG & retail brands across E-commerce platforms to increase their offtake by 3x & establish strong brand equity. Enthusiastic about building a positive work environment which boosts productivity and aids in sound decision-making that in turn drives the company's overall success.
Overview
10
10
years of professional experience
7
7
years of post-secondary education
2
2
Certificates
Work History
AVP - Ecommerce Growth
Social Beat Digital LLP
09.2023 - Current
- Successfully pitched and converted 4 big brands from Pharma, FMCG, Electronics & Automobile industry in a span of 8 months with objective & outcome oriented approach
- Managed Ecommerce division’s P&L efficiently with Resource Cost to Revenue ratio of 80% in the first year at Social Beat through powerful commercial negotiations and trust building
- Helped brand unlock revenue potential worth 10 cr+ within 3 months of engaging & strategizing with a team of 4 people
- Optimised spends to returns ratio of brands by effective media, search, content and discount strategies
- Fostered a collaborative, ownership driven and open dialogue culture by encouraging team members to involve themselves in the decision-making process
Associate Director - Ecommerce
Publicis Media
04.2022 - 09.2023
- Worked on numerous pitches and converted brands such as Eureka Forbes. Fossil, etc for their Ecommerce business
- Worked closely with agencies under Publicis to drive Ecommerce best practices and business growth solutions for the brand
- Developed frameworks for sustainable sales increment through new customer acquisition, product extensions and repeat purchases
- Cross platform training and experience imparted to mangers in the team to help them drive holistic business discussions with their respective clients
Group Head – Ecommerce
Performics Media
10.2019 - 03.2022
- Expertise in DTC & Ecommerce media to facilitate in driving business growth
- Working along with brands like ITC Foods, The Man Company, MARS pet care to develop full-funnel strategies, right from brand awareness to customer acquisition and growing M-o-M sales through various channels
- Enabled The Man Company to grow their revenue by 90% in one quarter as well as increase New-To-Brand Purchases by 50-60% on Amazon
- Building frameworks & structure for performance campaigns on Ecommerce platforms like Amazon.in, Flipkart, Big Basket & Grofers
- Media strategy & planning on Google & Facebook entities for DTC platforms Training & upskilling team members on implementation of tools, gaining consumer insights, ROI driven strategies, etc on Ecommerce platforms Building case studies for brands like The Man Company & Ashirvaad Atta which has been published by Amazon on their advertising portal
Sr. Brand Manager
Ionz Digital Pvt. Ltd.
5 2019 - 10.2019
- Built 360 digital launch strategy for Brand Factory Online which is a retail arm of Future group
- Liaised with creative & video production teams for brand communication assets across all phases of launch
- Worked closely with the client to develop business generating techniques customized to their brand objectives
- Delegated tasks and responsibilities to associates to ensure seamless daily operations & uplift transaction rate on the platform
- For e.g
- Emailers, notifications, offers, etc.
Business Manager – E-commerce
GroupM Media Pvt. Ltd.
09.2018 - 03.2019
- I have been an integral part in the establishment of E-commerce practice in GroupM
- I have worked with top FMCG brands like Colgate – Palmolive, Britannia, Godrej Consumer Product & automotive brand like Castrol to launch & scale up their products on E-commerce platforms like Amazon, FlipKart, Big Basket, PayTM through Organic & Paid means
- Planning media investments with brands & e-retailers through JBP based on their objectives & historical offtake data
- Creating strategy for launch & sustenance campaigns comprising of structure, target segments, budget allotment & KPI
- Analyzing & Optimizing campaign performance to increase ROI of brands
- Recommending E-commerce best practices to improve brand market share & SOV on e-retailer sites
- Increased the market share of Colgate on Amazon to a significant percentage in a span of 8 months
- Explored & implemented analytics & automation tools to increase work efficiency by 40% & save close to 10 hours per week
- Working on innovative marketing activations on E-commerce platforms to amplify brand reach
- Trained business executives on Amazon Marketing Service platform facilitating GroupM to on-board more brands aiming to grow their business on Amazon.
Business Manager – Biddable Media
GroupM Media Pvt. Ltd.
09.2017 - 09.2018
- Worked with Eureka Forbes, Tata Motors Commercial vehicle, UTI mutual fund & bisleri in their journey of digital transformation & development
- Channelized investments ranging from 25 to 50 million per month driving 2x increment in ROI through highly efficient Google & Facebook marketing campaigns
- Hands-on experience in Google Adwords, Facebook Business Manager, DoubleClick Bid Manager, Google analytics, Google Tag Manager, Twitter Advertising
- Understood brand objectives & target markets to plan the most viable media properties across biddable platforms
- Launched multiple variants of Tata Motors Commercial vehicles in LATAM, South Asia & Middle East markets through digital channels & achieved 15% more leads than targeted
- Worked with brands to understand their pain points & provide tech & media solutions to track & improve results
- Campaign automation resulted in 20-25% growth in leads/day
- Managed a team of 5 members to execute search, display & video campaigns in an efficient way
- Worked on innovative projects like Chat Bot building & integration within ad banner through double click Manager which was first of its kind activation done on a digital platform.
Sr. Manager - Product & Growth
Go Get Edu Services Pvt. Ltd
08.2016 - 07.2017
- Spearheaded the marketing division & channelized revenue model into the business by collaborating with publishers & brands
- Planned, budgeted & executed online marketing campaigns on biddable platforms
- Defined clear campaign KPI and tracked results to recommend effective optimizations leading to 2x growth in learners on the platform within 60 days
- Worked along with design team to create efficacious merchandises & media collateral for brand
- Preserved brand integrity by monitoring the consistency and quality of content published
- Collaborated with web & app developers to enhance user experience based on analytics report & integrate advanced features aiding users to learn on-the-go
- Identified value propositions and key messages for all of the company’s marketing campaigns
- Tested the website and app to ensure high quality user-experience leading to 1.4x incremental visitors every month Closely guided & monitored the developers during website revamp and new app version launch.
Asst. Manager – Key Accounts
Phonethics Mobile Media Pvt. Ltd.
07.2015 - 07.2016
- Studied client profile thoroughly and based on that, prepared tactical plans on the digital platform depending upon their objectives & budget
- Analysed the most effective social channels for the business as well as the creative requisites to position & enhance the brand on those social channels
- Shared content ideas with the creative department and collaborated with graphic designers for execution
- Planned media outreach activities and suggested client to boost brand visibility and generate leads (depending upon the objective, the plan was prepared)
- Created ad campaigns on platforms like Google, Facebook, and Instagram, optimised the ads to deliver the KPI & reported hits & misses of campaigns with learnings & recommendations to client fortnightly
- Conducted monthly meetings with the client to propose campaign plans for the launch of new products or create a buzz around for the existing ones
- Created simple and responsive HTML emailers and newsletters with the help of tools like campaign monitor, Inkbrush, mailchimp.
Pre-sales and Marketing Specialist
Sutra Services Pvt. Ltd.
09.2014 - 07.2015
- Managed offline marketing campaigns for a cloud based HRM software – sumHR
- Generated and prospected leads for sumHR by cold calling
- Published brand posts across social media/online forums for SutraHR
- Built content for social media promotions as well offline marketing campaigns for SutraHR.
Education
Bachelor’s in chemical engineering -
MIT Academy of Engineering, Pune
09.2011 - 05.2014
Diploma in Chemical Engineering - undefined
Shri Bhagubhai Mafatlal Polytechnic, Mumbai
06.2006 - 05.2010
S.S.C - undefined
St. Peter’s English High School, Vasai
06.2006 - 05.2006
Skills
Ecommerce Channel Management
Business Development
Revenue Growth
Marketing Strategies
Performance Improvement
Analytical Skills
Problem-solving abilities
Cost analysis and savings
Team building
Relationship Building
P&L Management
Certification
Certified as Amazon Marketing Services Expert
Personal Information
- Date of Birth: 04/29/90
- Gender: Female
Interests
Working out
Travelling
Socialising
Timeline
AVP - Ecommerce Growth
Social Beat Digital LLP
09.2023 - Current
Associate Director - Ecommerce
Publicis Media
04.2022 - 09.2023
Group Head – Ecommerce
Performics Media
10.2019 - 03.2022
Business Manager – E-commerce
GroupM Media Pvt. Ltd.
09.2018 - 03.2019
Business Manager – Biddable Media
GroupM Media Pvt. Ltd.
09.2017 - 09.2018
Sr. Manager - Product & Growth
Go Get Edu Services Pvt. Ltd
08.2016 - 07.2017
Asst. Manager – Key Accounts
Phonethics Mobile Media Pvt. Ltd.
07.2015 - 07.2016
Pre-sales and Marketing Specialist
Sutra Services Pvt. Ltd.
09.2014 - 07.2015
Bachelor’s in chemical engineering -
MIT Academy of Engineering, Pune
09.2011 - 05.2014
Diploma in Chemical Engineering - undefined
Shri Bhagubhai Mafatlal Polytechnic, Mumbai
06.2006 - 05.2010
S.S.C - undefined
St. Peter’s English High School, Vasai
06.2006 - 05.2006
Sr. Brand Manager
Ionz Digital Pvt. Ltd.
5 2019 - 10.2019