Neha Balekundri
Mumbai
Summary
Results-driven Head of Online Merchandising and Operations with over 14 years of experience in e-commerce strategy, online revenue growth, and customer experience enhancement. Adept at developing and executing personalized merchandising strategies to drive brand visibility and maximize revenue. Experienced in managing cross-functional teams to optimize digital channels and craft effective online calendars. Skilled in leveraging data-driven solutions to continuously improve performance and achieve business objectives.
Overview
14
14
years of professional experience
3
3
Certification
Work History
Assistant General Manager
Tira - Reliance Retail Ltd.
08.2023 - Current
- Head Site Merchandising , Site Operations and Personalization teams;fostering a culture of collaboration and innovation.
- Develop and execute an effective online merchandising strategy that aligns with the company's goals and objectives.
- Drive personalization initiatives, leveraging customer insights and tools to enhance product recommendations and boost conversions.
- Oversee the creation and management of the online calendar, ensuring timely and accurate execution of campaigns and promotions.
- Collaborate with cross-functional teams including marketing, IT, and design to align online merchandising with broader business goals.
- Monitor key metrics such as conversion rate, average order value (AOV), and customer lifetime value (CLV) to drive online revenue growth.
- Identify and implement process improvements to increase operational efficiency.
Manager Site Marketing
TATA Unistore (Tata CLiQ, Tata CLiQ Luxury)
03.2021 - 08.2023
- Defined and lead Site Marketing plan for Tata CLiQ as well as Tata CLiQ Luxury to drive customer acquisition and retention.
- Managed end-to-end online merchandising processes, including product launches, and seasonal promotions.
- Developed and maintained the online promotional calendar, coordinating with marketing and creative teams for campaign execution.
- Collaborated with UX teams to enhance site navigation and improve product discoverability.
- Lead experimentation road maps to deliver engagement, organic sales for the business, documenting the results and sharing the best practices.
Manager - Site Merchandising Omni Channel
Shoppers Stop
02.2018 - 03.2021
- Lead development of online channel marketing strategy and execute tactics to drive sales growth and improve customer engagement.
- Evaluated industry trends and recommended new innovative ideas to drive Omni-business that support the brand strategy and marketing activities.
- Analyzed and defined customer segments, design personalized digital customer journey for acquisition, engagement and retention.
- Implemented A/B testing strategies to continuously refine merchandising tactics.
- Strategized and managed online marketing calendar.
- Built go to market strategies with various brands for their new launches.
- Lead and developed analysis key promotions to improve performance against financial goals.
Manager - eCommerce Web Operations
Croma, Tata Enterprise
05.2013 - 01.2018
- Developed result driven digital influence and Omni channel strategies for customer acquisition, retention, and to improve conversion rate.
- Designed and developed end to end online customer journey to enhance the customer shopping experience.
- Strategized and managed product, category, and peer-to-peer content for omni channel platform, develop buying guides and installation guides to improve customer engagement.
- Worked cross-functionally to plan, initiate, and execute various online campaigns to boost omni sales and profitability.
- Managed omni-channel promotion in coordination with buying, marketing, and logistic departments.
- Exceptional motivator with proven track record for recruiting skilled professionals, developing talent, and retaining high performance team.
Education
MBA - Marketing
Welingkar Institute Of Management
Bengaluru, India01.2013
B.E. - Information Technology
Vidyalankar Institute On Technology
Mumbai, India06-2008
Blue Mint Program - Leader of The Future At London - Leadership
London Business School
04-2023
Certification - Management of Fashion And Luxury Companies
University of Bocconni
08-2022
Google Digital Unlock - undefined
Google Garage
Skills
- Communication Skills
- Leadership
- Teamwork
- Site Merchandising
- Site Marketing
- Adaptability
- Analytical Skills
- Fast Learner
Accomplishments
- Awarded Trailblazing Titan to experiment and to find creative ways to solve a problem at Tira
- Bar Raiser Award - Ms Steve Jobs issued by Tata CliQ for planning and introducing marketing properties
- Golden Mirror award for consecutive 2 quarters issued by Shoppers Stop for bringing focus of data driven strategies
Certification
- TATA CLiQ FAR RAVSER, 01/01/21
- Shoppers Stop Golden Mirror Award, 01/01/23
- The Management of Fashion & Luxury Companies, University of Bocconi, 01/01/00
- Google Digital Unlock, Google Garage, 01/01/00
Languages
English
Hindi
Marathi
Timeline
Assistant General Manager
Tira - Reliance Retail Ltd.
08.2023 - Current
Manager Site Marketing
TATA Unistore (Tata CLiQ, Tata CLiQ Luxury)
03.2021 - 08.2023
Manager - Site Merchandising Omni Channel
Shoppers Stop
02.2018 - 03.2021
Manager - eCommerce Web Operations
Croma, Tata Enterprise
05.2013 - 01.2018
Google Digital Unlock - undefined
Google Garage
MBA - Marketing
Welingkar Institute Of Management
B.E. - Information Technology
Vidyalankar Institute On Technology
Blue Mint Program - Leader of The Future At London - Leadership
London Business School
Certification - Management of Fashion And Luxury Companies
University of Bocconni
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