Pragna SP
Bangalore
Summary
Spearheading the Traffic Planning and Revenue Charter within the Growth Team that includes complex stakeholder management and close tracking of metrics. Experienced Category Head with a strong background in FMCG Foods and Books&Media with 8+yrs of experience. Proven track record of success in optimizing bottom line results and increasing intake margins of top brands. Skilled in communication, management, and analytical thinking. Collaborative team player with excellent interpersonal skills. Adaptable and flexible, able to effectively manage time and work in a fast-paced environment. Recognized as a Value Champion and Mission Impossible awardee for achievements in budget optimization and brand negotiations.
Overview
8
8
years of professional experience
Work History
Head of Traffic Planning and Revenue
Flipkart Internet Private Ltd
Bengaluru
07.2024 - Current
- I lead the team that plans for the monthly traffic of Flipkart at a Business Unit level taking into consideration the nuances of the category, seasonality and Revenue Plan for the month
- The team also acts as a bridge between the BUs and the Growth team to help the organization achieve its overall Revenue targets
- Key responsibilities of the team include: Ensuring traffic achievement at a BU level by closely liasoning with channel owners of CRM, Performance Marketing and Store Front and advising them on which are the BUs to be shaped for to maximize for the revenue of the org
- Actively co-ordinate with BUs to ensure they deliver their Revenue by tracking their CVP metrics like Pricing, Speed and Selection
- Played a pivotal role in identifying the various product solves, partnerships and constructs on the platform that can help improve Direct Traffic that contributes to 65% of the overall traffic of the org and is also the best converting traffic
- Actively devised and maintained dashboards from Sales metrics to Category CVP metrics like channel level real time numbers, pricing, selection and speed that enabled the team to make the right decisions
Category Buy Head, Books&Media
Flipkart Internet Private Ltd
Bengaluru
05.2023 - 07.2024
- As the Category Buy Head for Books&Media at Flipkart Internet Private Ltd, I led a team of 12 and am responsible for managing the procurement and assortment of products within the category
- I utilize my analytical thinking and collaboration skills to identify market trends and customer preferences and work closely with suppliers to curate a diverse and high-quality product assortment
- I also collaborate with cross-functional teams to optimize pricing, promotions, and inventory management
- Led the category to a strong YOY growth of 18% while the market grew by 4% in '23
- Awarded the Value Champion in Books&Media for optimizing bottom-line performance and efficiently utilizing budgets
- Succeeded in reducing the pricing burn to 60% while still maintaining the topline
- Built a new channel of growth through the Influencer/Youtube model that included authors/educationists promoting books on Flipkart that helped increase relevant traffic and hence GMV
- This growth lever alone added to 24 Cr in the year to the topline
- Awarded the Graham Bell Innovation Award for the Youtube Model which is organized by the Ministry of Electronics and IT, Govt of India
- Solving for Piracy which has been the biggest pain point for the category with collaboration with multiple teams for the first time in 17 years since the category was formed
Category Manager, FMCG Food&Beverages
Flipkart Internet Pvt Ltd
Bengaluru
08.2019 - 04.2023
- As the Category Manager for FMCG Foods at Flipkart Internet Pvt Ltd, I was responsible for driving sales and revenue growth within the category
- I utilized my excellent communication and management skills to build and maintain relationships with key brands and suppliers
- I developed and implemented effective marketing and promotional strategies to increase customer engagement and drive sales
- I also analyzed market trends and competitor activities to identify opportunities for growth and innovation
- Achieved a 93% increase in sales within the FMCG Foods category through effective marketing and promotional strategies
- Grew the shares of Foods as a portfolio from 22% to 26% in 2023
- Increased intake margins for top brands like Britannia, Coke, Marico and Paperboat through effective negotiation and strategic partnerships
- Negotiated an exclusive product, Maaza Celebrations from Coca Cola, which was the first of its kind on the platform, that alone contributed to 15% growth of Coke's business on the platform
- Improved the bottomline of Foods by improving the margin from 4% to 7% in '23
- Awarded the Mission Impossible Award as the Sell Owner for Packaged Food for the exceptional performance during BBD’21 for overdelivery on both topline as well as bottomline
Area Sales Manager, Rest of Karnataka
Glaxosmith Kline Consumer Healthcare
Bengaluru
06.2016 - 07.2019
- Responsible for the sales and distribution of the entire product portfolio that included iconic brands like Horlicks, Boost, Eno, Sensodyne in rest of Karnataka
- Handled a business turnover of 185Cr per year across General Trade and Rural Markets
- Handled a team of 8 sales executives and 78 sales representatives to drive various priorities like distributor management, new product launches and initiatives and BTL activations for various brands
- Awarded for the highest achievement for driving the sales of Sensodyne and Horlicks extension in South India
Education
PGDM, MBA -
Indian Institute of Management
03-2016
B.E - Electronic&Communication
MS Ramaiah Institute of Technology
06-2014
Skills
- Leadership
- Planning
- Team building
- Team Management
- Decision-Making
- Collaboration
- Analytical Thinking
- Stakeholder Management
- Business Development
- Program Management
Timeline
Head of Traffic Planning and Revenue
Flipkart Internet Private Ltd
07.2024 - Current
Category Buy Head, Books&Media
Flipkart Internet Private Ltd
05.2023 - 07.2024
Category Manager, FMCG Food&Beverages
Flipkart Internet Pvt Ltd
08.2019 - 04.2023
Area Sales Manager, Rest of Karnataka
Glaxosmith Kline Consumer Healthcare
06.2016 - 07.2019
PGDM, MBA -
Indian Institute of Management
B.E - Electronic&Communication
MS Ramaiah Institute of Technology