PRIYANKA MISRA
Noida
Summary
Results-driven leader adept at guiding high-performing teams and implementing strategic initiatives to drive business success. Known for fostering collaborative environment and achieving measurable milestones. Exhibits strong leadership and adaptability to changing business needs.
Overview
18
18
years of professional experience
Work History
Senior Director
Flipkart Internet Pvt. Ltd
01.2015 - 04.2022
- Drive end-to-end experience for users across cohorts to enable sustainable platform growth.
- Key Responsibility Areas:
- User Experience Design: Lead UX, Design and Product teams to clearly define and communicate what a winning UX strategy looks to onboard/ convert the online Lifestyle shopper in India. Drive the end-to-end journey mapping process to solve for inspiration, discovery, engagement, information and validation across the user funnel.
- Customer Voice: Obsessively drove a culture of deep customer understanding. Facilitated consistent research and feedback loops for teams to uncover what users think, feel and value via user research insights, site metrics, and industry trends.
- Executional Excellence: Collaborated with cross-functional teams to transform user perception and app experience with the goal to make Flipkart the preferred destination for categories like fashion, beauty and home.
- Uphold and Evolve Culture: Fostered a culture of design thinking across the org. Drove collaborations and prioritisation with cross-functional teams to ensure consistency in UX across channels and touch points, acting as a champion collaborator for customer strategy.
- Leadership: Proactively collaborated across Design, Business, Tech/ Product, Marketing and Catalog functions to drive UX maturity in the organization while also taking a leadership position in initiatives that extend beyond the role.
- Key Achievements
- Set up a “Centre of Excellence” to enable design thinking and institutionalise a “vertical mindset” across horizontal teams. Launched multiple design workshops, category level hackathons, deep customer segmentation and cohort building exercises to onboard teams and solve for innovations in user experience.
- Instrumental in growing the Lifestyle category from $200m in 2015 to ~$4b in 5yrs. New UX initiates drove ~25% contribution to year-on-year growth.
- Redesigned UX and repositioned FK fashion in 2017 which lead to the category driving 58% of the annual customer growth within the first two years.
- Introduced multiple customer segments and cohorts on the platform and successfully launched differentiated user experiences across the funnel targeted at relevant cohorts leading to benchmark spikes in repeat visits and unit conversion.
- Partnered with Tech teams to launch the first app-in-app user experience for categories and established effective ways of working for all BU’s to replicate.
- Garnered C-Suit sponsorship for FK’s first ever category specific 360 marketing campaign followed by regular bi-annual campaigns to drive long-term brand value.
- Facilitated the launch of key platform Product initiatives like Personalization, Live streaming, Feeds, Video commerce, auto-Curation, Smart recommendations, VR trials, Shop the Look etc...
- Consistently Mentored woman leaders across the org to help navigate leadership challenges, career development and problem solving. Domain expertise enabled peer mentorship.
Fashion Director
Harper’s Bazaar (India) & Consultant, Women’s Health (India)
11.2011 - 11.2013
- Company Overview: The India Today Group
- Drive visual and editorial strategy in line with the global brand, local trends and monetisation goals.
- Key Responsibility Areas:
- Responsible for overall Visual Design and Content
- Global networking with international teams, luxury and premium brands
- Liaison with international editorial team at the head office in U.S
- Creative direction of photo shoots
- Lead a team of designers, photographers, stylists and writers between Delhi and Mumbai
- Facilitate revenue via promotional content and events
- Responsible for social/digital presence of the magazine
- Build an active network of designers, influencers and promoters
Fashion Editor
Marie Claire (India)
01.2006 - 09.2008
- Company Overview: Outlook Group
- Build visual and editorial strategy in line with the global brand, local trends and monetisation goals.
- Key Responsibility Areas
- Represent the magazine at international bi-annual meet, reviews and events.
- Timely launch of the title in India
- Creative direction of photo shoots
- Design direction for covers and editorials
- Liaison with international editorial team at the head office in Paris
- Lead a team of designers, photographers, stylists and writers between Delhi and Mumbai
- Build an active network of designers, socialites, promoters and fashion influencers
Assistant Fashion Editor
FNL
10.2004 - 12.2005
- Company Overview: Images Multimedia Pvt. Ltd.
- Key Responsibility Areas:
- Responsible for revamping the magazine and creating monthly content.
Education
MA - Fashion
Central Saint Martins College of Art and Design
01.2010
PG Diploma - FC
National Institute of Fashion Technology
01.2004
BA - Advertising & Sales Promotion
Delhi University
01.2002
Skills
- Collaborative leadership
- Innovation strategy management
- UX strategy development
- People management
- Business Acumen
- Culture transformation
- Process improvement
- Content development
- Coaching and mentoring
- Expertise in user-centered design
Timeline
Senior Director
Flipkart Internet Pvt. Ltd
01.2015 - 04.2022
Fashion Director
Harper’s Bazaar (India) & Consultant, Women’s Health (India)
11.2011 - 11.2013
Fashion Editor
Marie Claire (India)
01.2006 - 09.2008
Assistant Fashion Editor
FNL
10.2004 - 12.2005
PG Diploma - FC
National Institute of Fashion Technology
BA - Advertising & Sales Promotion
Delhi University
MA - Fashion
Central Saint Martins College of Art and Design
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