Summary
Overview
Work History
Education
Skills
Accomplishments
Hobbies and Interests
Personal Information
Affiliations
Languages
References
Timeline
Generic
Raveena Srivastava

Raveena Srivastava

Mumbai

Summary

Dynamic operations leader with a proven track record at Smollan Group, driving e-commerce growth through AI-driven strategies and cross-functional collaboration. Expert in marketplace optimization and P&L management, achieving a 30% increase in visibility for brands. Passionate about fostering client relationships and leading teams to exceed ambitious sales targets.

Overview

11
11
years of professional experience

Work History

Head of Operations (Machete Systems – A Smollan Company, Australasia)

SMOLLAN GROUP
01.2025 - Current
  • Managing Amazon operations across key markets including Australia, Singapore, Indonesia, and India, ensuring smooth execution and scaling across global marketplaces.
  • Collaborating with cross-functional teams across regions to drive operational efficiency and accelerate client growth.
  • Utilized AI-driven analytics to optimize Amazon sales strategies, significantly increasing market share for multiple brands.
  • Exceeding sales targets through data-driven strategies, operational excellence, and continuous performance improvement.
  • Ensuring Reduction in Order Defect Rate (ODR) to below 1%, ensuring full Amazon compliance and enhanced customer satisfaction.
  • Minimizing late shipment rate to under 0.5%, ensuring on-time deliveries and maintaining Amazon Prime eligibility.
  • Enhanced product listings using AI-powered keyword strategies, achieving a 30% increase in visibility and click-through rate (CTR).
  • Improving inventory turnover, reducing excess stock and minimizing stock-outs to ensure consistent product availability.
  • Leading cross-functional and offshore teams across multiple countries, optimizing global Amazon operations for scalability.
  • Maintaining customer satisfaction rating of 4.8/5, fostering a strong positive brand reputation through excellent service.

Head of ecommerce – India

Smollan India Private Limited
04.2021 - 12.2024
  • Led the inception of Smollan India's e-commerce vertical, developing strategies to onboard Indian clients and scale globally.
  • Created a comprehensive service suite to offer clients, identifying key platforms for online selling, including marketplaces, quick commerce, and hyperlocal platforms.
  • Developed and executed a year-on-year pivot strategy, ensuring adaptability and growth within the competitive Indian market and global expansion.
  • Set up a Center of Excellence (CoE) and built a specialized team of experts across e-commerce, operations, and marketing.
  • Introduced performance marketing services, enhancing client campaigns to maximize ROI and increase online sales.
  • Created P&L structure and forecasting models in collaboration with cross-functional teams, driving sustainable growth.
  • Mapped key organizational structure (organogram) to scale efficiently with growing business demands.

Buyer Acquisition Manager-­ India (Products & Services)

SHOCLEF INDIA PRIVATE LIMITED
05.2019 - 03.2021
  • Own entire m-commerce/e-commerce categories financial targets and KPIs and identify levers to achieve those targets.
  • Evolve and elevate the all categories assortment strategy through in-market expertise and identifying assortment gaps and opportunities.
  • Optimize the product sourcing mix across manufacturers, distributors and third-party retailers.
  • Work with planning and supply chain partners to manage owned inventory in all the categories.
  • Own vendor relationships, including negotiating product costs and supplier funding.
  • Ensure holistic price competitiveness/adherence.
  • Manage on-site product presentation & catalog data & drive requirements into the search & browse experience Taxonomy, Navigation, Tagging & Attributes.
  • Collaborate with marketing and creative teams on category messages.
  • Negotiate product costs, volumes, etc. with brands/vendors/suppliers/manufacturers.
  • Ensure proper distribution & pricing across warehouses & distributors.
  • Develop partnerships with retailers.
  • Manage analysis, including themes and competitive landscape, to stay on the cutting edge of product & e-commerce advancements.
  • Understand category site selection and product gaps in the category and close gaps.
  • Continually evolve the categories assortment strategy and logistics experience.
  • Ensure online support desired shopper/customer experience for products, including product presentation, visuals, aesthetics, content, positioning, customer reviews and enhancements.
  • Work collaboratively with the Product team by Sharing the Category Input sheets, Derived values & Master Hierarchy for both products & Services.
  • Responsible for hiring BDEs & Buyers for the Team in India.
  • Handling a team of business development executive for services & Buyers for the market place.
  • Handling the commercial part of the entire business.
  • Setting Yearly & Monthly Team targets to achieve the desired market shares.
  • Conducting Weekly reviews to keep the team aligned in achieving their monthly targets.
  • Responsible for team Ratings, Monthly.
  • Travelling to various locations to search for the best products and prices.

Founder & Creative Head

LABEL PATAKA – OWNED APPAREL BRAND
01.2018 - 05.2019
  • Identified Market Opportunities: Conducted thorough market research to identify untapped consumer needs and opportunities for new products, guiding the development of innovative solutions.
  • Managed Product Development: Played a pivotal role in product development, from conceptualization to implementation, including defining specifications and ensuring seamless transition into production.
  • Directed Marketing & Promotions: Spearheaded early-stage marketing campaigns and brand promotions to build anticipation. Developed a strong social media presence, participated in exhibitions, and attended industry events to generate buzz and drive demand.
  • Developed Financial Estimates: Took charge of financial forecasting, establishing milestones and timelines for product market entry. Developed plans to assess break-even points and ensure long-term financial health.
  • Created Business Plans & Documentation: Drafted key business documents, including financial projections, hiring plans, and business registration materials, ensuring alignment with strategic goals.
  • Built Teams: Contributed to high-level decision-making and identified areas for team expansion, bringing in talent that aligned with brand vision and growth objectives.
  • Led Teams: Inspired and managed teams to scale market share, fostering a collaborative environment that focused on both performance and employee retention.
  • Planned Photoshoots & Celebrity Styling: Orchestrated photoshoots and celebrity styling for promotional campaigns, enhancing the brand’s image and visibility in key markets.
  • Launched Brand Across Multi-Designer Stores: Successfully introduced the brand to multiple designer stores across India, expanding its presence and reputation in the luxury fashion sector.

BRAND/CATEGORY MANAGER (Furniture & Décor)

TRENDSUTRA PLATFORM SERVICES PVT. LTD. (Pepperfry.com)
01.2018 - 04.2018
  • Lead creative & Business development for Prime In-house Brand “WOODSWORTH”.
  • Translate brand strategies into brand plans, brand positioning and go-to-market strategies.
  • Analyze how our brand is positioned in the market and crystalize targeted consumer’s insights.
  • Presenting the brand strategy to CXO and Cross functional teams.
  • Anticipating bottlenecks & generating new ideas to grow market share for the brand.
  • Analysis of sales forecasts and relevant financials and reporting on product sales.
  • Sourcing suppliers and Playing a key part in buying, sourcing and manufacturing of the products and ensuring all aspects of the supply chain align with the brand.
  • New Product Development & CAD finalization, Online Merchandising for the brand, Setting guidelines for the photoshoot & Naming Nomenclature.
  • Establish performance specifications, cost and price parameters, market applications and sales estimates.
  • Measure and report performance of all marketing campaigns, and assess against goals.
  • Monitor market trends, research consumer markets and competitor’s activities to identify opportunities and key issues.
  • Oversee marketing and advertising activities to ensure consistency with product line strategy.
  • Brainstorm new and innovative growth strategies.
  • Driving product launches including working with PR teams, Other product management team members & CXO.
  • Evaluating promotional plans to ensure the consistency with the product line strategies.
  • Competition benchmarking & Monitor product distribution and consumer reactions through Competitor and customer insights analysis.
  • Product promotions & sales activity for new launches across 28 Pepperfry studios.
  • Monitoring and Handling CRM Activities, Refunds, Inventory management & Replenishment.

Assistant Manager Buying and Merchandising

RELIANCE RETAIL LIMITED (E-COMMERCE: APPAREL & TECH)
11.2015 - 08.2017
  • End to end responsibility of vendor on-boarding & development for the category- Commercial closure for 205 sellers with a catalogue capability of 40,000sku’s.
  • Responsible for Category Product & Vendor NPS & category level Fulfilments-Performed rigorous exercise to grade the sellers on A, B, C to prioritize launch plan. Grading done with Operational and fulfilment capability as main focus followed by imagery, content and catalogue size.
  • Defined operational SOPs for all Pre launch activities like Seller Profiling, Sign Up and On Boarding.
  • Coordinate with cross-functional teams, and communicate with internal and external parties.
  • Worked with the content team for defining attributes and naming nomenclature and with Image QC team on defining imaging guidelines.
  • Market Intelligence Gathering & Analysis: Competitive Mapping (business & catalogue) at Category, Brand, Brick level.
  • Partner Relationship Management - Maintaining High Vendor NPS, Maintaining high customer & seller satisfaction.
  • Defined pre-launch on boarding process and mandatory 'to-do' list for both sellers and category team.

Buyer/Merchandiser/Creative Designer

FIRSTCRY.COM
08.2014 - 08.2015
  • Catalogue Model – Buying and Creative Designing.
  • Gap analysis across categories and competitive websites.
  • International (USA/China) Buying for the “PREMIUM” category – Kids apparel, Footwear, Gears, Nursery and Home Décor.
  • Flash sale Model – Merchandising and Creative Designer.
  • Developing the vendor database pan India for various product categories.
  • Calendar Planning- Events, Production, Uploads and Merchandise selection based on consumer preferences.
  • Measure brand performance, share consumer insights and generate reports for vendors.
  • Negotiate buying terms with vendors- price, quantity, delivery terms and markdowns for the brand.
  • Monitor the logistics from vendor to warehouse, ensure timely deliveries, stay connected with the customer care team to analyze customer needs and product reviews.
  • Responsible for the Multi- Brand boutiques, Creatives, Photo-shoots and Styling.

Education

Executive Education - Digital Marketing, AI and Omni-channel

INDIAN INSTITUTE OF MANAGEMENT
Ahemdabad
08.2025

Bachelors - Fashion Design

NATIONAL INSTITUTE OF FASHION TECHNOLOGY
Mumbai
01.2014

Intermediate -

LORETO CONVENT
Lucknow
01.2009

High School -

ST. AGNES’ LORETO CONVENT SCHOOL

Skills

  • AI and ML integration
  • E-commerce strategy
  • Marketplace optimization
  • P&L management and forecasting
  • Performance marketing
  • M&A strategy and integration
  • Cross-functional leadership
  • Client relationship management
  • Global business development
  • Market analysis and competitive intelligence
  • Content strategy development
  • Operations and SOP creation
  • Strategic partnerships
  • Recruitment and placements

Accomplishments

  • Top Employer for 2024-2025- Leadership Program from Emeritus
  • Identified as top Employee for consecutive 3 years- Enrolled in Leadership Lounge- Smollan’25
  • Winner of smollanpreneurs- Shark Tank- Smollan’24
  • Women in leadership Certificate of completion- Smollan’23
  • Excellence award- Smollan’23
  • Rising Star- Smollan’22
  • Employee of the month at Shoclef India (June’19)

Hobbies and Interests

  • Travel and Cultural Exploration
  • Reading (Business, Leadership, Innovation)
  • Fitness and Wellness Activities
  • Art, Music, or Creative Pursuits
  • Networking or Industry Events
  • Quilling

Personal Information

  • Passport Number: J2690630
  • Date of Birth: 10/08/90
  • Nationality: Indian

Affiliations

  • Travel & Cultural Exploration

Reading (business, leadership, innovation)

Fitness and wellness activities

Art, music, or creative pursuits

Networking or industry events

Languages

Hindi
First Language
English
Proficient (C2)
C2

References

References available upon request.

Timeline

Head of Operations (Machete Systems – A Smollan Company, Australasia)

SMOLLAN GROUP
01.2025 - Current

Head of ecommerce – India

Smollan India Private Limited
04.2021 - 12.2024

Buyer Acquisition Manager-­ India (Products & Services)

SHOCLEF INDIA PRIVATE LIMITED
05.2019 - 03.2021

Founder & Creative Head

LABEL PATAKA – OWNED APPAREL BRAND
01.2018 - 05.2019

BRAND/CATEGORY MANAGER (Furniture & Décor)

TRENDSUTRA PLATFORM SERVICES PVT. LTD. (Pepperfry.com)
01.2018 - 04.2018

Assistant Manager Buying and Merchandising

RELIANCE RETAIL LIMITED (E-COMMERCE: APPAREL & TECH)
11.2015 - 08.2017

Buyer/Merchandiser/Creative Designer

FIRSTCRY.COM
08.2014 - 08.2015

Executive Education - Digital Marketing, AI and Omni-channel

INDIAN INSTITUTE OF MANAGEMENT

Bachelors - Fashion Design

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

Intermediate -

LORETO CONVENT

High School -

ST. AGNES’ LORETO CONVENT SCHOOL
Raveena Srivastava