Salma Mohammed
BANGALORE
Summary
Result-driven e-commerce professional with a total of 6.5 years of experience in developing, analyzing and implementing strategies in developing consumer-focused websites as well as the technical field.
Overview
7
7
years of professional experience
Work History
Analyst Site Merchandiser
Victoria's Secret India Private Limited
Bangalore
05.2022 - Current
- Manage 40 third-party brands, overseeing onsite merchandising and optimization to boost cross-category shopping, increase transaction value, and improve site retention and conversion through data-driven enhancements, navigation, content features, exclusive promotions, and fulfillment methods.
- Analyze, develop, and implement site merchandising and content strategies, including product categorization, search results, and product page optimization, to drive growth, traffic, sales, and conversion. Enhance user experience, support product purchases, promote the brand message, and identify third-party tech integration opportunities to drive value.
- Create, review, and implement product detail bot documentation for the backend team to ensure successful deployment and action.
- Collaborate with cross-functional teams to develop and guide SEO, SEM, digital marketing, and other channel marketing programs aligned with ecommerce merchandise strategy.
- Collaborate with brand marketing and external teams to create, upload, and maintain product copy, including names, descriptions, key features, videos, imagery, and accurate attributes. Ensure timely product and range updates with the right supporting content, strategically placed for maximum impact.
- Responsible for full-site merchandising, including product presentation, information, cross-selling, up-selling, testing, targeting, and promotional event setup, along with complete website replication responsibilities.
- Produced weekly and monthly reports with analysis and insights on site, category, and product performance, identifying opportunities and areas of under-performance, and recommending actions to drive business growth.
- Maintained a strong focus on key metrics, KPIs, and testing, leveraging web analytics tools such as Adobe Analytics, Edited, CMS, Salesforce, Adobe Experience Manager, and Dynamic Action to inform strategic decision-making and optimize on-site activities.
- Conduct competitor research to analyze market trends, identify improvement gaps, and suggest site enhancements or A/B tests to improve key website metrics. Continuously monitored the digital competitive landscape and consumer behaviors, including lifecycle and shopping patterns.
- Tracked and maintained comprehensive reports on all product lines, offering clear, actionable insights for delegation.
- Proposed innovative merchandising project ideas, including site feature enhancements, ensuring swift time-to-market with minimal impact on business operations.
Senior Associate - Colleague Engagement Centre
Tesco
Bangalore
06.2018 - 05.2022
- Resolving issues, providing technical guidance and timely escalation of incidents for our UK and Ireland store colleagues.
- Analyzing daily data content to improve KPI performance, and publishing weekly performance data.
- Creating and editing macro's on Zendesk (ticketing tool).
- Identify gaps in knowledge training and process buddying Associates by providing coaching to build and improve knowledge and confidence.
- Conduct call and ticket audits for quality control.
- Ensured to meet all KPI's and was able to achieve and maintain a 97% positive colleague feedback, reducing AHT and increased first time fix.
- Focused on continuous improvements by exercising techniques such as PIPOR, JDI, A3 Problem solving, Poke - Yoke and Root cause analysis to embrace change, resulting in providing a quicker resolution and having a positive impact on the KPI's.
- As part of our continuous improvement process, I spearheaded an automation of our C screen tool to mitigate unlock issues and first-time resolution. This yielded in lowering the Turnaround time (TAT) and Average handling time (AHT) which drastically improved the overall SLA.
Education
Bachelors of Commerce - Professional -
St. Joseph College of Commerce
Bangalore03-2018
Pre-University - Mathematics, Economics, Business Studies, Accounts
Cathedrals PU Composite College
Bangalore03-2013
Skills
- Site merchandising
- Data analysis
- SEO optimization
- Product presentation
- Web analytics
- Power BI - analytics, macros and reporting
- Content management
- Adobe analytics
- MS Excel
- Data Analysis and Presentation
- Attention to detail
- Time management
- Product Marketing
- Teamwork
- Communication
Timeline
Analyst Site Merchandiser
Victoria's Secret India Private Limited
05.2022 - Current
Senior Associate - Colleague Engagement Centre
Tesco
06.2018 - 05.2022
Bachelors of Commerce - Professional -
St. Joseph College of Commerce
Pre-University - Mathematics, Economics, Business Studies, Accounts
Cathedrals PU Composite College
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