Sanya Dhandhania
Summary
Accomplished Marketing Manager with a proven track record at Amazon, adept in go-to-market strategy and P&L management. Spearheaded India's first 'Try and Buy' service, driving significant GMS growth. Excelled in multi-channel marketing and strategic planning, driving 40+ New Launches annually for the Smartphone category on A.in. Demonstrates strong leadership and financial acumen, leading to impactful customer acquisition and market share expansion.
Overview
8
8
years of professional experience
Work History
Marketing Manager
Amazon
Bengaluru
04.2024 - Current
- New Launch Charter: Spearheads the GTM strategy (program and marketing) for 40+ new product launches annually, driving 15% of category GMS, with approximately INR 42,000MM in GMS within the first week of sales.
- Conceptualized and launched India's first 'Try and Buy' service for smartphones for any online marketplace, independently managing the PR-FAQ document, and executing the rollout in Delhi, Mumbai, and Bangalore in partnership with OnePlus.
- Responsible for improving the customer journey on the category page for smartphones, the highest GV driving page for Amazon.in, by improving the browse-to-GV rate by 400 bps and increasing traffic on the page by 600 bps year over year.
- Experimentation Leadership: I lead the experimentation charter for the WLHE Marketing team, spearheading ideation, formulation, and execution of more than 25 experiments across assets.
- Managing the XCM charter and allocating funds strategically towards high-impact initiatives that support overall business goals.
- Lead on-site marketing and co-creation of campaigns for Realme and Apple as their Brand Marketing Manager.
- Leading and coaching a team of 17 highly talented site merchandisers, designers and agency resources
- Primary liaison between external marketing agencies & design teams to ensure project alignment and timely delivery
Category Manager
Amazon
05.2022 - 03.2024
- Awarded the ‘Rising Star’ and ‘Embrace New Trends’ awards for displaying the Invent and Simplify, Learn and Be Curious, and Customer Obsession leadership principles at Amazon across category and brand initiatives.
- Responsible for the topline and bottom line of the biggest Amazon special smartphone brand, driving USD 950 million+ annual revenue.
- Led the GTM strategy for OnePlus, including cross-channel marketing, on-site marketing, and partnered with the Amazon Ads team on Amazon specials launches, including OnePlus 12 5G, OnePlus 11 5G, and OnePlus 11R 5G—market leader in the Android premium segment.
- Increased market share by 600 bps in the mid-premium segment with a 2-year CAGR of 164% by influencing marketing, pricing, customer experience, speed to customer, while improving seller commercials by 80 bps.
- Led the JBP with the market leader in the premium Android segment by locking it in as Amazon Specials with a 3-year plan and GTM strategy.
- Launched cohort-based marketing on on-site assets and partnered on reach planning for the category to improve CTR by 15 basis points year over year.
- Led the cross-channel marketing for Amazon Specials for wireless devices, delivering 120% year-over-year growth in glance views for the category.
- Lead the JBP strategy for 2024 for the Wireless Devices category by conceptualizing strategic initiatives for the topline and bottom line plan across six brands.
Key Account Executive
Procter & Gamble
05.2020 - 05.2022
- 1 amongst Top 3 New- Hire for the batch of FY2021 for over-delivering the targets & demonstrating Thought Leadership
- Awarded 4D Role Model Depth: JBP 21-22: Conceptualized and aligned ideas exceeding USD 18 Mn total multi-year SOP for the region with inspiring vision for the customer: USD 240 Mn Topline for the year
- 4D Role Model Deliberate: Responsible for the SW Division to exit with +1 Corporate Share in JAS’21 vs Year Ago
- Selected as National Finalist out of 60+ participants for the Ultimate Selling Battle FY21-22 for Hyderabad Metro Growth Plan
- Planned and executed GTM strategy for Hyderabad Metro by making end to end plan for 10k store addition for GT
- Designed an in-house App locally for the Self- Service Channel for Hyderabad making P&G the best service provider
- Led Pampers & H&S for AP & Telangana by focusing on share growth across segment and channels in the 2 states
- Led end to end execution of sales strategies and initiatives across the state for a USD 84 Mn business for P&G in Karnataka
- Led Top-Channel Business in Karnataka focusing on visibility and availability aided by maximizing Corp
- Programs
- Planned and lead the Joint Business Planning for FY2122 focusing on GTM Strategy, Brand Plans and local innovation
- Led Laundry & Oral Care in Karnataka for P&G business and grew share by +1% in Laundry & +3% in Oral care
Marketing Co-ordinator
Rishta Foods
05.2017 - 04.2018
- Awarded Most valuable employee award, 2017 for achieving 120% targets for the financial year 2017-18
- Conceptualized a pilot promotion strategy for the product at 100+ MNCs through wet sampling marketing campaign
- Increased sales by 15% in Delhi/NCR by devising a promotion strategy for accounts like FRL, Walmart and Mother Dairy outlets
- Geographical expansion in Lucknow and Jaipur by launching the product, devising its marketing strategy and training a team of 60+ promotion staff
Junior Research Analyst
A.T Kearney
08.2016 - 04.2017
- Received 5 star rating by a Fortune 500 FMCG major client for devising and driving their business strategy
- Conducted due- diligence for major venture capitalists with AUM 200$ B+ and Fortune 500 companies
- Developed an action plan for restricting competitor market entry in Indonesia for a Fortune 500 FMCG
- Worked with World Economic Forum on GCI Index focusing on Labor Market & education parameters
Education
PGDM- Business Management -
XLRI
Jamshedpur03-2020
B.A - Hons) Economics
Hansraj College, Delhi University
06-2016
Skills
- Customer acquisition
- Go-to-market strategy
- Growth Marketing
- Multi-channel marketing experience
- Marketing analytics
- Strategic planning
- Campaign planning
- Digital marketing
- Financial acumen
- Consumer insights
- Merchandising strategies
- Pricing strategy
- P&L management
Extracurricular Activities
Student Council, XLRI (2018-2019), Founder & President, Fine Arts Society, Hansraj, DU, VP, Finance & Investment Cell, Freelance Graphic & Illustration Designer & aspiring artist with 20+ workshops conducted over 2019-2022
Timeline
Marketing Manager
Amazon
04.2024 - Current
Category Manager
Amazon
05.2022 - 03.2024
Key Account Executive
Procter & Gamble
05.2020 - 05.2022
Marketing Co-ordinator
Rishta Foods
05.2017 - 04.2018
Junior Research Analyst
A.T Kearney
08.2016 - 04.2017
PGDM- Business Management -
XLRI
B.A - Hons) Economics
Hansraj College, Delhi University
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