Trekking
Shashank Yadav
Head Of Merchandising And CRM , Flipkart Fashion
Bangalore
Summary
Do it with passion or Not at all !!
The above statement has been my guiding philosophy in whatever I have pursued. Hailing from Saharanpur,(a town in UP), I did my Btech in Computer Science and MBA from IIM Lucknow. Marketing is something I am really passionate about. My hobbies include reading non fiction novels, writing articles and playing Table Tennis.
I believe if you are not excited about your work, you are definitely at the wrong place. My previous project involved working as a Growth Manager in Mobiles Category trying to learn the nuances of E-commerce by working on a strategic initiative Flipkart BuyZone ( O2O). Post that, I worked as a Category Marketing Manager in Fashion Category and majority of time went solving the jigsaw puzzle of OO,NN and ON .
Currently, I am leading the Merchandising and CRM Charter for Flipkart Fashion. I am looking forward to opportunities in the consumer internet space that are challenging as well as exciting.
Overview
4
4
years of professional experience
6
6
years of post-secondary education
Work History
Head of Merchandising and CRM in Fashion
Flipkart
Bangalore
06.2020 - Current
- Led Merchandising charter ( 1/3 of Flipkart traffic ) for Flipkart fashion ; managed traffic achievement for fashion, 20 Super-categories ( clothing, footwear, accessories) and 5+ strategic portfolios. Metrics owned: Visits and views ach, ctr, cvr, revenue per visit, conversion
- Led Customer Relationship Management ( Push Notifications - manual&automatic, Emailers, WhatsApp etc ) for Flipkart fashion. Metrics owned: Incremental traffic, Read rates, conversion
- Led BAU + Events for fashion - event formats, planning, execution ( 50+ events a year ) including highly intensive festive season. Metrics owned: events revenue share, YOY growth.
- Responsible for managing end to end customer experience through fashion pages ( different experiences for different cohorts, constructs planning, flash sales etc )
- Actively worked for growth of strategic portfolios ( low asp, private labels etc). Metrics owned: MOM growth and share of fashion revenue
- Responsible for leveraging and growing targeting capabilities for business ( demographic,behaviour, browse¬ brought, view capping ) that can drive high quality traffic to meet business, customer and strategic goals. Metrics owned : incremental ctrs
- Lead a Team of 7 members - for the Merch and CRM charters
Lead, O2O(Offline to Online), Mobiles
Flipkart
Bangalore
06.2019 - 06.2020
- Received prestigious Chandrayaan-2 award in Flipkart Annual Awards 2020 by CEO of Flipkart Mr. Kalyan Krishnamurthy for exceptional risk taking behavior in scaling up O2O
- Led the retailer onboarding charter by scaling up relationships with partners ( partners used to onboard stores using Fleet on Street) - scaled to 23 States & 2UTs in one year making it 5th largest acquisition New customers channel for mobiles and 5% share in mobiles GMV
- Metrics owned: New customer acquisition( 70% new customers ), repeat users (25% repeat users) , retailers count MOM ( managed 10k+ stores ), share of BuyZone in mobiles revenue ( 100cr+ monthly revenue)
Merch, Pricing for Fruits&Veg,Grocery
Flipkart
Bangalore
06.2018 - 06.2019
- Operationalized the Planning, Design and Launch of Fruits and Veg Pilot in Hyderabad
- Metrics owned : Transactions per customer ( 1.2 to 1.7), Average Order Value ( 934 to 981) , CX ( positive for 95% customers). Figures in brackets moved over 2 months time period.
Education
MBA - Marketing, Strategy
Indian Institite of Management ( IIM )
Lucknow, India 06.2016 - 03.2018
Bachelor of Technology - Computer Science
Institute of Engineering And Technology
Lucknow, India 06.2012 - 05.2016
Skills
Merchandising - Planning and Execution
Customer centricity
Scaling up New Initiatives
Empathetic
Team Lead
Accomplishments
Awarded the Kool and the Gang Award for leading the Merch Charter for Fashion in Festive Season ( Big Billion Days, Diwali season ) in 2021 amidst extremely crunched timelines.
Interests
Reading
Business strategies
Timeline
Head of Merchandising and CRM in Fashion
Flipkart
06.2020 - Current
Lead, O2O(Offline to Online), Mobiles
Flipkart
06.2019 - 06.2020
Merch, Pricing for Fruits&Veg,Grocery
Flipkart
06.2018 - 06.2019
MBA - Marketing, Strategy
Indian Institite of Management ( IIM )
06.2016 - 03.2018
Bachelor of Technology - Computer Science
Institute of Engineering And Technology
06.2012 - 05.2016