Shritika De

Own end-to-end category P&L for a ₹500 Cr+ portfolio across McCafé, Dessert & Breakfast.

Key Achievements:

• Drove +5% incremental category revenue through launch of fully digital in App Coffee Subscription Program, acquiring 30,000+ new consumers.
• Built 6,000/month active loyalist base via CRM and retention strategy, increasing customer lifetime value.
• Delivered +15% YoY Breakfast growth by redesigning consumer journey and removing purchase friction across retail stores.
• Revitalized McCafé brand positioning, achieving highest-ever trial (+5 pts), awareness (+10 pts) and brand affinity (+6 pts).
• Conceptualized and launched experiential platform “Build Your Own Brew”, strengthening premium perception and increasing trials by +3 pts.
• Led omnichannel marketing campaigns integrating in-store visibility, digital media, influencer marketing and performance tracking which helped in increasing 10k followers for the page per campaign.

• Enhanced NPS by +9% through CX redesign and structured consumer feedback loops.
• Implemented RFM-based CRM segmentation driving cross-sell and upsell revenue via WhatsApp, email and automation.
• Strengthened digital-led retail architecture contributing ₹50L/month incremental revenue.
• Improved Google discovery visibility (3x growth) and digital conversion metrics.

• Managed retail program and P&L for ₹350 Cr business, launching/relaunching 27 stores and executing ₹4 Cr marketing calendar, achieving measurable ROI.
• Led GMB discovery (3x views), improved CTR by 0.3%, implemented CRM across email/WhatsApp/SMS, and maintained consistent POSM presence aligning field ops with business goals.

• Managed 20-store portfolio generating ₹46 Cr annual turnover.
• Delivered 33% growth in Fastrack and 8% growth in Titan World via performance marketing and local activations.
• Led BTL campaigns, trade marketing initiatives and high-performing retail teams.

• Managed ₹100 Cr channel sales portfolio.
• Delivered 80% growth in Ahmedabad and 8% in Mumbai via distribution expansion and demand forecasting.
• Built strong trade partnerships and optimized secondary sales performance.