Skanda Ramesh Haritha

Provide strategic insights focused on go-to market, product launch, brand vision, revenue and competitive strategy that aided in launch of the brand Sadhev, a luxury Ayurvedic personal care brand. Develop cross-functional relationships to ensure successful launch and sustainable growth for the brand. Exceeded pre-launch revenue growth projections by 10% in the first year since launch.

Strategic Initiatives - Brand Vision & Revenue Growth

Drive the organization away from brick and mortar and built machinery to develop e-commerce sales strategy

• Identified and spearheaded the launch of the brand on premier e-commerce platforms - Nykaa, Amazon, Rooted Objects, Mama Naturally, Myntra, Tatacliq luxury, LBB, Purplle. Helped steadily increase sales on Nykaa achieving a 62% growth on the platform since launch (Nov 2020)
• Optimized digital strategy for conversion which helped reduce cost per sale by 20%

Grow adoption of Sadhev’s offerings by raising awareness, acquiring customers, and increasing customer engagement, cart size, and purchase frequency

• Developed a loyalty program that rewarded leading to 40% of customers making repeat purchases
• Conceptualized and ran promotional campaigns on our website that resulted huge surge in revenue that resulted in one month’s revenue target achieved in one day (September 14th, 2020)
• Built effective acquisition and retention campaigns; campaigns increased online traffic by 45%

Developed relationships with (AARDAE) for international expansion of Sadhev first across South East Asia Starting with Singapore.

Operational Initiatives

Manage a team of 6 people to handle day to day operations for Sadhev including order collection, execution and dispatches

• Gather input from all stakeholders including central and local marketing teams, research, customer insights, product, business development, design, and other relevant teams to build cohesive and detailed plans to accomplish sales goals
• Assist in developing and executing market research studies for all products and the brand.
• Created consumer groups to have a direct touch point with the end consumer
• Liaised with R&D to launch the Coconut Shower Oil. Launching a Face Wash, a Body Wash and a Face Serum in the 2nd quarter of FY 21-22

Identify and manage KPI’s such as customer count, reach, and dispatch metrics as identified by senior management. Exceeded set metrics by over 20%

• Maintain stock holding efficiency by understanding sales trends and working closely with the production team to ensure stock planning was at an optimum level

Provide inventive and innovative thinking to improve effectiveness and efficiency in cross channel distribution.

• Partner with third party warehouses to ensure reduction in lead time that helped improve dispatch metrics and reduce dispatch lead time from over 5 days to 1 day

External Initiatives at the Firm

Identified and partnered with Grow-Trees to plant a tree with every purchase of Sadhev

• Managed a team of 10 people on the annual vendor negotiations program
• Performed various duties including handling of audits, reports and related escalations, vendor and project management activities
• Worked on tickets as indicated by the particular SLA’s that helped in resolution within the target time
• Liaised with vendors and manufactures on a daily basis for renegotiating exiting contracts and bringing new vendors onto the amazon platform