SONI RASTOGI
MUMBAI
Summary
Strategic business leader with extensive experience driving growth, optimizing brand performance, and enhancing profitability across online and offline channels.
Expertise in P&L management, international buying, product development, and sales operations. Proven track record in identifying market opportunities, leading innovation, and delivering sustainable growth.
A collaborative leader focused on empowering teams, driving operational excellence, and achieving long-term business success.
Overview
17
17
years of professional experience
Work History
AVP & Business Head ( FILA)
Metro Brands Ltd.
MUMBAI
05.2022 - 08.2024
- Spearheaded the acquisition of brand FILA, with key responsibilities to work on brand repositioning, account receivables, product sourcing, refining distribution, reducing operational expenses, and clearing excess inventory.
- Briefly managed the delivery of top and bottom targets at Metro/Mochi mono-branded stores for external brands, including Skechers, Crocs, Adidas, Puma, Biion, DoubleU, and US Polo.
- Assess external brands' feasibility and profitability.
Head of Merchandising ( Footwear)
PUMA
Bangalore
01.2020 - 03.2022
- Responsible for delivering top and bottom targets, and ensuring sustained market leadership. Delivered 0.5% better COGS in 2021.
- Channel-level and account-level assortment planning for all retail stores, e-commerce, large formats, factory outlets, and institutional businesses.
- Collaborate with local sourcing teams for footwear, as well as global and local design teams, to develop a local footwear range.
- Developed an open footwear line to cater to the rise in demand post-pandemic.
- Built capacities with key factories to expand L4L.
- Additional responsibility to successfully relaunch Puma Innerwear in India.
Head of Menswear ( Formals, Casuals, Essentials)
Marks & Spencer
Gurgaon
01.2018 - 01.2020
- Awarded 'Employee of the Year' in 2018-19 for quick turnaround of menswear business.
- 'SPECIAL RECOGNITION AWARD' within six months of joining for innovative ideas and instant improvements in sales.
- Recorded the highest net margin and full-price LFL sales growth in 2018-19 through effective in-season promotions, range corrections, and EOSS planning.
- Introduced denims with market-right fits, and capsule fashion packs.
- Delivered a growth of +98% over last year, and +15% higher than the average sell-through.
- Devised ways to reduce post-EOSS stock into liquidation, helping businesses gain an additional 1% net margin.
Sr. Manager- E-commerce
Bestseller ( JJ, Vero Moda, Only)
MUMBAI
01.2015 - 11.2017
- Given the charge to manage the online business for all brands, with a vision to increase e-commerce contribution from 14% to 30% in 2 years.
- Tactful margin negotiation and lower markdowns for BBD led to an EBIT of 21% in October 2016.
- Led the Planning and Merchandising department for the brand Vero Moda for 1.5 years.
- Managed a team of 10 employees by providing guidance, setting goals and objectives, delegating tasks, and monitoring performance.
- Full price sell-through in SS16 improved by 6% over LY for 66 EBOs, 150 SIS, and 10 online portals in Vero.
Sr. Manager & Head - Buying & Merchandising/VM
Columbia Sportswear Company
New Delhi
07.2013 - 01.2015
- Launched Columbia Sportswear in India.
- Ensured the right product mix is bought in collaboration with the international team.
- Set Buying and Merchandising formats: Assortment plan, OTB, Sales plan, Range Budget, GBB Pricing Matrix, and Competition Mapping.
- Set pricing for India.
- I voluntarily extended myself in training, operations, retail design, and marketing functions.
Manager - Buying & Merchandising
Marks & Spencer
Gurgaon
06.2009 - 06.2013
- Identified as a High Potential (HIPO) employee in business by the organization, out of 570 members.
- Increased menswear contribution by 2% in SS13 and 4% in AW13, making it the biggest BU.
- The Linen Collection introduced contributed 21% to sales in menswear and 13% to business.
- Devised Fashion-core mix and several new product creation according to market trends.
- This delivered a LFL growth of +44% in 2011–12.
- Linen, tees, and shorts conceptualized in India were a success and were later offered to other countries by the UK buying teams.
- Responsible for changing blocks (slim fits), introducing smaller sizes to increase the customer base.
Executive- Buying & Merchandising
Blackberrys
Gurgaon
01.2008 - 06.2009
- Involved in pricing strategy for womenswear and men's shirts with the product team.
- Introduced new fabrics and changed the block for womenswear, leading to an increase in contribution by 2%.
- Stayed abreast of market trends and anticipated consumer needs and purchasing habits.
Education
Course in Strategic Retail Management -
Indian School of Business ISB
Hyderabad01-2019
Post-Graduation in Fashion Retail Management -
Pearl Academy of Fashion
New Delhi01-2008
Graduation in Commerce -
Lucknow University
Lucknow01-2006
Intermediate -
Loreto Convent College
Lucknow01-2003
Skills
- Operations management
- Crisis management
- Team management
- International Buying
- Inventory and OTB management
- Revenue generation
Timeline
AVP & Business Head ( FILA)
Metro Brands Ltd.
05.2022 - 08.2024
Head of Merchandising ( Footwear)
PUMA
01.2020 - 03.2022
Head of Menswear ( Formals, Casuals, Essentials)
Marks & Spencer
01.2018 - 01.2020
Sr. Manager- E-commerce
Bestseller ( JJ, Vero Moda, Only)
01.2015 - 11.2017
Sr. Manager & Head - Buying & Merchandising/VM
Columbia Sportswear Company
07.2013 - 01.2015
Manager - Buying & Merchandising
Marks & Spencer
06.2009 - 06.2013
Executive- Buying & Merchandising
Blackberrys
01.2008 - 06.2009
Course in Strategic Retail Management -
Indian School of Business ISB
Post-Graduation in Fashion Retail Management -
Pearl Academy of Fashion
Graduation in Commerce -
Lucknow University
Intermediate -
Loreto Convent College
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