SUJA KUMARI RAJAN
Bangalore
Summary
Experienced professional with 14+ years in analytics and marketing, specializing in e commerce, distribution, D2C, D2R, B2B, and B2C domains. Adept at leading end-to-end GTM initiatives, from strategy to execution, ensuring seamless implementation through strong cross-functional collaboration. Focused on driving top-line growth by optimizing marketing spend and executing impactful campaigns, spanning lead generation to customer retention. Skilled in managing high-performance teams, shaping product and process roadmaps, conducting business reviews, and leveraging analytics for decision-making. Consistently rated highly throughout career and selected for elite leadership programs, including Aspirational Leadership and Leader as Coach.
Overview
16
16
years of professional experience
Work History
Senior Manager, Marketing - Ajio Business
Reliance Retail
03.2022 - Current
- Company Overview: Fashion & Lifestyle
- Leads design & execution of Tradeshow, promotions and brand launch initiatives
- Core responsibilities include Quantity Purchase Scheme (QPS) design & execution, BTL marketing planning, and Visual Merchandising (VM) planning & execution
- 108% achievement on an annual target of INR 480 Crores in 2024
- Manage annual All India Distributor Meet for Ajio Business; along with regional Dealer Meets for Autumn, Winter and Spring Summer merchandise
- Core responsibilities include managing Dealer Incentivization, Marketing Investment Optimization, and Dealer Relationship Management
- Helped plan & execute the wholesale launch of Reliance's key sports footwear brand in 2023, which contributes to 60% of revenue for their footwear business
- Lead market research to identify consumer trends for planned product launches, helping guide CMO decision making in brand awareness & brand recall building for new launches
- Helped in building brand recall for key sandals brand of Reliance through digital marketing & planning placements within movies of brand ambassador, resulting in 30% incremental ad recall lift
- Planning Outdoor Marketing (hoardings, Facades etc.) as well as POSM Marketing for new launches, and execution of these activities along with distributor network
- Executed these activities for all major footwear brands of Reliance Retail, helping drive 10-15% incremental in-store sales
- Manage upper-mid funnel digital marketing activities (awareness, traffic generation & user acquisition campaigns) for key labels
- Managed launch & sustenance social awareness campaigns for Reliance's key sports footwear brand
- Leads performance marketing initiatives for driving full funnel customer acquisition in Ajio EComm Business
- Key Responsibilities include analytics & research on stage progression of a potential consumer in their purchase journey for key verticals
- Contributed to curtailing cancellation & returns from ~35% to ~25% between Dec'22-May'23 from Retailers through actionable insights from analysis
- Helped grow AOV from retailer orders through digital funnel building activities
- Grew AOV by ~1.5x in 2023-2024 for Retailer business, helped decrease distributor margin by 5% for Marketplace brands in the same period
- Helped drive repeat purchases by ~30% from retailers through marketing initiatives (a combination of QPS, ATL, BTL (Cart, Coupon, ladder, BxGy), CRM & visibility campaigns)
- Tools Used: Google Analytics, CleverTap and Tableau
- Manages a team of 12 members in Brand, Digital & Trade Marketing
- Fashion & Lifestyle
Lead, Sales & Marketing Analytics
Ninjacart
11.2020 - 03.2022
- Aided CXO decision making through analysis on various market levers
- Helped identify key reasons for return of products, assess and generate actionable insights from aggregated retailer feedback etc
- Helped rapid expanse of presence from 7 to 38 cities during this period
- Managed a team of 12 for market analysis and implementing marketing campaigns
Head, Marketing Analytics
Asymmetrique Marketing Agency
11.2021 - 02.2022
- Lead marketing analytics & strategic planning for building mid-lower funnels in new customer acquisition for marketing services
- Helped increase Conversion Rate by +2pp in this time period
- Crafted data-driven marketing strategies to optimize customer engagement and conversion rates for Finance and FMCG clients
- For one of the top FMCG brands in India, designed product offers to increase Consideration for brand leading to +3% incremental sales from core audience
- Managed a team of 8 professionals in marketing and analytics
Growth Lead, East India
ATVI Infotainment Digital News
11.2020 - 11.2021
- Led digital initiatives to raise monthly active users by 70%, increase in social media followers by ~30%
- Defined growth objectives for creator acquisition, designing and executing effective marketing campaigns for the same
- Helped increase creator base by ~20% in this period
- Managed a team of 20 professionals in sales, marketing, and analytics
AGM, BD & Product Development
Mopedo, Future Tech
05.2019 - 11.2020
- Product Manager for developing their app by maintaining competitive parity with competitors like OLA, Uber etc
- Build supply side for the platform by acquiring new two-wheeler riders (similar to Rapido)
- Helped acquire 230 new drivers in 3 months for Beta testing of platform
- Demand generation through Outdoor marketing activities
- Managed a team of 27 sales and marketing professionals, overseeing sales force structure and training programs
Senior Business Analyst
Latentview Analytics
07.2017 - 05.2019
- Provided analytics consulting for a major US online movie ticket booking website, conducting trend analysis and Forecasting ticket sales
- Developed automated dashboards for regular business reporting, utilizing for actionable insights
- Conducted standardized market research for a major US FMCG client, providing visualization solutions for strategic decision-making
BD Manager
Petabyte Data Systems
04.2011 - 08.2014
- Managed market analytics, consumer segmentation, and client management activities
- Provided training for soft skills and organized seminars for clients
- Conducted marketing activities, negotiated contracts, and pitched for funds
Windows ADS Admin
HCL Technologies
11.2008 - 08.2011
- Managed Active Directory servers and system administration
- Coordinated critical system outages and upgrades
Education
MBA -
IIT Madras
BE - EEE
Kerala University
Skills
- Sales & Marketing
- Analytics
- Digital Marketing
- Performance Marketing
- Team Management
- Product Management
- Trade Marketing
- GTM Strategy
- Distribution & E commerce
- Fashion & Lifestyle
- FMCG
- ATL
- BTL
- Research
- Tableau
- CleverTap
- GA
Languages
English
Tamil
Malayalam
Hindi
Hobbies and Interests
- E-commerce
- Zumba
- Gardening
- Cooking
- Gifting
- Teaching
Personal Information
Date of Birth: 03/29/84
Timeline
Senior Manager, Marketing - Ajio Business
Reliance Retail
03.2022 - Current
Head, Marketing Analytics
Asymmetrique Marketing Agency
11.2021 - 02.2022
Lead, Sales & Marketing Analytics
Ninjacart
11.2020 - 03.2022
Growth Lead, East India
ATVI Infotainment Digital News
11.2020 - 11.2021
AGM, BD & Product Development
Mopedo, Future Tech
05.2019 - 11.2020
Senior Business Analyst
Latentview Analytics
07.2017 - 05.2019
BD Manager
Petabyte Data Systems
04.2011 - 08.2014
Windows ADS Admin
HCL Technologies
11.2008 - 08.2011
MBA -
IIT Madras
BE - EEE
Kerala University
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