Summary
Overview
Work History
Education
Skills
Languages
Timeline
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SURABHI KHANDELWAL

Gurgaon

Summary

  • E-commerce specialist with 6 years of experience across BIBA, Snapdeal, FirstCry, and Reliance Retail.
  • Delivering 79% order growth and 47% revenue growth through UI/UX, merchandising, and campaign strategies.
  • Led CRM automation and personalization across email, WhatsApp, SMS, and push notifications, resulting in a 26% increase in conversion rate.
  • Proficient in Salesforce Commerce Cloud, Marketing Cloud, Netcore, and Google Analytics, leveraging these tools to drive a 37% increase in traffic.
  • Planned and executed digital lead generation campaigns via CRM and Meta Ads to acquire new suppliers for BIBA, reducing CPL and boosting supplier onboarding efficiency and assortment growth.

Overview

7
7
years of professional experience

Work History

Assistant Manager - E-commerce

BIBA Fashion Ltd.
Gurugram
03.2023 - 05.2025
  • Led E-commerce merchandising, campaign execution, and UI/UX revamp across BIBA and Rangriti, managing in-house creatives and collaborating with agencies for brand storytelling and shoots.
  • Achieved 79% order growth, 47% revenue growth, and 37% increase in traffic by optimising PDPs, homepage content, promotions, and marketplace presence.
  • Built personalised CRM journeys across email, SMS, and WhatsApp, leveraging Salesforce Marketing Cloud, Netcore, and Google Analytics to drive engagement and retention.
  • Coordinated with digital marketing and creative agencies to execute performance campaigns and ensure KPI delivery.

Deputy Manager - Category Merchandising

Snapdeal (AceVector Group)
Gurugram
05.2022 - 02.2023
  • Managed digital merchandising and campaigns for Fashion, Footwear, and Beauty & Personal Care, driving personalisation, CRM strategy, and full-funnel optimisation as an individual contributor.
  • Boosted daily orders from 700 to 2,100, increased push notification CVR from 0.55% to 2%, and improved homepage banner engagement by 2% through data-led personalisation.
  • Spearheaded the launch of Stellaro Brands and the Plus Size profile, leading content planning, creative execution, and campaign rollout across key storefronts.

Merchandiser

FirstCry (Brainbees Solutions Pvt. Ltd.)
Pune
02.2020 - 04.2022
  • Managed merchandising across 7 core non-fashion categories, leading a team to drive visibility, conversion, and user engagement across digital storefronts.
  • Delivered 83% YoY revenue growth and a 4% increase in impressions through strategic planning, campaign execution, and cross-category merchandising.
  • Launched '0-6 months' and '6+ years' age profile journeys, and contributed to major personalisation and Searchandising initiatives to enhance discoverability and conversion.

Assistant Manager - Merchandising

Reliance Market (Reliance Retail)
Mumbai
05.2019 - 01.2020
  • Managed merchandising and product display for cash-and-carry retail, contributing to 20% YoY category growth through demand forecasting, lifecycle planning, and promotional execution.
  • Reduced inventory levels by 15%, improving operational efficiency and stock turnover across stores.
  • Led employee engagement initiatives and enhanced store-level management practices, resulting in a 7% reduction in attrition, surpassing the set target of 5%.

Sales & Marketing Intern

Amul India (GCMMF)
Pune
05.2018 - 07.2018
  • Conducted market research on customer acceptance of Amul's Single Origin Chocolates and Frozen Products in modern trade stores, contributing insights for go-to-market planning.

Education

PGDM - Marketing

Balaji Institute of Modern Management
Pune
05.2019

B.Com (Hons.) -

Amity University
Lucknow
05.2016

Skills

  • Digital Marketing
  • Google Analytics
  • Google Ads
  • Meta Ads
  • CRM
  • Visual Merchandising
  • Content Creation
  • Campaign & Catalogue Shoot
  • Salesforce Commerce Cloud
  • Salesforce Marketing Cloud
  • Netcore
  • Vinculum
  • ChatGPT - AI
  • Perplexity - AI
  • Google Gemini - AI
  • A/B Testing

Languages

  • English
  • Hindi

Timeline

Assistant Manager - E-commerce

BIBA Fashion Ltd.
03.2023 - 05.2025

Deputy Manager - Category Merchandising

Snapdeal (AceVector Group)
05.2022 - 02.2023

Merchandiser

FirstCry (Brainbees Solutions Pvt. Ltd.)
02.2020 - 04.2022

Assistant Manager - Merchandising

Reliance Market (Reliance Retail)
05.2019 - 01.2020

Sales & Marketing Intern

Amul India (GCMMF)
05.2018 - 07.2018

PGDM - Marketing

Balaji Institute of Modern Management

B.Com (Hons.) -

Amity University

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SURABHI KHANDELWAL