Rohan Karabu
Mumbai
Summary
An accomplished MBA graduate specialized in marketing and analytics with over five years of experience in category management,
channel management, and marketing within the retail, automotive, and e-commerce sectors. Proficient in leveraging data-driven
insights to drive strategic marketing initiatives and optimize business performance utilizing Power BI, Tableau, and Microsoft Office.
Overview
4
4
years of professional experience
6
6
years of post-secondary education
Work History
Category Manager
Reliance Retail
Mumbai
07.2022 - Current
- P&L Ownership, Business Development, Category Marketing and Pricing Strategy
- Directed team of 6 in managing Dry Fruits category, achieving 200% sales increase over 2 years through effective product assortment and pricing strategies
- Driven category P&L by optimizing revenue streams & controlling costs improving CM1 from -6% to +6%
- Conducted comprehensive market research and competitive analysis to identify emerging trends and high-demand products resulting in increased conversion rate
- Negotiated with key vendors to offer best prices & to improve product quality which led to achieving cost savings of 5%
- Utilized sales data & market trends to forecast demand and manage inventory reducing stockouts by optimizing availability
- Developed and implemented sales plans, promotional campaigns, and event strategies for key brands, resulting in 15% category growth during event period
- Optimized Ad spend through continuous performance monitoring leading to increase in return on ad spend (ROAS)
- Leveraged Google Analytics, Clever Tap tools to monitor and analyze key performance metrics such as click-through rates (CTR), conversion rates, and customer acquisition costs, resulting in actionable insights that improved campaign effectiveness
- Implemented strategies to enhance online shopping experience, resulting in decrease in cart abandonment rates and 4% increase in average order value (AOV)
- Developed detailed sales forecasts based on historical data, allowing for proactive inventory management decisions
Area Sales Manager
Bajaj Auto Ltd, Motorcycles
Cochin
11.2020 - 07.2022
- Business Development, Sales Planning, Channel Management, and Inventory Management
- Oversaw network of 6 distributors, 19 dealers, and over 1,200 retailers across Kerala, generating turnover of ₹100 crore
- Drove revenue growth by 7% through effective sales planning, promotional campaigns, and market penetration strategies
- Conducted market analysis to identify trends and demand patterns, utilizing data to forecast spares needs and adjust inventory level
- Built and maintained strong relationships with automotive dealerships and retailers, increasing customer satisfaction with retention rate at 70% by generating repeat business
- Coordinated local marketing and promotional initiatives, such as discounts and bundled offers driving 5% increase in spare parts sales during promotional periods
- Increased network penetration of availability of spares by appointing forty-five new retailers in different regions of Kerala
- Acted as primary liaison between distributors and external stakeholders such as HPCL and Gulf, managing entire process
- Oversaw inventory levels for automotive spare parts across multiple locations, optimizing stock to reduce excess inventory by 10% and minimizing stockouts, leading to improved parts availability
Management Trainee
Bajaj Auto
Pune
11.2020 - 03.2021
- Bajaj Auto -Uber Partnership
- GTM Strategy, Digital Marketing, BTL Marketing
- Designed and implemented Go-To-Market (GTM) strategies that boosted increase in sale of three-wheeler vehicles
- Collaborated with Uber to develop compelling value propositions and customized marketing initiatives, enhancing engagement with target segments and boosting brand visibility
- Conducted comparative analysis of earnings between Uber and traditional riders, leading to design and implementation of targeted earnings incentive program for first-time Uber riders, improving rider acquisition by 10%
- Identified key consumer segments and designed targeted marketing campaigns to optimize user engagement and interaction, increasing campaign effectiveness
- Drove brand awareness and lead generation through strategic digital media campaigns on Facebook and Instagram, achieving 8% conversion rate and 10% growth in lead volume
Education
MBA -
IIM Udaipur
Udaipur 07.2018 - 04.2020
B.Tech - NIT
NIT Durgapur
Durgapur 06.2012 - 05.2016
Skills
Product Developmentundefined
Timeline
Category Manager
Reliance Retail
07.2022 - Current
Management Trainee
Bajaj Auto
11.2020 - 03.2021
Area Sales Manager
Bajaj Auto Ltd, Motorcycles
11.2020 - 07.2022
MBA -
IIM Udaipur
07.2018 - 04.2020
B.Tech - NIT
NIT Durgapur
06.2012 - 05.2016
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