Vikas Kumar
Sr. Executive (D2C Lead)
New Delhi
Summary
Dynamic D2C and growth product lead with over six years of proven success in driving revenue, enhancing user experience, and optimizing website performance. A strong track record of designing and executing integrated strategies encompassing performance marketing for acquisition and sophisticated CRM systems for retention has consistently yielded impressive results. Expertise in website migration has improved user experience and significantly enhanced brand performance metrics, including average order value, conversion rates, and search optimization. These strategic initiatives have led to substantial cost savings while maximizing overall revenue potential.
Overview
7
7
years of professional experience
3
3
Certifications
2
2
Languages
Work History
SR. Executive (D2C Lead)
INNISFREE INDIA (AMOREPACIFIC)
08.2024 - Current
- Drove Profitable Revenue Growth: Achieved 84% YoY revenue uplift (FY24-25) by implementing a data-centric customer acquisition and retention strategy, consistently delivering positive contribution margins.
- Scaled Customer Acquisition Efficiently: Engineered and executed high-performance marketing campaigns across Meta and Google, increasing New Customer Acquisition by 126% and expanding the brand's digital footprint.
- Built a Loyal Customer Base: Cultivated brand advocacy and repeat purchase behavior, resulting in a 298% surge in returning customer revenue and establishing a sustainable, low-cost revenue stream.
- Optimized Customer Lifetime Value (LTV): Increased CRM-driven revenue by 38% through the strategic deployment of automated, personalized flows across email, SMS, and on-site popups, enhancing customer engagement and conversion.
Web Operations & Growth Product – Sr. Executive
MAMAEARTH (HONASA CONSUMER LTD.)
03.2022 - 08.2024
- Leading D2C website / App product development and optimization with 99% hygiene accuracy. Increase web/App performance accuracy through end-to-end migration of CMS tools with cost-cutting and reduce team’s Execution time in bandwidth. Enhance web/app product features in a short period.
- Optimized user metrics, events tracking, funnels creations, and improved web & app CR by 15% & 17%. Checkout by 40% through the checkout page & Increased Brand AOV by 10% without impacting conversion rate.
- Responsible for Web/App content management including custom pages, Categories, Landing page creation, product uploading, A+ creatives optimization, coupon code creation & offers visibility plan, etc.
- Optimize the web/App Homepage through functionality developments, banner creatives & offers planning, and Delivered 2x growth (from 15% to 30%) in Conversion rate. Also, planned & Executed the Lightning Deal program and delivered 70Lakhs (up to 15% of NSV) monthly and increased AOV by 14%.
- Managing cross-functional design, Engineering team, and stakeholder communication. Oversee tech product development, and marketing strategy from inception to development. Managing tech requirements and releases updating timely.
- Managing and Implementing A/B experiments and identifying bugs for our Web products to improve the UX, website/App traffic & conversion rate.
- Utilized data-driven insights to generate regular reports for web optimization, user experience, and conversion metrics, providing actionable recommendations and root cause Analysis (RCA) for continuous improvement of marketing Automation tools, campaign’s full-funnel Metrics ROI, ROAS, RI, CPC, CPM, and CAC to the acquisition and retention marketing team.
- Responsibilities / Achievements
Product Management – Sr. E-commerce Executive
MYPOOJABOX (MOBIKASA VENTURES LLP)
10.2020 - 03.2022
- Leading the life cycle of web product optimization, Category creation, and Product listing on e-commerce platforms
- Managed Web/App API integrations and tracking Cod/Prepaid Transactions & PSR.
- Managed web content including product listing, hygiene, optimizations, A/B tests, bug identifications, and optimized user experience.
- Managed & optimized Order process fulfillments & RTO transactional.
- Responsibilities / Achievements
Website Operation Executive
TRIPOFFBEAT (AMBRE ENTERPRISES)
01.2019 - 02.2020
- Responsible for content research for website product development and optimization, maintained hygiene, and successfully executed SEO-friendly content.
- Created and created landing pages for products & categories page & optimized website content.
- Performing, researching, and analyzing sales data to identify market up & down trends.
- Associating with stakeholders and cross-channel departments.
- Responsibilities / Achievements
Education
BA Program - Programming Language, Data Analysis, Mathematics, Economics
Delhi College Of Arts and Commerce
07.2018
Skills
SHOPIFY
MAGANTO
META AD MANAGER
POWER BI
METABASE
MICROSOFT 365 COPILOT
FIREBASE
GA4
JIRA
MOENGAGE
OMNISEND
INTERAKT
GOKWIK
POWR BI
LOOKER STD
CMS TOOLS
HTML, CSS
MYSQL
Conversion Rate Optimization
Product Management
Process Excellence improvement
AB Test & Hypothesis building
Analytics Mindset & Trend
Marketing Analysis
Performance improvement
Growth planning
Certification
GA4 Mastery + Google Analytics Certification (08/2023 - 08/2024) https://www.udemy.com/certificate/UC-399e5a5c-628b-406c-89f7-75c59953e6a9/
Timeline
SR. Executive (D2C Lead)
INNISFREE INDIA (AMOREPACIFIC)
08.2024 - Current
Web Operations & Growth Product – Sr. Executive
MAMAEARTH (HONASA CONSUMER LTD.)
03.2022 - 08.2024
Product Management – Sr. E-commerce Executive
MYPOOJABOX (MOBIKASA VENTURES LLP)
10.2020 - 03.2022
Website Operation Executive
TRIPOFFBEAT (AMBRE ENTERPRISES)
01.2019 - 02.2020
BA Program - Programming Language, Data Analysis, Mathematics, Economics
Delhi College Of Arts and Commerce