Segari is one of the largest e-grocery in Indonesia that provides fresh and quality products.Responsibilities:• Conducted an analysis of sales trends, demand drivers, and market conditions for the Fruit and Vegetable categories.• Generated and evaluated demand forecast for Fruit and Vegetable categories that has an impact on SLA (Service Level Agreement) and wastage level.• Contributed to the 'Segari Farm' campaign aimed at raising awareness of hydroponic vegetables by effectively managing an 80% surge in unique customers during the soft launch period.• Formulated merchandising strategies by analyzing over 150 product assortments to optimize the wallet share and customer journey through the User Interface (UI) system.• Conducted over 2.000 respondents on wallet share and price-quality survey to gain valuable insights and feedback to make informed decisions and enhance customer satisfaction.• Devised campaign strategies and created a SKU-level daily promotional plan by considering the amount of sales contribution and margin level.

As a Category Experience, I was responsible for optimizing customer journey through internal traffic channels (Search, Homepage, and Recommendation features on Lazada), especially for Fashion and Sports & Outdoors category.Responsibilities:• Performed analysis and research (external data, internal research, site behaviors, post-transaction data) for the Fashion category to identify potential areas to improve user browsing path, purchase path, and product content in Search, Homepage and Recommendation features.• Conducted a quality check of category items which reduced search relevance issues by increasing the accuracy of search results for more than 95% of relevant items.• Developed ‘LazLOOK Fashion’ page (the biggest Fashion project on Lazada) by creating more than 300 fashion trends on ‘Hot Trends & Magazine Inspirations’ tab, while also ensuring quality control for assortments.• Designed over 500 item recommendations by displaying key benefits on SKUs tiles to optimize guided sales tools such as Hot Search, Search Hint, Just for You (JFY) Card, and Search Result Page (SRP) Card; improved the % of orders, CTR, and CR for the Fashion category.• Provided full support to the Fashion Campaign team in executing campaigns during mega campaign, A+ campaign, and brand day campaign by providing top and trending keyword data, performance levels, and designing promotional recommendations.• Built category knowledge that will be the basis of algorithm that lead to a better understanding of customer intentions.• Collaborated closely with the Local and Regional (Singapore and China) Traffic teams to drive category strategy.