Serena Chohan (Parmar) Email & Phone Number

Canada

Ontario, Canada

Watford, United Kingdom

Watford, United Kingdom

In addition to my responsibilities in my previous role as Web Trader:• Developing and presenting the online strategy to key stakeholders and executive directors, as well as confidently responding to questions and challenges.• Building and submitting the annual budget and subsequent sales forecasts based on growth plans, sales history and market data.• Managing and leading a team of two direct reports, helping the team to set clear goals and providing support and guidance to achieve targets.• Creating, leading and communicating cross-category sale and promotional plans with online teams as well as other stakeholders.• Deputising for Senior Web Trading Manager

Watford, United Kingdom

• Responsible for optimising the trading of clothing categories online, through analysis of product sales trends and website KPIs. As well as seeking new trading opportunities, working with buying, merchandising, web development, CRM, finance and marketing teams.• Measuring daily and weekly performance against financial plans and sales history, identifying trading risks and anticipating stock, margin and sales implications.• Supporting business teams with insight and analysis on product and channel performance for future planning and strategy, using web analytics to monitor and report on KPIs such as sessions, CTR, product views and bounce rates in order to improve conversion and average order value.• Working with the online marketing team to drive quality traffic through focused PPC campaigns, SEO and affiliate channels• Creating and sharing new season and campaign launch plans with business teams, working closely with web merchandising and allocation teams to ensure plans are delivered on time and executed to the highest standard

• Liaising cross functionally with web trading, buying and supply teams, ensuring products and promotions are best positioned on the website to drive maximum conversion whilst managing availability. • Conducting data analysis to understand the customer journey and making improvements to increase conversion rate and average order value, working in conjunction with the web development team.• Managing and developing a team of two direct reports. • Providing management reports and presenting to the digital director and web trading managers.

• Monitoring and analysing sales and conversion of products and liaising with category teams to develop and successfully run web-specific promotions• Responsible for product nominations for targeted email campaigns.

Specialising in CRM and web solutions, this role was to liaise and build relationships with the reseller channel, assisting with sales queries, quotations and associated negotiation. Responsible for meeting monthly sales targets, organisation of successful nationwide sales events as well as managing the recruitment of the next placement student intake.