Responsible for managing brand’s P&L for the Middle East market by driving brand website and representing brand on third party websites. • Lead the project of improving site experience of brand websites with a focus on driving Conversion & AOV – CR improvement of +100%. • Closely worked with the tech/product leadership to build the product roadmap to introduce new features and functionalities such as single view inventory model, Tabby & PDP Redesign. • Overhauled the entire ECommerce operations to streamline processes, with a big focus on enhancing consumer journey both pre & post purchase – NPS improvement of +10 pts, CSAT 9+ • Closely worked with an outside agency to develop a comprehensive social strategy, with a focus on brand awareness & subsequent conversion – ROAS improvement of 4.8 • Responsible for leading the business from negative margin (-24%) to over +400% growth YoY, while also doubling the operating profit • Reporting on Category & Season performance, WoW trends, SOH study & replenishments • Provided regular analysis of sales performance & product recommendations to buying teams for product performance & liquidation strategies • Attended Pre & Post buy sessions with buying teams to understand market trends & competitive analysis across channels

Driving group P&L of Apparel Group brands for online business to achieve desired profitability • Optimizing & developing buying strategies for top international brands for E-commerce business leading to overall growth of 2x & turning brand online contribution at par • Improved website conversion from 3% to 7% in 6 months with focused initiatives like entry point promotions, upgraded content, SEO, procure product in demand at right price point, cross sell & up sell, relevant size charts & improved filter architecture. • Manage & provide advice in all business-related IT adaptation, emerging technologies/ practices and platform hygiene to improve the operational process. • Managing, planning & executing brand's multi-channel strategy for business across all touch points through ownership of buying, merchandising, design, marketing, CRM, Content creation through commercial evaluation and operational improvisation. • Analyzed & optimized contract terms for brands to balance their needs with business goals, resulting in a 40% increase in client satisfaction • Communicating with brands regarding merchandise planning, delivery timelines as well as any other pertinent business updates that may affect vendor performance or operations within the company. • Improved TAT of Operations to 30% by synchronizing internal and external stakeholder on various business process by CMS & stock deliveries to gain lead-time. • Provide leadership, direction setting & clear strategic focus to the multi-functional team to ensure accountability & delivery of business goals.

• Participate in defining commercial strategy for YoY planning & elaborate the development proposals• Reporting on strategic product & pricing by primary research at competitor's• Recommend an off-price segment growth strategy through merchandise assortment along with planning team• Profits: Contributing 10% of the total sale of UAE• Customer retention: Launched feedback desk to get direct feedback from customer & scored 74%

• Implementing & assessing high standard of customer focus• Comparing LFL growth & forecasting for coming months.• Achieve targets. Controlling the unnecessary expenses• Regularly auditing store to ensure in compliance with company policy & all rules are adhered• Steering initiatives for inventory management, stock placement & replenishment by VM standards• Carrying training for self-development resulted in reduced attrition to .2%.

Capitalized on customer trends through strategic product procurement • Research retail and consumer trends to shape product offering, drive innovation and identify future opportunities • Working closely with vendor and SCM to ensure adequate cost and maintain service levels • Escalate issues to senior management, limiting operational disruptions to mitigate the risk • Reacted to procurement procedure through delivery phasing & evaluating product quality. • Created stock, trend and profit forecast reports for enhanced purchase planning.

Follow market trends and customer requirements to develop innovative product range. • Establish plans as per business goals to offer creative product with respect to pricing. • Enhanced target sales, buying margins and gross profit margins to fulfil business goal • Managed and coordinated licensing partner activities and agreements to smoothen operational process • Collaborate with various new vendors on basis of new product development under R&D team • Attained on timely delivery & managed production schedule of products to attain lead time

Reviewed files, records and historic data to obtain required business information for development requests & implemented cost-effective solutions to improve. • Documented process flows & implemented requirements for functional improvements.