Navin Modi

Spearheading eCommerce channel Pnl, anchoring revenue strategies, collaborative marketing plans, key investments in building processes and channel innovations. Leading digital transformation initiatives for the company. Making investment decisions by deploying media spends to ensure maximum reach, conversion and retention. Driving excellence in discoverability through search & content. Driving business through interplay between promotions & media activation by creating and segmenting digital campaigns as per shopper’s journey stages of awareness, consideration, purchase, loyalty & advocacy. Managing partnerships with eCommerce platforms and agencies, and coaching the team towards attaining key performance metrics and goals, using consultative sales skills and upselling to exceed the targets. Partnering with sales leadership and cross vertical CXOs to identify and act on sales acceleration opportunities. Interpreting customer insights to drive change in product and act as "voice of customer" to Product Team.

Managing and planning end to end business development of Marico’s brands on the eCommerce channel Providing strategic and tactical planning for E-Commerce business. The role straddles across all categories and includes responsibilities on channel's sustainable growth & profitability, trade terms negotiations, key investments in building processes and channel innovations. Developing the capabilities for Marico’s eCommerce, SEARCH and CONTENT being the most important. Abridging data to get insights, while aiming for data driven business. Driving business through interplay between promotions & media/visibility activation. Building functionalities of tracking the execution & performance of media assets, in-stock status, promotion compliance, share of voice & overall product’s hygiene on eCommerce platforms. Mentoring start-ups which are founded by Marico Innovations Fund, on how to create scalable business online.

Sales: Responsible for delivering GSV, market share and ASP of entire portfolio including personal care, home care and food & refreshment categories. Improving Gross margin by aiming for gross margin accretive business. Negotiations: Negotiating of ToTs with the customers and undertaking annual joint business plans (JBP) Customer interfacing: Maintaining healthy customer relations and positive working equation with counterparts Promotions and activations: Driving the right mix and activation with the customer through effectively planning and budgeting the promotions, offers and visibility investments with all the categories & brand teams. Media Planning: Working on campaigns/assets like AMS, Product display ads, sponsored product, COOPs, headline search ads, SIS, category events, associates, lightening deals, subscribe and sale (SnS), shoveler strategy & Vendor powered coupons from ideation to efficacy campaign through tools like CPM, CPA, CTR & CPC. Projects: Working on schemes on media barter, ROAS of digital campaigns, contests, samplings, combos, enhanced content with Amazon. Cataloguing: Ensuring perfection in online store execution and planning and timely execution of new product launches. Finance: Managing profitability of the account and interplay between the various investment and profit drivers. Data and analytics: Constantly ensuring that the business is driven by data and insights. Tech Capabilities: Working with third party agencies to resolve the customer complaints received through Amazon Andon. Automatic banners audits and promo compliance, alerts on top SKUs going out of stock and competition tracking were part of the IT projects undertaken by me.

• Perfect Launch Online: Planned and executed online exclusive launches of HUL brands, and seamless process of information for new product from brands to customers by launching Product Information Management. • Shopper Marketing: Ideated & liaised with the agencies on media creative design and development which led to better CTR; defined promo principles ensuring better Gross Margin. Creating combos, power packs, samplings & enhanced content for key SKUs. • Advertising and Promotions: Planned the moments of marketing calendar and executed campaigns around it. • Perfect Store Online management: Worked on data science of enhanced product page which included Perfect Name, Hero Image (First time in the industry to bring this capability) and live geo level assortment tracking which led to 16% Sales uplift for eCom channel in 2016. • Search Optimization on Ecommerce portals: Optimizing the SKUs on customers’ website by identifying the key search drivers of each and every customer by collaborating with the customers which led to 13% increase in sales. Also, developing keyword repository of 10K plus most search keywords across HUL categories. • Product Content: Worked closely with brand team, to get the content of 1800 plus SKUs and getting it live on all major customers. • Ratings & Review: Solely planned a network of quick redressal/action of all critical reviews. • Data Analysis & Insight: Worked with Director – Smart Data & Analytics, Unilever to understand the impact of various marketing tactics on sales through Marketing Mix Modelling (MMM). • Consumer Research & Behaviour: Worked on a study related to Shopper behaviour on mobile app and shopper’s path to purchase • Innovations: Developed in house tool for tracking Share of Search, Share of Voice, Banner Audits & Price tracking across retailer’s website. • Omnichannel : Did in-depth study and research to come out with a checklist to give shopper “One Experience”. • HumaraShop - Worked with HUL own eCom DTC startup.

Offers & Promotions Optimization: Set up a mechanism to compute & analyze the promotional schemes; taking business decisions basis the same. Working with the brands, categories, customer marketing and customer development teams closely. Giving insights to category head on promotional spends and hygiene of activities. Driving Profitability of Modern Trade channel, analyzing profitability reports at customer & brand level. Working on the best mix by defining premium packs giving more top line growth, Gross Margin Variance Analysis, driving mix, growth and in depth assessment of TTS (Trade Term Structure) spends for TOT (Terms of Trade) negotiations with customers. Reviewing Scorecards for the channel which majorly includes Customers Scorecard for customer contribution (CC) to the channel, counterpart compliance, growth, spends, order to cash (O2C) hygiene and also holding monthly customer review meetings with National Account Managers. Driving Sales Accounting scorecard, which reflects overall performance of account receivables of Modern Trade. In-store visibility Investment: Visibility and branding in outlets, streamlined end to end process of tracking Point of Sales Material (POSM) in stores Process reformation of asset procurement introducing auctions, reusability of assets while connecting them to outlets on time through cost saving mechanism. Anchoring annual JBPs with all Modern Trade accounts. Brand custodian for each and every penny spent on Modern Trade channel and optimizing spends through redesigning standard operating processes and tech capabilities.

Joined as Management Trainee, was part of the most sought after development program for 9 months, did stints in all major verticals of Hindustan Unilever which includes Supply Chain, Corporate finance, Treasury, Brand building, Factories, brand development & customer development. Got outstanding rating & feedback in most of the projects undertaken by me.

Worked on the dissertation “RISK APPRAISEMENT OF CLIENTS IN NBFCS”

Analyze & explore opportunities for prospective bank tie-ups.