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Gaurav Bhawnani

Retention & Growth @ Licious

Summary

A seasoned start-up professional with Operations, Category Management, Digital Marketing and P&L experience. Launched and scaled businesses in multiple cities across India. Experience of 6 years in Building businesses in e-commerce, Food and Home services. 

Skills

Category Management         Vendor Management    P&L Management         General Management

Business Development         Business Strategy          Product Management      Operations

Project Management             CRM                                Digital Marketing

Professional experience

Sept 2017Present

Head - Retention & Growth

Licious - Delightful Gourmet Pvt Ltd

Lead the Repeats P&L ($1M/Month) and CRM function

Responsibilities

  • Lead the retention business with the largest contribution to overall business at USD 1M+/Month
  • Grow the overall contribution of repeat business to overall P&L
  • Improve channel performance and drive new channel growth for the business
  • Setup on product and off product interventions to reduce friction in customer journey
  • Design, setup and execute loyalty and R&R for consumers
  • Design promotion constructs

Initiatives and Accomplishments

Growth

  • Grew the contribution of Repeats Business from 80% to 90%
  • Increased the buying frequency to 2.6 from 2 per month
  • Increased LTV by 30% Y-o-Y
  • Increased the Gross Margins by 15%
  • Improved the overall funnel conversion by 3%

CRM

  • Setup CRM function for the business
  • Setup Tools Including ESPs, Clevertap, Webengage,  Freshdesk.
  • Designed and implemented Loyalty program for users
  • Designed and Implemented marketing automation strategies leading to overall revenue increase by 30%
  • Optimized the overall funnel to increase conversion by 20%+
  • Institutionalized daily marketing metrics monitoring and tracking 

Jan 2017August 2017

Senior Category Manager

Cleartax (Y combinator and Saif Partners Portfolio Company)

Head the Services Marketplace (CA Assisted Services)

Operations

  • Defined SOPs and manuals for Supply, Operations and CA teams
  • Hired, trained and set processes for Inside Sales team
  • Lead a team of 47 across Operations, Sales and support to ensure a NPS of 47 across the season

Growth

  • Scaled up the tax filling business to 2x yoy to a revenue of 6 Cr
  • Increased the portfolio of services from 12 to 54 
  • Launched subscription services for Businesses and MSMEs
  • Scaled up marketplace supply by over 6x in 4 months to cater to seasonal peak
  • Scaled up marketplace business to 3x 

    June 2015Jan 2017

    Category Manager

    Housejoy (Amazon Ventures & Matrix Partners Portfolio Company)

    Head the P&L for Appliances, Laptops and Mobile Repair categories at Housejoy

    •  Lead a 40 member team across 8 cities including 8 managers and 32 executives
    •  Devise strategies to reduce CAC and improve retention and repeat to grow categories exponentially 
    •  Drive sustainability - Predictability of demand, Improve LTV and overall customer satisfaction (NPS and Service Ratings) 
    • Category Growth, ATL and BTL strategy conceptualization, Go to market strategy, Digital Funnel Optimizations
    • Define positioning and pricing strategies to ensure continuous differentiation 
    • Develop SOPs for category operation PAN India
    • Worked with Tech teams to design custom booking and fulfillment flow for Web, M-web and APP.
    August 2014June 2015

    Co-Founder & Head of Marketing

    Renew Solutions and Services

    Lead marketing and BD initiatives for Renew, A Bootstrapped start up in the specialty cleaning industry across Mumbai. Pune and Ahmedabad

    May 2014August 2014

    Asst. Manager Marketing

    Kapsons Agencies Pvt Ltd
    • Launched the international brand London fog in 5 states(J&K, Haryana, Punjab, Delhi, UK)
    • Sales management across online and offline channels - 150 distributors across India
    June 2011September 2012

    MIS Executive

    Lumbini Beverages Pvt Ltd (PepsiCo Bottling Plant)

    Education

    20122014

    Post Graduate Diploma in Management (PGDM)

    Indian Institute of Management, Indore (IIM, I)

    Strategy & Marketing 

    20072011

    B.E. in Computer Science and Technology

    Bhilai Institute of Technology (BIT, Durg)

    Computer Science and Engineering