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Gaurav Bhawnani

Retention & Growth @ Licious


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. 


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


  • 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


  • 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%


  • 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)


  • 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


  • 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)



    Post Graduate Diploma in Management (PGDM)

    Indian Institute of Management, Indore (IIM, I)

    Strategy & Marketing 


    B.E. in Computer Science and Technology

    Bhilai Institute of Technology (BIT, Durg)

    Computer Science and Engineering