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Mudrika Chandnani

Category Management-Flipkart, MBA-IIFT Delhi

Summary

  • 2.5 years' experience leading one of the most strategically important category for Flipkart – Women’s Clothing
    • Primary point of contact for key partners along with sales & PnL ownership driven through analytical and marketing skills 
  • MBA in International Business (Marketing majors) from Indian Institute of Foreign Trade, Delhi 

Work experience

Jan 2017Present

Vendor Manager

Flipkart
  • Launched 3 major clothing brands : Biba (Feb’17), Forever 21 (Jun’17), Pantaloons (Jul’17)
    • Owned negotiations on channel margins, distribution plan, financial closures, launch plan event
  • Category buyer of key ethnic & lingerie brands, with monthly turnover of INR 4 cr and achieved growth of 5X in sales & 7X in selection in 6 months
  • Improved vendor margins & payment terms with key vendors leading to 300 bps improvement in category margin
  • Designed private label go-to-market strategy for ethnic-wear brand, “Anmi”, by defining market landscape, customer segmentation, range-width planning, operating margins, inventory sourcing and distribution
  • Working with brands to enable horizontal portfolio expansion from clothing to accessories and vice versa
  • Awarded ‘Star Performer’ for enabling W & Aurelia become top 2 brands in Women’s Clothing category
    • Achieved sales growth of 200% MoM & sell through improvement of 30% MoM
Jul 2015Dec 2016

Category Marketing Manager

Flipkart
  • Created and executed the marketing plan for category during the biggest annual sale events of the industry (Big Billion Days 2015, 2016)
    • Orchestrated a sale spike of 3.5x BBD’16; highest spike ever in 6-year history of the category
    • Awarded ‘Best Performer’ for successful planning & execution of BBD’16 and BSD’16
  • Managed Sales & Profitability for the category through strong product, consumer and competition analytics
  • Designed the ‘Fashion Refresh Avatar’ for Women’s Clothing which offered a richer & trendier customer experience across all engagement
    • Developed sub-category and trend-wise landing pages with 5x jump in CTR and 2x in sales
  • Defined merchandizing and pricing plan to improve sales turnover of Flipkart owned inventory
    • Improved key search words and display callouts led to a 25% reduction of slow-moving inventory
  • Launched campaigns on Digital Media and collaborated with Filmfare, GLAMRS, Zee TV & bloggers for content creation
Apr 2014May 2014

Summer Intern

Philips
  • Store Merchandizing and range planning for product Avent under Mother and Childcare category
  • Planned the in-store execution for various channel types; along with new product placement and stocking methodology; using metrics as range assortment, shopping influencers and brand guidelines
Jan 2013May 2013

Business Technology Analyst

Deloitte
  • Developed a medical insurance system (on java) for on Microsoft CRM & ADX for a major US client

Education

20132015

Masters in Business Administration

Indian Institute of Foreign Trade, Delhi
  • Majors in Marketing; Minors in Strategy, Operations & Trade; CGPA 3.24/4.33
  • Leadership Roles
    • Elected as Convener of Student Council for Media Committee amongst 221 students
      • Responsible for all branding initiatives of the institute and liaison with Newspaper, TV & other agencies
      • Led the revamp of the institute's official website, including SEO/digital strategy to improve search discoverability
    • Convener of the launch edition of TEDxIIFTDelhi hosting 6 speakers at the campus, leading a team of 25 members
20082012

Bachelors in Technology

Nirma Institute of Technology, Ahmedabad
  • Majors - Information Technology; CGPA – 7.85/10
  • Nominated to present ‘Paperless Bus Ticket system’ at the University Project Exhibition to Chief Minister, Gujarat

Skills

Business Acumen & Analytical Thinking

Responsible for sales & P&L of the category through data driven analytical decision making

Interpersonal Skills

Ability to lead, communicate and collaborate with multiple business partners towards customer & organization excellence

Vendor Relationship & Negotiation

Demonstrated ability to work proactively on managing accounts, their deliverables and leading negotiations for the same

Marketing

Customer engagement through merchandizing; pricing & offers; promotions & campaigns

Projects

  • GODREJ: Analyzed the role of channel partners and distribution network for ‘Godrej Cinthol’
  • P&G: Examined the Demand forecasting techniques used by P&G for their FMCG goods in the market
  • GROFERS: Consumer behavior analysis in different types of retail channels of grocery with Grofers
  • PEPSICO: Worked on business proposition to seize the mobile & e-commerce opportunity for Pepsico's FMCG products