Driving Exponential Growth for D2C Ecommerce Brands
Driving Exponential Growth for D2C Ecommerce Brands
Driving Exponential Growth for D2C Ecommerce Brands
Objective
Revitalize stagnant brands by evaluating current performance, acquiring key insights, modelling effective growth strategies, and delivering measurable growth.
Role: I worked full time at UpScalio as the head of category and brand growth. Here,I worked on multiple brands within Home, Personal Care, Footwear, Appliances and Bags.
UpScalio is a brand accelerator that acquires and scales brands beyond the 0-1 growth phase. We focus on those struggling to grow due to limited resources, capital, or expertise, as well as fundamentally strong brands whose founders seek an exit.
Challenge
1. Identify profitable brands with growth potential for acquisition. Conduct thorough due diligence and develop a growth plan, all without needing to be a category expert.
2. Convince brand founders, who have driven growth thus far, that we are the ideal partners amidst a competitive market. Highlight our unique strengths and successful track record to establish trust and demonstrate value.
3. Seamlessly transfer brand assets and inventory post-acquisition, ensuring sustained incremental growth throughout the transition period and beyond.
4. New Product Development to happen in parallel and creation of brand assets to match the speed. Launch plans for new products to be defined and executed.
5. Simultaneously develop new products and create corresponding brand assets. Define and execute launch plans to ensure timely and successful market entry.
6.Effectively manage multiple stakeholders—including the team members, investors, brand founders, company founders, finance, operations, vendors, agencies and marketing—while consistently delivering on growth objectives
Strategy and Actions
Developed a standardised brand evaluation strategy focused on financial and category growth metrics. This approach enabled competitive benchmarking and quality assessment, streamlining the process of selecting the right brands.
Built a Value Creation Plan for each brand that includes the following:
Brand and category deep dive- subcategory evaluation(Share, Ratings and Reviews, Product Quality Evaluation)
New product launch strategy
Marketing and communication revamp plan
Ecommerce and D2C expansion strategy
Impact on P&L and future projection - topline and bottom-line
3. Developed an inventory transfer and demand creation plan for both short-term and long-term periods, covering international and local order placements, aligned with cost optimization targets.
4. Revamped e-commerce listings and launched a brand website to drive D2C goals and strengthen brand identity. Developed a comprehensive brand revamp plan, targeting users through celebrity endorsements on Instagram and Facebook, and engaging influencers across all social media platforms.
https://www.hestiaappliances.com/; https://www.greensoul.online/
5. Spearheaded brand expansion across multiple e-commerce marketplaces, enhancing brand presence. Managed negotiations, drove marketing efforts, new product launches, and market operations for the brands under my portfolio.
6.Revamped marketing efforts by defining target audience, messaging, and purpose. Suggested a communications framework, optimized ads and content, adjusted keywords and cohorts, and allocated topical spends across platforms to reduce CPCs and achieve higher ROAS.
7. Planned and executed event-based marketing strategies to achieve disproportionately higher sales during peak sale seasons across e-commerce marketplaces.
8.Established a customer support facility and standardized operations to enhance customer care, optimize conversation quality, and reduce complaints
Outcome
Greensoul (Furniture)
Drove regionalization of heavy and bulky inventory resulting in an uplift of over 8 points in top-line; the brand saw the highest spike in sale (higher by 20 percent) driven by successful new launches, marketing, and deal visibility
6 out of 10 best sellers in the Office chairs on Amazon
Launched on Flipkart and Pepper fry, new channels now contribute to 20% sales within 4 months
Drove growth in non-core subcategories like tables that now contributes to 5 percent of sales in 2 months
Trase (Footwear)
Launched 24 products over a period of 6 months, 4 of 18 in the Amazon best sellers
Lowest Out of Stock at 2.8% with consistent coverage across warehouses (industry standard - 5-8%, pre-acquisition - 12%)
Consistent growth, we hit our highest sales across channels the current fiscal, 18% higher than previous sale period
Polestar (Bags)
Post-acquisition losses resulted in 50% sales drop; Revamped the brand over 4 months and achieved 14% higher sales starting May 2022, while sustaining bottom-line
Launched 28 products in a record time of three months, to regain best seller ranks across products on Amazon
Expanded to Snapdeal (SD) with best in industry commission, SD contributed to 12% sales for the brand
Established a QC process at the manufacturers line, resulting in 2 points reduction in product returns; new supplier base
Hestia (Kitchen Appliances)
3X growth post acquisition; From running at 40% OOS due to international sourcing, we are at 0% Out of Stock
Consistent monthly run rate established with Hestia being Amazon’s choice for the category
Expanded to Flipkart and Cred(market places) resulting in additional 30 % sales with no dilution on bottom-line
Objective
Revitalize stagnant brands by evaluating current performance, acquiring key insights, modelling effective growth strategies, and delivering measurable growth.
Role: I worked full time at UpScalio as the head of category and brand growth. Here,I worked on multiple brands within Home, Personal Care, Footwear, Appliances and Bags.
UpScalio is a brand accelerator that acquires and scales brands beyond the 0-1 growth phase. We focus on those struggling to grow due to limited resources, capital, or expertise, as well as fundamentally strong brands whose founders seek an exit.
Challenge
1. Identify profitable brands with growth potential for acquisition. Conduct thorough due diligence and develop a growth plan, all without needing to be a category expert.
2. Convince brand founders, who have driven growth thus far, that we are the ideal partners amidst a competitive market. Highlight our unique strengths and successful track record to establish trust and demonstrate value.
3. Seamlessly transfer brand assets and inventory post-acquisition, ensuring sustained incremental growth throughout the transition period and beyond.
4. New Product Development to happen in parallel and creation of brand assets to match the speed. Launch plans for new products to be defined and executed.
5. Simultaneously develop new products and create corresponding brand assets. Define and execute launch plans to ensure timely and successful market entry.
6.Effectively manage multiple stakeholders—including the team members, investors, brand founders, company founders, finance, operations, vendors, agencies and marketing—while consistently delivering on growth objectives
Strategy and Actions
Developed a standardised brand evaluation strategy focused on financial and category growth metrics. This approach enabled competitive benchmarking and quality assessment, streamlining the process of selecting the right brands.
Built a Value Creation Plan for each brand that includes the following:
Brand and category deep dive- subcategory evaluation(Share, Ratings and Reviews, Product Quality Evaluation)
New product launch strategy
Marketing and communication revamp plan
Ecommerce and D2C expansion strategy
Impact on P&L and future projection - topline and bottom-line
3. Developed an inventory transfer and demand creation plan for both short-term and long-term periods, covering international and local order placements, aligned with cost optimization targets.
4. Revamped e-commerce listings and launched a brand website to drive D2C goals and strengthen brand identity. Developed a comprehensive brand revamp plan, targeting users through celebrity endorsements on Instagram and Facebook, and engaging influencers across all social media platforms.
https://www.hestiaappliances.com/; https://www.greensoul.online/
5. Spearheaded brand expansion across multiple e-commerce marketplaces, enhancing brand presence. Managed negotiations, drove marketing efforts, new product launches, and market operations for the brands under my portfolio.
6.Revamped marketing efforts by defining target audience, messaging, and purpose. Suggested a communications framework, optimized ads and content, adjusted keywords and cohorts, and allocated topical spends across platforms to reduce CPCs and achieve higher ROAS.
7. Planned and executed event-based marketing strategies to achieve disproportionately higher sales during peak sale seasons across e-commerce marketplaces.
8.Established a customer support facility and standardized operations to enhance customer care, optimize conversation quality, and reduce complaints
Outcome
Greensoul (Furniture)
Drove regionalization of heavy and bulky inventory resulting in an uplift of over 8 points in top-line; the brand saw the highest spike in sale (higher by 20 percent) driven by successful new launches, marketing, and deal visibility
6 out of 10 best sellers in the Office chairs on Amazon
Launched on Flipkart and Pepper fry, new channels now contribute to 20% sales within 4 months
Drove growth in non-core subcategories like tables that now contributes to 5 percent of sales in 2 months
Trase (Footwear)
Launched 24 products over a period of 6 months, 4 of 18 in the Amazon best sellers
Lowest Out of Stock at 2.8% with consistent coverage across warehouses (industry standard - 5-8%, pre-acquisition - 12%)
Consistent growth, we hit our highest sales across channels the current fiscal, 18% higher than previous sale period
Polestar (Bags)
Post-acquisition losses resulted in 50% sales drop; Revamped the brand over 4 months and achieved 14% higher sales starting May 2022, while sustaining bottom-line
Launched 28 products in a record time of three months, to regain best seller ranks across products on Amazon
Expanded to Snapdeal (SD) with best in industry commission, SD contributed to 12% sales for the brand
Established a QC process at the manufacturers line, resulting in 2 points reduction in product returns; new supplier base
Hestia (Kitchen Appliances)
3X growth post acquisition; From running at 40% OOS due to international sourcing, we are at 0% Out of Stock
Consistent monthly run rate established with Hestia being Amazon’s choice for the category
Expanded to Flipkart and Cred(market places) resulting in additional 30 % sales with no dilution on bottom-line
Objective
Revitalize stagnant brands by evaluating current performance, acquiring key insights, modelling effective growth strategies, and delivering measurable growth.
Role: I worked full time at UpScalio as the head of category and brand growth. Here,I worked on multiple brands within Home, Personal Care, Footwear, Appliances and Bags.
UpScalio is a brand accelerator that acquires and scales brands beyond the 0-1 growth phase. We focus on those struggling to grow due to limited resources, capital, or expertise, as well as fundamentally strong brands whose founders seek an exit.
Challenge
1. Identify profitable brands with growth potential for acquisition. Conduct thorough due diligence and develop a growth plan, all without needing to be a category expert.
2. Convince brand founders, who have driven growth thus far, that we are the ideal partners amidst a competitive market. Highlight our unique strengths and successful track record to establish trust and demonstrate value.
3. Seamlessly transfer brand assets and inventory post-acquisition, ensuring sustained incremental growth throughout the transition period and beyond.
4. New Product Development to happen in parallel and creation of brand assets to match the speed. Launch plans for new products to be defined and executed.
5. Simultaneously develop new products and create corresponding brand assets. Define and execute launch plans to ensure timely and successful market entry.
6.Effectively manage multiple stakeholders—including the team members, investors, brand founders, company founders, finance, operations, vendors, agencies and marketing—while consistently delivering on growth objectives
Strategy and Actions
Developed a standardised brand evaluation strategy focused on financial and category growth metrics. This approach enabled competitive benchmarking and quality assessment, streamlining the process of selecting the right brands.
Built a Value Creation Plan for each brand that includes the following:
Brand and category deep dive- subcategory evaluation(Share, Ratings and Reviews, Product Quality Evaluation)
New product launch strategy
Marketing and communication revamp plan
Ecommerce and D2C expansion strategy
Impact on P&L and future projection - topline and bottom-line
3. Developed an inventory transfer and demand creation plan for both short-term and long-term periods, covering international and local order placements, aligned with cost optimization targets.
4. Revamped e-commerce listings and launched a brand website to drive D2C goals and strengthen brand identity. Developed a comprehensive brand revamp plan, targeting users through celebrity endorsements on Instagram and Facebook, and engaging influencers across all social media platforms.
https://www.hestiaappliances.com/; https://www.greensoul.online/
5. Spearheaded brand expansion across multiple e-commerce marketplaces, enhancing brand presence. Managed negotiations, drove marketing efforts, new product launches, and market operations for the brands under my portfolio.
6.Revamped marketing efforts by defining target audience, messaging, and purpose. Suggested a communications framework, optimized ads and content, adjusted keywords and cohorts, and allocated topical spends across platforms to reduce CPCs and achieve higher ROAS.
7. Planned and executed event-based marketing strategies to achieve disproportionately higher sales during peak sale seasons across e-commerce marketplaces.
8.Established a customer support facility and standardized operations to enhance customer care, optimize conversation quality, and reduce complaints
Outcome
Greensoul (Furniture)
Drove regionalization of heavy and bulky inventory resulting in an uplift of over 8 points in top-line; the brand saw the highest spike in sale (higher by 20 percent) driven by successful new launches, marketing, and deal visibility
6 out of 10 best sellers in the Office chairs on Amazon
Launched on Flipkart and Pepper fry, new channels now contribute to 20% sales within 4 months
Drove growth in non-core subcategories like tables that now contributes to 5 percent of sales in 2 months
Trase (Footwear)
Launched 24 products over a period of 6 months, 4 of 18 in the Amazon best sellers
Lowest Out of Stock at 2.8% with consistent coverage across warehouses (industry standard - 5-8%, pre-acquisition - 12%)
Consistent growth, we hit our highest sales across channels the current fiscal, 18% higher than previous sale period
Polestar (Bags)
Post-acquisition losses resulted in 50% sales drop; Revamped the brand over 4 months and achieved 14% higher sales starting May 2022, while sustaining bottom-line
Launched 28 products in a record time of three months, to regain best seller ranks across products on Amazon
Expanded to Snapdeal (SD) with best in industry commission, SD contributed to 12% sales for the brand
Established a QC process at the manufacturers line, resulting in 2 points reduction in product returns; new supplier base
Hestia (Kitchen Appliances)
3X growth post acquisition; From running at 40% OOS due to international sourcing, we are at 0% Out of Stock
Consistent monthly run rate established with Hestia being Amazon’s choice for the category
Expanded to Flipkart and Cred(market places) resulting in additional 30 % sales with no dilution on bottom-line
