Ecommerce · Consumer Brands · D2C Growth
I build and scale consumer businesses by working across product, brand, ecommerce and growth.
10+ years spanning Amazon, consumer brands, digital businesses and D2C, from launching products and shaping portfolios to improving marketplace performance, customer experience and profitable growth.
Currently: Senior Manager, Amazon US Marketplace at Dream on Me
Previously: Amazon India · ColorTokens · Grapes Digital
Work
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Vedaka is Amazon's private label grocery brand and is the #2 staples brand on the marketplace but had weak brand equity. The visual identity and packaging felt generic and commodity-like, and there was no cohesive brand story connecting with customers. The brand was positioned purely on price, leaving no room for storytelling or emotional connection.
Led a comprehensive brand transformation across positioning, visual identity, and customer touchpoints. 1. Brand positioning refresh: Shifted from pure price-play to 'connected to Indian agrarian culture' — quality products families rely on, at accessible prices. 2. Visual identity overhaul: Created new brand guidelines covering color systems, typography, photography style, and packaging templates. Worked with design agencies to develop lifestyle-forward packaging that communicated quality and trust. 3. Content transformation: Rewrote product page content, images and infographics to emphasize freshness and sourcing. Introduced lifestyle imagery and usage scenarios.
Visual consistency: Achieved 100% brand guideline compliance across 200 SKUs within 6 months.
Conversion improvement: Refreshed product pages showed +8–10% conversion rate improvement.
sell.amazon.in, Amazon India's seller acquisition website, had a conversion problem. Only 3.38% of visitors started registration, well below target. The funnel had friction due to unclear process steps, poor mobile experience, and a clunky onboarding flow. With 11.3MM annual visits, every basis point of conversion mattered.
Led a systematic CRO program across messaging, UX, and product optimization. 1. Process clarity: Created a step-by-step registration guide and FAQ page for troubleshooting common drop-off points in the funnel. 2. UX experiments: Ran 20+ experiments on page layout, CTA placement, form field reduction, and trust signals (seller testimonials, success stories). Prioritized mobile experience improvements given 60%+ mobile traffic. 3. Onboarding friction reduction: Partnered with the product team to simplify the registration form and reduce drop-offs at the most leaky stages of the funnel.
Conversion improvement: V2RS (Visit to Registration Start) improved from 3.38% to 4.73% — a meaningful uplift across millions of monthly visitors.
At ColorTokens, a B2B cybersecurity SaaS startup, I inherited a broken email marketing engine. My predecessor had used low-quality email lists, tanking domain reputation and causing emails to land in spam. Google Ads campaigns were poorly structured with broad keywords and weak targeting, resulting in $780 cost-per-lead — unsustainable for a startup.
Rebuilt demand generation from the ground up across paid, organic, and email channels. 1. Database cleanup & email recovery: Purged dubious lists, implemented double opt-in, segmented by buyer journey stage (awareness, consideration, decision). Created lifecycle nurture tracks in HubSpot — introductory content for cold leads, technical deep-dives for warm, case studies for hot. 2. Google Ads restructuring: Rebuilt keyword strategy around high-intent searches (CISOs/CIOs searching for micro-segmentation, zero-trust architecture); rewrote ad copy emphasizing specific pain points; created dedicated landing pages by use case; added negative keywords to exclude unqualified traffic. 3. SEO & content strategy: Conducted keyword research for target buyer personas; created pillar-cluster content strategy; fixed technical SEO issues — improved site health from 76% to 95%; built backlinks through PR partnerships and syndicated content.
Cost-per-lead dropped from $780 to $410 (−50%).
Email open rates doubled: 11% → 22% after database cleanup and segmentation.
Organic traffic grew 30% YoY. Site health 76% → 95%, domain authority 35 → 42, bounce rate 80% → 66%.
Amazon Private Brands India launches 500+ products annually across grocery, health & personal care and toys categories. The launch process worked but had multiple breaks — cross-functional collaboration required across ~10 teams (sourcing, compliance, legal, imaging studio, creative agencies, category, in-stock, AMS agency). Ensuring adherence to standardized workflows, consistent content quality, and meeting SLAs was challenging. Launch SLAs averaged 60 days; important launches got delayed.
Built an end-to-end launch operations system combining process optimization, technology, and AI. 1. Process standardization: Created launch playbooks by product complexity tier (new sizes vs. new variant vs. white spaces); documented SOPs and mental models for each workstream; established first-time-right quality bars with agencies; implemented launch scorecard tracking on-time delivery, content quality, and post-launch performance. 2. Agency optimization: Let go of a large agency and onboarded an AI-enabled agency and a 3D rendering vendor, reducing packaging artwork SLA and creative SLA to half of prior benchmarks. 3. AI integration: Piloted AI-generated product page imagery (lifestyle shots, 3D renders, infographics) for low-complexity products; used GenAI for SEO-optimized titles and bullet points integrated with top search keywords.
Reduced average SLA from 60 days to 35 days (−42%).
Costs held flat while launch velocity increased significantly.
Successfully launched 500+ products in 2024; new launches contributed 20% of annual sales (₹100Cr).
Experience
Managed the $80M Amazon.com business for a portfolio of baby furniture and gear brands as a 1P vendor, owning catalog and content quality, advertising strategy, and cross-functional coordination with Amazon and internal teams to support category growth and profitability.
Capabilities
Background
I'm an ecommerce and consumer brand leader with 10+ years of experience building and scaling businesses across marketplaces, digital-first companies and consumer brands.
My career has given me a uniquely broad view of the consumer journey, from product launches, assortment and positioning to marketplace merchandising, content, acquisition, conversion and retention.
At Amazon India, I led marketing for a ₹500Cr Private Brands consumables portfolio, launching 500+ products annually while balancing brand building, product GTM and performance marketing. I also led the transformation of Vedaka's positioning, packaging and digital storytelling, and managed a ₹50Cr annual performance marketing budget.
Today, at Dream on Me, I manage the Amazon US marketplace business for an $80M portfolio of baby furniture and gear brands, with responsibility spanning catalog quality, marketplace operations, advertising, assortment, launches, inventory health and P&L collaboration.
What I enjoy most is the space between brand and business: understanding what customers want, translating that into the right product and proposition, getting it in front of them effectively, and then using data to make the business better.
I'm particularly interested in ecommerce, consumer brands, D2C and retail businesses where product, brand and commercial thinking need to work together.
Let's Talk
Interested in ecommerce, consumer brands, D2C and retail, whether that's building a category, scaling a marketplace business, launching a new product or figuring out how brand and growth work better together.