Anita Yadav

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).