Astha Singla

Experience

• 

  Pepe Jeans India Limited

  Jul 2020 - Sept 2020

  Intern, Digital Marketplace Intern

  Cataloging and A+ content upload on Flipkart and Amazon.Marketplaces research and category competition analysis.

• 

  AJIO.com

  Nov 2020 - Dec 2020

  Intern, Digital Product Design & Research

  Detailed study on communication strategies with customers amid and following the COVID lockdown.Competitor analysis with focus on product category.Launched prints for autumn winter 2021 collection.Prepared dockets/tech packs for shirts, dresses & T-shirts and other category.

• 

  Monte Carlo Fashions Ltd

  Mar 2021 - Apr 2021

  Intern, Category Management

  Sample order and management for Men's wear categorySAP management for men's apparel categoryCosting of MRPs & WSPs for T-shirts & SweatshirtsTech packs for men's category

• 

  Levi Strauss & Co.

  May 2021 - Jun 2021

  Intern, Digital Merchandising

  Conducted a comprehensive analysis of primary competitor brands, with a particular emphasis on design, styles, pricing, and digital presence within the market

• 

  Adidas

  Aug 2021 - now

  • Go-to-Market planning for global/localized campaigns across Adidas website and app followed by performance analysis across emerging markets.• Regular auditing of consumer journey (PLP to PDP, PDP to Cart & Cart to Check out) including homepage, navigation, search, product listings, checkout and site wide features to ensure frictionless consumer experience and boost conversion rates.• Reduced null searches and increased search to order rate across emerging markets. • Executed and ensured timely go-live of hype content and articles, tracking key metrics like clicks, funnel journey and conversion rates• Continuous innovation and experimentation to enhance the consumer experience in collaboration with other technical team & digital merch team.• Managed hype mechanics and events (queue/draw) on the premium app for premium products. • Managed consumer facing promotion mechanics and planned and proactive execution of contingency commercial offers (Salesforce), ensuring correct discounts on targeted items for all the countries under emerging markets.• Created and tracked various vouchers (membership, partners, influencers, etc.) & reduced website application errors.• Explored and tested different kinds of promotion mechanisms possibilities to support business. • Led AB test for different banners, communication and navigation.• Monitor activity on competitors websites and app to identify growth opportunities. • Reduced COD orders in India by unlocking feature of pre-paid incentivization in collaboration with tech team.• Provided detailed insights from campaign performance and product trend analysis to support business development decision making.• Regular checking of weekly and monthly performance power BI dashboards to meet conversion targets.• Regular update of help pages/ user generated content from influencer collaborations received on JIRA board from sports marketing team, legal team & customer service team from different countries of emerging markets Show less • Curated season range based on key brand initiatives, stock efficiency and previous sales strategy out of global inline range.• Analyzed data for upcoming season forecasts against previous order reports for training and sportswear apparels.• Facilitated seamless communication about the product details between the global team and emerging market country leads to resolve queries.• Suggest & educate 50+ country merchandisers/channel teams on globally aligned go-live strategies.• Uploaded/opened the selected range into the RMA system for country leads to put forecasts against article IDs as per previous sales & global focus. • Kept the ranging files/line list updated with the latest product information that comes from global for all the country leads to refer. • Created & maintained mood boards at the article level with their features and attributes. • Showcased range in digital showroom tool to wholesale and marketplaces partners.• Built ecommerce exclusive range based on trends.• Regular sell thru analysis for the training and sportswear key campaigns and product collections.• Educated country leads through detailed presentations decks about global product strategies and key focuses. Show less

  • Assistant Manager, Digital Campaigns & Promotions

    Oct 2023 - now

  • Sr. Associate, Digital Campaigns & Promotions

    Sept 2022 - Oct 2023

  • Associate, Category Manager (Training & Sportswear Apparels)

    Aug 2021 - Sept 2022