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Work Background
Anna RainnDirector - Growth & Operations
Apr. 2024Singapore · HybridBuilding Anna Rainn as a Global Brand
ReckittHead of Growth D2C Ecommerce ASEAN
Jun. 2022 - Dec. 2023Singapore Led global strategy for acquisition, retention, and growth channels, managing substantial budgets and a 20-member team
Achieved consecutive years of COP positive results as the leader of the first D2C business outside North America, reducing costs by 40%
Oversaw strategic initiatives for customer acquisition, retention, and website optimization
Improved customer lifetime value by 4% and repeat purchase rates by 15% through personalized communication strategies
Drove 15% D2C business growth through SKU rationalization, bundle sets, and reseller introductions
Managed customer experience for multimillion CRM members across countries, utilizing clustering, automated journeys, and various communication channels
Developed and executed customer journey strategies for key segment (Baby Food) through a 50+ member team
Introduced Buy Now, Pay Later (BNPL), resulting in a 2% boost in transactions through continuous optimization
Orchestrated comprehensive market entry strategy for the Philippines, addressing logistical challenges and cultural nuances
Spearheaded feasibility analysis for Durex and Dettol D2C expansion in Southeast Asia, providing strategic recommendations
lululemonOmni Channel Manager- Asia Pacific
Mar. 2021 - Jun. 2022Singapore Developed Omni Channel roadmap in Asia Pacific region & Future markets (India/Thailand). Spearheaded initiatives resulted in a substantial revenue increment and enhanced user-centric experience Led mPoS rollout, "ship from store" initiatives, achieving incremental sale and optimized customer experiences
Set innovative initiatives focused on all-inclusive digital presence inline with the overall business strategy through Key Omni programs - Xstore, mPoS, SFS, BOPIS, Payments, Guest experience, Endless Aisle, RfiD, etc.
Simplified consumer touchpoints, optimized data collection and rolled out NPS program
Enhanced operational efficiencies by analysis and assessments of channel performance and then using these data-driven insights to coach Regional Retail Leaders and teams ensuring sync with company’s strategic roadmap
Effectively maintained relationships with key stakeholders to garner support and managed a team of Program managers across 12 diverse countries, aligning technology with marketing and digital initiatives to grow online and mobile capabilities
Levi Strauss & Co.Omni Channel Manager ( Business & Project), Asia, Middle East & Africa (AMA)
Jul. 2018 - Feb. 2021Singapore Designed end-to-end Digital Transformation program and set up digital commerce operations for 5 countries within 14 months with a cross-functional team of 85+ members
Managed P&L for SEA (Indonesia, Malaysia, Philippines & Singapore) Ecommerce (levi.com & Market places) Regional product owner for Digital commerce and Omni Channel programs in Greater China & South East Asia
Driven Customer Experience with regional marketing team across different countries including projects like : Clustering (RFM), automated customer Journeys (SFMC), communication (emails, SMS, WhatsApp, etc), consumer feedbacks & NPS (Qualtrics)
Introduced CRM loyalty program for online customers across SEA markets
Worked with Regional & Country marketing teams to support Demand generation activities including driving of Organic and Inorganic traffic, campaign creation, Google analytics goals definition, SEM & SEO Strategy
Established & chaired multi member Digital Ops Centre of Excellence (CoE) based in Kuala Lumpur responsible for Campaign Management, Assortment, Pricing, and other Managed services & Tech support for South East Asia & Greater China
Developed Roadmaps, SOPs, mobilized talent and managed complex programs with multiple stakeholders to deliver best-in-class customer experience across all touchpoints
ASICS CorporationBusiness Project Manager – eCommerce & Omni Channel - India & SEA
Oct. 2017 - Jul. 2018Singapore Led end-to-end execution of 12 omni-channel e-commerce projects across SEA and India Spearheaded integration of more than 20 applications including ERP, POS, CRM, Loyalty, Logistics, WMS, GTM, etc - with some requiring global level integration to ensure high customer experience
Delivered Go Live of eCommerce & Omni channel pioneer program within an aggressive timeline of 9 months for the SEA-India region
ITC InfotechPrincipal Business Consultant – Consumer Products Group (CPG)
May. 2013 - Oct. 2017Greater New York City AreaJoined ITC as a senior associate in their management consulting business post MBA and subsequently got promoted to principal consultant for CPG domain in April 2015
Engaged in various client assignments, with a special focus on Sales and Distribution space, driving large-scale transformation in organizations across India and the US
Understood the client’s business situation and issues, recommended creative solutions to meet their business needs and implemented the solutions while supporting the client to carry them out Managed stakeholders at global, regional and country levels while delivering projects on budget and schedule
Select Key Programs
Direct to Consumer Transformation Program, Sundial Brands (USA)
- As the sole member on-site, led a team of 15-20 members for the end-to-end implementation of 3 e-commerce projects across organization’s digital properties on Magento platform
- Successfully launched the digital properties within cost and timelines, developing vertical & horizontal digital application stack in a phased manner
Setting up Direct to Customers (D2C) Distribution Channel (E and M Commerce), ITC - Led a team of 15-30 members across multiple projects in succession to establish D2C distribution channels online and on mobile
- Completed alpha & beta launch stages in a record time of 32 working days within 70% of estimated cost Automating B2B CRM Trade Promotion Management, Ansell Healthcare (USA)
- Conducted Business workshops, Designed & finalized the Business requirement & To-Be Process Documentation
- Assisted technology team in creating technical design documentation and created test scenarios to develop detail test plan and test cases
- Conducted training for the super users to run the test cases for UAT - Finalized the SOPs required to streamline the to-be business processes and finalized the Matrix dependency model for trade KPIs and the work flow for the data points associated with it
Matrix Business Services India Private LimitedAssistant General Manager
May. 2011 - Apr. 2012Mumbai Area, India• Regional head leading a team of 150 in West India with a P&L of ~ INR 50M
Premier Insurance Brokers, Hong KongGeneral Manager
Jun. 2010 - Apr. 2011Hong Kong• Led the Life and Health Insurance Broking division handling a contract book size of US$450M
Matrix Business Services India Private LimitedBranch Manager
Dec. 2009 - May. 2010Mumbai Area, IndiaBranch head leading a team of 45 in Mumbai with a P&L of ~ INR 20M
HDB Financial Services Ltd.Branch Manager
Jun. 2008 - Sep. 2009Lucknow Area, IndiaManaged sales, operations, credit and collection for Personal Loans, Mortgages, Asset Finance and Insurance and successfully created a loan book size of approx. Rs150 Million.
Fullerton India Credit Company Ltd.Branch Manager
Apr. 2007 - May. 2008Lucknow Area, IndiaManaged a team of 36 along with business development for Personal Loans, Mortgages, Asset Finance and Insurance, created a loan book size of approx. Rs100 Million.
GE Money Financial ServicesAsst. Manager
Oct. 2005 - Mar. 2007Lucknow Area, IndiaManaged a loan book size of approx. Rs80 Million and lead a team of 15.
Coca cola indiaSales executive
Dec. 2004 - Sep. 2005Kanpur Area, India•Handled territory of 15 distributors and 2200 retailers (Kanpur City & Upcountry) and an annual turnover of ~INR 80 million
Asian paints ltdTerritory sales incharge
Jun. 2003 - Nov. 2004Lucknow Area, India• Handled territory of 70 dealers in 15 towns in UP and an annual turnover of ~INR 60 million
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