Aditya Ananth
Senior Digital Merchandiser
Dubai
Summary
Senior Digital Merchandiser with 4 years of experience at Azadea Group, leading cross-functional teams to deliver e-commerce growth across multiple markets. Skilled in strategy, performance optimization, and market expansion, with a proven track record of scaling Trendyol and other global brands. Adept at turning data into actionable insights to drive profitability and long-term growth
Overview
5
5
years of professional experience
Work History
Senior Digital Merchandiser
Azadea Group
10.2024 - Current
- Owner of the P&L and 360° execution of Trendyol on Azadea.com, leading strategy, supplier negotiations, and cross-functional alignment to drive brand profitability and growth. Achievements: Presently delivering a +40% sales growth on the year, along with a profitable EBITDA growth of +10%.
- Optimized marketing strategies for Trendyol by diversifying paid campaigns and introducing WhatsApp as the leading CRM channel. Achievements: Consistent ROAS of 7 on paid campaigns with a +50% revenue growth YoY and delivered a +100% uplift in sales through WhatsApp activations.
- Owned end-to-end reporting for the E-commerce vertical, managing and mentoring an outsourced analyst to deliver accurate, timely insights. Achievements: Automation of 40+ recurring reports in H1, optimizing daily/weekly/monthly workflows and saving 600+ man-hours.
- Mentored and developed an intern into a full-time team member by providing structured training, hands-on guidance in merchandising operations, and ownership of key tasks, fostering growth while strengthening team capacity
- Spearheaded the launch of Trendyol in Iraq, Azadea’s first entry into the market, driving stakeholder alignment, optimizing operations workflow, and strategizing marketing campaigns. Developed a localized price matrix from market insights to secure competitiveness and profitability.
Digital Merchandiser
Azadea Group
04.2023 - 10.2024
- Launched Trendyol on Azadea.com, leading supplier negotiations, campaign planning, and ongoing brand management. Achievements: Delivered +75% vs Sales Budget, +85% Gross-to-Net, and 2.5% Conversion Rate.
- Led the Black Friday campaign across Azadea.com, aligning with Brand Managers, Marketing, and Design for end-to-end campaign execution. Achievements: +36% Sales YoY, +38% CR YoY, and +15% Customer Growth YoY.
- Optimized onsite merchandising by managing product ranking on SFCC and creating sorting rules based on sales, stock, and CR. Achievements: Improved visibility of top 50 product listers, driving a +20% uplift in range visibility.
- Onboarded 11 new brands within 1 year, overseeing product management, launch plans, marketing strategies, supplier negotiations, and legal compliance.
- Built strong synergy with the Marketing team, driving CRM planning, campaign briefs, and retail alignment to ensure cohesive strategies across channels.
- Managed stock performance for multiple brands through weekly fragmentation analysis, buffer management, and range gap alignment between store and online.
Associate Digital Merchandiser
Azadea Group
08.2021 - 04.2023
- Managed the full merchandising process for 17+ international brands across 4 markets (UAE, KWT, QTR, LBN), ensuring alignment with commercial and trading strategies.
- Designed and delivered daily and weekly performance reports using GA, QlikView, and Power BI to provide stakeholders with actionable insights on website performance.
- Supported the launch of adidas.com in Lebanon by developing the go-to-market plan, building the complete category hierarchy, and independently managing catalog and product data.
- Planned and executed brand-specific campaigns and promotions, driving sales performance in line with commercial objectives.
- Partnered with Tech & Development teams to implement onsite enhancements, optimizing UI/UX and improving the overall customer journey.
E-Commerce Intern
Azadea Group
02.2021 - 08.2021
- Led the launch of international brands such as Mango, Decathlon, Virgin Megastore, and Missguided onto Azadea.com, improving the platform’s offer and customer attractiveness.
- Conceptualized and structured the overall category taxonomy of Azadea.com for Men, Women, Kids, Sports, and Lifestyle with simple navigation and optimized customer journeys.
- Performed regular weekly website audits to spot gaps and suggest design improvements, referencing best practices and competitor standards to improve user experience.
- Managed end-to-end product listing management across SFCC, efficiently categorizing and optimizing more than 30,000 SKUs for smooth onsite visibility and conversion.
Education
Bachelor in Commerce - International Business
University of Wollongong
Dubai, UAE07-2020
Skills
- P&L Ownership & Business Profitability
- Budgeting & Forecasting
- Team Leadership, Mentorship & Development
- Salesforce Commerce Cloud (SFCC)
- Data Analysis
- Category Management
- Pricing Strategy
- Brand Management
- Supplier & Partner Negotiation
Timeline
Senior Digital Merchandiser
Azadea Group
10.2024 - Current
Digital Merchandiser
Azadea Group
04.2023 - 10.2024
Associate Digital Merchandiser
Azadea Group
08.2021 - 04.2023
E-Commerce Intern
Azadea Group
02.2021 - 08.2021
Bachelor in Commerce - International Business
University of Wollongong
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