Shefali Shah
Category Manager
Beauty, Dubai
Overview
16
16
years of professional experience
4
4
years of post-secondary education
Work History
Category Manager Beauty - Makeup
Noon Ecommerce
10.2019 - Current
- Performed extensive vendor and supplier research to identify cost-effective options and product availability
- Directing key brands suppliers which includes group like L’Oreal, Alshaya, Kojajoom etc for multiple key brands
- Directing vendor purchase order process including dispatch, delivery and invoicing to set contractual guidelines and maintain budgetary regulations
- Stock forecasting, promotion plan basis upcoming sales, promotions and big events basis season/ trend
- On boarding new brands, suppliers and categories
- Selection of new brands, suppliers and products to enhance assortment
- Executed policies and contracts with vendors to achieve optimal pricing and consistent availability
- Competition analysis for brands, pricing and trend for online market
- Periodic assortment enhancement as well as pricing implementation to maintain inventory hygiene
- Weekly/ daily sales and pricing trend analysis, sales trend and alignment with brand team on marketing promotion for onsite as well as Social media execution
- Collaboration with marketing and onsite team for visibility and promo activations for existing and new brands, new launch of existing brands and category
- Market understanding
- Forecasting ability
- Key decision making
- Software
- SAP
- Microsoft office
- JIRA
- Oracle promotion plan for weekly/ monthly activations
Beauty Category Buyer
Lifestyle, Landmark Retail GCC
03.2016 - 10.2019
- Emirates
- Responsible for turnover of 165 million a year from multiple key and new brands for beauty category
- Achieving monthly / annual budget allocated for set of brands
- Introduction of new brands, reduce dependency from 1 -2 market leaders
- Manage inventory and optimize with sales and profitability
- Negotiation with suppliers for investment, promotions, sales staff and slow moving inventory
- Additional task of fixture and floor planning with project team and retail operation team to optimize retail floor space to increase per Sq.ft returns and profitability by improving sales for potential and emerging brands
- Closely work with brand team and ecommerce merchandise team for online listing and brand promotions / activations
Senior Buyer/ Category Manager Beauty
Skicare and Beauty
11.2014 - 03.2016
- Reliance Retail (cash and carry - B2B & B2C), Budget and sales plan for Skin care & Beauty category
- Negotiation for inventory and margin for B2B and
- B2C business vertical
- Alignment with front end sales team for deal planning and bulk sales
- Inventory management to optimize sales and reduce risk of capital block with slow moving inventory
- Optimization of buying budget with buying plan of key sku's at special deal price along with maintaining width of must have assortment
- Working with operation team on in-store planogram for beauty and skincare category
- Competition analysis for offer plan in order to remain most competitive and affordable at the same time with marginal profits
- Working on pricing strategy to optimize sales and profitability
Category Manager
Future consumer Ltd
11.2012 - 10.2014
- Category manager for private label - staples for all india sales and category planning of 200+ stores across 80 cities
- Working closely with regional team on range planning basis requirement by regional taste
- Closely working with sourcing team on regional assortment plan, required pricing to remain competitive and volume plan for increasing sales and share
- Negotiating price with production team of dairy suppliers to meet regional stock requirement at critical business time at best offer pricing
- Work closely with 7 regional team on execution of private label products in most effective way
- Work closely with marketing team for launch plan of every new products, roadshows by region (for internal customers/ presentation)
- Work closely with finance team on profitability and investment budget for category promotion/ competition with operation team to improve sales
Regional Category Manager
Future consumer Ltd
03.2010 - 11.2012
- Sales and inventory plan for all 3 department of private label Food, nonfood and staples
- In store execution and visibility plan for private label brands
- Closely working with retail operation team to drive focus and sales of private label brand in most competitive environment of FMCG brands
- Work closely with head office and regional team to achieve goal of company which is increasing sales and profitability for company and reduce dependency on market leaders, recruit more loyal customers for the organization by increasing sales of in house brands
- Work on launch plan/ execution of every new brand/ category by engaging front end retail operation team and achieve planned sales and category share
- Award winner of no.1 FEC (front end category) for private label during national competition across 7 regional team
- Additional role and responsibility of MPM planning for entire food business for the west region working closely with brand management/ category team on redesigning flowchart of customer journey and merchandise planning on shelf
- Handled special project of revamping dairy and chiller category by working on recruiting and renegotiating with dairy supplier on improving assortment and availability for perishable consumable dairy products
Store Manager
Beauty Concept Store, Future Group India
09.2008 - 02.2010
- Retail operation manager for newly introduce concept store for beauty, skincare and fashion accessories
- Managing store staff and brand staff of around 17 team members
- Managing in store inventory, sales and staff shifts
- Stock planning, returns and inventory check as per company defined processes
- Ensuring customers needs and requirement by replenishing stock with coordination with local suppliers and head office team for national suppliers
- Managing store P&L
- Reducing risk of inventory loss and shortages
Education
S.P. Jain University
03.2018 - 05.2019
Bachelor of Commerce - Commerce
M. S. University
07.1997 - 05.2000
Skills
Project Management
Budgeting
Contract Negotiation
Vendor relations
Purchasing
Price negotiation
Team management
Competitor analysis
Trend assessment
Revenue Generation
Passionate Senior Buyer with rich experience of 18 years with analytical
Skill and experience conducting in-depth research and negotiating
Pricing with vendors to purchase Beauty products Successful in
Maintaining business relationships with existing vendors and identifying
New business opportunities to engage with potential suppliers Efficient
In carefully reviewing pricing, terms and conditions prior to forming
Agreements
Vast understanding of retail business and consumer behavior which
Directly impacts sales and business plan for every retail vertical
Timeline
Category Manager Beauty - Makeup
Noon Ecommerce
10.2019 - Current
S.P. Jain University
03.2018 - 05.2019
Beauty Category Buyer
Lifestyle, Landmark Retail GCC
03.2016 - 10.2019
Senior Buyer/ Category Manager Beauty
Skicare and Beauty
11.2014 - 03.2016
Category Manager
Future consumer Ltd
11.2012 - 10.2014
Regional Category Manager
Future consumer Ltd
03.2010 - 11.2012
Store Manager
Beauty Concept Store, Future Group India
09.2008 - 02.2010
Bachelor of Commerce - Commerce
M. S. University
07.1997 - 05.2000
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