Ruchika Trips

Marketplace Manager

Kyari • Full-time

Sep 2024 - Mar 2026 • 1 yr 6 mos

Currently managing end-to-end Amazon India marketplace for KYARI, a fast-growing plant and gifting brand under Select Brands International. KEY RESULTS: - Driving 80L plus monthly revenue at 16% TACOS - Generating 7L monthly profit through PPC and pricing optimization - Managing 2L plus daily revenue consistently WHAT I OWN: - Full Amazon P&L including advertising budgets, margin management and promotional planning - Sponsored Products, Sponsored Brands and Sponsored Display campaigns end to end - Multi-platform operations across Amazon, Nykaa, FirstCry, Pepperfry, Dusaan, Zepto, Instamart, Blinkit and Milkbasket - SEO-driven listing optimization, A Plus content and Brand Store - Inventory planning and supply chain coordination - Competitor benchmarking across pricing, ads and promotions - Cross-functional collaboration with design, finance, supply chain and marketing teams ADVERTISING APPROACH: - New products: Auto campaigns first for data, then manual with exact and phrase match, minimum 10 to 20 keywords per campaign - Existing products: Auto plus manual plus product targeting on competitor ASINs with lower ratings and higher price - Sponsored Display: Views remarketing with 14 to 30 day lookback and purchase remarketing for repeat buyers - Sponsored Brands: Brand protection, competitor conquesting and video ads on top converting keywords Ensuring 100% platform compliance and account health across all marketplaces at all times.

Team Leader

Comfort Click • Full-time

Jun 2019 - Sep 2024 • 5 yrs 3 mos

Led Amazon marketplace operations for WeightWorld, Animigo, MySmile, Maxmedix and ShytoBuy — globally recognized brands across health, wellness, beauty and lifestyle categories — at ComfortClick India. ABOUT THE BRANDS: - WeightWorld: One of UK and Europe's leading health, wellness and nutrition brands, present across 10 plus countries - Animigo: Premium pet health and wellness brand across EU and UK - MySmile: Popular teeth whitening and oral care brand on Amazon EU - Maxmedix: Leading health supplement brand across UK and EU markets - ShytoBuy: Specialist wellness and intimate health brand on Amazon EU All 5 brands are among the top sellers in their respective categories on Amazon EU and UK. KEY RESULTS: - Managed 2M plus monthly Amazon ad portfolio at 15% TACOS across UK, DE, FR, IT and ES marketplaces - Scaled Italy Amazon independently from 700 euros to 135K per month in just 6 months - Grew Italy account to 2M per month over next 1.5 years - Built and led a team of 20 plus PPC and catalog specialists - Earned promotion to Team Leader within 3 months of joining WHAT I OWNED: - End to end PPC strategy across 5 EU marketplaces - SP, SB and SD campaigns from scratch per marketplace - Keyword research using Helium 10 and search term reports - Weekly and monthly Excel reporting for stakeholders - PAN EU catalog management across 3000 plus ASINs - Brand Store creation across 4 languages - Team KPIs, performance reviews and recruitment ADVERTISING APPROACH: - Exact, phrase and broad match funnels per marketplace - Weekly search term harvesting and negative keyword management - Product targeting on competitor ASINs with weaker ratings - SD remarketing with 14 to 30 day lookback windows - SB video ads on top converting keywords - Bid models reducing wasted spend by 18% while scaling revenue

Sr Merchandiser

Amazon • Full-time

Mar 2014 - Dec 2018 • 4 yrs 9 mos

Worked directly at Amazon India across multiple roles from Content Associate to Senior Associate Site Merchandiser, gaining deep inside knowledge of Amazon's algorithm, catalog systems, merchandising strategy and customer behavior. ROLES AT AMAZON INDIA: - Content Associate (Mar 2014 to Nov 2014) - Catalogue Assistant (Dec 2014 to Oct 2015) - Catalogue Specialist (Oct 2015 to Dec 2017) - Senior Associate Site Merchandiser (Dec 2017 to Dec 2018) BRANDS AND CLIENTS I WORKED WITH: Directly liaised with major retail brands including HUL, Procter and Gamble, Reckitt, TATA, and multiple exclusive Amazon India brands across FMCG, health, personal care and household categories. WHAT I DID: - Optimized 5000 plus ASINs across multiple categories for SEO discoverability and listing quality - Managed category merchandising strategy including deal placements, new product launches, cross category promotions and Amazon site wide events - Analyzed customer behavior across 1M plus sessions to improve conversion rates by 12% - Trained 50 plus sellers and internal teams on catalog processes, listing compliance and UPC exemptions - Worked on CDR to increase leaf node coverage across categories ensuring correct fee impact for sellers - Created Brand Store campaigns and category pages for 15 plus exclusive brands - Executed pilot project Easy Connect improving product content for 500 plus ASINs - Improved organic traffic by 18% and page rankings by 12% across assigned categories - Bridged 50 plus pricing gaps per quarter with brands like HUL, P and G, Reckitt and TATA on Amazon Business This close to 5 year foundation at Amazon India gives me an insider understanding of how Amazon thinks, ranks products and rewards well optimized listings and advertising strategies.