SHIVI KALRA

shivikalra06@gmail.com +91-8826972909

SUMMARY
Strategy professional with cross-functional experience. I exhibit a strong sense of leadership, work ownership and one-team attitude. Currently, I am
leading the analytics team at Group M and earlier I worked as a Consultant at an agro startup with competency in GTM, Supply Chain Optimization,
Network Transformation and Sustainable Growth.

EMPLOYMENT EXPERIENCE
Group M
Manager Analytics; July 2023- Present
Responsibility: Support Google and Samsung with entire spectrum of Digital Analytics, Devise data based strategy for brand campaigns
Key projects:
 Media Channel Selection Strategy: Leading media channel benchmarking exercise based on measurement methodology, reach,
impressions, frequency, CPM, CVTR, consumer behavior analysis for Samsung Flip5/ Foldable Device
 Inventory Selection: Evaluation of innovative inventory solutions (Sixes/ Four in World Cup 2023; Trending Cinema Releases, Diwali
Sale on Flipkart and Amazon) to ensure successful brand campaigns for Google -Pixel, Samsung and Google Cloud
 Consumer Targeting Strategy: Responsible for advising potential target group as a function of marketing funnel, demographics,
market dynamics, consumer preferences, market consideration, consumer perception, media channel and geo-economic factors
 Budget Allocation/ Spending Strategy: Advise optimal allocation of budget (USD 10 Mn per campaign) on different media type,
media platforms, inventory and on measurement based on WBS strategy (Win Before You Spend)
Organic Kitchen, India
Consultant; Jan 2021- July 2023
Responsibility: Lead 7 individual team to capitalise the opportunity in niche market segment and foster sustainable production and consumption
patterns. My approach included defining the problem, data collection, understanding gaps and finally ideation, its implementation & monitoring.
Key Projects:
 Market Assessment and Analysis: Spearheaded market research of $1.6-billion-dollar Organic food industry to identify opportunities
- Strategized roadmap with respect to ‘what to sell’, ‘where to sell’ and ‘how to sell’
- Conducted Competitor benchmarking and devised pricing and marketing strategies
 GTM Strategy: Devised a 5-year expansion path focused on regional expansion and product diversification
- Planned growth in metropolitan cities and further in tier 2 towns based on consumer demographics and preferences
- Strategically diversified products from raw fruits and vegetables to processed food items
- Devised solutions for Brand positioning, certifications, compliance, customer engagement, contingency planning and monitoring
 Advised Innovation Solutions (to increase customer advocacy and farmer’s willingness)
- Testing Method: Introduced OK Assured, a 3 layered testing mechanism involving soil, residue & quality testing, replacing the
traditional Participatory Guarantee System approach, to boost product authenticity (biggest hindrance in organic food segment) .
- Devised strategy to capture a niche premium market through OK Super (subscription based model to increase retention rate)
- Initiated consumer knowledge programs through OK Ambassadors, resulting in a 40% new consumer acquisition in NCR in a year.
- Advised marketing solutions such as QR code on every product to trace the authenticity of organic products
- On boarded 50+ Farmer producer organizations and nudged farmers to take up region specific products (Geographic Indicator products)
 Supply Chain Optimization: Collaborated with diverse teams to establish central tracking system, solving post farm gate issues related to
storage, transportation and wastage (reduction by 40%).

Ken Research, India

Market Research Analyst: Oct 2019- Nov 2020
Responsibility: Formulated business models and market research reports for clientele in logistics and warehousing industry
 Developed data driven and statistically sound business models for clientele such as Mondelez, DHL logistics, Delhivery, FedEx and KPMG across
India, UAE, Indonesia, South-Korea and other Asian markets
 Published market intelligence reports covering market scenario, investment costs, competition benchmarking, USP derivation, technological advancements,
government policies, success case studies and future outlook of market
EDUCATION
Shiv Nadar University, India
M.Sc. Economics ,2019: CGPA: 8.70/10, Awarded for Academic Excellence given to top 5% students in the Department
Delhi University, India
B A(H) Economics, 2017: Percentage: 74.04%
IFOA, U.K
Actuarial Science: CT-1: Financial Mathematics; CT-3: Probability and Mathematical Statistics; CT-4: Models; CT-5: Contingencies; CT-6: Statistical
Models; CT-7 Business Economics
SKILLS AND ACTIVITIES
 Community Service: Volunteer: United Religions Initiatives, Naz foundation and Mission Aajeevika
 Interests: Philately, Aerobics, Global Geopolitics Enthusiast, Debates and Table Topics, Spiritual Learning
 Languages and Certifications: SQL, R, Python, Microsoft Excel, Business Analytics Specialization, Google Analytics