Vasu Narula
Consulting and strategy professional with ~6.5 years across Bain, Headout, and Noon. Advised leading PE funds, scaled a ~$10M P&L through digital growth, and oversaw demand planning, operations, and cross-functional execution throughout APAC & MENA
Work Experience:
6.3 Years
Industry:
Consulting | FMCG & E-Commerce
Function:
Consulting & Strategy | General Management
Work Experience
noon (Middle East’s largest e-commerce & quick commerce platform) | Gurgaon, India
- Program Manager - Baby Products
- Category Management & Special Projects: P&L ownership of strollers business ~15% of the category
- Grew strollers sub-category 1.5X to ~2.5M AED monthly GMV product page revamp, AOV increase & cart abandonment campaigns
- Enhanced customer satisfaction from 3.8 to 4.2/5 stars by solving for product quality, packaging, & counterfeit products
- Strategic advisor to LTM, conducted competition benchmarking, designed SEM roadmap, and highlighted CVR improvement areas
- Improved category conversion rate from 3% to 4% by offering discount coupons, content enhancement, and art abandonment campaigns
- Private label launch: Conducted in depth market research to determine key product types for launch our own private label; evaluated business growth, profitability, safety & medical certifications required
- Quick Commerce (15/ 45 min. delivery offerings - Noon Minutes & Supermall): Co-leading overall strategy & ops
- Launched and scaled Saudi Arabia business to >SAR 1M/ month; Grew UAE business 1.5X to AED 250K/ month
- Managed strategic partnerships with key10 brands and sellers, ensuring favorable contract terms, negotiating budgets for subsidy/ marketing support
- Developed and executed a plan for dark store expansion, identifying key sub-regions for strategic product placement
- Demand Planning & Supply Chain: Headed a team of ~6 FTEs comprised of Jr. Managers, buyers, & data analysts
- Reduced Out of Stock rate from 28% to 15% (Best in category history) by building automated analytics-based inventory replenishment tool and improving vendor relationships, unlocking ~5M AED additional GMV earlier lost to product unavailability
- Reduced share of slob inventory by optimizing purchase process and revamping pricing strategy, saving >800K AED yr
- Led Yellow Friday (flagship sale) inventory strategy with 85%+ forecast accuracy, enabling AED >15M GMV while maintaining optimal stock levels
- Capacity planning for both regions (SA, AE)
Headout (>$500M platform for booking travel experiences across the globe) | Bangalore, India
- Business Growth Manager
- Led a cross-functional team of 5 people across 4 countries, comprising of BizDev, Operations, & marketing
- Scaled North Asia (JPN, KOR, HKG) business to ~$10M ARR (Up 200% YoY) and improved region’s ROI on ad spends from 120% to 145%
- Boosted conversion rate from 3% to 4.5% by redesigning customer journey, A/B testing, and matching peers on supply & pricing
- Secured strategic advantage by negotiating >$200K marketing budget and launching premium region first exclusive products
- Improved margin rate from <10% to 18%, by improving product mix, negotiating with supply partners, and booking fee experiments
- Increased retention rate 3X to 15% by introducing cashbacks, post-purchase flow initiatives, and expanding combo offerings
- Improved booking fulfilment from 85% to >97% by implementing predictive modelling, multi-vendor setup, and pre-purchasing
- Prepared half-year APAC strategy in coordination with founder’s office, outlining revenue targets, KPI’s, & profitability roadmap
- Spearheaded implementation of 3DS systems and fraud prevention protocols, saving >$2M in chargebacks at an org level
- Skills: Looker Studio, Mixpanel, Data Analytics, GTM, Strategy & Ops, and P&L management.
Bain & Co (Top 3 global consulting firm) | Gurgaon, India
- Senior Associate, Private Equity Group (BCN)
- Led a 4-6 member team to deliver consulting projects across the value chain of Private Equity Deals for Bain’s largest clients
- Promoted from Sr. Analyst to Associate (Post-MBA role) by virtue of good performance reviews (top 10% of analysts)
- Client work: Conducted 50+ research and analytics led DD’s/ post-acquisition strategy cases for PE/ VC clients, including workforce optimization, competitor benchmarking, digital analytics, and market entry
- Evaluated innovation & digitalization initiatives for Malaysian Medical Tourism Co as part of its COVID19-strategy
- Go-to-market strategy to achieve ~40% revenue increase in ~3 years for Japanese Payments Co
- Identified cost savings potential of ~$30M through employee rationalization and optimization for a European Bank Co - Set up BCN PEG’s first retainer team with the Tokyo office to provide real time consulting support; >$1M internal revenue
- Developed a PoV & Market model on the ~$10B Trust & Corporate services, and Fund Administration Market to reflect the most up-to-date picture for the industry, highlighting implications of COVID-19
- Internal projects & IP Development
- Co-developed Bain's annual publication "Asia-Pacific Private Equity Report, 2022 & 2021" in coordination with leading fund managers & senior partners; the report covers macro-economic outlook, trends & opportunities in the PE landscape
- Commercial Due Diligence on a Consulting Co (Later acquired by Bain); identified cost synergies, created roadmap for scaling revenue footprint 3X, and planned workforce allocation for smooth merger integration
- Lead APAC-wide sector scans across Tech and B2B business services sectors, identifying ~6K target companies across ~20 sectors and sub-sectors
- Created an automated Excel and Python based survey analytics tool, reducing average analysis time by ~50% and increasing product revenue by ~30%
- Actively involved in managing professional development of team members (analysts, associates), and training of new hires
- Skills: Adept in Excel Modeling, Alteryx, Tableau, and Digital Analytics tools (e.g. SimilarWeb, SEMrush, Sensor Tower)
- Knowledge Associate, Technology & Analytics Practice Area Practice
- Sole POC for Bain teams in Asia-Pacific for digital transformation products and led a team of 2-4 Jr. Associates
- Promoted from Jr. Knowledge Associate to Knowledge Associate, owing to good performance reviews and ratings
- Designed an automated revenue analysis & visualization tool by building a standardized Alteryx workflow and Tableau dashboard, thereby saving the team ~500 hours annually
- Prepared 3-year strategy for Practice Area and conducted workshops to onboard consultants/ new practice teammates
- Worked across industries (e.g. TMT/FMCG/Industrials) in insight creation; curated ~150 such content pieces to develop practice’s online presence and worked with client teams to provide knowledge materials as per business need
Accomplishments
- Achieved historically best Out-of-Stock percentage for baby products category at noon
- Promoted for exemplary performance from Instock Manager to Program Manager at Noon in ~6 months
- 3 promotions across 4.5 yrs at Bain and consistently rated as “Frequenty Exceeding expectations” across performance reviews (<15% of employees)
- Bain lighthouse award (April 2022)
Education
- B.Com (Hons.), S.G.T.B Khalsa College, University of Delhi, Delhi
Certification
- The Ultimate MySQL Bootcamp: Go from SQL Beginner to Expert, Udemy
- Lean Six Sigma - Green Belt Certification, KPMG
- Certified Capital Market Professional, National Stock Exchange
- Excel for Business: Advanced, Macquarie University
- Pre-MBA Statistics, IIMA
Extra-curricular
- Cell Head, Consult Club: Leading all PGPX efforts as part of IIMA’s Consult Club across Career services, outreach & publications
- Swimming coach >10 yrs, certified diver, and former competitive swimmer
- Co-founder, Ananta: An initiative for improving menstrual hygiene among underprivileged women; distributed re-usable sanitary pads and conducted workshops for >50 women across Delhi and rural UP through locally raised funds
- Member, BGLAD - Bain’s LGBTQIA+ Inclusion initiative: conducted multiple sensitivity workshops and training