Open to opportunities

sakina fakhruddin

@sakinafakhruddin1

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E-commerce manager driving D2C growth through data-led merchandising and monetization.

India

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What I'm looking for

I’m looking for a growth-focused e-commerce/D2C role where I can own P&Ls, improve conversion and retention with data, and bridge creative brand storytelling with platform product features.

I’m a versatile e-commerce manager with 4+ years across category management, platform monetization, digital marketing, and D2C growth. I take full ownership of portfolio P&Ls, onboard major brand partners, and launch integrated 360-degree marketing campaigns that connect customer acquisition, retention, and revenue outcomes.

At Dermatouch, I run end-to-end digital growth on Shopify—doubling website CVR from 4% to 8% and cutting bounce rates from 70% to 62% by redesigning homepage, collections, and PDPs. I built automated customer lifecycle journeys and retention funnels using WebEngage and MoEngage, lifting returning customer rate from 20% to 36%, and grew AOV from 250 to 275 while reducing discounting by 25% via data-driven upselling and strategic bundling. I also act as the technical platform owner, managing frontend/backend applications, search functionality, and web analytics tools.

Experience

Work history, roles, and key accomplishments

Current

D2C Product & Growth Manager

Current

Dermatouch

Sep 2025 - Present (10 months)

Led end-to-end digital growth for a Shopify-based D2C business, owning storefront and product strategies to improve customer acquisition and retention. Improved CVR and reduced bounce rate, built lifecycle journeys using WebEngage/MoEngage, and managed key platform frontend/backend and analytics.

Shopify Storefronts Conversion Rate Optimization (CRO)WebEngage Mo Engage Google Ads Meta Ads Instagram Ads Customer Lifecycle Marketing Upselling Web Analytics Backend RTO Reduction (Post Purchase Support)

Founder & Brand Lead

The Nail Atelier

Sep 2024 - Sep 2025 (1 year)

Founded and scaled an independent D2C beauty brand, owning product design, pricing strategy, inventory tracking, and supplier/logistics contracting. Built assortments based on consumer trends and grew sales via organic Instagram video, micro-influencers, and D2C exhibition events.

D2C Product Design Pricing Strategy Raw Material Procurement Assortment Planning Contract Negotiation

Category & Brand Manager

Smytten

Apr 2023 - Sep 2024 (1 year 5 months)

Managed P&L and commercial growth for Makeup, Petcare, and Wellness portfolios, including launches and margin performance. Onboarded 50+ new brand accounts, executed co-marketing and performance campaigns, built the Petcare vertical from scratch, and used Power BI and Excel for weekly performance tracking.

P L Ownership Category Management Onboarding Co Marketing Campaign Strategy Assortment Planning Trial SKU Promotions Power BI Storefront Traffic Monitoring Quarter On Quarter Growth Tracking

Associate Consultant, Data & Analytics

Infosys

Apr 2022 - Apr 2023 (1 year)

Created sales collateral, solution decks, and documentation for enterprise clients across data governance and compliance. Supported marketing efforts with demo scripts and client presentations.

Data Governance Compliance Documentation Documentation Demo Scripts Client Presentations

Education

Degrees, certifications, and relevant coursework

Institute of Management Nirma University

Integrated Master's of Business Administration, Marketing & Information Systems

2017 - 2022

Completed an Integrated Master's of Business Administration with a focus on Marketing & Information Systems at the Institute of Management Nirma University from 2017 to 2022.