Avishek Basu Mallick

PLAY by Decathlon is a two-sided marketplace to promote the discovery of hyperlocal sports activities conducted by semi-professional and amateur trainers. I led the collaborative research, development, and release of the MVP, followed by sprint-based releases for new features such as digital media creation (text and video), on-platform advertising, and integrations to third-party platforms such as OpenSessions for broader reach and pipelines for our data lake. PLAY was built on a headless architecture with events, content, and commercialization being the three main microservices supported by a React-based front end. It was also integrated into the Decathlon eCommerce app.

PLAY helped 10,000+ trainers increase their weekly booking rates to 3x while generating 20% of repeat revenue from Decathlon customers. Some of our microservices were also used as standalone components by other Decathlon countries such as Bulgaria and Germany.

PlayOsmo is a D2C eCommerce platform to sell Osmo games (hardware and software) in multiple markets. I was in charge of managing the platform for international markets outside the US and led the planning and launch of the same in three markets—Hong Kong, Singapore, and South Korea, apart from product and process improvements in existing markets—Canada, Australia, UK, and EU. This included setting up integrations with local third-party logistics for fulfillment and returns, building a translation engine for faster content creation, setting up a multi-currency loyalty system, building a price match scraper to offer the best price across sales channels and catalog websites for new market entry in the Middle East, Israel, and Thailand. I also worked on general improvements, such as setting up an A/B testing framework to reduce lower funnel drop-offs, along with the setup of the entire analytics architecture on Google Analytics and Mixpanel.

As a result of my efforts, non-US revenue grew by 20%, and customer NPS improved by 14%. We also reduced the time to launch a new country by 70%.

AdVantage is PPC software to help sellers optimize their ad spending on Amazon and Walmart (Flipkart) ads in India. I designed, developed, and implemented AdVantage first as an internal product for our marketing team to support their clients and then as an enterprise-level SaaS product for our clients to use the platform as a self-serve product. The product build involved the use of Amazon and Walmart APIs along with the setup of optimization logic rules at our end.

This product reduced the advertising cost of sales by 18% even as we scaled monthly ad clicks to 3x.

ShopeLiv is an enterprise SaaS product that allows businesses to drive eCommerce orders through video interactions with prospective customers. The founder had completed problem discovery and validation when I was brought on board as a consultant. I helped her through the complete process of product launch, including user persona refinement and comparative market research, feature selection and prioritization for MVP, solution design and prototyping, testing, and user validation. I also helped her in recruiting an offshore development team in India.

Set up Google Analytics and GTM across different projects for all of the organizations I’ve worked in. This includes user-facing websites, apps, and tracking systems for internal products and point of sale applications (kiosks). Trained teams in multiple geographies across India, Europe, North America, the Middle East, and Southeast Asia on using Google Analytics to track KPIs for their businesses.

Designed and developed a set of routers for passing eCommerce information to and from marketplace platforms to internal legacy systems, involving the ingestion of order information across multiple marketplaces and standardizing them to a format that can be consumed by SAP for the WMS, CRM systems, and financial tools. This also involved the conversion of the product catalog and inventory information into marketplace-ready formats. Built dashboards and visualizations for tracking by the business teams.

In the first year of operations, marketplace revenue generated 5% of overall sales in the UK, equivalent to that of the largest store in the country. The product was adopted and used across six marketplaces in four countries—the UK, France, Spain, and Switzerland.

Designed and implemented an additional layer of interaction on top of the existing translation system, OneSky, to make translations easier for translators. The earlier process involved translators translating text without context, as they could not understand the exact placement of the content on the website. We were also able to log and track the time to translate—a feature not provided by OneSky.

This change led to an increase of organic traffic by 15% and PDP engagement rates by 42% in non-English markets, both of these metrics being an indicator of quality of content.

Conceptualized and led the build of a Python-based web scraper to extract structured data for product prices from multiple eCommerce websites. Used this data to show the best price for the product on the D2C website and also for sales teams to track fluctuations in product prices across sales channels for particular periods.

Using this product, we increased the PDP to checkout rates by 27% and improved the overall conversion rate by 15%. We also saw an improvement of 9% for customer NPS scores on product pricing.

Designed and developed an in-house marketing automation platform to allow store employees to manage their own direct marketing campaigns. The sender can create campaigns from stock templates, send out time throttled email and SMS campaigns, and track performance metrics for campaigns. They don’t have access to personally identifiable information for campaign recipients and cannot send campaigns or track metrics for any other store.

Using this product, we could decentralize the direct marketing process and move the allocated resources to other teams where greater human intervention was needed. We scaled direct marketing revenue 3x with a send rate increase of 4x without any significant impact on secondary metrics such as open rate, click rate, and unsubscribe rate.

Implemented WhatsApp for desktop usage by customer support executives using rooted Android phones and third-party software. Set up an FTP-based system to upload WhatsApp chat extracts which would then be sliced and diced by a third-party analytics software and then pushed back into existing CRM system using their API.

Reduced the resolution time for WhatsApp tickets by 19%. These tickets constituted around 23% of all tickets received by the customer success team.

Led the development and launch of a store-based referral program to drive higher acquisition rates for physical stores. An offline referral was an unheard-of concept at this time and most third-party referral applications integrated with a direct eCommerce platform like Shopify. We built our referral mechanism by connecting our POS data to a third-party marketing automation platform and tweaking our POS application software to automatically apply discounts for referrers and referees.

Using this setup, we managed to drive 25% of all new customers in the first three months of operations for a store through referrals.