Zomato
(September 2017 -
November 2021)
Program Management - Central Strategy and Operations
Gurgaon, Haryana, India
Zomato is the leading food delivery, search and discovery platform based out of Delhi NCR, India; also operational in markets outside the country. I have worked with diverse teams and functions in the organization - sometimes volunteered to build and evolve products across sales and operations. My journey across the organisation is outlined below:
Grew Net Promoter Score (NPS) for Delivery Partners (June'21 - Sep'21):
We were rated quite low on the Fairwork India Ratings 2020; an international rating system for digital labour platforms, based at University of Oxford - which meant that the delivery partners were not happy with the system. Worked to fix the problems and increase fairworks ratings along with NPS (internal rating bar) by building a system which empowers the field managers. Was involved with building an app for the field managers - which had the performance data for each delivery partner and a call function.
Cost Optimisation Project (Feb'20 - June'21)
Reduced operational costsfor the company in terms of rider payouts. Streamlined processes and A/B tested various rules that helped the organisation make profit, and also, kept delivery partners happy. This project had a direct impact on company’s revenue. Brought the CPO (cost per order) down by 10% in 6 months. Also, reduced the time to roll out a specific rate card for a cohort of delivery partners from 2 days to 15 seconds through a product change. Constantly evolved processes and kept the cost under the target threshold.
Communications to Delivery Partners (June'19 - June'21)
Delivery partners need to be communicated about each update that we do internally - payout related, performance related or app related. Owned the entire process end to end - from requesting the communications, getting them approved and sending them to the correct target partners. Also, helped the team develop an internal tool that makes the process a lot easier and automated.
Feeding India (Dec'19 - Feb'20)
Feeding India (a NGO acquired by Zomato) had some operational issues with batching and order flows, since this was a CSR and we didn’t want the budget of the team to go high, I consulted them to build a supply chain system. Was deeply involved in building app for the truck partners and speaking with external stakeholders (Locus - a logistics planning and optimisation software company) for route planning and optimisation.
Churn Prevention and Control (Jun'19 - Feb'20)
We had an SOS call where the riders were churning out of the system at an alarming rate (~15%). Volunteered to solve for it and managed to bring down the churn percentage to half (~8%). Created ML predictive models to solve for this. Found out process gaps while solving for churn and fixed them.
Breakfast Category Growth (Feb'19 - Jun'19)
Took initiative to expand operational hours (7AM - 11AM) by featuring breakfast as a category for the emerging cities. Breakfast slot was the top growing mealtime then. Scaled to 4x orders in 2 months, with a 60% increase in the OTR (order through rate). Achieved this though increasing merchant supply and curating great feed on the consumer app.
City Launch (July'18 - Feb'19)
We had to expand our business to multiple geographies at an accelerating pace. I was involved in launching cities across the country - took ownership of the entire city launch, from sales and operations to hiring and training
Rider Quality (May'18 - June'18)
The main reason for decreased NPS score was frequent rider issues. Evolved processes of communication with the delivery fleet. Ensured that the disciplinary issues related to riders decrease overtime
User Experience (March'18 - May'18)
Was involved in fixing algorithms that hampered UX. Decreasing delivery time and upgrade the quality of food by increasing the AAAQ (Affordability, Accessibility, Assortment and Quality) score. Worked on NPS across three main legs - delivery, merchant and customer, and, found reasons for a bad NPS score and solved for them.
Order Growth on Zomato delivery (Nov'17 - Feb'18)
Made processes to smoothen the restaurant listing on online ordering platform. Achieved this with limited resources such as making a product on google suite (sheets, calendars).
3P Logistics (July'17 - Oct'17)
Managed 3rd party logistics services for cities Bangalore, Hyderabad and Chandigarh. Major KPIs included managing their payouts, service compliance, process and product changes. The partners were the leading e-comm delivery services in the country - shadowfax, Grab, Runnr (acquired by Zomato), Delhivery.
