Asha Choudhary
Berkeley Heights,NJ
Summary
Ecommerce strategy leader with 20 years of experience in digital transformation space primarily focused on defining and executing enterprise digital strategy for large scale retail organizations across UK and US regions. Highly competent in translating business vision and strategy into an actionable roadmap that maximize business and customer value and is measurable through OKRs. Seasoned consultant with experience of working with 15+ global clients for multiple years in executing their winning digital strategies. Well versed with challenges and customized solutions to drive strategic impact across the complex landscapes of large-scale organizations. Strong bias for action with a focus on delivering delightful experience for customers and delivering measurable success for businesses, through building outcome driven teams demonstrating deep trust, clear vision and strategy.
Overview
20
20
years of professional experience
1
1
Certification
Work History
Director, Digital Strategy
Albertsons
11.2022 - Current
- Leading key digital strategy initiatives for Omni-channel teams to achieve growth targets
Director of Product Management
Bed Bath & Beyond
06.2022 - 10.2022
- Managed the organization of product managers across all pre-purchase digital pods
Digital Strategy Leader and Consultant
Publicis Sapient
05.2004 - 05.2022
- As a digital product strategy leader and consultant at Publicis Sapient for 18 years, I led and managed following engagements with the clients to drive and define or execute strategic digital initiatives
Personalization Strategy Lead
Neiman Marcus
09.2021 - 05.2022
- Led the definition of enterprise personalization strategy
- Conducted stockholder interviews, aligned on enterprise needs and priority and defined the plan to activate the strategy
- Led the RFP/RFI phase to select the personalization platform vendor to activate personalization strategy for NMG
- Collaborated with various business leads across portfolios to understand personalization needs and prepare personalization capability roadmap to drive the selection of right partner
E-commerce Product Lead
Academy Sports and Outdoors
09.2020 - 08.2021
- Defined the digital strategy to achieve the digital growth targets
- Conducted stakeholder interviews, customer research, competitive analysis, customers segmentation
- As part of activation of digital strategy, led the launch of iOS mobile app for the regional player ASO which included features like Apple Pay, PayPal, e-wallet, curbside pickup and seamless post purchase experience
- The delivery was done using agile methodology with continuous delivery of end to end features every two weeks on production like environment for taking customer feedback and continuous optimization
- The role involved preparing the roadmap, feature backlog and setting up agile ways of working and preparing functional templates for epics and user stories for a team of 4 product managers
Associate Director Product Management
Lowe's
02.2019 - 08.2020
- Led the definition of 3-year digital strategy for Lowes.com and managed the delivery of actionable roadmap for the strategy
- Conducted stakeholder interviews across all key functions across the enterprise, competitive analysis, identified opportunities and growth areas, worked with all digital pods to understand customer pain points, created prioritization model to prioritize features and prepare the roadmap
Digital Strategist
Mastercard
06.2018 - 01.2019
- Created roadmap for the marketing strategy and managed the backlog and product requirements for the program aimed at consolidating 500+ marketing websites into
Digital Transformation Lead
Childern's Place
01.2018 - 06.2018
- Provided consulting service to transition into agile ways of working; setup agile processes, frameworks, templates and tools to move to iterative development
- For strategic initiatives, provided set of processes to track dependencies, enable collaboration between different product teams, track progress etc.
Digital Transformation Product Lead
Lloyds Banking Group
01.2015 - 01.2018
- In the multi-year customer journey transformation program, worked on improving multiple journeys like account opening, account servicing, financial wellbeing in collaboration with cross-functional teams, which delivered distinct customer outcomes like reduced time to open saving accounts by 40%
- As part of this transformation journey also setup the product delivery processes, ways of working, templates and frameworks that were adopted at scale and helped in transforming the way the bank delivered technology enabled changes
E-commerce Product Lead
Vitality
01.2014 - 01.2015
- As part of digital strategy execution, led the program for launching new iOS App to engage Vitality customers in the loyalty and rewards program by building a brand-new customer-centric app loaded with valuable feature sets
Search & Browse Product Lead
Marks & Spencer U.K
01.2010 - 01.2012
- As part of executing multi-year digital strategy, managed the re-platform of commerce website
- Managed the product requirements for browse and search journeys of M&S.com to deliver a superior customer experience that led to revenue growth of over 30% year-of-year
- Also, managed the product requirements and customer experience to launch in-store kiosks that served as ‘virtual rail' for use in international flagship locations that lack floor space, the kiosks produced an immediate return on investment within the first two weeks and wowed customers
E-Commerce Product Manager
LVMH Group
01.2009 - 01.2010
- As part of digital strategy execution, launched an exclusive member only luxury commerce site for LVMH customers
- Managed the roadmap, backlog and product requirements for the re-platform program of Moët Hennessy member-only website to Salesforce commerce platform offering a rich, exclusive and personalized shopping experience that also delivered centralized e-commerce platform for multiple brands and regional websites
Product Manager
News International
01.2007 - 01.2009
- Led requirement sessions with product owners and technical leads for the program aimed at enhancing customer experience of online news portal and building new publishing features on Escenic Content Management System for a team of journalists and editors
- Created functional specification documents for features in confluence, written user stories and acceptance criteria and managed backlog in Jira
Software Engineer
Vodafone UK
01.2004 - 01.2007
- Worked as software engineer on Java and WebLogic application to develop components for the e-commerce websites
Education
Bachelor of Computer Science (Honors) -
M.I.M.I.T, Punjab University, India
05.2004
Skills
- Vision framing and strategy definition
- Prioritization modeling for roadmap
- Roadmap development
- OKR and KPI definition and executive dashboards
- P&L management
- Business case development
- Annual planning
- Value stream mapping
- Organization design & change management
- Customer journey mapping and service design
- Lean and scaled agile methodologies
- Storytelling
- Workshop facilitation
- Executive stakeholder Management
- Microservices and cloud architecture understanding
Certification
- SAFe 5 Agile Certified
- Fellowship in digital transformation leadership (1-year Publicis Sapient leadership program)
- Oracle Certified Professional, Java EE 5 Web Component Developer
Timeline
Director, Digital Strategy
Albertsons
11.2022 - Current
Director of Product Management
Bed Bath & Beyond
06.2022 - 10.2022
Personalization Strategy Lead
Neiman Marcus
09.2021 - 05.2022
E-commerce Product Lead
Academy Sports and Outdoors
09.2020 - 08.2021
Associate Director Product Management
Lowe's
02.2019 - 08.2020
Digital Strategist
Mastercard
06.2018 - 01.2019
Digital Transformation Lead
Childern's Place
01.2018 - 06.2018
Digital Transformation Product Lead
Lloyds Banking Group
01.2015 - 01.2018
E-commerce Product Lead
Vitality
01.2014 - 01.2015
Search & Browse Product Lead
Marks & Spencer U.K
01.2010 - 01.2012
E-Commerce Product Manager
LVMH Group
01.2009 - 01.2010
Product Manager
News International
01.2007 - 01.2009
Digital Strategy Leader and Consultant
Publicis Sapient
05.2004 - 05.2022
Software Engineer
Vodafone UK
01.2004 - 01.2007
Bachelor of Computer Science (Honors) -
M.I.M.I.T, Punjab University, India
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