Payal Vohra
Fairfield,CA
Summary
Results-driven professional with over 12 years of experience in B2B/D2C Ecommerce, HRIS, and analytics. Proven expertise in data analysis, project management, and strategic planning, delivering innovative, data-driven solutions that enhance revenue and consumer experience. Strong leadership abilities foster productive work environments and achieve operational goals.
Overview
12
12
years of professional experience
Work History
DTC Ecommerce Manager
Ariat Intl
Union City, CA
06.2021 - 08.2022
- Manage all aspects of the brand’s ecommerce platform-catalog, people, product.
- Work closely with DTC BSA to collect and document business requirements to implement business solutions.
- Analyze current data and business processes to identify weaknesses, trends, and opportunities for site improvement.
- Partner with tech team to support the testing process by preparation, execution, and documentation of test cases.
- Assist with research on industry best practices and emerging technologies to recommend improvements in current business processes.
- Lead product content, data, promotion, content, SEO and merchandising plan to meet department goals.
- Build and manage annual calendar, collaborating with stakeholders with key initiatives, product launches, and marketing promotions.
- Manage the Product Information Management (PIM) program.
- Collaborate with the IT team to develop A/B tests for content optimization. Make recommendations for UX optimization.
- Leverage SFCC site tools to design customer journey on DTC site, focusing on improved traffic, higher conversion rates and increased brand loyalty.
Ecommerce Product Information Coordinator
Bio-Rad Labs
Hercules, California
08.2014 - 01.2021
- Build, maintain, and govern product data within PIM systems for biotech catalogs.
- Manage SKU setup, attributes, specifications, pricing, and regulatory content to ensure accuracy and compliance.
- Publish and update product catalogs to major customer 3rd-party portals via PIM-driven integrations (API, EDI, templates).
- Validate data quality, version control, and successful synchronization across internal systems and customer platforms.
- Partner cross-functionally to support product launches, updates, and lifecycle changes.
Senior B2B Analyst
VF Corporation
05.2014 - 01.2021
- Continued responsibility as the B2B coordinator.
- Implement and manage the Product Information Management (PIM) program.
- Build custom catalogs for targeted customers for 7 VF brands.
- Developed online training courses for brand partner retail staff, enabling improved product knowledge and in-store sales performance.
- Work closely with tech BSA to collect and document business requirements to implement business solutions.
- Collaborate with the IT team to develop A/B tests for content optimization for wholesale and pro partners. Make recommendations for UX optimization.
- Leverage SFCC site tools to design customer journey on DTC site, focusing on improved traffic, higher conversion rates and increased brand loyalty.
B2B Analyst
VF Corporation
06.2010 - 04.2013
- Managed Product Information Management data (Excel and SAP ERP) to support multiple B2B and wholesale channels.
- Maintained centralized product data repositories for 4 VF brands.
- Collaborate across multiple departments to collect product data, including features/specs and photography.
- Analyzed site performance and analytics to identify UX and content improvements.
- Worked closely with IT and business stakeholders to document requirements and implement solutions.
- Leveraged SAP ERP, Excel, and Tableau to support reporting and performance insights.
Education
MBA - Business Administration And Management
University of Phoenix-SJSU
San Jose, CA03.2020
Bachelor of Arts - Sociology, Communications, Economics
University of California, Davis
Davis, CA06.2004
Skills
- Employee relations proficiency
- New employee orientation
- Team leadership
- Event planning expertise
- Effective conflict resolution
- Collaborative negotiation skills
- Data-driven decision making
- Efficiency optimization
- Problem-solving skills
- Market research insights
- Competitive analysis
- Data interpretation
- Project management
- Complete project lifecycle
- Operations management
- Requirements gathering
- Cross-functional collaboration
- Project coordination
- Stakeholder engagement
- SCRUM methodology expertise
- Technical knowledge
- Salesforce customer care
- JIRA issue tracking
- Experience with SAP ERP systems
- Experience with Workday
- HRIS expertise
- Proficient in PeopleSoft
- Product lifecycle oversight
- MDM Riversand, Salsify and InRiver PIM Platforms
- Customer engagement
Languages
Hindi
Native or Bilingual
Timeline
DTC Ecommerce Manager
Ariat Intl
06.2021 - 08.2022
Ecommerce Product Information Coordinator
Bio-Rad Labs
08.2014 - 01.2021
Senior B2B Analyst
VF Corporation
05.2014 - 01.2021
B2B Analyst
VF Corporation
06.2010 - 04.2013
MBA - Business Administration And Management
University of Phoenix-SJSU
Bachelor of Arts - Sociology, Communications, Economics
University of California, Davis