RICHA TRIPATHI

• Strategy & Digital Transformation Lead for (Global Markets: NA, APAC, ANZ, UKI, SAPMENA)
• Led global eCommerce transformation programs across SAPMENA and APAC, driving personalized consumer journeys on owned platforms, Lazada, Shopee, and Alibaba. Delivered measurable impact through conversion uplift, higher order frequency, increased retention, and double-digit growth in digital revenue by embedding ad-tech, personalization, and advanced segmentation into customer journeys.
• Directed large-scale digital platform modernization for one of the world’s largest technology consumer companies, leading a 54-LOB contact center migration across NA & India. Unified customer data and journeys via Genesys, Salesforce, and Sprinklr, empowering 4,000+ agents and improving KPIs: +20% CSAT uplift, –18% AHT, +15% agent productivity, while serving 50M+ consumers globally.
• Partnered with C-level stakeholders and client leadership to define Customer Experience Roadmaps, leveraging Adobe, Salesforce, Genesys, and Sprinklr to integrate websites, aggregator platforms, self-service, and conversational AI, enabling consistent omnichannel engagement and higher lifetime value.
• Led Conversational AI & GenAI adoption initiatives, delivering intent-driven automation, improved resolution rates (+22%), reduced live agent dependency (–30%), and increased repeat engagement through next-gen loyalty and messaging use cases.
• Built and scaled Accenture’s Digital Transformation pipeline, leading business development and client engagement to secure a $40M+ growth pipeline across in-flight projects in consumer, retail, and tech sectors.
• Owned Sprinklr platform transformation as practice lead, guiding a 20+ member cross-functional team across consulting, engineering, and delivery. Drove adoption of AI-first customer engagement, conversational AI, and advanced analytics for global clients.
• Provided end-to-end program management for global transformation engagements, overseeing strategy, governance, execution, and adoption to ensure on-time delivery, budget adherence, and sustained business impact.

Core Expertise: Digital Transformation | Global eCommerce | Customer Experience Platforms (Adobe, Salesforce, Sprinklr, Genesys) | Stakeholder & Client Management | Program Delivery | AdTech | Personalization & Loyalty

• Ogilvy India CRM - Digital Transformation & CRM/Loyalty Programs
• Led CRM strategy for Mondelez (“Taiyaari Jeet Ki”), driving +35% Weekly+ engagement through digital-first, data-driven campaigns with cross-functional teams.
• Scaled FPD collection from 4M → 16M profiles (120+ attributes) for a global CPG, boosting targeting precision and +25% ROI uplift.
• Launched ONE PLATFORM experience, delivering +15% CLTV uplift and 40–45% registration (as % of installs) via value-exchange campaigns.
• Defined cloud contact-center roadmap for a Telco, streamlining processes to +30% transformation throughput and ~20% cost savings.
• Built $40M+ pipeline with D2X strategy and CRM rollouts; led 8-member team on delivery and client engagement.
• Brands: Mondelez,Coca Cola, LVMH, Protean.

Core Expertise: Digital Transformation & eCommerce | CX & CRM (Adobe, Salesforce, HubSpot, MS Dynamics)

• Key Highlights: Product Management, Process Change & management, Consumer Experience, Digital Sales, New Product Launch, Strategic Alliances
• Managed and led digital product line for bancassurance across Agencies, Direct and alternate channels. Portfolio size across user ~15mn+ Customers and the overall business of ~30mn (+) GWP of digital policies MOM
• As a Project Lead, managing the end-to-end project from vendor evaluation, selection, and implementation of solutions for all products, to following Agile & SDLC methodologies to deliver new experiences
• Raised monthly chatbot users by ~10X from 1.3 lakh users in Sept’21 to 1+ million users in Mar’22 with similar growth in queries/services/engagement metrics.
• Fastrack on Consumer Care 2.0 via Cares automation/AI engagement routing, chatbot implementation, building consumer engagement efficiencies, and reducing operating costs
• Identified and Implemented CRM tools and Martech tools to build the foundational technology roadmap and created a business case defining Short/Medium/Long term goals and objectives to create an integrated CRM calendar & plan across all SKUs every quarter with 18-20% retention enrichment.
• Identified opportunities to cross-pollinate various product up-sell/cross-sell across alliances and affiliates resulting in overall SKU ~10mn+ additional revenue growth.

• Key Highlights: Project & Program Management, Pricing Strategies, Digital Sales, New Product Launch, Technology solutions
• Project Lead for delivering an all-new revamped digital experience for Mobility app-owned consumers. Conceptualized, defined, and managed a team of ~80 experts developing the technology stack and front-end customer view.
• Led complete revamp of the My Vodafone App across multiple OS, managing complete product development cycle from ideation to market launch including UI/UX.
• Increase in MAUs by 400% within 4 months of the launch and 200% increase in financial transactions.

• Campaign Management, Process Management, Digital Marketing, Campaign Strategy
• Improved PL & Auto product journeys, driving ~5pt NPS uplift and higher customer satisfaction.
• Accelerated self-care adoption by leading stakeholder alignment and market benchmarking.
• Increased engagement and frequency through data-led digital cross-sell initiatives.
• Optimized CX with A/B testing and performance tracking, ensuring measurable customer success.
• Planned & developed the digital cross-sell efforts by combining various data sources and generating data-led insights to improve the usage and frequency.

• Key Highlights: Product Management, Product Marketing, Reporting & Analytics, Lead Generation
• Increased overall revenue by 35%, conversion rate by 18%, & reduced dropouts without lead by 5% for the HL balance transfer division.
• Optimized marketing operations activities leading to efficient team management & 20% increase in revenue through promotional activities.
• Defined and Managed overall engagement strategy from Lead generation to lead conversion across O2O (branches and Website)
• Managed all phases of the digital analytics lifecycle right from gathering business requirements to implementation, testing, reporting, insights, and strategy.
• Generating insights on a regular basis leading to campaign optimization across channels resulting in ~6% reduction in paid channel cost

• Started as Management Trainee for Mumbai Region
• Key Highlights: Sales Training, Sales Funnels, Offline Marketing, Sales 101 building.
• Analyzed market trends and competitor activity to identify new business opportunities and areas for growth.
• Collaborated with marketing department to develop targeted promotional campaigns that drove sales growth.