tshapedmarketing

tshapedmarketing specialises in paid media for DTC fashion and jewellery brands.

Having agency and in-house experience, we know the struggles of scaling brands online. 

Founders struggle to outsource and want to build an in-house team. But they don't know the 'how'.

Some founders want to outsource the marketing and want to find the right agency that specialises in their niche. Because what works for a beverage brand won't work in fashion/jewellery.

There are 2 ways tshapedmarketing can help you: 

🍎 DFY (Done for you) services

We provide paid social services to generate sales, acquire new customers and scale. For founders that want to outsource and focus on creative production and other areas of the business. 

🍐 DWY (Done with you) services

We have a lower-cost product where we will advise on your paid media efforts if you have an in-house team already. You want a third party to look at your marketing efforts and give advice.

Founder

Paire Pty Ltd

Head of Growth

Right Hook Digital

eCommerce Strategist

KingKong

Media Buyer

Upwork

My career started as a freelancer in copywriting (travelling as a digital nomad). Eventually leading teams at Right Hook (eCommerce Agency) and Paire (Aussie DTC Brand).

After scaling brands to multi-7 figures on the agency side and doing the same as an in-house growth lead, I founded tshapedmarketing.

tshapedmarketing is a consulting & traffic agency, and the problem we solve is growing your fashion/jewellery brand sustainably with paid media. 

There are 2 ways tshapedmarketing can help you: 

🍎 DFY (Done for you) services

We provide paid social services to generate sales, acquire new customers and scale. 

🍐 DWY (Done with you) services

We have a lower-cost product where we will advise on your paid media efforts if you have an in-house team already. You want a third party to look at your marketing efforts and give advice.

Peter Lee

Providing advisory services to some of Australia’s largest brands in the D2C, Ecommerce and Home and Living Retail sectors. Body of work includes Category Management, New Market Launch, Private Label Development, Product Design and Development, Global Sourcing, China+1 Strategy, Digital Growth, Fractional CMO | COO | Chief Merchant.

Independent Consultant

Paire

Mentor and Advisor

CARS24 Australia

Vice President - Growth

BROSA

Brosa is a leading digital-first furniture retailer. It was acquired by Kogan (ASX: KGN) in Dec 2022. 

Member of executive team reporting to CEO and Board of Directors with dual remit of Digital/Omni-Channel (Brand and Performance Marketing, Online Consumer Experience) and Merchandise (Buying, Planning, Sourcing and Supply Chain) areas of the business with full P&L accountability.

Grew the team from 4 -> 40+ FTE + contractors spanning Marketing (Brand + Performance), Category/Merchandising, Buying, Planning, Sourcing, Quality and Visual Merchandising based in Melbourne, China, India, Russia, and Philippines.

Key Metrics Owned - Net Revenue (Traffic, Conversion Rate, AOV, Refunds), EBITDA (Gross Margin, Direct Expenses, Marketing Expenses - CAC), Customer NPS, Cash Conversion Cycle (Inventory, Credit terms)

Repositioned and established Brosa as the furniture brand of choice for urban Australians growing annual revenues by 5x from $15 Million to $75 Million AUD leading a buying budget of $30M+ and marketing budget of $10M+.

Re-hauled merchandise strategy and pivoted from long tail driven made to order catalog (~8000 SKUs) of traditional designs to sharp curated range (~1500 SKUs) of ready to ship on-trend designs setting up a best in class planning function.

Setup an in-house digital marketing function with SEO, SEM, Email and Social Media capabilities and grew sessions from 0.35M/month to 1.3M/month through initiatives on both organic and inorganic channels reducing customer acquisition cost by 50%.

Defined the digital roadmap and drove its implementation in partnership with the CTO achieving a combined increase across Conversion Rate and AOV equivalent to a 40% jump in revenues.

Expanded manufacturing base across China, India and Vietnam and deepened partnership with core set of partners to enable a blended made to order + made to stock program reducing lead time for customers optimising working capital through extended credit terms.

Chief Commercial Officer | Chief Merchandise and Marketing Officer

Flipkart

Flipkart is India's largest online retailer with revenues of US$10B+ and was acquired by Walmart NYSE:WMT in 2018.

Responsible for driving the launch of Private Labels in Furniture, Home and Grocery categories.

Built and led a 15-member team across Brand Management, Buying and Design, Sourcing and Quality.

Successfully launched a private label “Perfect Homes by Flipkart” in 6 months and led it to be the largest furniture brand on Flipkart with 30% share in operating categories and annual revenues of $30M AUD in the first year.

Setup brand look and feel, product catalog and manufacturing base from scratch.

Devised and implemented India's first furniture durability certification- “FurniSure” working with
cross-functional internal teams (Marketing, Category, Operations) as well as external stakeholders
(Suppliers, Quality Certification Agencies).

Director - Private Labels | Business Head

Urban Ladder

Urban Ladder is the fastest growing furniture brand and pioneer in ecommerce in India with revenues of US$80M+. It was acquired by Reliance Industries NSE: RELIANCE in 2020.

Member of founding team reporting to CEO and Founder, leading Category Management/Buying (Range, Pricing, P&L), Product Design and Development, Consumer Research, Sourcing, Quality and Planning functions.

Grew the product portfolio from to 4000+ SKUS driving growth from 0->AUD 55M/Annum leading the ideation, validation and delivery of all new product and category introductions and establishing the brand's design language - a cross between functionalist and transitional design styles.

Managing an annual buying budget of AUD 20M/Annum. Drove down inventory holding from 100+ days to 60 days while improving availability of bestsellers by implementing principles of TOC in the merchandise planning process in conjunction with Goldratt Consulting.

Built a global network of highly engaged manufacturing partners delivering on-time, quality products in the required quantity. Working with 60+ partners in 7 countries with capabilities spread across upholstery, solid wood, boards, metal and textiles and across all key furniture and décor categories.

Scaled the team from only 2 quality inspectors and 1 designer to ~60 strong (8 direct reports) across Category/Sales, Design, Sourcing (Further divided by geography), Inventory Planning, Quality and Purchase.

Vice President - Category, Design and Sourcing | Founding Team

The Stiff Collar

The Stiff Collar - www.thestiffcollar.com - is a fast growing vertically integrated digitally native brand that sells 'somewhat snooty English shirts' at a price that is decidedly not snooty.

Been part of the idea since its birth in late 2010 and led a small full time team managing sales, marketing, operations, new product development and sourcing for the company as its Chief Operating Officer.

Successfully grew the business from scratch to 500+ transactions a month with a very high repeat customer base contributing to 30% of revenues. 

Expanded products range and introduced innovations to fill gaps in the market such as the Paunch Fit, Monogramming, The Tall Fit, Bankers Shirts etc. 

Managed several kinds of alliances and marketing activities including Credit Card Tie-ups, Affiliate Ad Networks, E-Commerce Marketplaces for Reselling, Employee Discounts, Coupon Sites.

Stiff Collar continues to further its objective of becoming known as a cult men's wear brand in the formal apparel space with angel funding from a group of well known professionals and run by a team that has been built over the last two years.

Amar Chitra Katha

Leadership position in sales and marketing reporting to COO and managing a diverse team

Have been exposed to multiple parts of the business at different points of time during my tenure here including Marketing, PR, Retail Sales, B2B Sales, Alliances, Ad Sales, New Media, Licensing.

Led national launch for multiple series as well as titles including Amar Chitra Katha, Will You Read With Me which included events, POS visibility drive and PR

Led multiple activations including Brainwave Subscription Drive (200+ School Event), Tinkle Story Telling Contest (32+ Radio Station On-Air Event), Katha Deepawali (Mall Event), ACK Scholarship (72+ Cities) 

Setup the institutional/bulk sales and ad sales business including setting up processes and building a team for the same. Idea was to help companies build engagement for their brand with their customers using our characters, content, and products.

Innovations devised to meet client needs include special high value editions, low cost budget versions, customized packaging in the Institutional Sales space and double covers, in-comic placement, customized comic strips, and activity section in the Ad Sales space.

Marketing Manager

Henkel CEE

B2B Sales - Pril Utensil Cleaner and Glass Cleaner

Evaluated opportunity for institutional sales of PRIL Utensil Cleaner and Glass Cleaner

Assessed utensil and glass cleaning needs, brand preferences, key factors influencing buying behavior based on user input obtained from interviewing around 100 bulk buyers ranging from hotels, restaurants to catering services, and housekeeping agencies

Recommended strategy included target segment, product, packaging changes

Generated leads, pitched for corporate/bulk sales to companies in the consumer goods, pharmaceutical space.

Summer Intern

Rushabh is a seasoned leader in the e-commerce and D2C space, with over 15 years of experience in driving growth, marketing, category management, buying, planning, product design, development, sourcing, and supply chain management in Australia and India.

In his last role, Rushabh was the Chief Commercial Officer at Brosa, a digital-first furniture retailer (Acquired by Kogan ASX:KGN in 2022). There, he led the marketing, merchandise, and supply teams, and repositioned and established Brosa as the furniture brand of choice for urban Australians. He achieved a 5x growth in annual revenue, from $15M to $75M AUD, by revamping the merchandise strategy, re-imagining the brand's look and feel. He also expanded and reconfigured the marketing channel mix, optimising the pricing, promotions, and performance. Rushabh's success and expertise in the e-commerce and D2C domain earned him a spot in the Top 50 People in E-Commerce 2022 by Inside Retail.

Prior to Brosa, Rushabh has worked in leadership roles at pioneering organisations in India's e-commerce and D2C landscape including Flipkart | flipkart.com (Acquired by Walmart NYSE: WMT in 2018) and Urban Ladder | urbanladder.com (Acquired by Reliance Industries NSE:RELIANCE in 2020) where he led Merchandising (Buying, Planning, Product Design and Development), Category Management and Sourcing/Production/Procurement teams.

He started his journey with consumer brands and products in 2010 as the founder of a D2C apparel brand - thestiffcollar.com

Expertise Areas: Leadership, Ecommerce, D2C/DTC, Marketing, Growth, Performance Marketing, Category Management, Buying, Supply and Demand Planning, International Supply Chain Management, Global Procurement and Strategic Sourcing,

taplio

The Battle

Peter Lee

Rushabh Sanghavi

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