Alerzo
Commercial Lead – Growth and Campaign Strategy
March 2021 – December 2025
Alerzo is a B2B e-commerce and distribution company that connects informal retailers directly to manufacturers, cutting out layers of traditional wholesalers and simplifying inventory access for small businesses.
Key Achievements
3×ROAS delivered
10×Monthly GMV growth, 3 years
40,000+Active retailers / month
$100+Average order value
$6M+Deposits unlocked via fintech/MFB partners
7,000+Smart POS terminals deployed ($17M+ monthly txn volume)
Job Functions and Work Streams
- Co-authored the Seven Up and Alerzo Growth Strategy and designed a three-month campaign calendar with bulk-order incentives, in-app advertising, tiered loyalty, a top-200 retailer leaderboard, and SMS/social pushes, turning a 200,000+ retailer network into a growth channel for a major beverage manufacturer.
- Applied RFM segmentation and cohort analysis, built around the 'Heroes' active-retailer rewards tier, to optimize assortment and basket composition, lifting repeat-purchase rate by 24% and basket volumes by 30%, while retailer retention rose from 66% to 68% and churn fell from 33% to 32% in a single quarter.
- Built a monthly fast-mover/slow-mover product classification model to guide pricing, delisting, and promotional decisions, still in use today behind programs like the Back-to-School cereal-carton incentive and the Self-Pickup Center rollout.
- Secured commercial partnerships with leading CPG manufacturers, including Flour Mills and UAC Foods through a Zeebly ERP integration, and delivered sell-through analytics that shaped partner procurement, pricing, and rebate decisions.
- Designed a data-monetization model combining a 1% rebate on manufacturer sell-in, sell-out, and inventory dashboards with paid API access for real-time data sync.
- Ran a full-funnel regional activation campaign, generating $1.3M+ in sales within 12 days, 7% above forecast, and 5,000+ incremental orders.
- Drove 18% YoY category growth across pasta, flour, noodles, and agro-allied SKUs through data-informed category planning.
- Led AlerzoShop go-to-market and customer-journey mapping, using workflow automation and digital campaigns to expand personalized retailer outreach and onboarding.
- Built a revenue-optimized inventory mix model that cut stockouts by 15% and reduced excess inventory by more than 15% on key lines.
Partners
Work in context
Serving last-mile retailers everywhere.
