The second purchase,bydesign.
I build the systems that turn a consumer brand's first-time buyers into repeat customers. Twelve years across GAP, Sephora, Max Fashion and Mokobara.
What I believe
Abrandearnsthefirstsalewithaproduct,andeverysaleafterthatwithasystem.Ibuildthosesystems:membershipsworthpayingfor,storesandwebsitesthatrecognisethesameperson,datathatactuallydoessomething,andproductspeoplecomebackfor.
Brands and partners along the way
What I do
Growth & retention
Memberships, lifecycle programmes and the numbers behind them, so customers have a reason to come back and you know whether they did because of you.
Stores & website, one customer
The same person, the same perks and the same history whichever door they walk through. Thirty-six stores and a website run as one channel.
Products that get built
From a luggage tracker on two phone networks to the everyday tools a team runs on. I design the system, make the decisions and get it made.
Selected
Work.
Eight stories with one theme: what happens after the first purchase. Every number links to its public source.
What people say
“One of the easiest people to work with — the highest integrity, thorough attention to detail and most creativity.”
Prathyusha Kokku
Category, Mokobara · Worked with Nikhil on GAP IndiaWorking
together
The questions founders and hiring managers ask first, answered the way I would on a call.
Still have questions?Four kinds, each scoped in time: a four-week retention and membership diagnostic, an advisory retainer on making stores and a website one customer, a six-to-eight-week first-party data and personalisation sprint, and a fractional growth and CRM lead role at one to two days a week. Each is named by the outcome and backed by something a partner has already published.
Yes, the right one: a senior role in growth, product or customer experience at a consumer brand where the second purchase is the number that matters. My title history is on the About page so a reference check matches what you read here.
With a twenty-minute call and your numbers, not a deck. The first two weeks are questions. You get choices with trade-offs and my recommendation, and then I help make it happen. I reply within two working days.
Run paid media, write your emails, or replace an engineering team. I own the customer journey and the decisions, and I work with the people who build. If you need an agency, I will say so on the first call.
I still lead growth at Mokobara, so I take one advisory client at a time and say no to work I would not do well.