VP Marketing & Strategy
Rue La La
Murali is the VP of Marketing and Strategy at RueLaLa. He is responsible for Customer (Re-)Activation, Engagement, Database Marketing, Communication and Personalization. In this role he directly oversees Communication including Email, Push and Onsite messaging; customer (re-)activation and engagement including welcome streams, shipping and loyalty programs; and mobile marketing. He is also responsible for rolling out personalization both for communication and commerce (email triggers, relevant boutiques in emails, personalized push etc.)
Murali started at Rue in Pricing and Planning Operations with a change agenda where he rolled out new ways of thinking about merchandising, programming and pricing for a programming based limited inventory for limited time off-price and online only business such as Rue. Apart from acting as the strategic counterweight to the Head Merchant, Murali directly oversaw rollout of a planning system and pricing tools both primary (how to set the first price) and residual (markdowns). The primary pricing tool developed in collboration with MIT Operation Research Center won the 2014 INFORMS Revenue Management and Pricing Practice Award.
Before joining Rue, Murali was the Head of Strategy, a role that reported to the CFO/CMO and worked closely with GMMs, EVP of Stores and Bain Capital Partners, at Burlington Stores. He was responsible for developing and executing operational stratgies e.g. Category deep dives to aid turnarounds, Real Estate Strategy, Merchandise Localization, Store Labor Planning and Productivity, and Markdown Optimization. One of his biggest achivements was to bring about a cultural transformation at Burlington to embrace Test&Learn as a platform for innovation. Murali received multiple awards for his contributions at Burlington.
Even prior to Burlington, Murali had a strong foundation in developing and executing operational innovation - his work has always been at the intersection of strategy, information/analytics and technology. He held several roles that contributed to this over the years including in strategy consulting, product management and tech startups. Murali has an MBA from the MIT Sloan School of Management and a MS in Operations Research from Univ. of Maryland College Park.