Top 25 eCommerce leaders 2022: Jayss Rajoo

Jayss Rajoo (pictured) is a true marketer with extensive experience in brand strategy, marketing planning, revenue, and creative responsibilities.

Currently the director of marketing and food innovation at Pizza Hut, her role at the company is truly a balancing act as she manages reviewing business growth with media data. She also helps in formulating plans to help the brand grow, and has her fingers dipped in the creative side of brand management.

Beyond her eCommerce-led duties, she also oversees several of the creative aspects of the brand – from content creation to media asset creation.

Rajoo is a believer in adapting to processes regularly to ensure the brand is primed for its eCommerce channels.

For instance, her team at Pizza Hut refreshed and relaunched its individual meal platform, which saw a boost in sales for the brand.

For Pizza Hut’s “My Box” campaign, which was a campaign Rajoo’s team worked on, it decided to turn conventional wisdom on its head. The team created a video campaign to promote pizza deals for lunch – which was rather unconventional as pizza is not usually a food of choice for lunch. Additionally, it introduced a variety of options available in the boxes.

Strategic moves such as this not only helped in growing Pizza Hut’s lunch revenue performance, but also helped the company acquire new users.

Innovation and transformation are central to Rajoo’s job: whether it is product innovation in terms of menu management or upping the tech aspects through new martech ecosystems. As such, she is involved in the operations of Pizza Hut’s business be it via partners, media management, creative agencies, eCommerce platforms agencies, CRM or CLM agencies.

“We have traditional media driving reach and awareness and we have our lower funnel activities driving consideration, intent and conversions,” she said.

To do this, she employs all of the digital marketing tactics she has in her bag of tricks – digital formats, display, rich media, programmatic buys, SEM, performance and affiliate marketing, video, social commerce as well as new media formats such as Meta and TikTok.

“We enhance and amplify these activities with a good dose of traditional media (FTA, radio, OOH, to name a few), BTL activities (in-store communication materials, flyers, local store advertising) as well as a sound PR and KOL management strategy,” she said.

“Almost all of our efforts are geared towards food deliveries – whether via our own channels or aggregators – hence the heavy focus on digital and driving eCommerce.