Ecommerce Manager – Direct-to-Consumer Strategy

Company Description

Since 1978, Maya Appliances Pvt. Ltd. (MAL) has pioneered the kitchen appliance industry. Originally the promoter of the renowned Preethi brand, MAL now manufactures and markets high-quality appliances under its flagship brand, Vidiem. Trusted by over 10 million customers, Vidiem transforms cooking into a joyful experience through innovative, reliable, and ergonomic products.

Job Overview:

We are seeking a highly skilled and strategic Ecommerce Manager to lead our direct-to-consumer (D2C) efforts and drive our brand's online presence across multiple ecommerce channels, including our website and key marketplaces. The Ecommerce Manager will develop and implement strategies to increase revenue, enhance customer experience, and optimize operations.

Key Responsibilities:

D2C Strategy Development and Execution

• Develop and implement a comprehensive D2C ecommerce strategy that aligns with the company's goals for growth and brand presence.
• Identify market trends, customer needs, and competitive insights to guide strategy and innovation.
• Optimize the customer journey on the website and other digital touchpoints, ensuring an engaging, streamlined, and brand-consistent user experience.

Platform Management and Optimization

• Manage the company’s ecommerce platform (e.g., Magento, Shopify) and ensure that the backend operations, product listings, inventory, and user interface are optimized for performance.
• Drive enhancements to improve site performance, SEO, and conversion rates, including managing relationships with relevant agencies or technology providers.

Product Assortment and Merchandising

• Work with Product and Marketing teams to curate and manage the online product catalog, ensuring effective product positioning, pricing, and promotions.
• Oversee and ensure compliance with brand guidelines, implementing merchandising strategies that boost engagement and sales.

Analytics and Performance Measurement

• Track and analyze ecommerce KPIs (conversion rate, customer acquisition cost, CLV, etc.) to assess the performance of online sales initiatives.
• Leverage analytics tools like Google Analytics, heat maps, and user behavior tracking to provide insights for continuous optimization.

Digital Marketing and Customer Acquisition

• Collaborate with Digital Marketing teams to design and execute campaigns for SEO, SEM, email marketing, retargeting, and affiliate marketing to drive traffic and sales.
• Manage D2C acquisition budgets, optimizing spend to achieve customer growth and ROI targets.

Customer Experience and Retention

• Develop and implement customer retention strategies, including loyalty programs, email marketing, and personalized content to improve customer lifetime value.
• Collaborate with customer service to ensure timely, brand-aligned support, and work to resolve customer issues quickly.

Cross-Functional Collaboration

• Work closely with Marketing, Product Development, IT, and Operations to ensure alignment on ecommerce initiatives, promotional activities, and product launches.
• Liaise with logistics and fulfillment teams to ensure smooth, efficient delivery operations that meet customer expectations.

Technology and Tools

• Identify and implement ecommerce tools, plugins, and technologies to improve platform efficiency and user experience.
• Keep abreast of the latest ecommerce trends, technologies, and best practices to drive innovation in D2C operations.

Core Competencies:

a. Strategic Vision and Business Acumen

• Ability to conceptualize, plan, and execute an end-to-end ecommerce strategy with a focus on growth and ROI.
• Understanding of ecommerce-specific financial metrics and an analytical mindset to drive data-informed decisions.

b. Digital Marketing Expertise

• Strong knowledge of SEO, SEM, email marketing, and social media advertising to drive acquisition.
• Familiarity with Google Analytics, AdWords, and relevant digital marketing tools.

c. Customer-Centric Focus

• Commitment to enhancing customer experience and knowledge of customer behavior insights to increase engagement and loyalty.
• Experience in building and optimizing the customer journey, particularly for ecommerce.

d. Technical Proficiency

• Knowledge of ecommerce platforms (e.g., Magento, Shopify), CMS systems, and analytics tools.
• Ability to troubleshoot and manage platform issues, optimize for performance, and coordinate with tech teams or agencies.

e. Project and Time Management

• Skilled at managing multiple initiatives, prioritizing tasks, and meeting deadlines in a fast-paced environment.
• Proactive, with the ability to anticipate needs and balance strategic initiatives with day-to-day operations.

f. Collaboration and Communication Skills

• Effective communication and collaboration skills to work cross-functionally and with external vendors.
• Ability to present data-driven insights and recommendations to leadership and stakeholders.

g. Adaptability and Problem-Solving

• A proactive problem solver who can adapt to changing market conditions and operational challenges.
• Innovative thinker with a results-oriented mindset and a track record of successfully managing ecommerce growth.

Qualifications:

• Bachelor’s degree in Marketing, Business, Digital Media, or a related field (MBA preferred).
• 5+ years of experience in ecommerce management, preferably in a consumer durables or retail setting.
• Proven track record of scaling D2C ecommerce operations and driving significant revenue growth.
• Familiarity with marketplaces like Amazon, Flipkart, and strategies for D2C website growth.

Key Result Areas (KRAs) and Key Performance Indicators (KPIs)

1. D2C Strategy Development and Execution

KRA: Develop and implement a comprehensive D2C strategy that aligns with Vidiem’s growth objectives, brand positioning, and consumer needs.

• KPI 1: Annual ecommerce revenue growth rate (target X% increase year-over-year).
• KPI 2: Achievement of monthly and quarterly revenue targets for D2C channels.
• KPI 3: New customer acquisition growth rate through D2C channels.

2. Ecommerce Platform Management and Optimization

KRA: Ensure the website and marketplace listings are optimized for user experience, performance, and conversion.

• KPI 1: Site conversion rate, aiming for at least a X% monthly increase.
• KPI 2: Website performance metrics (e.g., page load speed under 3 seconds, bounce rate under Y%).
• KPI 3: Product listing accuracy and completeness score, maintaining 100% alignment with brand standards.

3. Digital Marketing and Customer Acquisition

KRA: Drive traffic and customer acquisition through digital marketing channels, optimizing cost and engagement.

• KPI 1: Customer acquisition cost (CAC) target achievement.
• KPI 2: Return on ad spend (ROAS) for paid campaigns, with a minimum target of X%
• KPI 3: Website traffic growth rate from organic and paid sources, with a target of X% increase per quarter.

4. Inventory Management and Fulfillment Coordination

KRA: Coordinate inventory and logistics to ensure stock availability, minimize stockouts, and enhance customer satisfaction.

• KPI 1: Stock availability rate (aiming for 95% or higher availability across all SKUs).
• KPI 2: Inventory turnover rate aligned with sales velocity and demand.
• KPI 3: Order fulfillment lead time, aiming for a target delivery time of under X days.

5. Customer Experience and Retention

KRA: Drive initiatives to enhance customer satisfaction, loyalty, and repeat purchase rates.

• KPI 1: Customer satisfaction score (e.g., CSAT, aiming for a minimum score of X).
• KPI 2: Repeat purchase rate target achievement, aiming for Y% of customers making a second purchase within six months.
• KPI 3: Customer lifetime value (CLV) and improvement over baseline, targeting at least X% growth in CLV per annum.

6. Data Analytics and Performance Tracking

KRA: Track, analyze, and optimize ecommerce performance using data-driven insights.

• KPI 1: Monthly reporting accuracy and timeliness (reports submitted within 5 business days of month-end).
• KPI 2: Conversion rate optimization (CRO) experiments conducted per quarter, with a minimum of X tests yielding improvement.
• KPI 3: Sales data accuracy and insight actionability, ensuring actionable insights for at least Y% of monthly reports.

7. Cross-Functional Collaboration

KRA: Effectively collaborate with Product, Marketing, Operations, and IT teams to align on product launches, campaigns, and platform needs.

• KPI 1: Number of cross-functional project milestones achieved on time, with a minimum target of 95%.
• KPI 2: Cross-functional feedback scores, achieving a minimum of 8/10 for collaboration and communication.
• KPI 3: Successful and timely integration of feedback from all departments for new product launches and promotions.

8. Budget Management

KRA: Optimize spending and manage the ecommerce budget effectively to maximize ROI.

• KPI 1: Adherence to digital marketing budget, with a variance of no more than ±5%.
• KPI 2: ROI on digital spend, with a target of minimum X% improvement year-over-year.
• KPI 3: Cost savings achieved through efficient vendor and resource management, targeting a reduction of Y% in overhead.

9. Product Listing and SEO Optimization

KRA: Maintain accurate, compelling, and search-optimized product listings to improve organic traffic and conversion.

• KPI 1: Product listing SEO score improvement, targeting X% growth in organic traffic for D2C site.
• KPI 2: Percentage of product pages fully optimized with images, descriptions, and keywords, aiming for 100% compliance.
• KPI 3: Bounce rate reduction for product pages, aiming for a Y% decrease over 6 months.

10. Customer Support and Issue Resolution

KRA: Ensure high levels of post-purchase customer satisfaction and quick resolution of any issues.

• KPI 1: Customer support response time, with 90% of queries resolved within 24 hours.
• KPI 2: Percentage reduction in product returns and complaints, targeting a Y% decrease over 12 months.
• KPI 3: Post-purchase NPS (Net Promoter Score), aiming for a score of X or higher.