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E-Commerce Manager
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1. JOB DETAILS
JOB TITLE
COMPANY | BUSINESS UNIT
E-Commerce Manager
L’Oréal Pakistan| CPD
REPORTS TO
Grade
Commercial Director
TBD
2. JOB OBJECTIVE:
The E-Commerce Manager is responsible to manage the ecommerce growth, monitor brand website sales as well as sell-in and sell-out excellence through optimizing online merchandising, website functionality. Also, optimizing user experience by continuous research of e-commerce dynamics.
4. KEY ACCOUNTABILITIES:
Description
Key Result Areas
Strategic Contribution:
- Development and localization of E-Commerce strategies on 3 year horizon that are harmonized with Global E-Commerce strategy and division’s strategy.
- Ensure smooth execution of E-Commerce strategies across the ecommerce brand websites and e-retailers to effectively grow online sales.
- Effective contribution to the development of the e-commerce strategy.
- Smooth and timely execution of the strategies & translating them into departmental objectives
Budget Management
- Prepare and recommend the e-commerce budget and monitor actual vs. budgeted cost to highlight any variances for effective alignment.
- Actively participate in demand forecasting discussion to develop joint forecast in coordination with Marketing, Supply Chain & Commercial team.
- Build bottom-up activity and resource plan to deliver Sell Out and Sell In objectives.
- Timely submission of budgets
- Variance between actual and budgeted cost.
Functional Policy and Procedure:
- Ensure compliance of functional policies and procedures.
- Ensure that all e-commerce activities are consistent with the brand sense of purpose.
- 100% compliance of policies and procedures.
- Ensuring consistent and appropriate corporate image and brand story as per the global guidelines.
E-Commerce:
- Develop and ensure execution of an online e-business plan which includes product exclusivities, cross selling mechanisms, data ownership within e-commerce brands websites and e-retailers.
- Develop plan, KPI and goals for the e-commerce partners account and implement Go to Market strategy with cross functional teams (E-brand managers, Supply Chain and IT)
- Lead and negotiate commercial terms of annual agreements with e-commerce partner and finalize the E-Joint Business Plan (E-JBPs).
- Develop plans to ensure right presence of brands across top SKUs to ensure product discoverability.
- Ensure excellent use experience and customer journey
- Oversee the brand’s online sales and development of an excellent user experience and customer journey on the partner website through product page details and creating compelling reasons to drive purchase.
- Drive customer acquisition, retention and growth through digital marketing, and a seamless consumer experience online.
- Drives collaboration with technology teams to bring in new service tech tools for enhancing consumer experience of L’Oréal brands.
- Creating and ensuring the execution of online promotional calendar in collaboration with internal and global/ zone team.
- Ensure accuracy in demand forecasting and monitoring delivery of promotional stock to e-partners.
-
Ensure User Experience via measuring following KPIs:
- o Conversion Rate.
- o Customer Lifetime Value
- o Conversion Rate Per Traffic Channel
- o Customer Retention Rate.
- o Average Order Value
- o No. of Orders
- o Sales Turnover
- Timely finalization of agreements with strong focus on commercial terms.
- Drive efficiency and effectiveness across supply chain and customer care by ensuring OTIF
Analytics & Professional Recommendations
- Analyze Market intelligence and competitive landscape mapping to identifying new e-commerce trends and opportunities and keep senior management and team abreast.
- Activates the right business drivers by tracking and drawing conclusions from specific e-commerce KPIs (unique visitors, conversion rate, profit optimization etc)
- Analyze and interpret e-commerce partners sales report to identify strengths, weaknesses and business opportunities and present to senior management.
- Develops consumer understanding through consumer data, contributing to the overall analysis of the consumer path to purchase in collaboration with Digital & Media marketing team.
- Liaise directly with upper management and present plans for any new advances or initiatives to improve the company’s online presence and e-sales.
- Accurate and meaningful input and recommendations based on analysis.
- Keeping the team well informed about the market trends.
Business Development:
- Identify new market opportunities and key initiatives to achieve category growth and market share.
- Analyze market environment that’ll help in identifying new e-commerce trends and opportunities in the market.
- Using analytic tools to understand nuances of local market demand patterns.
- Increase in market share
- No. of new E- Partners taken on board
- Development of Superlative growth strategies that provides coverage to each and every segment of the market.
Stakeholder/Relation Management:
- Nurturing relationships with business partners to ensure synergies in Brands own digital goings-on and those of partners.
- Fostering Relationships with customers by analyzing their shopping patterns.
- Ensure e-commerce partners website upgrades with support and collaboration with Digital IT Team.
- Development of distributors’ team to ensure smooth e-commerce operations and process building to drive business growth.
- E-Partners satisfaction and retention rate
- E-Customers satisfaction and retention rate
- Distributors satisfaction rate
Continuous Improvement:
- Contribute to the identification of opportunities for continuous improvement of the department’s systems, processes and practices while taking into account international best practices, cost reduction, and improvement of business processes and productivity.
- Number of improvement initiatives recommended and implemented.
Cross Functional Partnership:
- Work collaboratively with internal stakeholders, local agencies and overseas counterparts to understand best practice for the key ecommerce levers of search, navigation, content, ratings and reviews and oversee implementation of these where relevant.
- Foster positive behavior while working in teams.
- Keeping everyone one informed in a timely manner
- Timely and valuable recommendation improving key ecommerce levers.
5. COMMUNICATIONS & WORKING RELATIONSHIPS:
Internal: Marketing, Finance, Operations, Other departmental Heads
External: Marketing & Creative Agencies, E-commerce Partner, Distributors, Zone Counterparts
6. QUALIFICATIONS, EXPERIENCE, & SKILLS:
Minimum Qualifications:
- Bachelor’s degree in Business Administration (Hons)
Minimum Experience:
- 5-7 years prior work experience within E-Commerce or FMCG sector.
- Strong e-commerce experience in managing online websites within a retail/fashion or beauty environment is highly desirable.
- Expert in Digital Google Credits, Google Analytics, Digital Marketing, Social Media Marketing and HTML.
7. QUALIFICATIONS, EXPERIENCE, & SKILLS (continued):
Behavioral Skills:
- Good negotiation skills
- Natural collaborator and be able to communicate effectively with all levels of stakeholders
- Good planning and project management skills.
- Customer Centricity
- Ability to thrive in ambiguity
- Ability to think broadly in terms of Business Perspective and out-of-the box.
- Good numeracy and ability to control budget
- Leadership skills and team management skills
- Critical thinking and good analytical skills
- Ability to handle multiple projects and deadlines simultaneously.
8. COMPETENCIES:
Technical Competencies
-
Familiarity with E-commerce newest trends and have ability to predict them
- Strong analytical skills, result oriented
- Experience with MS Office Suite
- Able to work in a complex, fast paced and high-pressure environment
- Builds Selling stories for specific initiatives
- Ability to identify market driver and translates trends and consumer knowledge into meaningful insights
- Imagines disruptive products & services
- Delivers excellence with agility and rigor
- Integrates sustainable, business consciousness
- Creates collaboration for bigger success
L'ORÉAL COMPETENCIES
- Innovator
- Strategist
- People Developer
- Integrator
- Entrepreneur
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