Associate Director - Marketing - eCommerce

Customer understanding:

- Design and run consumer research programs

- Be the voice of the customer internally

- Understand needs - even those that the customers themselves may not realize

- Stay on top of changing trends and strategic priorities through in-depth data analysis to predict customer behavior

Marketing:

- Work with marketing to identify the best RoI initiatives to build awareness and encourage trial across channels - SEM, SEO, TV Commercials, etc.

- Understand SEM, SEO and E-mail marketing - identify the right keywords, reduce SEM costs while increasing conversions of website visits to orders

- Creating Offline and Online Affiliate Programs to increase offtake and customer acquisition

- Creating thematic marketing campaigns and implementing the same with the marketing theme

Pricing:

- Develop the right pricing policy - identify opportunities for giving customers value through intelligent and limited discounting

- Use discounting to drive portfolio mix and achieve strategic goals

Promotions:

- Create promotions to drive revenue, margins, etc.

- Own both creation and execution of promotions calendar including special occasions (Diwali, Valentine's day, etc.)

- Work with buying and inventory planning teams to reduce inventory where needed

Merchandising:

- Develop and execute plans to showcase the right products

- Identify cross-selling and upselling opportunities

- Own the customer experience in the category - make navigation, discovery easier. Save the customer time

- Identify the parameters customers use to make decisions and ensure catalog richness

Catalogue

- Own catalogue content creation - lead catalogue photoshoot; content creation, drive this via internal catalogue; marketing teams

- Drive better conversions through catalogue improvement & enhancement basis customer insights

Operations

- Work with internal sourcing, quality & design team to track key project milestones, ensure processes are followed for review ; reporting of the same

- Work with buying and sourcing teams to plan inventory; inwarding as per requirement, ensure inventory sufficiency & reduce non-selling inventory