Job Description

1. : Asst. Manager Ecommerce






Unique Job Role


Asst. Manager Performance Marketing E commerce


Function


Digital - WEFA & Jewellery


Reporting to


Senior Manager Online Experience Management (OEM)


Business


Corporate, IBD


Grade


Date


-


Job Details


The role requires to person to manage & grow the business for WEFA (watches, eyewear, fragrances & accessories) and Jewellery category for all countries of IBD through appropriate performance marketing strategies. The roles requires the person to carry out end-to-end strategy & execution of performance marketing campaigns focused on conversions and deliver sales targets. Strong analytical bent of mind is critical for the role. Agency experience is a plus.


External Interfaces


Internal Interfaces


Distributor teams across countries
Marketing agencies


IT team
Brand/ product Teams
Domestic ecommerce teams
Content team


Job Requirements


Education


MBA from a premier B-School


Relevant Experience


2+ years, preferably in ecommerce


Behavioural Skills


Analytical Skills
Communication
Stakeholder Management
Logical Reasoning
Detail Orientation
Negotiation Skills


Knowledge


Complete suite of performance marketing tools & products like Facebook Business Manager, Google AdWords & equivalent programmatic tools
Hands on experience in SEM and e-commerce based campaigns
Email/ SMS campaigns
Strong understanding of Website Analytics (Google Analytics, Adobe Analytics etc.)
Strong data management techniques & effective utilization of the same for campaigns
Understanding of online attribution models
Latest trends & technologies
Knowledge of GMB implementation & campaigns would be a plus
Knowledge of engagement tools like clevertap, moengage etc.


Process Contributions


Process Contribution


Process Outcome


Performance Measure


Ecommerce: Brand Website Performance Marketing


1. Plan overall performance marketing strategy for all brand websites of WEFA and Jewellery
2. Plan digital channels mix for each website basis visitor traffic, conversion rates, ROAS etc.
3. Proactively recommend creative ideas & drive the optimum strategy for each market
4. Optimize allocation of budget & drive continuous improvements in key metrics
5. Execute and manage all paid media campaigns directly and in alignment with internal and external stake holders
6. Regularly measure, review & report all campaigns
7. Regularly follow market trends & implement the latest marketing tools & strategies
8. Work with Google and Facebook to improve conversion through campaign optimisation


Execution of annual calendar
Execution & optimisation of planned budget
Implementation of latest marketing solutions


Achievement of traffic, clicks & sale target
Improvement in CTR, CPC, CPT, ROAS


Ecommerce: Funnel Management


1. Work on increasing traffic to conversion on website using tools like clevertap, moengage etc.
2. Create annual engagement calendar for all websites and engage users to increase conversion
3. Create cohorts and send personalised communication to each segment to increase conversion


Execution of annual calendar
Engagement of users on website


Increase in traffic to conversion (CRO)


Ecommerce: Website & Performance Analytics


1. Capturing & reporting of key metrics through Google & Adobe analytics, high degree of familiarity with the tools
2. Insights from the analytics to be implemented into successive performance campaigns & larger website strategy
3. Reviews & reporting with other teams & internal stakeholders
4. Ensure analytics is implemented on all websites correctly


Regular publishing of web analytics reports & insights
Continuous improvements to performance campaigns based on insights


Achievement of traffic, clicks & sale target
Improvement in CTR, CPC, CPT, ROAS
Improvement in website experience


GMB: Implementation & Campaigns


1. Manage listing & verification of all new stores of IBD in relevant markets
2. Liaise with internal customer service teams & regional teams to setup processes to manage the experience on GMB


Listing of all stores on GMB in alignment with business teams
Efficient management of GMB


No of stores listed
Quality of listing like no of pictures, store details, Q&A, reviews etc.