Lead - Digital Merchandising & Brand Experience

Job Profile

KRA’s

• Consulting respective BUs to optimize D2C Revenue Growth & Commercial Performance.
• Website Experience & Conversion Excellence
• Brand Language, Storytelling & Visual Identity
• Content, Catalog & Assortment Governance
• Merchandising Strategy & Execution
• Cross-functional Leadership & Stakeholder Management
• Data, Insights & Decision Making
• Team Leadership, Capability Building & Scale

Job Description: -

Consulting respective BUs to optimize D2C Revenue Growth & Commercial Performance

• Define and execute D2C growth strategy aligned with overall business goals with the help of GA4/Adobe Analytical tools.
• Suggest various BUs on performance through assortment strategy, pricing, promotions, and visibility.
• Partner with marketing and growth teams to maximize ROI of traffic.

Website Experience & Conversion Excellence

• Deliver a seamless, high-performing, and intuitive website experience.
• Own end-to-end customer journey across homepage, PLP, PDP, and checkout.
• Drive CRO roadmap including A/B testing, UX enhancements, and personalization.
• Continuously reduce friction and drop-offs across the funnel.
• Operate personalization, experimentation, and automation tools.

Brand Language, Storytelling & Visual Identity

• Ensure consistent, differentiated brand expression across the website.
• Own brand tone of voice, copy standards, and storytelling frameworks.
• Guide creative team on visual language, layouts, and content hierarchy.
• Ensure all website communication aligns with brand values and positioning.
• Balance commercial messaging with premium brand storytelling.

Content, Catalog & Assortment Governance

• Ensure accurate, compelling, and scalable product content.
• Oversee product catalog structure, taxonomy, and attribute standards.
• Ensure best-in-class PDP content including copy, imagery, video, and USPs.
• Define content depth standards by category and lifecycle stage.
• Drive content automation and scalability for large assortments.

Merchandising Strategy & Execution

• Lead strategic and tactical site merchandising across the platform.
• Define seasonal, festive, and evergreen merchandising strategies.
• Own homepage, category, and landing page frameworks.
• Drive product discovery, recommendations, and cross-sell/upsell logic.
• Ensure flawless execution of launches, drops, and campaigns.

Cross-functional Leadership & Stakeholder Management

• Act as the central D2C website owner across functions.
• Partner with various BUs marketing heads, central branding & marketing, tech, and customer support teams.
• Align brand, creative, and performance priorities across stakeholders.
• Act as key business stakeholder for tech roadmap and enhancements.
• Represent D2C website priorities at leadership forums.

Data, Insights & Decision Making

• Drive a data-led culture across commerce and experience teams.
• Own dashboards covering sales, experience, content, and merchandising metrics.
• Translate insights into clear actions for teams.
• Use customer behavior, feedback, and qualitative insights to guide strategy.
• Benchmark performance against best-in-class D2C brands.

Team Leadership, Capability Building & Scale

• Build and scale high-performing D2C commerce teams.
• Hire, mentor, and develop merchandising, content, and creative talent.
• Define clear charters, KPIs, and career paths for teams.
• Foster collaboration, accountability, and ownership.
• Build scalable processes and future-ready capabilities.

Requisite Qualification

Essential

Graduate in any discipline

Preferred

BE / BTech in IT, PG in Marketing / Mass Communication.

Requisite Experience

Essential

• 8–10+ years of experience in D2C, E-commerce, or Digital Commerce roles
• 3+ years of working with Adobe commerce and Enterprise CMS.
• Min. 3 years with tools like Adobe Target/ Analytics, GA4 or equivalent.
• Proven experience owning a brand-owned D2C website as well as Marketplaces.
• Strong exposure to merchandising, content, and experience-led growth.
• Worked extensively on web creatives, merchandizing analytics.
• Knowledge of personalization, experimentation, and automation tools.

Preferred

• Experience in consumer brands.
• Experience scaling D2C businesses or leading marketplaces platform transformation.
• Some exposure to tech product management.

Skills Required

Special Skills Required

• Strategic thinking with strong execution orientation.
• Ability to balance brand and performance objectives.
• Strong leadership, influence, and stakeholder management skills.
• Website merchandising & CRO leadership.
• Brand storytelling & content strategy.
• Strong commercial and analytical acumen.
• D2C business ownership and P&L thinking.
• Experience with enterprise CMS and commerce platforms, Adobe commerce will be added advantage.
• Hands on experience over personalization, experimentation, and automation tools.

Preferred Skills Required

• Exposure to global D2C best practices and benchmarks.