As the guardian of the 360° digital consumer journey, this role spearhead our Ecommerce growth across both Direct-to-Consumer (E-boutique) and indirect e-retail channels. This role also involves orchestration of full-funnel media strategies—from brand awareness to performance conversion—while managing specialist agencies to optimize results. Additionally, the role leads the CRM ecosystem, focusing on lead acquisition and lifecycle activation via EDM and WhatsApp to foster long-term loyalty and adapt the brand’s global vision to the fast-paced e-commerce reality

DUTIES AND RESPONSIBILITIES

Ecommerce: Multi-Channel Growth & Execution

• Strategic Adaptation: Adapt and enrich the brand strategy for e-commerce execution, ensuring the brand’s DNA is effectively translated into the online retail reality.
• Platform Excellence: Lead the development of a superior user experience (UX) and shopper journey across all platforms (E-boutique and e-retail), focusing on design aesthetics, content, navigation, and technical performance.
• E-Retail Activation: Define and implement the e-retail activation plan for every product launch, ensuring perfect alignment with the marketing and trade calendar.
• Content & Merchandising: Build a comprehensive content strategy for DTC and e-retail engagement, while owning the execution of online merchandising to maximize brand visibility.
• Reviews & Advocacy: Impulse and orchestrate the Ratings & Reviews strategy across owned websites and e-retailer platforms to build consumer trust and conversion.
• Performance Analysis: Consolidate and analyze e-commerce KPIs (conversion rates, traffic, bounce rates) in collaboration with E-KAMs to derive actionable business insights.

Media: Full-Funnel Orchestration

• Campaign Management: Direct responsibility for the brand’s media budget and the execution of full-funnel campaigns, moving consumers seamlessly from awareness to conversion.
• Search Excellence: Own and implement the SEM, SEO (Search) & GEO strategy in close alignment with the Digital Director to capture and convert high-intent traffic.
• Agency Leadership: Manage the day-to-day relationship with performance and awareness media agencies, ensuring KPIs are met and ROI is optimized. Always making sure both agencies are collaborating together to deliver brand’s objectives. 
• Sampling Strategy: Own the online sampling activity as a key driver for product trial and digital recruitment.

CRM: Acquisition & Lifecycle Activation

• CRM Strategy: Develop and lead the brand’s CRM roadmap to drive aggressive customer acquisition and foster long-term retention and loyalty.
• Lead Management: Own and run crucial CRM initiatives to capture target consumer profiles and scale the brand’s database.
• Personalized Journeys: Build and execute data-driven, personalized customer journeys, activating the database via EDMs and WhatsApp.
• Calendar Integration: Own the CRM campaign planning and calendar, ensuring total alignment with marketing launches, trade activations, and commercial priorities.
• Internal Advocacy: Serve as the definitive "voice of the brand" for all E-commerce and CRM topics, ensuring these pillars are central to the brand’s overall growth strategy.

KNOWLEDGE AND EXPERIENCE

SKILLS AND ABILITIES