Digital Merchandising Lead | Godrej Enterprises Group

KRAs

(point wise)

1. Consulting respective BUs to optimize D2C Revenue Growth & Commercial Performance.

2. Website Experience & Conversion Excellence

3. Brand Language, Storytelling & Visual Identity

4. Content, Catalog & Assortment Governance

5. Merchandising Strategy & Execution

6. Cross-functional Leadership & Stakeholder Management

7. Data, Insights & Decision Making

8. Team Leadership, Capability Building & Scale

Job Description: -

(KRA’s with Action plan)

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

1. 8–10+ years of experience in D2C, E-commerce, or Digital Commerce roles

2. 3+ years of working with Adobe commerce and Enterprise CMS.

3. Min. 3 years with tools like Adobe Target/ Analytics, GA4 or equivalent.

4. Proven experience owning a brand-owned D2C website as well as Marketplaces.

5. Strong exposure to merchandising, content, and experience-led growth.

6. Worked extensively on web creatives, merchandizing analytics.

7. Knowledge of personalization, experimentation, and automation tools.

Preferred

1. Experience in consumer brands.

2. Experience scaling D2C businesses or leading marketplaces platform transformation.

3. Some exposure to tech product management.

Skills Required

Special Skills Required

1. Strategic thinking with strong execution orientation.

2. Ability to balance brand and performance objectives.

3. Strong leadership, influence, and stakeholder management skills.

4. Website merchandising & CRO leadership.

5. Brand storytelling & content strategy.

6. Strong commercial and analytical acumen.

7. D2C business ownership and P&L thinking.

8. Experience with enterprise CMS and commerce platforms, Adobe commerce will be added advantage.

9. Hands on experience over personalization, experimentation, and automation tools.

Preferred Skills Required

1. Exposure to global D2C best practices and benchmarks.