Senior Manager - D2C Growth, Merchandising & Analytics

Job Summary

We are seeking a data-driven D2C Growth & Merchandising professional to oversee end-to-end website merchandising, conversion optimization, and revenue growth planning across multiple platforms including IGP.com, AE.igp.com, and Interflora.com. This role operates at the intersection of business strategy, analytics, and cross-functional execution, with responsibilities spanning top-line revenue, demand planning, funnel optimization, UX, and catalog management. The ideal candidate is comfortable both in strategic planning, such as building an Annual Operating Plan (AOP), and in detailed analysis, such as SKU-level conversion data.

Responsibilities

• Website Merchandising (End-to-End):
  Own on-site merchandising strategies including homepage, category, and landing page curation, banner planning, navigation, and collection strategies. Ensure merchandising calendars align with festive, seasonal, and ongoing campaigns. Maintain catalog hygiene through accurate pricing, product tagging, category mapping, and search/filter relevance.

• Festive & Seasonal Demand Planning:
  Lead demand forecasting for major festive and seasonal periods (e.g., Diwali, Valentine’s Day, Rakhi, Christmas, Mother’s Day). Collaborate with buying and category teams to translate forecasts into inventory and catalog readiness plans. Track post-season performance and incorporate lessons learned into future forecasts.

• Data Analytics, Reporting & Conversion Rate Optimization (CRO):
  Own website analytics reporting covering traffic, conversion, revenue, Average Order Value (AOV), and funnel drop-offs across all platforms. Design and execute conversion optimization programs, funnel audits, and UX experiments. Develop dashboards and recurring reports to provide leadership with business health insights.

• Annual Operating Plan (AOP) & Growth Strategy:
  Develop the yearly AOP for all D2C channels, setting targets for conversion, traffic, and revenue growth. Identify and prioritize growth levers such as pricing, UX, catalog, marketing funnel, and retention. Track execution against the plan and adjust strategies based on performance data.

• Cross-Functional Coordination:
  Collaborate with category teams for curation, pricing analysis, and catalog improvements. Work with product and UX teams to identify UI/UX enhancements for better conversion. Coordinate with tech teams to resolve front-end issues impacting site experience and conversion. Act as a bridge ensuring alignment on priorities and timelines.

• Performance Monitoring & Catalog Lifecycle Management:
  Monitor daily conversion metrics at SKU, page, and site levels, flag anomalies, and act swiftly. Manage product lifecycle by phasing out non-performing SKUs and emphasizing top performers. Maintain a continuous feedback loop between performance data and merchandising decisions.

• Additional Responsibilities:
  Conduct competitive benchmarking on merchandising, pricing, and UX practices. Oversee or partner on on-site search and personalization initiatives. Collaborate with paid marketing teams to align landing pages and offers. Coordinate with retention/CRM teams for on-site experience and lifecycle marketing. Ensure merchandising parity across mobile app and web platforms.

Qualifications

• Educational Qualifications:
  Bachelor’s degree required; MBA preferred.

• Technical Skills & Experience:

  • 10+ years in e-commerce, D2C, or digital business roles focusing on merchandising, growth, or analytics.
  • Strong analytical skills with proficiency in dashboards, funnel data, cohort, and SKU-level analysis.
  • Working knowledge of web analytics tools such as MixPanel, Microsoft Power BI, Google Analytics/GA4, or equivalent.
  • Advanced proficiency in Excel/Google Sheets.
  • Experience with demand planning and forecasting, especially in seasonal or festive-heavy businesses.
  • Prior experience owning P&L-linked metrics like conversion, revenue, or growth targets.
  • Experience working with product, UX, and tech teams in an agile environment.

• Soft Skills:

  • Excellent stakeholder management skills to align cross-functional teams.
  • Strong business acumen connecting merchandising and UX decisions to revenue outcomes.
  • Structured problem-solving and prioritization skills, capable of balancing strategic planning with day-to-day operations.

Preferred Skills

• Experience with on-site search and personalization/recommendation systems.
• Knowledge of mobile app/web merchandising parity.
• Familiarity with performance marketing and lifecycle marketing strategies.
• Ability to analyze and act on competitive benchmarking data.

Experience

• Minimum of 10+ years in relevant roles within e-commerce, D2C, or digital businesses.
• Proven track record in merchandising, growth management, or analytics, with experience in demand forecasting and P&L ownership.

Environment

• The work environment involves collaborating across cross-functional teams including category, product, tech, and marketing.
• The position may involve hybrid work arrangements depending on company policies.
• The role requires a proactive approach to performance monitoring and problem-solving in a fast-paced e-commerce setting.