Lead - Digital Merchandising & Brand Experience

Godrej Enterprises Group; Mumbai; On-site; INR 4,000,000 - 9,000,000; Full time

Job summary

Godrej Enterprises Group is seeking a senior D2C/Commerce leader to drive growth across the direct-to-consumer website and marketplaces. You will own the end-to-end site experience, CRO roadmap, and brand storytelling, while coordinating with marketing, product, tech, and support teams.

The role requires strong leadership, data-driven decision making, and experience building scalable teams for high-growth consumer brands.

Qualifications

• Graduate degree required; higher qualifications preferred in marketing/commerce.
• BE/BTech in IT and PG in Marketing or Mass Communication add constructively.
• Experience leading D2C or e-commerce initiatives with measurable growth.

Responsibilities

• Consult BUs to define and execute D2C growth strategy using analytics tools.
• Drive website experience, CRO, and personalization roadmap across platforms.
• Oversee brand language, storytelling, and visual identity for the site.
• Lead cross-functional teams and align stakeholders on tech and content priorities.
• Own dashboards on sales, experience, content, and merchandising metrics.
• Build scalable processes and capability development for the D2C team.

Skills

Strategic thinking

Leadership & stakeholder mgmt

D2C & CRO leadership

Brand storytelling & content strategy

Merchandising & content strategy

Commercial acumen

Education

Graduate in any discipline

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

Tools

Adobe Target/Analytics

GA4

Adobe Commerce

Enterprise CMS

Job description

• Consulting respective BUs to optimize D2C Revenue Growth & Commercial Performance.
• Website Experience & Conversion Excellence
• Brand Language, Storytelling & Visual Identity
• 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.
• 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.
• 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

Graduate in any discipline

Preferred

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

Requisite Experience

• 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.