Senior Manager - Site Merchandising (Digital)

IGP; Mumbai; On-site; INR 900,000 - 1,350,000; Full time

Job summary

IGP is seeking a Senior Manager – D2C Growth, Merchandising & Analytics to lead growth across IGP.com, AE.igp.com, and Interflora.com. You will shape merchandising, pricing, and customer journeys while driving revenue across all D2C channels.

The role requires strategic planning, seasonal demand forecasting, and strong cross-functional execution with Category, Product, Technology, Marketing, CRM, and Analytics teams.

Qualifications

• Bachelor's degree in Business, Engineering, Commerce or related discipline; MBA preferred.
• 10+ years in e-commerce, D2C, digital merchandising, growth or analytics roles.
• Proven track record owning revenue, conversion, GMV or profitability metrics.

Responsibilities

• Own end-to-end website merchandising across multiple D2C sites.
• Lead festive seasonal demand planning and inventory readiness.
• Drive CRO initiatives through funnel analysis and UX improvements.
• Develop dashboards and executive reviews for actionable insights.
• Collaborate with Product, Technology, UX, Marketing, and Category teams.

Skills

Analytical mindset

Commercially driven

End-to-end growth

Growth analytics

Cross-functional collaboration

Stakeholder management

Excel

GA4

Mixpanel

Power BI

Demand forecasting

Inventory planning

Conversion optimization

A/B testing

Education

Bachelor's degree in Business, Engineering, Commerce

MBA preferred

Tools

GA4

Mixpanel

Power BI

Microsoft Excel

Google Sheets

Job description

Department: Growth

Reports To: Chief Growth Officer

About the Role

We are looking for a highly analytical and commercially driven Senior Manager – D2C Growth, Merchandising & Analytics to lead the end-to-end growth agenda across IGP.com, AE.igp.com, and Interflora.com. This role sits at the intersection of business strategy, digital merchandising, analytics, customer experience, and cross-functional execution, owning the levers that directly influence website performance, conversion, and revenue growth.

The ideal candidate combines strategic planning with operational excellence—equally comfortable building an Annual Operating Plan (AOP), driving seasonal demand planning, optimizing customer journeys, and leveraging SKU-level insights to improve merchandising and conversion. This individual will work closely with Category, Product, Technology, Marketing, CRM, and Analytics teams to deliver sustainable and profitable growth across all D2C channels.

Key Responsibilities

• Own end-to-end website merchandising across IGP.com, AE.igp.com, and Interflora.com, including homepage, category pages, landing pages, navigation, collections, and promotional placements.
• Develop and execute merchandising calendars aligned with seasonal events, festivals, and marketing campaigns.
• Ensure catalog accuracy through effective pricing, product tagging, category mapping, search optimization, and filter relevance.
• Continuously optimize the online shopping experience to maximize discoverability and conversion.

2. Festive & Seasonal Demand Planning

• Lead demand forecasting and planning for key seasonal and festive occasions including Diwali, Valentine's Day, Rakhi, Mother's Day, Christmas, and other strategic campaigns.
• Partner with Category and Buying teams to translate demand forecasts into inventory readiness and assortment plans.
• Monitor forecast accuracy, identify risks proactively, and incorporate post-season learnings into future planning cycles.

3. Growth Analytics & Conversion Optimization

• Own business performance reporting across all D2C platforms, monitoring key metrics including:
• Website Traffic
• Conversion Rate
• Revenue
• Average Order Value (AOV)
• Funnel Performance
• Drive Conversion Rate Optimization (CRO) initiatives through funnel analysis, A/B testing, user behavior analysis, and UX improvements.
• Build executive dashboards and recurring business reviews to provide actionable insights and business visibility.
• Develop and own the Annual Operating Plan for D2C channels by defining revenue, traffic, and conversion targets.
• Identify high-impact growth opportunities across merchandising, pricing, customer journey, retention, acquisition, and catalog optimization.
• Monitor performance against business plans, identify gaps, and implement corrective actions to ensure target achievement.

5. Cross-Functional Leadership

Collaborate closely across functions to deliver business objectives:

Category Teams

• Optimize assortment planning, pricing competitiveness, and product curation.
• Drive catalog quality improvements based on customer behavior and business performance.

Product & UX Teams

• Recommend and prioritize enhancements to improve customer experience and conversion.
• Partner on feature roadmaps driven by business insights.
• Identify, prioritize, and resolve website issues impacting customer experience and conversion.
• Ensure timely execution of platform enhancements and bug fixes.

Act as the key business stakeholder connecting commercial objectives with execution teams while driving alignment on priorities, timelines, and outcomes.

6. Performance Management & Catalog Lifecycle

• Monitor daily website performance at site, category, page, and SKU levels.
• Identify performance anomalies and implement timely corrective actions.
• Manage product lifecycle by identifying underperforming SKUs for rationalization while scaling high-performing products.
• Build a continuous feedback loop between customer insights, merchandising decisions, and business outcomes.

Additional Responsibilities

• Conduct competitive benchmarking across gifting, flowers, and broader e-commerce categories to identify market opportunities.
• Partner on on-site search optimization and personalization initiatives to improve customer relevance.
• Collaborate with Performance Marketing teams to ensure landing page effectiveness and end-to-end funnel consistency.
• Work closely with CRM and Retention teams to align on-site experiences with lifecycle marketing campaigns.
• Ensure consistency across desktop, mobile web, and app merchandising experiences.
• Strong analytical mindset with expertise in interpreting business data and customer behavior.
• Hands‑on experience with web analytics and business intelligence tools such as Google Analytics (GA4), Mixpanel, Microsoft Power BI, or similar platforms.
• Advanced proficiency in Microsoft Excel and Google Sheets.
• Strong understanding of conversion optimization, customer journey analysis, and digital merchandising best practices.
• Excellent stakeholder management and cross‑functional collaboration skills.
• Commercial acumen with the ability to translate customer insights into measurable revenue growth.
• Experience in demand forecasting and inventory planning, preferably in seasonal or high‑demand businesses.
• Structured problem‑solving, prioritization, and execution capabilities in fast‑paced environments.

Qualifications & Experience

• Bachelor's degree in Business, Engineering, Commerce, or a related discipline; MBA preferred.
• 10+ years of experience in e-commerce, D2C, digital business, merchandising, growth, or analytics roles.
• Proven track record of owning business‑critical metrics such as revenue, conversion, GMV, or profitability.
• Experience working closely with Product, Technology, UX, Marketing, and Category teams in agile environments.
• Experience in high‑growth, consumer internet, retail, or marketplace businesses is preferred.

Key Performance Indicators (KPIs)

• Website Conversion Rate (overall and by funnel stage)
• Revenue Growth (overall and seasonal YoY)
• Achievement of Annual Operating Plan (Revenue, Traffic & Conversion)
• Average Order Value (AOV)
• Seasonal Demand Forecast Accuracy
• SKU Productivity & Merchandising Effectiveness
• Landing Page Conversion Improvement
• Website Experience & Search Performance Metrics
• Timely execution of strategic initiatives and cross‑functional projects

Why Join Us?

This is a high‑impact leadership role offering the opportunity to shape the digital growth strategy of one of the leading gifting and celebration brands. You'll work at the heart of business strategy, leveraging data, technology, merchandising, and customer insights to drive meaningful commercial outcomes while leading a talented cross‑functional team.