Manager Lely Store

Lely; Maassluis; On-site; EUR 70,000 - 110,000; Full time

Job summary

Lely is building the next generation of its digital commerce with the Lely Store as a strategic channel. As Manager Lely Store you will own and grow the Store, drive commercial performance, adoption, and an exceptional customer experience across channels.

You will collaborate with Product Management, Marketing, IT, and Centers to shape the roadmap, deliver measurable value, and scale the Store globally for farmers and Lely Centers.

Responsibilities

• Own the overall business performance of the Lely Store.
• Define and monitor channel objectives and KPIs.
• Develop and execute initiatives that increase channel value and adoption.
• Act as the primary business owner and advocate of the Lely Store.
• Increase revenue and customer engagement through the Store.
• Improve conversion, retention, repeat ordering, and share of wallet.
• Identify growth opportunities through customer, market, and performance insights.
• Translate data into actionable improvement initiatives.
• Continuously optimize the online customer journey.
• Improve usability and customer satisfaction across key processes.
• Gather customer and Lely Center feedback and translate it into improvements.
• Ensure the Store supports the realities of daily farm operations.
• Support clusters and Lely Centers in maximizing value from the Store.
• Identify adoption barriers and define improvement actions.
• Collaborate on communication, enablement, and rollout activities.
• Drive consistent adoption across countries and markets.
• Collaborate closely with Product Owners and development teams.
• Prioritize business requirements and improvement opportunities.
• Contribute to the roadmap for new capabilities and customer experiences.
• Ensure investments deliver measurable business value.
• Work with Marketing, Product Management, IT, and other stakeholders on content, product data, customer journeys, and digital capabilities.
• Support the integration of future commerce capabilities across channels.
• Contribute to the evolution of Lely's omnichannel commerce strategy.
• Help establish scalable processes, governance, and ways of working.

Job description

At Lely, we are building the next generation of our commercial model.

The Lely Store is a key pillar of our omnichannel strategy, enabling farmers to easily purchase products and services while strengthening the role of Lely Centers in the customer journey.

We are looking for a Manager Lely Store who will own and grow the Lely Store as a strategic commercial channel. This is a commercially focused role that combines business ownership, customer experience, data-driven decision making, and operational excellence.

You will play a leading role in shaping the future of digital commerce at Lely and help scale the Lely Store into a globally adopted channel that creates value for both farmers and Lely Centers.

Your role

As Manager Lely Store, you are responsible for the performance, adoption, and continuous development of the Lely Store.

You ensure that:

• the platform delivers value for farmers
• Lely Centers successfully adopt and leverage the channel
• commercial performance improves continuously
• customer experience remains at the heart of all improvements
• digital commerce capabilities continue to mature and scale

You operate at the intersection of:

• commerce
• customer experience
• digital channels
• data and insights
• cross-functional collaboration

You act as the business owner of the Lely Store and work closely with Product Management, Marketing, Clusters, Lely Centers, IT, and Commerce Development to continuously improve the platform and customer journey.

As Lely's digital commerce ambitions continue to grow, you will play an important role in shaping the future direction and capabilities of the Lely Store domain.

Your responsibilities

Own and grow the Lely Store

• Own the overall business performance of the Lely Store.
• Define and monitor channel objectives and KPIs.
• Develop and execute initiatives that increase channel value and adoption.
• Act as the primary business owner and advocate of the Lely Store.

Drive commercial performance

• Increase revenue and customer engagement through the Store.
• Improve conversion, retention, repeat ordering, and share of wallet.
• Identify growth opportunities through customer, market, and performance insights.
• Translate data into actionable improvement initiatives.

Improve customer experience

• Continuously optimize the online customer journey.
• Improve usability and customer satisfaction across key processes.
• Gather customer and Lely Center feedback and translate it into improvements.
• Ensure the Store supports the realities of daily farm operations.

Drive channel adoption

• Support clusters and Lely Centers in maximizing value from the Store.
• Identify adoption barriers and define improvement actions.
• Collaborate on communication, enablement, and rollout activities.
• Drive consistent adoption across countries and markets.

Shape the Store roadmap

• Collaborate closely with Product Owners and development teams.
• Prioritize business requirements and improvement opportunities.
• Contribute to the roadmap for new capabilities and customer experiences.
• Ensure investments deliver measurable business value.

Develop the digital commerce ecosystem

• Work with Marketing, Product Management, IT, and other stakeholders on content, product data, customer journeys, and digital capabilities.
• Support the integration of future commerce capabilities across channels.
• Contribute to the evolution of Lely's omnichannel commerce strategy.
• Help establish scalable processes, governance, and ways of working.

Success in this role

Commercial performance grows

• Revenue through the Lely Store increases.
• Customer engagement and repeat ordering improve.
• Share of wallet increases across participating markets.
• Commercial objectives are consistently achieved.

Adoption increases

• More Lely Centers actively promote and use the Store.
• More customers become active Store users.
• Adoption expands across countries and customer segments.
• The Store becomes an integrated part of the customer journey.

Customer experience improves

• Conversion rates improve.
• Customer effort decreases.
• Satisfaction and ease of use increase.
• Key customer journeys become simpler and more effective.

The platform scales successfully

• New propositions, capabilities, and markets are successfully launched.
• Product, content, and catalogue quality continue to improve.
• Operational performance remains reliable and efficient.
• The Lely Store becomes a scalable commercial capability for the future.