Role & responsibilities

ROLE PURPOSE

Own brand website and D2C digital commerce layer end to end from the visual and content quality of the site to the technical performance, SEO authority, and conversion rate of every page. This role is the bridge between the brand's digital presence and its commercial outcomes: ensuring that every visitor to brand website arrives in a world that feels premium, finds what they are looking for effortlessly, and is guided toward a purchase decision whether that happens online or in a boutique.

- Website Ownership Brand & Content Quality Own Brand website as the brand's primary digital flagship. Ensure every page -homepage, brand pages, product detail pages, editorial content, and about pages reflects the brand identity at its highest standard. Work with the Brand & Content Lead and Graphic Designer to keep the site visually current, campaign-aligned, and aspirational. No dated banners, broken pages, or off-brand copy ever go live.
- Product Catalogue & Online Merchandising Own the accuracy, completeness, and quality of brand online product catalogue. Every product listed on the site must have a complete, high-resolution imagery set, accurate specifications, brand story copy, and correct pricing. Maintain product page quality as the primary decision-making tool for HNI buyers researching before boutique visits. Coordinate with the retail and brand principal teams for current arrivals and inventory updates.
- D2C Commerce & Conversion Optimisation (CRO) Own the D2C conversion funnel from homepage entry through product discovery, enquiry form, WhatsApp chat, appointment booking, and online purchase (if applicable). Use heatmaps, session recordings (Hotjar / Microsoft Clarity), and GA4 funnel data to identify and fix friction points. Implement A/B tests on high-traffic pages to improve conversion rates. Target: move site enquiry conversion rate from its current baseline upward by at least 20% in Year 1.




- SEO Strategy & Execution Own brand's organic search strategy with the goal of ranking the brand as India's authoritative voice on luxury watches in Google. Manage technical SEO (site speed, Core Web Vitals, structured data, mobile optimisation), on-page SEO (meta titles, descriptions, header tags, internal linking), and content SEO (working with the Brand & Content Lead to ensure editorial content is keyword-optimised and indexed effectively). Track rankings weekly and report organic traffic growth monthly.
- Online-to-Offline (O2O) Journey Design — Design and optimise the digital journeys that drive HNI buyers from website engagement to boutique visits and purchases. This includes: boutique appointment booking flows, WhatsApp chat integration for high-intent enquiries, product enquiry form routing to the Clienteling team, and digital-assisted in-store programmes (QR codes, digital look books, in-store kiosks). The website's primary commercial role for brand is often not direct online purchase — it is qualified boutique traffic.
- Website Analytics, Reporting & Tech Management — Own GA4, Google Tag Manager, and all website analytics infrastructure. Set up and maintain event tracking, conversion goals, and attribution for all key user actions (enquiry submissions, appointment bookings, WhatsApp clicks, catalogue downloads). Produce a monthly website performance report for the CMO: traffic, engagement, top-performing pages, conversion rates, SEO rankings, and O2O attribution.
- Platform & Vendor Management — Manage the website platform (CMS — Shopify, WordPress, or custom) and all associated digital tools. Brief and manage the web development vendor or in-house tech resource for all build, update, and bug-fix requirements. Maintain a prioritised website development backlog, QA all new features before launch, and ensure site uptime and performance standards are met at all times. Coordinate with the digital marketing team to ensure landing pages and campaign URLs are always live and performing.

📌 Website &C Manager-Leading Luxury Retail-Mumbai
🏢 Vsquare Consultants
📍 Mumbai