Role Overview

We are looking for a senior Digital Commerce / D2C professional to lead the organisations brand-owned digital commerce ecosystem, with end-to-end responsibility for digital revenue growth, website experience, merchandising, content, conversion and customer journey optimisation.

The role will work closely with Business Units, Marketing, Brand, Technology, Creative and Customer Experience teams to strengthen the D2C business, improve digital conversion and create a differentiated online brand experience.

The position will also involve team leadership, with 34 direct reports.

Key Responsibilities

1. D2C Growth & Commercial Performance

- Develop and execute the D2C growth strategy in line with overall business objectives.
- Analyse digital performance and provide actionable recommendations around assortment, pricing, promotions, visibility and product performance.
- Partner with Marketing and Growth teams to improve traffic quality, customer acquisition and ROI.
- Drive continuous improvement in online revenue, conversion and commercial performance.

2. Digital Experience & Conversion Optimisation

- Own the overall brand-owned website experience across the customer journey.
- Optimise Homepage, PLP, PDP, navigation and checkout experiences.
- Lead the CRO roadmap, including A/B testing, experimentation, personalisation and UX enhancements.
- Identify and eliminate customer friction, funnel drop-offs and conversion barriers.
- Leverage platforms such as Adobe Target, Adobe Analytics, GA4 or equivalent tools to improve digital performance.

3. Brand Experience & Digital Storytelling

- Establish a consistent and differentiated brand experience across digital channels.
- Drive digital brand language, tone of voice, content standards and storytelling frameworks.
- Work with Creative teams to improve visual hierarchy, layouts, digital assets and customer communication.




- Ensure commercial communication remains aligned with the organisations brand positioning and values.

4. Content, Catalogue & Product Experience

- Establish governance for product catalogue, taxonomy, attributes and digital content.
- Ensure high-quality PDP content, including product descriptions, imagery, videos, USPs and relevant product information.
- Define content standards across categories and different stages of the product lifecycle.
- Improve content scalability through automation and structured processes.

5. Digital Merchandising

- Lead site merchandising strategy and execution across the D2C platform.
- Develop seasonal, festive, campaign-led and evergreen merchandising plans.
- Drive effective merchandising across Homepage, Category Pages and Landing Pages.
- Improve product discovery through recommendations, cross-sell, upsell and assortment optimisation.
- Ensure smooth digital execution of new launches, campaigns, drops and key business events.

6. Cross-functional & Stakeholder Leadership

- Act as the central point of ownership for the D2C website and digital commerce experience.
- Collaborate with Business Unit Heads, Marketing, Brand, Creative, Technology and Customer Experience teams.
- Translate business requirements into digital product and technology priorities.
- Partner with Technology teams on website enhancements, platform improvements and digital roadmap.
- Present D2C priorities, performance and opportunities to senior leadership.

7. Analytics & Business Insights

- Establish a strong data-driven approach across digital commerce and customer experience.
- Track and interpret key metrics covering revenue,



conversion, customer behaviour, merchandising, content and website performance.
- Develop dashboards and performance reviews to identify growth opportunities and business gaps.
- Convert customer, behavioural and qualitative insights into transparent business actions.
- Benchmark the organisation against leading D2C and digital commerce businesses.

8. Team Leadership & Capability Building

- Lead and develop a high-performing D2C / Digital Commerce team.
- Manage and mentor 34 direct reports across relevant digital commerce functions.
- Establish clear KPIs, responsibilities and performance expectations.
- Build capabilities across merchandising, content, creative and digital experience.
- Develop scalable processes and operating models to support future D2C growth.

Required Experience

- 1217 years of experience across D2C, E-commerce or Digital Commerce.
- Minimum 3 years of experience working with Adobe Commerce and Enterprise CMS platforms.
- Minimum 3 years of experience with Adobe Analytics, Adobe Target, GA4 or equivalent digital analytics / personalisation platforms.
- Proven experience managing a brand-owned D2C website along with exposure to marketplaces.
- Strong experience in website merchandising, digital content and experience-led growth.
- Hands-on exposure to web creatives, merchandising analytics, CRO and digital customer journeys.
- Experience with personalisation, experimentation, A/B testing and automation tools.
- Demonstrated experience of leading teams and managing cross-functional stakeholders.

Preferred Background

- Experience within consumer-facing brands / consumer businesses.
- Experience in scaling D2C businesses or driving digital / marketplace transformation.
- Exposure to Digital Product Management / Technology roadmap will be an advantage.
- Understanding of global D2C and digital commerce best practices.

📌 Lead Digital Merchandising and Brand Experience (Mumbai)
🏢 Adler Talent Solutions
📍 Mumbai