Senior E-commerce Merchandiser
Ali Abdulwahab Al Mutawa
Total years of experience :16 years, 10 Months
✔Manage the E-commerce website & app and manage multiple stakeholders and ensure accountability and ownership throughout the project work.
✔ Defining the strategic direction of the brand's online presence and the execution of trading plans to deliver high-impact market launches and rapid customer and sales growth.
✔ Combine expertise in sales, marketing, technology, and management to deliver a superior brand and shopping experience for all customers.
✔ Analyze web metrics and make recommendations to improve website performance including new ways to drive website traffic and revenue opportunities.
✔ Work with Insider for Push notifications on Mobile and web to maximize the reach over mobile.
✔ Monitor competitor websites to benchmark shopping journeys.
✔ Develop and execute eCommerce strategy, worke cross-functional with stakeholders to ensure QA and timely publishing of all web content.
✔ Monitor CTR, conversion, spend, SOB, and stock levels to identify growth/ optimization opportunities.
✔ Develop Promotional offers, marketing content, creative campaigns, and email calendar to continually improve CV% and AOV.
✔ Hear the voice of the customer (and our associates) and build strategies that provide an unparalleled shopping experience by putting the customer first by identifying their current and future needs.
✔ Plan and execute large-scale CX/UX development/ improvement projects in coordination with external service providers.
✔ Manage sales Targets, KPIs.
✔ Responsible for range planning on the website with the commercial team based on the customer journey of how a category is shopped (seasonality, cross sell/ upsell).
✔ Produce weekly online feedback, KPIs, and analytics reference for the delivery ecosystem, support different entities, and improve self-market expertise through several field visits.
Brands Managed: Riva - Choice - Fresqa (Armada Retail Group)
✔ Online Product Management - ensure that all product data is on Riva, Choice & Fresqa sites including images, descriptions, product detail, and prices.
✔ Oversee the product launch and Campaigns within multiple categories.
✔ Track sales performance and strategy building with the help of Online Trading Manager.
✔ Determine the positioning of a product category to maximize visibility.
✔ Analyze data and insights to determine industry and consumer trends.
✔ Manage promotions, offers, and mark-down activity.
✔ Pricing Strategy implementation.
✔ Develop exit strategies for unsuccessful products.
✔ Bestseller’s practice and replenish online.
✔ Ensure inventory availability in advance of planned site launches, updates, marketing campaigns, and promotional activity.
✔ Coordinate pricing changes to other Support Functions.
✔ Establish and maintain strong collaborative working relationships with internal and external business partners in order to drive a mixed basket shopping experience. Coordinate with the supply chain to ensure product availability.
✔ Participate in eCommerce photoshoots and ensure the photos meet the brand style guide.
➢ Prepare the product ranges and manage, maintain stock allocations.
➢ Coordinate with buying team to know the forecast for the products its applications and
features.
➢ Provide the operations team with relevant and timely suggestions/information and
communicate sale strategies to maximize sales.
➢ Working closely with digital & social media team for new products launches, new arrivals,
best sellers trending product list & promotional activity.
➢ Assist the Head of Merchandising in forecasting sales information and monitoring stock
levels & movement.
➢ Maintain performance trackers to identify poor performing items and provide liquidation
and / or Mark down strategy to increase velocity.
➢Ensure information on internal systems (Microsoft AX) is accurate & make
recommendations for corrections.
➢ Do frequent floor visits to ensure merchandising standards are maintained. Prepare floor
plan to ensure new and existing toys are displayed at the best to maximize product visibility and meet trends.
Manage & maintain complete process of stock allocation.
➢ Distribution of stock based on store performance with in the market by ensuring the stock volumes are managed in stores with Ideals set.
➢ Analyze and run ad-hoc reports to identify business drivers and possible liability.
➢ Recommend retail pricing levels, decide sales lines & Markdown strategy.
➢ Recommend & take commercial decisions to drive full price sales opportunity with the consent of management.
➢ Identify the best sellers by analyzing price point, size curves, fashion trends and ensuring that the best sellers are accessible at key locations.
➢ Feed the Operations Team relevant and timely information to maximize sales, margin and communicate strategy through frequent store visits and other channels.
➢ Provide input to determine product lifecycle exit strategy and inventory ageing standard within the Kids Concept.
➢ Focus on age and worst sellers to drive sell thru and reduce markdown risks.
➢ Proactively utilize software’s systems and identify improvements requirements or benefits for the business.
➢ Maintain stock file accuracy.
➢ Assist the Snr. Merchandiser in forecasting orders quantities based on stock & sales information, calculating sizes ratios & monitoring stock levels & movement.
➢ Assist in pricing strategy, ensuring logic, commercially & within Brand targets for margin.
➢ Ensure information on internal systems (Oracle, Gold, AIMS-EM, AIMS) is accurate & make recommendations for corrections.
➢ Monitor levels of price resistance and undertake competitor analysis.
➢ Identify peak trading periods by product categories.
➢ Managing, Supervising and training new Asst. Merchandisers
➢ Presently successfully managing a team of 5 Assistant Merchandisers.
Assisting in report preparation, analyzing sales market responsible to e sure proper size and product is allocated and distributed, tracking sales and margins etc
Collect and organize SKU/costing data for key clients RFQs and tenders. Collaborate with key stake holders to deliver agreed project objectives, time lines and pricing. Review and recommend changes of pricing matrix and category margins to maximize sales and margins. Be aware of market pricing and ensure our competitive edge in the market place. Share best in class practices for bids and RFQs to ensure highest conversion rates. Create and maintain accurate files and reports (usage reports, financial information, etc) and drive pricing strategies. Assist the B2B Manager and team in all aspects of Pricing and Tender preparation to achieve company objectives in a timely and efficient manner. Prepare quotations for IT and Property Department. Raise PO for IT and Administration Department internally. Coordinate with the Warehouse for delivery of Furniture, IT and Administration departments. Ensure the projects are completed and delivered to the client on time and to their satisfaction.
Payroll, Personal, adminstration
Payroll, recruitment, personal, Training, Accounting day to day activities
Sales, Marketing on professional courses like CPA, CMA, CIA, CFA and S/PHR courses.
Ensuring the knowledge of the course is completely delivered to the student.