Ecommere Business Manager
Sterling Perfumes Industries LLC
Total years of experience :7 years, 7 Months
Managing AED 25M annual turnover B2B & B2C Ecommerce business for Perfumes & Cosmetic brand based in the UAE. Responsible for leading the site strategy and building product roadmap. Drove 24% revenue growth and 32% traffic growth YOY.
• Led the overall strategy and operations of the ecommerce business of renowned UAE based perfumes & cosmetic brand promoted across GCC, Pakistan and India markets; through B2B market place model as well as in-house websites powered by Shopify.
• Managed end-to-end operations of the online store including product listings, pricing, inventory management, and order fulfilment backed by a team of professionals catering to content creation, digital marketing, fulfilment & last mile services and customer service.
• Developed and executed digital marketing campaigns across multiple channels, including search engine optimization (SEO), pay-per-click (PPC) advertising, email marketing, and social media channels.
• Strategic alliance with key ecommerce partners at UAE & India like Amazon, Noon, Flipkart; scaling up the business on an incremental basis year on year with the support of new product launches, exclusive big event offers and other BTL activities
• Managed team of e-commerce specialists providing guidance, training, and performance evaluations
• Collaborated with the IT department to continuously improve the website's user experience and implement new features and functionalities.
• Analysed sales data, customer behaviour, and web analytics to identify areas for improvement and implemented appropriate strategies to increase conversion rates and customer retention.
• Worked closely with the customer service team to address customer inquiries and resolve issues in a timely and satisfactory manner.
• Worked closely with logistics and supply chain teams (both in-house & 3PL services) to ensure efficient order fulfilment, inventory management, and timely delivery.
• Implemented customer-centric initiatives, including personalized shopping experiences, loyalty programs, and responsive customer service, resulting in increased customer satisfaction and retention towards those brand products
KEY ACHIEVEMENTS & MILESTONES
• Successful in launching 8 Ecommerce websites for health & beauty category catering to GCC, India & Pakistan region during the year 2021-22
• Amazon sales increment by 65% YOY (2021-22) with the help of seller flex feature, ppc and rated as the top 20 sellers in UAE under beauty category
• Created strategic alliance partnership with Noon towards Perfume brand for scaling up the business as well as marketing awareness
• Grew the business of the in-house Ecommerce websites backed by well optimised web user interface for new & existing customer engagement as well as improving the conversion resulting in 19% increase in AOV, 9% increase in visit duration and 3% decrease in bounce rate.
• Instrumental & key contributor for the CXO DX Future Workspace Summit & Awards chosen as the Winner in the category for Smart Innovation Awards 2022 for Sterling Perfumes Industries
Completely responsible and ownership of handling consumer electronics brand’s portfolio businesses (B2C & B2B) for the UAE region which includes sales & marketing management, forecasting, sales channel development, customer relationship management, financial management including the business unit profitability, manpower management, liasing with other cross functional department with respect to the business
• Working very closely with key account customers at hypermarkets, electronics power retailers, pharmacies and E-Commerce retailers, to increase & improve the business together with team members within the business unit as well as the support from the external customers
• Monitor & review the unit’s activities and with the input from the resources ensuring the sales budget is achieved for the month or quarter
• Directly coordinate with the overseas principal brand for stock planning & ordering, marketing strategy for online and offline platforms, new product development based on the consumer market trend
• Conduct monthly meetings with the sales team and channel account customers to see the progress for the month; reviewing the sales performance with actuals against the budget
Significant Achievements
• Expanded the sales channels from 15 outlets to 30 outlets in 1 year period, with sales revenue increase by 25%.
• Successfully launched the brand’s website (UAE domain) where it has been tailored for the UAE target segment along with the social media platforms Facebook & Instagram; which has witnessed significant traffic with respect to product enquiries, demo requests and sales conversions via online or offline sales
channels.
• Instrumental in monitoring and managing overall sales of the Power Retail sector for major MNC appliances brand in the UAE region
• Efficient planning and forecasting towards the Sales generation for all retail customers on monthly & quarterly basis; based on the seasonal trends and customer demands
• Successful in planning and implementing BTL activities in terms of brand promotion across retail channels at national level
• Effectively monitoring competition by gathering current marketplace information on pricing, products, new products, delivery schedules, merchandising techniques, etc.
• Analyzing financial aspects in terms of outstanding payments against credit supplied to customers, calculating staff incentives against targets, controlling margins supplied to the respective customers
• Undertake regular market visits to ensure SKU and display management; timely placement and replenishment of stocks ensuring adequate supplies available for sales and control over ageing
• Carry out business review with business / channel partners; on the performance of the brand and increase the sales volume accordingly based on promotional schemes from time to time
• Conduct fortnight meetings with the Sales team and Management on the Sales performance (budget vs actual); arrange on the floor product training with the respective brands to promoters and sales staff
Significant Achievements
• 45% increase in retail channel sales when compared to previous year (2013-14 vs 2014-15).