eCommerce Head - FMCG

Head eCommerce - India Business - FMCG

Setting up eCommerce channel for Growing FMCG Business

KEY RESPONSIBILITIES :

- Setting up Online business channel.

- P&L Ownership

- Creation of AOP (Annual Operating Plan) for setting up the new business channel

- Meeting with the Board of Director to finalize the AOP

- Budgeting for Technology, Logistics, Warehousing, Marketing and other expense heads

- Online Alliances & Business Development

- Sales and Business Development across Online Alliances

- Sales Reports

- Launch of New Products across the alliances

- Planning and Launching consumer promos

- New Market Entry Strategy.

Digital / Online Marketing :

- Planning Online marketing initiatives and activities with tight coupling with the offline communications/marketing initiatives to exploit the possible synergies and create a rub off on online sales and branding

- Marketing initiatives with online alliances to drive sales and branding

- Social Media marketing and contests to drive engagements

- Planning of paid marketing and execution of few pilot projects

- Vendor Interview, Selection and Negotiations

- Outsourcing Technology and Online Marketing Interviews and selection

- Pilot Project to test Technical capabilities

- Creating Brand brief and expectations for Marketing agencies

- Selecting Marketing agencies based on the approach to hit the sales target

- Negotiations to reduce Capital and Operational Expenditure for the company

- Closing on the agreements

- Setting up Warehouse, Logistics, and Customer Support etc.

- Setting up a separate warehouse for the eCommerce business channel

- Moving from the Bulk box (offline method) to Individual packs (online)

- Warehouse planning for space, layout and rack structure

- Logistic vendors and negotiations for favourable rates based on weight slabs

- Interviewed Customer support providers to choose based on the one who has domain expertise and requires less training with respect to the e-commerce process.

Business Requirements across all the verticals :

- Keeping Customer experience the core, driving all the business requirements across all the verticals

Business Process creation, Business Operations :

- Mapping the existing offline process to online process

- Introducing business process exclusive to Online business

- Setting up the Operational plan and Operation process

Team Building & Mentoring :

- Right from creating Job profile to interview and at times handpick the right resource for the job

- Regular interaction with the team to mentor and learn as well from their experience

Customer Experience :

- Call Centre Setup and agent training

- Introducing Zero Discounting policy across all alliances to avoid a price war

- Grow business with online alliance for Online Alliances like Amazon, Flipkart, Bigbasket etc

- Make sure that there is no price war between the alliances by introducing a zero discounting policy

- Preparing Annual Business Plan for Online alliances and working with alliances on a sales target basis

- Helping Alliances with Consumer promo to hook a customer without any discount

- Analysis of Sales Data at SKU level to comprehend the sales pattern

- Regular meeting with alliances to guide and course-correct on sales pattern