Job Description Proforma
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JOB DESCRIPTION
JOB TITLE: Commercial Manager – Online
DEPARTMENT: Commercial
RESPONSIBLE TO: Head of Commercial
PARTICIPATING JOB HOLDER(S): Position Vacant
HEAD OF DEPARTMENT OR DIRECTOR: Kathryn England
JOB DESCRIPTION REFERENCE NUMBER:
GRADE ALLOCATED:
JOB EVALUATION REVIEW HISTORY AND EXPLANATORY NOTES:
Outline of the role
As a senior member of the commercial team at ZSL, you will be working within an enthusiastic and customer-focused environment, where objectives and outcomes directly impact upon the organisations surplus generation and as such the achievement of its mission.
As the online Commercial Manager, you will take ownership of the revenue generating categories for the organisation across web, tablet and mobile devices. You will have overall responsibility of stock and site representation, forecasting sales trends which will affect the merchandise planning decisions and ensuring that products are available on the site in order to maintain the profitability of the website. You will also be involved in the development and in charge of the implementation of the short, medium and long term online commercial plan for growth.
Key Accountabilities.
• Develop the trading site, maximising the offering, optimisation and customer experience whilst making sure that the ZSL brand identity and values are adhered to.
• Analyse and report back on website analytics to optimise site visits, conversion and online behaviour
• Identify and drive new initiatives with a view to creating additional growth (customer and revenue)
• Ensure the site is constantly updated with brand appropriate content to engage consumers
• Identify opportunities for sales growth by monitoring best sellers, category traffic, basket abandonment etc
• Own and drive other facets of eCommerce such as Online Merchandising, customer journey and cross/up selling.
• Manage and develop the website on a daily basis at a strategic level in order to deliver KPI's, and advising off the back of these.
• Work closely with 3rd party agencies for Creative, Digital and PR to assist in the project launch and build of a multi-platform site for a 2015 launch
Key Responsibilities
Product Information
• Product data management - ensure that all product data is on the ZSL e-commerce website and the concession sites including images, descriptions, product detail and prices.
• Manage the overall critical path to get product information and photography on to the site on time and ensure all involved teams within the business are aware of deadlines.
• Owner of the Ecommerce Range plan including ongoing development
• Ensure that the product feed is also full and correct for affiliates and search engines.
• Online Product Management – Ensure that products are creatively merchandised while ensuring that products are simple to find, but yet maximising sale opportunities.
Stock
• Overall management of e-Commerce stock and involvement in the commercial plan for growth
• Stock Availability – alongside the merchandising team, monitor stock holding and report weekly on the site cover and work to plan and maintain a sufficient stock holding.
• Maximise the profit contribution of e-Commerce sales through effective management of stock levels and accurate forecasting of sales alongside the merchandising team.
• Liaise with the buying teams to supply web exclusive products and ranges, gift with purchases and offers
• Ensure inventory availability in advance of planned site launches, updates, marketing campaigns and promotional activity
• Work with buying team to build range proposals to maximise sales opportunities and profit
Analysis
• Online sales forecasting – identify and report on trends in trading performance and work with merchandiser to develop sales forecasts for peak trading periods online
• Monitor and measure site performance, while using this to make recommendation and improve performance. Use Google Analytics to understand the ZSL customer and the journey that they are taking.
• Measure online conversion and identify tactics internally and with third parties to improve conversion rates.
• Provide weekly product status reports
• Report on product sales and think of tactics to improve sales
• Identify areas of underperformance and develop strategies to improve
• Monitor stock levels and analyse web sales versus store performance
• Monitor competitor and web sales trends to ensure web offer and experience is in line with customer expectations
• Develop an in depth understanding of the customer requirements for all product categories
PPC
• PPC - work with our external PPC agency to monitor and improve the performance of our key words, drive new customers, increase conversion and sales.
• Work with concessions and wholesale partners to ensure that their PPC strategies do not negatively impact our own
Team Responsibilities
• Test and ensure that all the allocated merchandise is live on the site and functional at all times
• Coordinate product information from the buying teams for the product catalogues
• Ensure the correct classifications of product, ensuring all new styles are categorised correctly for the customer
• Track product imagery, copy and stock availability to ensure products are posted live on the website as soon as available in the warehouse
• Responsible for all product uploads and maintenance of catalogue including accurate and customer centric product descriptions and images
• Ensure product prices are correct on the live site and in co-existing systems and reports
• Coordinate and communicate pricing changes to the rest of the team
• Provide weekly sales, returns and stock movement reports to the Head of e-Commerce
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