Assistant Manager, e-Commerce

The Assistant Manager, E-commerce is responsible for driving online sales performance, managing digital commerce platforms, and enhancing the end-to-end customer online purchasing experience across the Group's bakery brands. This role oversees the day-to-day operations of e-commerce channels, digital campaigns, marketplace partnerships, and cross-functional collaboration to support business growth, customer acquisition, and retention.

Key Responsibilities

E-commerce Strategy & Sales Growth

• Support the development and execution of e-commerce strategies to achieve online sales and profitability targets.
• Identify opportunities to drive online revenue growth, improve conversion rates, and expand digital market share.
• Monitor market trends, competitor activities, customer preferences, and emerging digital commerce technologies.
• Recommend initiatives to enhance business performance and customer engagement across digital channels.

E-commerce Operations

• Manage the day-to-day operations of e-commerce platforms, including brand websites, mobile applications, and third-party marketplaces.
• Ensure product information, pricing, promotions, inventory availability, and content are accurate and updated.
• Coordinate closely with Operations, Supply Chain, and Fulfilment teams to ensure efficient order processing and delivery performance.
• Monitor platform functionality and work with relevant teams to resolve operational issues promptly.

Digital Campaign Management

• Plan, execute, and monitor online campaigns, promotional activities, and seasonal sales initiatives to drive traffic and sales conversion.
• Collaborate with the Marketing team to support customer acquisition, engagement, and brand awareness campaigns.
• Support CRM, membership, and loyalty programme initiatives to improve customer retention and lifetime value.
• Evaluate campaign effectiveness and recommend optimisation strategies.

Performance Analytics & Reporting

• Track, analyse, and report key e-commerce performance indicators, including:

  • Sales revenue
  • Website and platform traffic
  • Conversion rates
  • Average Order Value (AOV)
  • Customer Acquisition Cost (CAC)
  • Customer retention and repeat purchase rates

• Prepare regular business performance reports, dashboards, and actionable insights for management review.

• Utilise data analytics to identify trends, opportunities, and areas for operational improvement.

Customer Experience Management

• Drive continuous improvement of the end-to-end online customer journey and user experience.
• Monitor customer feedback, satisfaction metrics, and service quality standards.
• Partner with Customer Service teams to address customer issues, complaints, and service recovery initiatives.
• Recommend enhancements to improve customer satisfaction and online purchasing experience.

Stakeholder & Vendor Management

• Collaborate closely with Marketing, Operations, Supply Chain, IT, Finance, and other internal stakeholders to ensure successful execution of e-commerce initiatives.
• Manage relationships with external vendors, marketplace partners, digital agencies, and service providers.
• Support the implementation and integration of digital platforms, tools, and business initiatives.
• Ensure alignment of e-commerce activities with overall business objectives.

Key Requirements

• Diploma/Degree in Marketing or relevant
• At least 4-5 years of relevant experience, exposure in retail, FMCG industry is an added advantage.
• Strong commercial acumen and analytical skills
• Knowledge of e-commerce platforms, marketplaces, and digital marketing