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eCommerce Key Account Manager - eB2B & Marketplace

Summary

 

RB is driving aggressive growth in e-commerce channels across all markets. This role is responsible to drive RB Digital Sales and e-Commerce strategy for Indonesia marketplaces as well as e-Distributors (B2B eRtm). Experience in managing eB2B customers is a must to overdrive penetration using eB2B platforms.

The designated person will be responsible to manage evolution of digital shopper marketing plans - setting & executing Joint Business Plan with e-tailers, managing standalone projects to always-on campaigns and keeping wider Brand & Trade Marketing teams aligned with online initiatives.

Along with demand generation activities, the role will also need to understand and work out the best fulfilment model (direct vs. indirect) and work with Supply Services team to minimize lost sales due to any inefficiencies in fulfilment model. The individual must be able to forecast volumes with a reasonable degree of accuracy and design the right activation promotions plan to drive sell out.

Lastly – as e-commerce evolves, there could be varying degree of sales reporting capabilities within RB & e-tailers. The incumbent will need to work with relevant stakeholders to drive improved reporting, covering growth KPIs (value, volume) and stickiness KPIs (unique shoppers, repeat ratio, size of basket etc.).

 

Key Responsibilities

 

1.           Sales Targets

1.1.        Deliver online sales targets on marketplaces - Vanish Official Store on Shopee and eB2B ecommerce (Mitra Tokopedia/ Mitra Bukalapak/ Tokosmart/Gudangada.com).

1.2.        Able to design digital coverage plans on eB2B platforms to grow RB Numeric distribution using digital platforms and design new outlet acquisition programmes.

1.3.        Consolidate and review monthly sales results and initiate appropriate action steps, promotion plans and activation plans to deliver targets.

1.4.        The individual must be able to forecast volumes with a reasonable degree of accuracy.

1.5.        Comfortable with key account skills of ecommerce promotion design and volume planning.

2.           Customer Relationship with eB2B platforms and pureplayers

2.1.        Build RB business with key e-tailers and manage customer strategy and relationship.

2.2.        Comfortable in managing online customers especially eB2B activation plan to drive better product distribution to toko kelontong using digital platforms.

2.3.        Lead development and execution of annual Joint Business Plans maintaining excellence that matches RB standards.

2.4.        Work with stakeholders to design customer trading terms that drives maximum volume, profit, customer satisfaction and product availability at appropriate cost.

2.5.        Drive focus on ROI analysis and optimization with particular focus on strategic & tactical plans to expand online penetration and channel development.

2.6.        Identifying and Acquiring new business opportunities within the E-Commerce segment including but not limited to marketplaces, pure plays and resellers/merchants.

3.           Online– Perfect Digital Store Execution programme for eB2B

3.1.        Utilise marketing spend to drive inplatform awareness of RB HYHO categories e.g Lavatory care, Laundry care, aircare etc with a focus to expand ecategory growth and shopper traffic.

3.2.        Work with stakeholders to maintain digital product catalogue to have right product information & images across all e-tailers and eB2B platform.

3.3.        Build 4P tracking capabilities in the online world with regular store checks focusing on gold standard names, Unique Selling points, A+ content to drive conversion.

3.4.        Developing promotional strategy, product bundling and promotional execution within the E-Commerce segment to drive average order value.

3.5.        Comfortable with developing mega ecommerce events on ecommerce platform e.g 9.9, 10.10 or Ramadan to capitalize on key online eventing to drive exponential growth.

3.6.        Design retention programme and loyalty programme to drive repeated purchase of RB products.

3.7.        Monitor competitor marketing efforts and industry trends to take appropriate pre-emptive and responsive action; staying informed of industry developments relating to Ecommerce. Provide competitive tracking, analysis, reporting on a regular basis.

4.           Manage Trade Spend and ensure trade spend is within allowable limit and KPI

4.1.        Partner with Demand Planning and e-Distributors to ensure Customer Service levels and met / exceeded.

4.2.        Manage monthly trade spend budget to drive best ROI and also maximum sell through.

4.3.        Ability to test and learn and record trade spend campaign testing and drive continuous improvement of promotion activation online.

5.           Internal engagement & co-ordination

5.1.        Be present & lead digital sales agenda on internal cross functional forums.

5.2.        Partner with marketing organisation to develop and execute online brand plans covering account-level promotional plans including how to drive traffic from digital marketing to ecommerce.

5.3.        Negotiate media & better visibility on e-tailer portals such as banners, search result optimization , digital sampling, new B2B customer acquisition programme etc. and secure funding from brand teams.

5.4.        Co-ordinate and liaison with customer for shopper insights and market research.

5.5.        Work well with finance team and have good understanding of Trade spend and online marketing claims process.

5.6.        Work in close partnership with brand and trade marketing to ensure development and implementation of customer category strategy.

 

Key Requirements

 

  • Educated to minimum Bachelor’s degree level in a commercial subject.
  • Experience, understanding and passion for Ecommerce (eB2B environment and pureplayer). Have work as eCommerce Key Account Manager role of at least 3 years with proven track record of handling high growth.
  • Experience in managing and growing Shopee significantly is preferred. Experience in managing mitratokopedia and mitrabukalapak and successfully growing that business is preferred.
  • Proven success managing Ecommerce platforms with a strong understanding of internet technology.
  • Additional functional experience, preferably in Marketing, Trade Marketing and/or Finance is an advantage.
  • Build, and run regular campaign-specific reporting (daily, weekly, monthly); analyse performance data, make recommendations and deliver ad-hoc projects.
  • Has experience working with internal stakeholders (e.g. marketing, sales, trade marketing, finance, supply, IT) and third parties responsible for program execution.
  • Hands-on experience in email/content marketing, SEO, SEM, affiliate programs, re-targeting.
  • Advanced knowledge and use of Microsoft Excel (e.g. nested IF statements, pivot tables, VBA) for data use and reporting; basic knowledge of XML.
  • Strong drive for continuous improvement – creating efficiencies & processes, innovating, maximizing growth, accelerating the rate of online sales and improving profitability.
  • Leadership and interpersonal skills capable of building strong working relationships.
  • High level of creativity with strong influencing skills.
  • Results oriented, entrepreneurial and self-motivating.
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