Head of Ecommerce

Role:
Head of E-Commerce – BIBA Apparels Ltd

Location:

Gurugram, Haryana (On-Site)

Experience:

15–20 years

The Opportunity

BIBA, India’s leading women’s ethnic fashion brand with a strong national presence of 400+ stores, seeks a dynamic Head of E-Commerce to spearhead its digital transformation. This is a high-impact leadership mandate to scale BIBA’s online and omnichannel business into a category-defining growth engine.

You will be responsible for building a future-ready digital commerce ecosystem that seamlessly integrates D2C, marketplaces, omni initiatives, digital marketing, operations, and customer experience. The role demands a leader who brings together strong retail DNA with deep digital, marketing, and operational expertise.

Your Mandate

- Transform BIBA’s online business into a major strategic and revenue-driving pillar.
- Own the digital P&L and deliver predictable, profitable growth.
- Build a differentiated omnichannel experience leveraging BIBA’s extensive store network.

Key Responsibilities

1. D2C Business Leadership

- Lead BIBA’s D2C platform (website & app) with full accountability for scale, profitability, and customer experience.
- Enhance site performance across conversion rate, on-site merchandising, personalization, and checkout funnel optimization.
- Build a high-ROI acquisition & retention engine to drive traffic, repeat behavior, and lifetime value.
- Leverage analytics, experimentation, and A/B testing for continuous CX and revenue improvement.
- Establish D2C as a major growth and profit channel for the brand.

2. Marketplace Business Ownership

- Drive the entire marketplace P&L across Myntra, Amazon, Ajio, Tata CLIQ, and others.
- Define marketplace strategy — assortment, pricing, promotions, affordability/visibility levers, campaign planning.
- Build strong partnerships with marketplace teams to drive growth, exclusives, and improved terms.
- Oversee flawless operations including cataloging, SLA adherence, inventory health, order flow, and returns reduction.
- Scale marketplace contribution while safeguarding brand equity and margins.

3. Omnichannel Commerce

- Unlock the power of BIBA’s 400+ stores by enabling ship-from-store, click & collect, endless aisle, and unified inventory.
- Partner with retail, merchandising, and supply chain teams to operationalize a seamless omni experience.
- Ensure consistent brand, pricing, inventory, and service across online and offline channels.

4. Digital & Performance Marketing Leadership

- Own the digital marketing charter across performance marketing, SEO, CRM, lifecycle and retention marketing.
- Build a robust data-led acquisition and engagement engine.
- Use analytics, attribution modeling, and funnel diagnostics to drive efficiency and profitability.
- Design integrated digital strategies across both D2C and marketplaces.

5. E-Commerce Operations Excellence

- Lead end-to-end e-commerce operations across order management, warehousing, logistics, customer promise, and returns.
- Improve speed, accuracy, cost efficiency, and scalability across fulfillment and post-purchase journeys.
- Build tech, systems, and SOPs to handle high-volume, seasonal, and festive-period load.

6. Customer Experience & Service

- Own the complete digital customer journey—from website UX to last-mile experience to service resolution.
- Build a proactive service model ensuring high CSAT and NPS.
- Use customer insights and feedback loops to drive product, UX, and operational improvements.

7. Leadership & Team Building

- Build and scale high-performing teams across e-commerce, digital marketing, operations, product, and customer service.
- Create a culture of speed, ownership, innovation, and execution excellence.
- Develop talent and leadership depth aligned with BIBA’s digital ambitions.

What You Bring

- 15–20 years of experience in e-commerce, digital, or omnichannel retail—ideally in fashion/apparel/lifestyle.
- Demonstrated ability to scale D2C businesses with full P&L ownership.
- Strong marketplace management experience across leading fashion platforms.
- Hands-on expertise in performance marketing, CRM, retention, and growth levers.
- Strong understanding of apparel merchandising, inventory planning, seasonality, and commercial rhythms.
- Customer-first orientation with strong operational rigor and analytical skills.
- Ability to lead large teams and thrive in a fast-paced, growth-driven environment.

Who Will Succeed

- A builder who blends retail intuition with digital-first thinking.
- A leader equally comfortable with strategy, analytics, and on-ground execution.
- Someone who is obsessed with customer experience, brand consistency, and operational excellence.
- A growth-oriented operator with strong commercial discipline.