Accountability & Responsibilities of Role:

1. Customer Experience & Journey Ownership

Own the end-to-end customer journey across:

o Digital platforms (web, app)

o Assisted digital channels (support, WhatsApp, calls)

o Store-linked touchpoints impacting digital customers (fulfilment, returns, after-sales)

Identify friction points and experience gaps across browse, PDP, checkout, payment, delivery, and post-order flows

Design experience improvements that are consistent for the customer, regardless of channel of entry

Ensure customer expectations set digitally are met operationally

2. Digital Product Ownership

Act as the primary product-thinking owner for E-commerce customer experience

Define, prioritise, and drive digital CX initiatives across the product roadmap

Translate customer pain points and business requirements into clear product and tech briefs

Partner closely with Technology and Engineering teams to shape solutions, prioritise work, drive delivery

Balance customer impact, technical complexity, and commercial priorities in decision-making

3. Merchandising & On-Site Experience

Own digital merchandising logic, navigation structure, and content presentation

Work closely with Category Managers to ensure assortments are clearly structured and discoverable

Ensure pricing, promotions, and content are accurate, consistent, and clearly communicated

Drive improvements in clarity, discoverability, and conversion through disciplined data-driven merchandising decisions

4. Customer Support & Assisted Journeys

Directly manage Customer Experience Associates

Ensure consistent handling of customer queries, complaints, and assisted sales interactions

Use support interactions as a structured input into CX and product improvements

Improve first-contact resolution and reduce avoidable repeat contacts

Ensure feedback loops from support translate into system, content, or process changes

5. Retention, Repeat & Lifecycle Experience

Own experience elements that drive retention and repeat behaviour

Identify and address experience gaps that negatively impact repeat purchase and trust

Partner with Growth and Category teams to improve lifecycle experience and long-term customer value

Ensure retention initiatives are embedded into the product and CX roadmap, not treated as campaigns

6. CX Metrics, Data & Feedback Loops

Define and track CX-related metrics across the funnel (conversion signals, complaints, contact drivers, drop-offs)

Use qualitative and quantitative inputs to prioritise CX and product initiatives

Establish structured feedback loops between CX, Category, Program Management, and Growth teams

Ensure CX decisions are data-backed and grounded in observed customer behaviour

E-Commerce CX & Product Lead