Ecommerce Manager

Job Title: eCommerce Category Marketing Manager (Demand Generation Lead)

Location: Bangalore

Reporting to: Head of eCommerce

Company: VIP Industries

Position Summary

VIP Industries is looking for an entrepreneurial and data-driven eCommerce Category Marketing Manager to lead demand generation and shopper experience across marketplaces and D2C platforms.

This role will focus on the digital shelf, retail media strategy and shopper activation for the luggage portfolio. The candidate will translate brand strategy into high-converting digital execution, ensuring VIP wins at the point of search, comparison and purchase.

As the bridge between Brand Marketing, Key Account Managers, and retailer media/category teams, this role will drive portfolio growth, optimize media ROI and build differentiated brand storytelling tailored to online shoppers.

Key Responsibilities

1. Shopper-Led Category Growth

• Develop and execute a category growth strategy tailored for eCommerce platforms. Analyse shopper search trends, keyword behaviour, review sentiment and conversion data to drive demand.
• Identify white spaces across price tiers (premium, mid, value), formats (hard luggage, soft luggage, backpacks), and use cases (business, leisure, cabin, check-in). Drive portfolio and innovation opportunities based on shopper and category insights.

2. Digital Shelf Ownership

• Own end-to-end digital shelf excellence across Amazon, Flipkart, Myntra and D2C. Optimize content, imagery, A+ content, videos and keyword strategy to improve discoverability and conversion.
• Establish robust tracking for availability, content quality, share of search, ratings & reviews.
• Drive structured digital shelf reporting and action planning in collaboration with the larger eCommerce team.

3. Retail Media & Conversion Strategy

• Develop platform-specific retail media strategies aligned to growth and profitability goals.
• Optimize media metrics such as CTR, CVR, ROAS, ACOS, and share of voice.
• Collaborate with retailer media teams and performance marketing partners to maximize ROI. Ensure event-level investments (e.g., Big Billion Days, Prime Day, travel seasons) deliver incremental growth.

4. Brand Activation & Storytelling

• Adapt brand campaigns to digital-first storytelling that drives comparison and conversion.
• Build compelling product narratives (durability, warranty, lightweight design, premium finishes, travel functionality).
• Support new product launches with integrated digital shelf + media plans.
• Ensure premium brands within the portfolio maintain strong online positioning without over-discounting.

5. Cross-Functional Collaboration

• Act as the strategic link between Brand Marketing and eCommerce commercial teams. Work with KAMs to align media investments with sales and profitability targets.
• Partner with retailer category teams to unlock growth opportunities.
• Feed competition insights and category trends back into brand and innovation pipelines.

6. Competition & Category Intelligence

• Track competitor pricing, promotional intensity, content quality, and assortment shifts. Monitor emerging trends in travel behaviour, sustainability, design preferences and online buying patterns.
• Build a structured competitive dashboard to inform strategy decisions.

Candidate Profile

• 58 years of experience in eCommerce, retail media, shopper marketing or brand marketing.
• Experience in consumer durables, fashion/lifestyle or high-consideration categories preferred.
• Strong understanding of marketplace algorithms, search optimization and conversion levers.
• Highly analytical and comfortable with data interpretation and performance metrics.
• Strong brand sensibility with a performance marketing mindset.
• Ability to influence cross-functional stakeholders and external retail partners.

What Success Looks Like

• Higher share of search and improved digital shelf health metrics.
• Strong uplift in conversion rates and media ROI.
• Clear category growth playbook for luggage in eCommerce.
• Premium positioning maintained while driving profitable growth.
• Strong feedback loop between shopper insights and brand innovation.