Head of Ecommerce

Role: Head of E-Commerce BIBA Apparels Ltd

Location: Gurugram, Haryana (On-Site)

Experience: 1520 years

The Opportunity

BIBA, Indias leading womens 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 BIBAs 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 BIBAs 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 BIBAs extensive store network.

Key Responsibilities

1. D2C Business Leadership

• Lead BIBAs 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 BIBAs 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 journeyfrom 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 BIBAs digital ambitions.

What You Bring

• 1520 years of experience in e-commerce, digital, or omnichannel retailideally 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.