Key Account Manager-D2C

Designation: Dy Manager 

Purpose of the Role 
Waaree Energies' E-Commerce function operates across multiple channels — shop.waaree.com and market places. The Key Account Manager – D2C owns the full performance of shop.waaree.com, Waaree's direct-to-consumer storefront, along with the associated Call Centre function.

This is a high-ownership, funnel-to-fulfilment role reporting directly to the Head of E-Commerce. The incumbent is accountable for growing D2C conversion economics while building the channel's next growth levers — consumer financing, a dedicated cart-recovery calling operation, and an emerging online-to-installed-kit fulfilment model in partnership with EPC/installer networks.

Job Responsibilities (KRA)
1. D2C Platform Management & Digital Merchandising

•    Manage and optimize the shop.waaree.com platform end-to-end — traffic, conversion, customer experience, and revenue.

•    Drive assortment planning, pricing strategy, product listings, content optimization, and promotions.

•    Ensure strong product visibility, conversion rates, and brand representation across the storefront and digital channels.

2. Digital Revenue & P&L Ownership

•    Own the shop.waaree.com P&L — revenue, margins, marketing investment, and channel profitability

•    Drive digital sales planning, forecasting, and growth tracking.

•    Monitor the full KPI stack: GMV, revenue growth, conversion rate, CAC, ROI, and customer lifetime value (CLV).

3. Call Centre & Cart Recovery Management

•    Manage the Call Centre function, whose core mandate is outbound recovery calling for customers who add to cart but do not complete purchase within 2 hours.

•    Set and monitor cart-recovery SLAs, call-to-conversion rates, and assisted-revenue targets from the Call Centre.

•    Build and refine call scripts, objection-handling playbooks, and escalation paths for high-value abandoned carts.

4. Conversion Rate Optimization

•    Drive structural improvement in D2C conversion rate against category benchmarks.Digital Merchandising

•    Run structured CRO experiments — page speed, checkout friction, trust signals, payment options — in partnership with the tech/platform team.

•    Own site funnel diagnostics end-to-end, from broken product pages and 404s to abandoned-cart triggers.

5. Digital Marketing & Consumer Growth

•    Collaborate with the marketing team to drive performance marketing, SEO, SEM, affiliate marketing, and digital campaigns; own ROAS on D2C ad spend.

•    Drive customer acquisition, retention, and engagement strategies for the D2C customer base.

•    Develop personalization, loyalty programs, and CRM-led digital initiatives.

•    Drive consumer financing and EMI tie-ups (NBFC/bank partnerships) to unlock high-ticket solar purchases online.

6. Technology, UX & Digital Transformation

•    Own the BigCommerce storefront experience — page performance, checkout flow, mobile UX, and payment gateway uptime/limits.

•    Lead implementation and enhancement of e-commerce platform, OMS, CRM, and analytics tools, in partnership with IT.

•    Leverage data analytics and automation to improve customer experience, forecasting, inventory planning, and operational efficiency.

7. Supply Chain & Operations Integration

•    Collaborate with Supply Chain and Logistics teams to ensure efficient order fulfilment and inventory planning for D2C orders.

•    Optimize inventory availability, delivery timelines, and fulfilment efficiency for the shop.waaree.com channel.

•    Enhance the overall customer delivery experience through operational excellence, in coordination with Logistics.

8. Customer Experience & Retention

•    Own repeat-purchase rate, delivery SLA adherence, and Call Centre CSAT as core retention levers.

•    Coordinate with Customer Support and Logistics teams to resolve D2C-specific delivery, damage, and refund issues.

9. Stakeholder Management & Leadership

•    Collaborate cross-functionally with Sales, Marketing, Product, Supply Chain, Finance, and IT on shared D2C priorities.

•    Manage relationships with technology vendors, digital agencies, and platform/financing

Job Requirements (KPI)
•    5–6 years in D2C / e-commerce, with demonstrated full P&L ownership (revenue, margin, marketing investment) on a platform such as BigCommerce, Shopify, or Magento.

•    Track record driving conversion rate optimization, performance marketing (SEO/SEM/affiliate), and CRM-led growth.

•    Working exposure to OMS/ERP/CRM systems (SAP, Unicommerce, or equivalent) and leading digital transformation initiatives.

•    Experience coordinating with supply chain/logistics functions on inventory planning and fulfilment.

•    Strong stakeholder management — cross-functional and external (vendors, agencies, financing partners).

Educational Qualification

• Bachelor's degree in Business Administration, Marketing, Commerce, Engineering, Information Technology, Computer Science, E-commerce, or a related discipline from a recognized university. 
• MBA/PGDM in Marketing, E-commerce, Digital Marketing, Business Analytics, or General Management from a reputed institute will be preferred. 

Professional certifications in Digital Marketing (Google Ads/Analytics, Meta), E-commerce Platforms (BigCommerce/Shopify/Magento), CRM, or Analytics