Sales Executive

Category Head – E-commerce | Exibu

Role Objective

Own the online growth, product portfolio, merchandising, conversion and profitability of Exibu’s e-commerce categories.

The person will be responsible for taking products from market research → online launch → traffic → conversion → sales → repeat purchases → category growth.

Key Responsibilities

1. Category Strategy

• Develop category-wise e-commerce growth strategy.
• Identify products with high online demand and commercial potential.
• Analyse competitors, pricing and market trends.
• Identify new categories and products to launch.
• Rationalize underperforming products/SKUs.

2. Product & Catalogue Management

• Decide which products should be listed online.
• Create the right SKU, size, variant and bundle structure.
• Ensure accurate pricing, specifications and product information.
• Develop product positioning based on customer use cases.
• Maintain a high-quality, conversion-focused catalogue.

3. E-commerce Sales

• Own monthly and annual online sales targets.
• Monitor sales by product, category and channel.
• Improve Average Order Value (AOV).
• Develop bundles, cross-sells and upsells.
• Identify opportunities for repeat purchases.

4. Website Conversion

• Own category-level conversion performance.
• Improve:
• Product pages
• Images/videos
• Product descriptions
• FAQs
• Reviews
• Pricing presentation
• CTAs
• Product comparison
• Use analytics to identify where customers drop off.

5. Digital Marketing Coordination

Work closely with the marketing team on:

• Google Ads
• Meta Ads
• SEO
• Google Shopping
• Remarketing
• Email marketing
• WhatsApp marketing

The Category Head doesn’t necessarily need to run the campaigns personally, but must own the commercial outcome from those campaigns.

6. SEO & Organic Growth

• Identify high-value search keywords.
• Build category and product-page SEO strategy.
• Identify content opportunities.
• Track organic rankings and revenue.
• Develop landing pages around high-intent searches.

7. Pricing & Promotions

• Set online pricing strategy.
• Develop promotional calendars.
• Analyse discount effectiveness.
• Maintain target gross margins.
• Create bundles and volume offers.

8. Analytics & Reporting

Track weekly:

• Revenue
• Orders
• Conversion rate
• Traffic
• AOV
• Gross margin
• CAC
• ROAS
• Product-level profitability
• Organic vs paid revenue
• Repeat customer rate
• Cart abandonment
• Top/bottom-performing SKUs