This role is responsible for HOKA E-com merchandising buy & planning work from pre-season E-com product buy strategy /buying/planning to in-season& post-season products sell-through/Margin/SKU efficiency/stock management.
This role required to collaborate with X-functional teams to make OTB plan, build up E-com assortment, lead buying process, drive E-com promotion plan, and manage in-season products’ sell-through performance to ensure Sales / margin% / Sell-thru% / Stock turn meets company target.
40%
- Pre- Season E-com merchandising strategy building, product buying & planning.
- Actively learning about E-com platform trend and consumer trends, share insights with Cat. merchant team about E-com product needs.
- Work with Cat. merchant team and E-com team to build up specific E-com GTM plan based on seasonal brand GTM plan.
- Build up E-com channel OTB plan in collaboration with Finance, Demand planning and Cat.merchant and E-com team.
- Build up E-com by channel (including but not limited to T-mall/JD/mini program/Red/VIP) assortment plan with clear pricing structure and rational line structure.
- Listen and guild E-com agency (Product team) about range plan / buy strategy. Ensure E-com agency can understand brand direction and product buy strategy.
- Lead the E-com channel buying process and plan SKU depth through both sales share% analysis (Top down) and “by month/by family sales forecast (bottom up)”
- Leverage E-com data. (e.g. UV/CR%/add to chart/competitors). Actively learn from all data and share finding / learning with entire merchant team. Benchmark thinking when planning E-com forecast and product depth.
- Analyze size based on sold, ST, and finalized seasonal size curve and size order.
- Work out discount plan down to month/channel/ level for annual budget setting and update forecast by quarterly. Align with financial and E-com team to get final approval.
- Review OTB by monthly, take necessary adjustment on monthly buy based according to updated stock rolling forecast and sales trend.
45%
- In-Season/off-season Product Management
- Set up by SKU level product target before seasonal kick off, align target with E-com and demand planning team.
- Provide weekly/monthly merchandising analysis on sales trends, target achieve% and share insight of sales opportunities and potential risk, then react accordingly. Making sure that business KPI is on track. (Sales/Sell-thru%/Margin%)
- Work with E-com team to delivery effective product push plan and stock preparation for E-com promotion Event.
- Quickly learn from E-com in season data, dig out trend and adjust plan accordingly.
- Adjust in-season promotion and dis% plan based on sales trend and stock level.
- Adjust platform assortment based on sales trend and stock level.
- Responsible for in-season product tracking and action to meet business KPI. (sales, sell-thru% and margin%.)
- Updated product sales forecast and demand sales by monthly, work closely with E-com team and operation team to ensure updated forecast is aligned.
- Work closely with TP product team to ensure brand product direction can be well executed.
- Corporate with demanding planning team and E-com team to maximize stock efficiency. Share insights based on E-com potential and risk in omin channel products performance review meeting.
- Share inputs with Cat. merchant team for product lifecycle management.
- In charge of product report weekly / monthly / Seasonal/ Promotion.
15%
- Market inputs
- Partner with EC team to understand the channel trends and consumer needs. Analyze competitors’ sales to define HOKA E-com product opportunities and growth engine.
- Work with Cat. merchandising team and provide E-com channels specific product needs /inputs based on E-com platform profile and consumer profile.
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