E-Commerce Lead - Turkey

SOHO drives the success of ALO that is a boutique lifestyle retailer representing a generation of consumer seeking innovative concepts, digital accessibility, and a strong sense of social community. At ALO, we inspire mindful movement, wellness, and a fusion of physical practice with conscious living. We create advanced activewear and clean beauty solutions, with eco-aware, solar-driven production, all while bringing yoga and mindfulness to millions. Together, we elevate health, happiness, and global well-being driven by our shared passion, innovation, and commitment to diversity.

The E-commerce Lead is responsible for leading the day-to-day operations and commercial performance of ALO's e-commerce business in Turkey. Acting as the primary point of coordination between the local teams and ALO Global Headquarters, this role ensures seamless execution across merchandising, buying, logistics, marketing, finance, IT, customer service, and retail to deliver an exceptional online customer experience and achieve business objectives.

DUTIES & RESPONSIBILITIES

1. E-commerce Business Management

• Lead the day-to-day operations of the ALO Turkey e-commerce business, ensuring smooth execution across all operational and commercial functions.
• Drive online sales performance while continuously improving the customer journey and overall shopping experience.
• Monitor daily, weekly, and monthly business performance, identifying opportunities to increase conversion, average order value, customer retention, and revenue.
• Ensure the online channel supports the overall commercial objectives of the Turkish market.

2. Cross-Functional Coordination

• Act as the central point of coordination between Merchandising, Buying, Logistics, Marketing, Finance, IT, Retail, and Customer Service teams.
• Ensure all departments are aligned to support successful online operations and commercial priorities.
• Coordinate closely with the ALO Global E-commerce team to ensure timely implementation of global initiatives, campaigns, product launches, and operational requirements.
• Build strong relationships with internal stakeholders to ensure seamless execution of cross-functional projects.

3. Merchandising & Product Management

• Work closely with the Merchandising and Buying teams to ensure optimal online assortment, product availability, and inventory levels.
• Monitor online stock levels and coordinate replenishment through virtual stock transfers when required.
• Ensure product information, imagery, descriptions, colors, sizes, and pricing are accurate and aligned with global standards.
• Support category performance through effective product merchandising and assortment management.

4. Commercial Performance & KPI Management

• Monitor key e-commerce KPIs including traffic, conversion rate, average order value (AOV), units per transaction (UPT), sell-through, customer acquisition, and retention.
• Conduct regular sales and performance analysis to identify trends, risks, and growth opportunities.
• Develop recommendations to improve commercial performance based on customer behavior and business analytics.
• Prepare regular business reports and performance presentations for management.

5. Customer Experience & CRM

• Work closely with Customer Service and CRM teams to ensure a premium online customer experience.
• Support initiatives to improve customer acquisition, retention, loyalty, and repeat purchases.
• Monitor customer feedback, complaints, and Net Promoter Score (NPS), implementing improvement plans where necessary.
• Ensure efficient handling of customer inquiries, returns, and after-sales support.

6. Warehouse Operations & Logistics

• Coordinate daily warehouse operations to ensure accurate inventory management and efficient order fulfillment.
• Monitor order processing, packaging standards, shipping lead times, and delivery performance.
• Ensure returned merchandise is processed promptly and reintegrated into inventory where applicable.
• Work closely with logistics partners to optimize delivery performance and customer satisfaction.
• Ensure premium packaging and delivery standards reflect ALO's brand positioning.

7. Digital Operations & Systems

• Monitor the overall health and functionality of the Shopify platform and associated e-commerce systems.
• Coordinate with IT and external partners to resolve technical issues affecting website performance or customer experience.
• Support system enhancements, integrations, and new functionality implementations.
• Ensure data accuracy across all e-commerce platforms.

8. Global Brand Compliance

• Ensure local implementation of pricing strategies, promotional campaigns, product launches, and brand guidelines provided by ALO Global.
• Maintain consistency with global visual merchandising, digital merchandising, and brand standards.
• Coordinate with HQ regarding product launches, campaigns, operational updates, and market feedback.
• Ensure all local initiatives remain aligned with ALO's global brand positioning.

9. Continuous Improvement

• Identify opportunities to improve operational efficiency, customer experience, and commercial performance.
• Recommend new tools, technologies, and best practices to support the growth of the online business.
• Stay informed about e-commerce trends, customer expectations, and competitor activities within the premium and lifestyle retail sectors.

10. Growth & Business Development

• Continuously identify opportunities to grow the online business through improved customer experience, commercial initiatives, operational efficiencies, and market insights.
• Monitor competitor activities, industry trends, and consumer behavior to recommend initiatives that strengthen ALO's online market position in Turkey.
• Collaborate with the Retail Manager and ALO Global teams to support the expansion of the e-commerce business and contribute to the achievement of regional growth objectives.

REQUIREMENTS, SKILLS & ABILITIES

Experience & Background

• Bachelor's degree in Business Administration, E-commerce, Marketing, Retail Management, or a related field.
• Minimum 5–7 years of experience in e-commerce, digital retail, merchandising, or online commercial operations.
• Previous experience managing an e-commerce business within fashion, lifestyle, sportswear, or premium retail is highly preferred.
• Experience working with international brands and global headquarters is a strong advantage.

Technical Skills

• Strong understanding of Shopify or similar e-commerce platforms.
• Experience with merchandising, inventory management, and digital product management.
• Advanced analytical skills with proficiency in Microsoft Excel and reporting tools.
• Knowledge of CRM, Google Analytics, ERP systems, and e-commerce performance metrics is an advantage.

Competencies

• Strong commercial and analytical mindset.
• Excellent project management and organizational skills.
• Ability to lead cross-functional initiatives and influence multiple stakeholders.
• Strong communication and presentation skills.
• Customer-centric with a passion for delivering exceptional online experiences.
• Proactive, solution-oriented, and adaptable in a fast-paced environment.
• Fluent in English and Turkish.

WORKING CONDITIONS

WORK ENVIRONMENT

Dynamic work environment, with a wide space for professional growth

Location

On-Site – commuting between stores is required

Salary and Benefits

SOHO Group offers a competitive package in line with the industry competitors' high average

Incentive/Bonus

Bonus

Other requirements

Office working hours – after hours might be required based on business requirements