Assistant General Manager - Digital Commerce & MarTech Application Management
The Assistant General Manager – Digital Commerce & MarTech Application Management will lead the technology ecosystem supporting Skechers India’s digital commerce, customer engagement and omnichannel operations.
The role will own the application roadmap, delivery and ongoing management of Salesforce Commerce Cloud, Salesforce Marketing Cloud, Salesforce Data Cloud, campaign microsites, and Vinculum Order Management System. It will ensure these platforms operate as a connected, secure, and scalable ecosystem, enabling seamless customer experiences and supporting online revenue growth, conversion, and retention.
The incumbent will partner with Digital Commerce, Marketing, Retail, Supply Chain, Finance, and global and local IT teams to translate business priorities into technology solutions.
Designation: Assistant General Manager
Role: Lead – Digital Commerce & MarTech Application Management
Department: Information Technology
Location: Mumbai – Head Office (Andheri East)
Experience: 12–15 years
Reporting to: Associate Director - IT
Direct reports: 2 — Business Analyst and Application Support
Key Responsibilities
1. Digital Commerce — Salesforce Commerce Cloud
- Own the SFCC B2C storefront roadmap, application enhancements, releases, availability, performance, and security.
- Lead development across SFRA and PWA Kit/headless architectures, covering catalogue, pricing, promotions, search, checkout, and customer accounts.
- Partner with business teams on site speed, Core Web Vitals, technical SEO, A/B testing, and personalization.
- Manage cartridges and third-party integrations, including payments, tax, fraud prevention, ratings and reviews, search, and customer support tools.
- Ensure readiness for peak trading periods through load testing, capacity planning, release controls, and coordinated production support.
2. Marketing Technology — Salesforce Marketing Cloud
- Lead SFMC architecture and operations across Email Studio, Mobile Studio, Journey Builder, Automation Studio, Contact Builder and Data Extensions.
- Enable customer lifecycle journeys, including welcome, cart and browse abandonment, post-purchase, win-back, loyalty and transactional communications.
- Integrate SFMC with commerce, CRM, and customer data platforms to support event-driven engagement and consistent customer profiles.
- Oversee deliverability, consent, preference management, and applicable privacy requirements.
- Manage complementary platforms for WhatsApp, conversational commerce, analytics, and tag management.
3. Customer Data Platform — Salesforce Data Cloud
- Lead end-to-end Data Cloud implementation, from business case and use-case prioritization through architecture, deployment, and adoption.
- Establish ingestion from commerce, marketing, OMS, POS, loyalty, ERP, marketplace, and web/app data sources.
- Define data models, Data Model Objects, data spaces, calculated insights, and streaming insights.
- Configure identity resolution to unify customer profiles across online and offline channels.
- Enable audience segmentation and activation across marketing, advertising, and commerce platforms.
- Support approved Einstein and Agentforce use cases, including next-best offers, churn insights, and propensity modelling.
- Govern data quality, consent, access, and platform consumption, while tracking license costs and business impact.
4. Campaign Microsites & Digital Properties
- Deliver campaign, product-launch and brand microsites using SFCC or suitable headless CMS platforms.
- Establish reusable templates, components, and hosting standards to improve delivery speed and consistency.
- Ensure each launch meets tracking, technical SEO, accessibility, performance, and security requirements.
5. Omnichannel Order Management — Vinculum
- Own Vinculum OMS application delivery and support as the backbone for order and inventory orchestration.
- Enable ship-from-store, click-and-collect, endless aisle, store returns, and split-shipment capabilities.
- Manage integrations with marketplaces, warehouses, stores, and logistics partners.
- Partner with Supply Chain and Retail teams to improve inventory accuracy, fulfilment performance, order-to-delivery timelines, and return-to-origin rates.
6. Enterprise Integration & Architecture
- Govern integrations across ERP, PIM, OMS, WMS, POS, CRM, loyalty, payments, logistics and analytics platforms.
- Lead API and middleware design using REST/SOAP services, webhooks, event streams and batch interfaces.
- Define data contracts, monitoring, error handling, retries and reconciliation controls.
- Ensure reliable product, pricing, inventory, order, customer, and finance data flows across systems.
7. Leadership, Delivery & Application Governance
- Lead the Business Analyst and Application Support team, with responsibility for capability development, resource planning and performance management.
- Manage implementation partners, agencies, and SaaS vendors through clear scopes of work, SLAs and performance reviews.
- Own application budgets, licenses, total cost of ownership and build-versus-buy evaluations.
- Drive Agile delivery, release governance, CI/CD practices and L2/L3 production support.
- Establish effective incident management, root-cause analysis, and preventive action processes.
- Coordinate security assessments, vulnerability remediation, payment security, and applicable data privacy controls.
- Manage global and local technology initiatives, ensuring timely delivery and effective business adoption.
Qualifications & Experience
- B.E./B.Tech. in Computer Science or Information Technology, MCA, or a relevant postgraduate IT qualification. An MBA is an advantage.
- 12–15 years of IT experience, with substantial responsibility for retail, digital commerce or omnichannel technology programmes.
- Demonstrated delivery experience across SFCC, SFMC, Salesforce Data Cloud and OMS, including at least one end-to-end Salesforce Data Cloud implementation.
- Experience in consumer brands, retail, fashion, lifestyle or D2C businesses is preferred.
- Proven experience leading teams and managing vendors, budgets, and senior business stakeholders.
- Relevant Salesforce Commerce, Marketing Cloud and Data Cloud certifications are preferred.
Required Skills & Competencies
- Strong understanding of digital commerce, customer lifecycle marketing and omnichannel retail processes.
- Knowledge of retail operations, POS, inventory, replenishment, fulfilment, and enterprise system integration.
- Experience with APIs, middleware, data modelling, identity resolution, and application monitoring.
- Familiarity with Vinculum or comparable OMS platforms; exposure to Ginesys POS or Oracle Retail Xstore is an advantage.
- Strong programme management, analytical and problem-solving skills.
- Excellent communication, presentation, negotiation, and stakeholder management capabilities.
- Ability to balance application stability, delivery priorities, cost efficiency, and business outcomes.
Key Success Measures
- Website availability of at least 99.9% and stable performance during peak sales.
- Improvements in page speed, conversion, and checkout success.
- Reliable inventory synchronization, reduced order failures, and adherence to fulfilment SLAs.
- Reduced integration failures and reconciliation gaps.
- Improved customer engagement, lifecycle journey performance, and retention.
- Effective customer profile unification, audience activation, and measurable business impact from Data Cloud.
- On-time, on-budget roadmap delivery, vendor SLA adherence, and controlled platform costs.
About Skechers
Skechers, a global Fortune 500® company, develops and markets a diverse range of lifestyle and performance footwear, apparel, and accessories. Serving over 180 countries and territories, Skechers connects customers to products through department and specialty stores, e-commerce and digital stores, and through our more than 5,300 Skechers retail locations.