ONLINE SALES MANAGER

The Online Sales Manager is responsible for the overall performance, strategy, and profitability of the online sales channel, including the website, social media selling, and all digital order fulfillment touchpoints. 

This role owns the online sales budget, revenue targets, and channel strategy, and provides leadership and direction to the Online Sales Supervisor(s) and the wider online sales team. The Online Sales Manager translates business objectives into measurable online sales targets, and ensures the online sales operation runs efficiently, profitably, and in line with company standards. 

While the Online Sales Supervisor manages day-to-day floor operations and agent performance, the Online Sales Manager is accountable for the channel's overall commercial results, strategic direction, and long-term growth. 

• Bachelor's degree in Business, Marketing, E-Commerce, or a related field preferred 

• Minimum 3–5 years of experience in online sales, e-commerce, or digital retail, with at least 1–2 years in a supervisory or management role 

• Proven track record of managing a team and delivering sales targets 

• Strong understanding of e-commerce platforms, digital customer engagement channels, and online order fulfillment 

• Experience working cross-functionally with marketing, purchasing, and warehouse/logistics teams 

• Strong analytical, reporting, and data-driven decision-making skills 

• Excellent leadership, communication, and organizational skills 

1. Online Sales Strategy & Channel Ownership 

• Own the overall strategy, direction, and performance of the online sales channel 

• Set annual and quarterly revenue targets for online sales in alignment with overall company goals 

• Identify growth opportunities across website, social commerce, and other digital sales channels 

• Evaluate and recommend new platforms, tools, or channels to expand online sales reach 

2. Revenue & Commercial Performance 

• Own overall online sales revenue, conversion rate, and profitability targets 

• Review sales performance against targets at the channel level and direct corrective action where needed 

• Analyze sales trends, customer behavior, and channel data to inform commercial decisions 

3. Team Leadership & Management 

• Lead, coach, and hold accountable the Online Sales Supervisor(s) and wider online sales team 

• Set performance expectations and KPIs for the Online Sales Supervisor role 

• Review team structure, staffing levels, and shift coverage to ensure the channel is adequately resourced 

• Conduct performance reviews for direct reports and support their professional development 

• Build a culture of accountability, customer focus, and continuous improvement across the online sales function 

4. Budget & Resource Management 

• Prepare and manage the online sales department budget 

• Approve online sales-related expenditure within delegated authority 

• Monitor cost-to-serve for online orders and identify opportunities to improve efficiency 

• Justify and present business cases for additional headcount, tools, or platform investment 

5. Cross-Functional Strategy & Coordination 

• Partner with Marketing on the online sales calendar, campaign strategy, and promotional planning 

• Work with Purchasing and Inventory teams to align stock planning with online demand forecasts 

• Coordinate with Warehouse and Logistics leadership to ensure fulfillment capacity supports sales volume and growth plans 

• Represent the online sales channel in cross-departmental and management planning discussions 

6. Customer Experience Oversight 

• Set and maintain company-wide standards for online customer service and response times 

• Review escalated or high-impact customer issues referred by the Online Sales Supervisor 

• Monitor customer satisfaction trends and direct process improvements to address recurring issues 

• Ensure the online shopping experience remains consistent with brand standards across all digital touchpoints 

7. Reporting & Business Insight 

• Prepare and present online sales performance reports to senior management 

• Translate sales and KPI data into actionable insights and recommendations 

• Track channel performance against budget, targets, and prior periods 

• Identify risks, opportunities, and trends affecting online sales performance 

8. Process, Policy & Compliance 

• Establish and maintain policies and procedures governing online sales operations 

• Ensure compliance with company policies on customer service, returns, data handling, and conduct across the online sales team 

• Review and approve process changes recommended by the Online Sales Supervisor 

• Ensure online sales operations align with broader company risk, compliance, and data-protection requirements 

• Other duties and responsibilities that may be assigned from time-to-time