Yash Desai Email & Phone Number

Hallam, Vic, Au

Canberra, Au

Docklands, Victoria, Au

Chadstone, Vic, Au

• Drive the performance of the Officeworks website through Conversion Rate Optimisation, Search Engine Optimisation, Cross-Channel and Cross-Category Shopping. • Work with the Buying Teams (Merchandise) to best represent the 30,000+ products online and ensure that the online store operates to its full potential in the company's omni-channel retail strategy.• Make best use of the e-commerce toolkit of search, product recommendations (cross sell & upsell) as well as information architecture on the website to result in the best customer experience for each visitor to the website. • Monitor customer behaviour using onsite analytics as well as customer feedback to remove any hindrance to purchase i.e. ‘conversion rate optimisation’. Integrate these findings into the A/B testing program and make data driven decisions for design changes / feature additions.• Responsible for running the A/B testing (split testing program) on Officeworks.com.au & subsequent implementations of design changes / feature additions that help in improving customer experience online & conversion.• Reporting and presenting e-commerce findings as well as insights based on customer behaviour online using onsite analytics to the senior leadership teams as well as the buying teams for potential range changes & product opportunities. • Responsible for online merchandising strategy with an emphasis on key trading periods such as Back to School, Tax time and Christmas to make the most of traffic surges.• Work closely with the digital marketing team for eDMs, digital marketing strategies.• 4 direct reports to bring all the above to fruition

Chadstone, Vic, Au

Key Achievements: • Provide leadership to a team of 7 talented individuals of the product content team.• Delivered more than a thousand relevant product videos on the Officeworks website, leading to greater conversion rates and more time spent on site. • Ensured that our entire range of 25,000+ products is now online (previously a major challenge for the business). • Ensured that each product has a soft substitute researched, sourced and loaded so that the website offers alternates to customers again resulting in improved conversion rates.• Creating an image sign-off process along with an image style guide covering every category in detail. Thus establishing a quality control process taking timelines and budgets into account. • Ensuring that every product that we sell now having researched and well written features & benefits that are SEO friendly. This is in-line with the online content strategy that I developed with senior management taking into account our social media and brand presence helping deliver revenue goals for the company. • Ensuring complete specifications for every product that we stock which involves working with 350+ suppliers, multiple stakeholders and teams within the business.• Working with the IT and customer experience teams to ensure that projects important to the website as well as product content are delivered in a timely manner thus delivering the product content strategy objectives. • Use website analytics for key insights which are used to constantly fine tune the product content strategy. • Providing support to 25+ buying teams to help optimise their product content and ensure they consistently reach their target audiences as well as share insights learnt from other teams thus optimising outcomes. • Responsible for a $200k AUD budget for product content improvement. To plan and forecast expenditure as well as strategize best ways to utilise the funding to deliver results.

Key responsibilities:● Strategic and operational management of the company.● Team management (5 employees) and also review and ensure that submitted content is in-line with the set standards and uniform in terms of style / formatting. ● Signing on new advertisers and identify new revenue streams.● Communicating with clients and advertisers and ensure all stake holders are kept up to date with the running of the firm.● Content Management (sign on content partners / copyright holders), follow up with vendors for product samples and write reviews.● SEO (includes content based SEO and also technical changes to the website to keep it in-line with best accepted SEO practises). Key achievements:● Phoneyworld became one of the most popular and respected portals for cell phone reviews and specifications with a page one ranking for most keywords to which we catered.● Phoneyworld catered to 2 million unique visitors monthly at its peak.