Digital Merchandising Manager

Department:  DIGITAL
City:  London
Location:  GB


Specific for a product line / category, she/he is instrumental in developing the digital merchandising plan while ensuring alignment with company strategy and creative vision. She/he will manage the range and sales plans for future and current seasons focusing on the key initiatives. She/he will also be the operation lead in site optimisation activities to react to changing trading trends while ensuring digital initiatives are well represented on site.





  • Pre Market: Analyse performance and develop buy strategy in preparation for seasonal buy. Create digital range plan brief to ensure range reflects digital needs. Partner with regions on OTB plans and CF/replen planning.
  • In Market: Partner with regional merchandising teams on locally relevant digital buy and define the depth of the products for digital with regional sign-offs. Evolve buy strategy for respective category each season.
  • Key contact in demand forecasting project, working with regions and other stakeholders on evolving the tool and improving accuracy of the buy.
  • Work closely with product merchandising team to develop merchandise strategies to drive digital growth and with regional merchants to understand & execute localised product opportunities digitally. Identify emerging trends in season to further unlock the commercial opportunities.
  • Leverage in house reporting systems and analytics to identify areas of opportunity to further grow digital business; analyse trade weekly, monthly, quarterly & yearly and report on dynamic merchandising activities to maximise sales & sell through as well as engagement.
  • Partner with regional merchandising & planning to ensure digital availability is maximised & drive new trading ideas in reaction to changing trends.
  • Pro-active use of merchandising tools to optimise trade on Bubrerry.com whilst supporting localisation through dynamic merchandising.
  • Implement new product roll-out strategy to support key corporate product initiatives by partnering with all key stakeholders including styling teams.
  • Work with Digital Marketing teams on selecting products and links for emails, optimising SEO and destinations for marketing campaigns.



  • Lead site merchandising preparation for monthly delivery launches, ensuring maximum content readiness, stock and optimised site merchandising.
  • Ensure products loaded have all attributes, images and copy optimised to increase conversion. Drive UPT through complete the look recommendations.
  • Partner closely with VM on curated pages, selecting products to feature whilst balancing art and commerce.
  • Ensure journeys from traffic driving channels through to product are consistent and optimised.
  • Manage the menu navigation and categorisation of products, working closely with UX, copy and SEO.
  • Collaborate with the content team for a smooth publishing process and ensure operational excellence through constant efforts to improve platform capabilities.



  • Manage a team of 4 members and multiple categories with delegation/prioritisation of work to ensure they complete tasks in time and to company standards, as well as help them develop right skills required for the job.
  • Continue to de-risk the business by ensuring retention plan, which is essential in fast moving digital environment through inspiring and motivating junior members of the team.
  • Ensure strong networking across regional and corporate merchandising teams along with key digital partners.




  • Previous digital merchandising/buying experience in related area
  • Accuracy, great attention to detail
  • Passion for product and buying
  • Analytical, good numerical skills
  • Strong excel skills
  • Good Communication skills and teamwork


Burberry is an Equal Opportunities Employer and as such, treats all applications equally and recruits purely on the basis of skills and experience.

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