Demand Senior Category Manager
 (B2B & Wholesale)

Role Mission
The Demand Category Manager is responsible for building a predictable, scalable, and sustainable demand engine for Basalam Wholesale. This role owns category-level demand growth, customer activation, repeat purchase, campaign performance, and revenue generation.
The main objective of this role is to convert supply advantages into GMV, increase AOV, improve conversion, and build long-term retention among wholesale customers.

Role Definition
This role owns the demand flow and revenue performance across wholesale categories. The Demand Category Manager acts as a growth driver, revenue builder, and commercial planner who ensures that the right products are sold to the right customers through the right channels, campaigns, and lifecycle programs.
This role determines whether the supply created by the supply team actually turns into sales.
Key Responsibilities
1. Demand Growth & Revenue Planning
Design monthly, quarterly, and yearly demand growth plans for assigned wholesale categories.
Own category-level GMV planning, AOV growth, conversion improvement, customer activation, and retention strategies.
Build clear growth engines by defining demand channels, conversion funnels, customer segments, sales scenarios, and campaign calendars.
Forecast sales performance and continuously monitor actual performance against targets.
2. Wholesale Customer Segmentation & Management
Segment wholesale customers based on behavior, purchase history, category interest, order volume, AOV, purchase frequency, recency, and business type.
Develop specific plans for different customer groups, including Basalam sellers, organizational buyers, bulk buyers, high-value customers, dormant customers, and newly activated wholesale buyers.
Extract and analyze customer cohorts by category to identify growth opportunities, churn risks, reorder potential, and lifecycle gaps.
3. Activation, Retention & Reorder Growth
Design customer activation programs to convert potential wholesale buyers into first-time buyers.
Reduce the time between first and second purchase through lifecycle campaigns, targeted offers, reorder reminders, and personalized communication.
Increase repeat purchase, retention rate, GMV per user, and customer lifetime value across wholesale categories.
Reactivate inactive wholesale customers with targeted offers, category-specific campaigns, and personalized sales triggers.
4. Campaign & Promotion Management
Plan and execute performance campaigns, seasonal campaigns, flash deals, category campaigns, and SKU-level promotional pushes.
Design campaigns focused on increasing AOV, improving conversion rate, increasing order frequency, and pushing high-potential wholesale SKUs.
Work with the supply team to select campaign-ready SKUs based on pricing advantage, available inventory, supplier capacity, and market demand.
Evaluate campaign performance through GMV, conversion rate, CAC, AOV, repeat purchase, margin impact, and incremental revenue.
5. E-CRM & Customer Lifecycle Management
Own E-CRM planning for wholesale customers across the customer lifecycle.
Design automated and manual communication programs for activation, education, reorder, retention, reactivation, and cross-sell.
Use customer behavior data to trigger relevant messages, offers, and campaigns through CRM channels.
Build lifecycle journeys that help wholesale customers discover the right products, understand wholesale value, reorder easily, and stay active.
6. Demand Channel Development
Develop and optimize demand channels both inside and outside the Basalam platform.
Use on-platform channels such as homepage placements, search, category pages, product collections, internal banners, and merchandising surfaces to drive demand.
Develop off-platform demand channels such as social media, market lead generation, direct outreach, community-based acquisition, and B2B sales opportunities.
Create channel-level plans with clear CAC, GMV, conversion, and ROI expectations.
7. Funnel Analysis & Conversion Optimization
Continuously analyze the wholesale funnel from traffic and lead generation to product view, add-to-cart, checkout, purchase, reorder, and retention.
Identify funnel drop-offs and work with product, marketing, sales, and supply teams to improve conversion.
Use data from BI tools, Excel, sales dashboards, customer cohorts, and campaign reports to make growth decisions.
8. Supply-Demand Matchmaking
Work closely with the supply team to identify SKUs that are scalable, competitively priced, available, and suitable for demand push.
Translate supplier advantages into customer-facing offers, campaigns, bundles, flash deals, and sales narratives.
Create strong alignment between available supply, customer demand, campaign timing, and GMV targets.
9. Sales & Business Development Support
Support B2B customer development by identifying high-potential buyers, organizational demand, and bulk purchase opportunities.
Work with sales or business development teams to convert market leads into active wholesale customers.
Create short-term and long-term sales and marketing plans for category growth.

Key KPIs
Monthly GMV
 Incremental GMV from campaigns and demand initiatives
 AOV
 Conversion rate
 CAC / GMV ratio
 Retention rate
 Repeat purchase rate
 First-to-second purchase conversion
 Number of active wholesale customers
 Number of activated new wholesale buyers
 GMV per user
 Order frequency
 Campaign ROI
 Reactivation rate of inactive customers
 Category-level funnel conversion
 GMV generated from supply-prioritized SKUs

Required Skills & Experience
Strong experience in growth marketing, performance marketing, demand generation, campaign management, CRM, and customer lifecycle management.
Strong analytical ability in funnel analysis, customer behavior analysis, cohort analysis, and sales performance tracking.
Ability to work with Excel, BI tools, dashboards, CRM tools, customer segmentation, and campaign data.
Good understanding of B2B customer behavior, wholesale purchase patterns, category dynamics, and marketplace growth.
Strong ability to design campaigns, promotions, customer journeys, and sales scenarios that directly impact GMV and retention.
Experience in e-commerce, marketplace, wholesale, retail, FMCG, B2B sales, or category growth is highly preferred.

Preferred Background
Bachelor’s or Master’s degree in Industrial Engineering, MBA, DBA, Computer Engineering, Business Management, Finance, Commerce, Strategy, Entrepreneurship, or Marketing.
Minimum 5 years of relevant experience in e-commerce, marketplace, growth, performance marketing, CRM, sales, business development, or category management.

Ideal Candidate Profile
The ideal candidate is a growth-oriented commercial operator who can turn customer insight into GMV. This person should be analytical enough to understand funnel and cohort behavior, but execution-oriented enough to launch campaigns, push SKUs, activate customers, and grow revenue.
The strongest candidate is someone who can build sustainable demand, not just generate traffic.