Regional Head of Program Management - CXP

Launched in 2012, Daraz is South Asia's online shopping and selling destination of choice present in
Pakistan, Bangladesh, Sri Lanka, Myanmar and Nepal. Supported by a wide range of tailored
marketing, data, logistics and other service solutions, the pioneering ecommerce ecosystem in South
Asia has 80,000 sellers and serves 13 million consumers. Daraz offers a diverse assortment of products
in categories ranging from consumer electronics to household goods, beauty, fashion, sports
equipment, and groceries. In 2018 Alibaba Group Holding Limited acquired Daraz from German
Investment firm Rocket Internet SE. Daraz is headquartered in Singapore.

Job Description:

Customer Experience (CXP) is part of the Daraz core identity and has been strategic focus since our
inception. Our CXP mission is “to boost customer loyalty through a seamless and personalised
experience, equally for our buyers and our sellers.” As a Regional Head of Program Management -
CXP, you will be an integral part of Daraz efforts towards offering the best experience to our customers
and you are at the forefront of driving efforts with respect to our mission. The CXP team is segregated
into a regional team as well as different country teams in Pakistan, Bangladesh, Sri Lanka, Nepal and
Myanmar.

You will own all regional Buyer & Seller Experience roadmaps and will be responsible to drive strategic
initiatives and create synergies between our different markets with the aim to increase customer
retention and loyalty. This role requires travel to our various Daraz markets, working closely with our
teams on the ground.

Responsibilities:

• Lead: the regional CXP Program Management team and collaborate closely with CXP teams
across all markets to execute the most customer centric strategies possible, working with
Group leadership teams and Country Chief Customer Officers (CCO), as well as cross-
departmental teams to drive customer experience and uplift customer loyalty;
• Own: all major regional buyer and seller experience focused PMOs to ensure continuous
improvements for enhanced experience and performance;
• Grow: to help the business get better, every day, 1% at the time, ensuring we offer best-in-
class experience. You review industry best practices and benchmarks to ensure that Daraz
remains competitive and maintains market leadership across all markets;
• Inspire: individuals at all levels across the business, by embodying Daraz values
(Continuously Innovative; Generosity of Spirit; Deliver on our Promise; Make It Personal) as a
key member of the regional CXP leadership team and advocate for more customer
experience focus companywide;
• Strategize: and dive deep into the business to develop a first-hand understanding of major
pain points faced - both externally by our customers and internally by your experience team -
and lead the development of our roadmap aligned with strategic business priorities;
• Scale: new processes and further drive innovative product developments, working closely
with our product and data teams that help the business get better;
• Build: exceptional team regionally, and establish strong structures locally working with the
country CCOs by acquiring top talent, or nurturing and retaining high potential individuals in
the current teams;
• Enhance: performance by setting clear KPIs and measuring against these on a regular basis
to manage team performance;
• Do: and figure out how to get from A to B – and actually make it happen – at Daraz, we are
big fans of leading by example, pulling up your sleeves and getting things done;
We are Looking for:

• Experience: 5+ years experience in project management, business development, operational

excellence or customer experience roles within the tech / eCommerce / retail / consulting
industry, having managed cross-functional projects and teams;
• Leader: you can influence and motivate people with or without direct authority, at all levels of
the organisation and across a variety of job functions. People look up to you, and want to
listen to you;
• Self-starter: you have a bias towards action and are able to thrive in a fast-paced, constantly
changing work environment;
• Problem solver: you have a talent for synthesising complex projects, can independently
translate high-level goals into actionable plans, and enjoy implementing processes;
• Owner: you crave responsibility and want to shape the vision and direction of the company;
• Adaptable: you are able to deal and thrive in high ambiguity environments that are
continuously evolving and changing;
• Analytical: you are extremely diligent and have a strong tendency to make data-driven
decisions;
• Approachable: you are down to earth, humble, and hence are able to work with Darazians
across all seniority levels;

What We Offer

• An international working environment in a start-up setting, and a unique opportunity to learn

from the best in e-commerce (Alibaba Group). Base possible in Karachi / Dhaka / Dubai /
Singapore (depending on candidate profile & background);
• Travel activities with regular visits to different Daraz markets;
• Close collaboration with C-level across different domains;
• Rigorous training and exposure in team management, leadership, business analytics, and
operations;
• Competitive salary and incentive package;

Case Questions:

1. Buyer Experience
One of our primary focus areas in Daraz is to ensure we create significantly more customer value and
improve the experience every single day, equally on the buyer and on the seller side. In order to do
that it requires a comprehensive strategy and a collaboration with all departments for one common
goal.

1. To improve the Customer (Buyer) experience it is fundamental to look at the right KPIs and
gather comprehensive customer insights. Please design a Customer Insights Report
Template (Buyer domain) outlining which KPIs and strategies you could leverage to fully
measure Customer (Buyer) satisfaction and experience
a. What data points/sources of Buyer feedback would you look at to create a successful
data driven strategy?
b. Which KPIs would you look at / define? No numbers required
2. Now that you outlined which data and insights to leverage, please assess our status quo in
terms of Buyer Experience and elaborate strengths but more importantly weaknesses that
require improvements from Daraz and its partners. In case you live outside of a Daraz country
and/or have not used Daraz before, please use reasonable assumptions
a. Outline possible action points and focus areas for an improved Buyer Experience into
a Project tracker (PMO). Please ensure to specify action points / priorities and
 structure it into an Excel format that could be used by multiple departments to drive
the experience as a project
3. Experience cannot be driven by one department alone, hence it is crucial to get the entire
company onboard. How would you increase the focus of the entire company towards
Customer Experience?
a. List initiatives and routines that could be implemented to make sure the Customer
Experience mindset is fully embedded within the entire company
4. Daraz plans to redefine its platform Unique Selling Propositions (USPs) and drive them more
prominently to increase customer trust.
a. Please elaborate what Daraz should stand for and define different USPs that could be
promoted across various offline / online channel. Which ones would you focus on and
why?
b. After defining which USPs to use, please outline different online and offline
channels/real estates where you could promote the new USPs

2. Seller Experience
Beyond the aforementioned buyer experience, driving the experience of our sellers on the platform is
equally important.

1. In order to improve the Seller Experience it is fundamental to look at the right KPIs and gather
comprehensive customer insights. Please design a Customer Insights Report Template
(Seller domain) outlining which KPIs and strategies you could leverage to fully measure seller
satisfaction and experience
a. What data points/sources of seller feedback would you look at to create a successful
data driven strategy?
b. Which KPIs would you look at / define? No numbers required
2. Now that you know which data and insights to leverage, please assess our status quo in
terms of Seller Experience and elaborate strengths but more importantly weaknesses that
require improvements from Daraz and its partners. Given that you are not a seller on Daraz,
please use reasonable assumptions
a. Outline action points and focus areas for improved Seller Experience into a Project
tracker (PMO). Please ensure to specify action points / priorities and structure it into
an Excel format that could be used by multiple departments to drive the experience
as a project

You can consolidate via Word/Excel/Powerpoint (unless specific in Question) Given that you do not
have all insights try to take reasonable assumptions. If you want to use numbers it is fine, yet we are
more evaluating the approach instead of the number itself.