Manager Lely Store

Lely, founded in 1948, is committed to creating a sustainable, profitable, and enjoyable future in agriculture. Driven by the challenges farmers face and the needs of cows, we develop high-quality robots and data systems that improve animal welfare, flexibility, and productivity on dairy farms. Our mission is to support sustainable food production.

For more than 30 years, we have been a global leader in the sales and service of automated systems for successive generations of dairy farmers. Every day, we inspire our colleagues to provide customers with innovative solutions and to be a reliable partner for long-term advice and support. With our state-of-the-art Lely Campus in Maassluis and a worldwide network of dedicated Lely Centers offering tailored sales and service, Lely operates in more than fifty countries.

At Lely, we are building the next generation of our commercial model.

The Lely Store is a key pillar of our omnichannel strategy, enabling farmers to easily purchase products and services while strengthening the role of Lely Centers in the customer journey.

We are looking for a Manager Lely Store who will own and grow the Lely Store as a strategic commercial channel. This is a commercially focused role that combines business ownership, customer experience, data-driven decision making, and operational excellence.

You will play a leading role in shaping the future of digital commerce at Lely and help scale the Lely Store into a globally adopted channel that creates value for both farmers and Lely Centers.

Your role

As Manager Lely Store, you are responsible for the performance, adoption, and continuous development of the Lely Store.

You ensure that:

• the platform delivers value for farmers
• Lely Centers successfully adopt and leverage the channel
• commercial performance improves continuously
• customer experience remains at the heart of all improvements
• digital commerce capabilities continue to mature and scale

You operate at the intersection of:

• commerce
• customer experience
• digital channels
• data and insights
• cross-functional collaboration

You act as the business owner of the Lely Store and work closely with Product Management, Marketing, Clusters, Lely Centers, IT, and Commerce Development to continuously improve the platform and customer journey.

As Lely's digital commerce ambitions continue to grow, you will play an important role in shaping the future direction and capabilities of the Lely Store domain.

Your responsibilities

Own and grow the Lely Store

• Own the overall business performance of the Lely Store.
• Define and monitor channel objectives and KPIs.
• Develop and execute initiatives that increase channel value and adoption.
• Act as the primary business owner and advocate of the Lely Store.

Drive commercial performance

• Increase revenue and customer engagement through the Store.
• Improve conversion, retention, repeat ordering, and share of wallet.
• Identify growth opportunities through customer, market, and performance insights.
• Translate data into actionable improvement initiatives.

Improve customer experience

• Continuously optimize the online customer journey.
• Improve usability and customer satisfaction across key processes.
• Gather customer and Lely Center feedback and translate it into improvements.
• Ensure the Store supports the realities of daily farm operations.

Drive channel adoption

• Support clusters and Lely Centers in maximizing value from the Store.
• Identify adoption barriers and define improvement actions.
• Collaborate on communication, enablement, and rollout activities.
• Drive consistent adoption across countries and markets.

Shape the Store roadmap

• Collaborate closely with Product Owners and development teams.
• Prioritize business requirements and improvement opportunities.
• Contribute to the roadmap for new capabilities and customer experiences.
• Ensure investments deliver measurable business value.

Develop the digital commerce ecosystem

• Work with Marketing, Product Management, IT, and other stakeholders on content, product data, customer journeys, and digital capabilities.
• Support the integration of future commerce capabilities across channels.
• Contribute to the evolution of Lely's omnichannel commerce strategy.
• Help establish scalable processes, governance, and ways of working.

Success in this role

You will be successful when:

Commercial performance grows

• Revenue through the Lely Store increases.
• Customer engagement and repeat ordering improve.
• Share of wallet increases across participating markets.
• Commercial objectives are consistently achieved.

Adoption increases

• More Lely Centers actively promote and use the Store.
• More customers become active Store users.
• Adoption expands across countries and customer segments.
• The Store becomes an integrated part of the customer journey.

Customer experience improves

• Conversion rates improve.
• Customer effort decreases.
• Satisfaction and ease of use increase.
• Key customer journeys become simpler and more effective.

The platform scales successfully

• New propositions, capabilities, and markets are successfully launched.
• Product, content, and catalogue quality continue to improve.
• Operational performance remains reliable and efficient.
• The Lely Store becomes a scalable commercial capability for the future.

What is your experience?

You are a commercially driven professional who combines strategic thinking with execution.

You have:

• 5+ years of experience in e-commerce, digital commerce, omnichannel commerce, or a similar commercial environment.
• Proven experience driving commercial performance and growth.
• Strong understanding of customer journeys, online buying behaviour, and conversion optimization.
• Experience working with digital commerce platforms, product information, and online channels.
• Strong analytical skills and a data-driven mindset.
• Experience influencing stakeholders across multiple functions and markets.
• Experience translating customer and business needs into practical improvements.

You are

• Commercially driven
• Entrepreneurial
• Customer focused
• Data driven
• Hands-on and pragmatic
• Strong in stakeholder management
• Comfortable taking ownership in an evolving environment
• Able to connect strategy with execution
• Motivated by building and scaling new capabilities

Why this role matters

The Lely Store is a key capability within Lely's future commercial engine.

In this role, you directly contribute to:

• Improving the farmer experience.
• Growing commercial performance for both Lely and Lely Centers.
• Accelerating digital commerce adoption.
• Strengthening Lely's omnichannel strategy.
• Building scalable commercial capabilities for the future.

This is a unique opportunity to help shape the future of digital commerce within one of the world's most innovative agricultural technology companies.

Working at Lely means contributing to sustainable progress within one of the most innovative organizations in the Netherlands. You contribute to making the agricultural sector future-proof - and we make sure that you get all the space, resources and support you need to do so. 

• An international working environment with opportunities for own initiative and entrepreneurship. 
• Excellent working conditions, including up to 8 weeks of vacation per year and a good pension scheme. 
• A salary within the scale of € 5.015 - € 7.163 gross per month, in which we like to see opportunities for growth from your starting salary towards the future 
• Good growth opportunities: you are in control of your development and can choose from various training courses through our Lely Academy - from personal development to job-specific training. 
• Our modern Lely Campus offers daily access to extensive sports facilities: an indoor gym, outdoor padel courts, an outdoor basketball and volleyball court, table tennis and table soccer. You can join Hyrox workouts or sign up for personal training - and challenge your colleagues during an active break. 
• Enjoy fresh coffee and tea from our own barista, with milk straight from our farm, as well as a healthy and affordable company restaurant. 
• A healthy work-life balance thanks to our hybrid work policy: you work at least three days a week on Campus, with flexible working hours and plenty of room to spend extra time on site (between 06:00 and 20:00). 
• A free shuttle bus will take you to and from the metro in Maassluis, so your workday starts and ends smoothly. 
• Successes need to be celebrated: from anniversaries to Christmas parties - at Lely we know how to do it! 

Recruitment & selection agency, consultancy, and/or secondment agency? 

We appreciate the interest, but we are looking for all our candidates directly. We understand that you, as an intermediary, want to present candidates for our great positions and thus contribute to our ambitions, but this is not how we have set up our recruitment. This means that all unsolicited profiles offered on Lely vacancies will be treated as direct applications.