Antara - Category Lead - User Journey & Retention - D2C

Job Title: Category Manager - User Journey & Retention (D2C)

Location: Gurgaon (WFO)

Experience: 8+ years (D2C / Consumer Internet / Health / Ecommerce preferred)

Reporting to: Head of D2C / Business

Team Size: 2-3 direct reportees eventually currently IC role

Role Summary (Why this role exists)

We are building a 0-> 50 Cr 100 Cr+ D2C business in the health & wellness space.

This role owns the entire post-acquisition experience from first visit to repeat purchase and lifetime value.

Manager - User Journey & Retention will be responsible for:

- Turning users into repeat, loyal customers

- Making the website a conversion engine

- Building organic & owned traffic as a sustainable growth lever

- Driving LTV-led growth, not discount-led retention

This is a business role, not a support function.

Key Responsibilities

1. User Journey & Conversion Ownership

- Own the end-to-end user journey across acquisition conversion retention

- Identify and fix funnel drop-offs across landing pages, PDPs, cart, checkout, and post-purchase

- Drive CRO roadmap with structured experimentation (A/B testing, hypotheses, learnings)

2. Retention, CRM & Lifecycle Management

- Own CRM channels: WhatsApp, Email, Push notifications

- Design and execute lifecycle journeys:

- First purchase onboarding

- Second purchase nudges

- Replenishment & subscription flows

- Win-back campaigns

- Build loyalty, subscriptions & repeat programs

- Analyze cohort behavior and optimize for long-term retention, not short-term clicks

3. Organic Growth & SEO

- Own organic traffic growth as a revenue channel

Lead SEO strategy:

- Content SEO (blogs, category pages, educational content)

- Technical SEO (site health, speed, indexing)

- Internal linking & authority building

- Partner with content team to scale trust-led, health-focused content

4. Website & Experience Optimization

- Own website UX, CVR and performance

Optimize:

- PDP content, reviews, FAQs, trust markers

- Checkout flow & payment success

- Page load speed & mobile experience

- Collaborate with tech/product teams for continuous UX improvements

5. Data, Experimentation & Insights

Use data to drive decisions:

- Funnel analytics

- Cohort & LTV analysis

- Attribution inputs (with analytics team)

- Run a weekly experimentation cadence across UX, CRM and content

- Convert insights into clear business actions

6. Cross-Functional Leadership

Work closely with:

- Category Business Heads (revenue & margin alignment)

- Performance Growth Team (CRO & landing page efficiency)

- Content & Creative Team (conversion-led content)

- Analytics & Platform Team (measurement & automation)

Key Result Areas (KRAs)

KRA 1: Retention & Lifetime Value

- Increase repeat purchase rate

- Improve LTV / CAC ratio

- Grow returning user revenue contribution

KRA 2: Conversion Rate Optimization

- Improve overall website CVR

- Improve PDP-level CVR

- Reduce cart & checkout drop-offs

KRA 3: Organic & Owned Growth

- Increase organic traffic & revenue

- Improve SEO rankings for high-intent keywords

- Grow CRM-driven revenue share

KRA 4: Experimentation Velocity

- Run consistent A/B tests across site & CRM

- Document learnings and scale winning experiments

- Reduce dependency on paid traffic for growth

Key Performance Indicators (KPIs)

Primary KPIs

- Repeat Purchase Rate (%)

- LTV / CAC

- Returning User Revenue (%)

- Website Conversion Rate (CVR)

- Organic Revenue Contribution (%)

Secondary KPIs

- CRM revenue share

- PDP CVR uplift

- Checkout success rate

- Organic traffic growth (MoM / QoQ)

- Time to second purchase

Ideal Candidate Profile

- 8+ years of experience in D2C, Ecommerce, Consumer Internet or Health

- Strong hands-on experience in:

- CRM & lifecycle marketing

- Website CRO & funnel optimization

- SEO & organic growth

- Data-driven mindset with strong understanding of:

- Cohorts

- LTV

- Retention economics

- Has built or scaled retention systems for a 20 Cr+ D2C brand

- Comfortable working in 01 and 110 environments

What Success Looks Like in 12 Months

- Retention becomes a growth lever, not an afterthought

- Website CVR improves meaningfully

- Organic + CRM contribute 2535% of total revenue

- Paid CAC reduces due to stronger LTV & conversion

- User experience becomes a competitive advantage