Ferns N Petals - Head - D2C Business

Objective:

The Head of D2C (B2C) will own the complete D2C business charter for Ferns N Petals in the UAE, driving profitable topline growth, brand equity, and customer experience across the companys own website and mobile app. The role carries full accountability for the UAE D2C P&L revenue and EBITDA generated through owned digital channels as well as end-to-end ownership of the Category & Marketing function.

Roles & Responsibility:

- Own and deliver the B2C revenue target for UAE, generated exclusively through owned D2C channels.

- Build and execute the annual and H1/H2 growth strategy for the UAE, aligned with seasonal and occasion-based demand.

- Own the Marketing charter for the D2C business brand, performance marketing, SEO, content, and CLM.

- Plan and execute the category/assortment plan as per the agreed occasion calendar.

- Own the B2C EBITDA target, balancing growth investments with margin discipline.

- Own the end-to-end customer experience score (NPS) for the D2C business.

- Own the 360 degree Brand strategy, strengthening FNPs share of search and top-of-mind recall.

- Own the Customer Frequency target, driving repeat purchase behaviour.

- Own Performance Spend as a % of revenue for UAE.

- Own the total inventory holding target, balancing product availability against working capital and wastage.

- Own the CID (Catalog/Component ID) Rationalization charter.

- Build, lead, and mentor a high-performing D2C team.

Candidate Requirements:

- 10+ years of progressive experience in D2C / E-commerce / B2C business leadership roles, with direct ownership of the Marketing function.

- Proven track record of owning a full P&L, including revenue and EBITDA delivery.

- Experience in gifting, flowers, bakery, FMCG, fashion, beauty, or other high-frequency D2C / e-commerce categories preferred.

- Strong understanding of the UAE market, consumer landscape, and e-commerce ecosystem.

- Proficiency with analytics and BI tools (Power BI, Google Analytics, or similar) and ERP/OMS systems.