Head - D2C Marketing

Position Details:

Function - D2C (Direct-to-consumer)

Location - Thane

Reports to - Chief Business Officer, Digital

Reportees - D2C team

Purpose - Why does it exist?

To lead the growth of our D2C e-commerce vertical (brand websites and apps), with a strong focus on profitability.

Key Performance Indicators :

1. Profitable sales growth in our D2C channels

2. LTV/CAC, AOV, Conversion Rate, Repeat, Brand Recall

3. NPS for D2C e-commerce

Key Responsibilities:

P&L :

1. Create & deliver ambitious growth plans for our D2C platforms. Overall, in charge of D2C business delivery

2. Driving performance on all performance-marketing channels such as Facebook and Google, as well as organic, direct and affiliate sources of revenue and traffic

3. Oversee operation of own websites, app(s), content platform(s) and any other digital D2C initiatives, leading up to metrics around sales, traffic, engagement, LTV/CAC and NPS

Customer Experience :

4. Deliver customer delight through on-site and off-site interventions

5. Own site optimization and A/B testing to deliver conversion growth

6. Drive product content and user-generated content optimization

Performance Marketing, Retention, Organic Growth:

7. Ownership of customer retention marketing activities and merchandising strategy for scaling up revenue

8. Run an effective acquisition funnel with diversified acquisition sources, and strong customer loyalty

9. Plan and deliver on retention targets within time and budget with focus on key channels such as Email, SMS & Push Notifications

Stakeholder Management:

10. Work closely with the brand teams, supply chain teams and other stakeholders in the value chain on all aspects related to growth, sales, content and creatives

People Management:

11. Create a supportive and collaborative environment in which team members are coached, trained and provided with opportunities through development

12. Hire & build a highly passionate and self-driven team internally to sustainably and profitably grow the D2C business for the brands

Experience & Qualification:

Mandatory:

1. MBA from a reputed college, with minimum 5 years' experience in ecommerce/D2C roles with P&L responsibility

2. Demonstrated ability to lead teams and work in high-pressure situations.

3. A passion for numbers

4. Top notch problem-solving skills

5. Excellent planning skills, analytical ability and lateral thinking ability

6. Great at managing relationships, leading teams and working with multiple stakeholders

Competencies Behavioral Indicators:

Thinks analytically, yet out of the box Identifies problem and comes up with innovative solutions, is good with numbers

Loves sales & marketing Creates clear and concise oral & written communication

Teamwork (Working with internal and external stakeholders) Builds and maintains effective working relationship with colleagues and external stakeholders

Eager and fast learner Has the flexibility and enthusiasm to learn, unlearn, relearn

Influencing skills and leadership skills Is aggressive in chasing targets

Working relationships - Stakeholders

Marketing, supply chain, finance and product teams