Senior Executive – D2C Full Time NEW

We’re Sleepy Owl Coffee, an omni-channel challenger brand on a mission to make India a coffee-drinking country. As a premium coffee brand, we serve over 5,00,000+ coffee drinkers across the country, with presence in ~5,000 stores and a rapidly growing digital footprint. Backed by DSG Consumer Partners & Rukam Capital, we’re scaling our D2C business aggressively, and we need a sharp, performance-first operator to help us own every inch of the digital funnel.

Role Overview

This is a performance-heavy, execution-focused role for someone who lives and breathes the D2C growth loop. You will be the primary driver of Sleepy Owl’s customer acquisition, conversion, and retention on our Shopify storefront and owned digital channels. You’ll own our paid media strategy end-to-end, from Meta and Google campaign architecture to landing page performance, email flows, and analytics, while thinking critically about what moves the needle on revenue and LTV. While you’ll collaborate closely with design, brand, and tech, your north star is profitable growth, customer acquisition efficiency, and building a retention engine that compounds over time.

Key Responsibilities1. Paid Media — Meta & Google (Primary Focus)

•      Own and manage end-to-end paid campaigns on Meta Ads (Facebook & Instagram) and Google Ads — from strategy and creative briefing to daily optimisation.

•      Drive audience strategy, campaign structuring, bid management, and budget allocation to maximise ROAS and minimise CAC.

•      Build and manage full-funnel campaign frameworks: awareness (Reels, YouTube), consideration (retargeting, dynamic ads), and conversion (Shopping, Performance Max, Lead Gen).

•      Coordinate with the creative team to develop high-performing ad creatives — write copy, brief visuals, and run structured A/B tests on hooks, CTAs, and formats.

•      Monitor and act on platform signals — algorithm shifts, CPM trends, creative fatigue — adapting campaigns in real time.

•      Manage co-marketing and promotional tie-ins with platform teams where applicable.

2. Shopify Storefront & CRO

•      Own the Shopify store experience — from product page quality and collection architecture to checkout flow and site speed.

•      Drive conversion rate optimisation (CRO) through hypothesis-led A/B testing on landing pages, PDPs, bundles, and cart flows.

•      Ensure best-in-class product listings — compelling copy, high-quality imagery, accurate attributes, and SEO-optimised titles and descriptions.

•      Coordinate new product launches with listing readiness, go-live checklists, and launch marketing activation on paid and owned channels.

•      Identify UX or funnel drop-off points using heatmaps, session recordings, and GA4 data, and drive fixes with speed.

3. Retention, Email & WhatsApp

•      Own retention marketing across email (Klaviyo or equivalent) and WhatsApp — flows, campaigns, and segmentation.

•      Build and optimise lifecycle flows: welcome series, post-purchase journeys, win-back campaigns, and loyalty nudges.

•      Plan and execute promotional campaigns (festive offers, flash sales, subscriber exclusives) with clear ROI tracking.

•      Drive repeat purchase rate, subscription adoption (if applicable), and LTV improvement as core KPIs.

•      Maintain a healthy subscriber list — manage list hygiene, deliverability, and opt-in growth strategies.

4. Analytics, Reporting & Insights

•      Own Google Analytics 4 (GA4) setup, event tracking hygiene, and attribution model governance.

•      Build and maintain dashboards tracking key metrics: ROAS, CAC, CVR, AOV, LTV, retention rate, and email/WhatsApp engagement.

•      Deliver weekly and monthly performance reports to leadership with clear trend analysis, root cause identification, and action plans.

•      Use data to proactively identify growth opportunities — underperforming SKUs, high-drop funnels, untapped segments.

•      Feed D2C demand data into inventory and supply chain planning to prevent stockouts during campaign peaks.

5. Pricing, Promotions & Offer Architecture

•      Monitor competitive D2C pricing and recommend actions to stay conversion-friendly without eroding brand value.

•      Plan and execute promotional calendars (festive, seasonal, product launches) with pre and post-effectiveness reporting.

•      Design bundle structures, free-shipping thresholds, upsell/cross-sell mechanics, and subscription incentives to improve AOV and LTV.

•      Coordinate promotional approvals, discount structures, and funding decisions with internal stakeholders.

6. Cross-functional Coordination

•      Work closely with the creative team to ensure a steady pipeline of thumb-stopping ad creatives and on-brand landing page assets.

•      Coordinate with supply chain to ensure stock availability during campaign windows — zero stockout incidents is a non-negotiable.

•      Partner with the tech/dev team on Shopify app integrations, pixel health, tracking setups, and site improvements.

Key Deliverables

•      Improved blended ROAS and reduced CAC across Meta and Google campaigns month-on-month.

•      Shopify storefront CVR improvement tracked via structured CRO experiments.

•      100% listing quality score and in-stock availability for all active SKUs during promotional windows.

•      Execution of a monthly paid + owned promotional calendar with pre and post effectiveness reporting.

•      Weekly and monthly performance dashboards shared with leadership — no surprises, only insights.

•      Retention metrics improvement: repeat purchase rate, email open/click rates, WhatsApp engagement.

•      Zero tracking or attribution blind spots — GA4, Meta Pixel, and Google Tag all firing cleanly at all times.

Key Skills & Competencies

•      Deep hands-on experience setting up, optimising, and scaling paid campaigns on Meta Ads and Google Ads — not just running, but growing them profitably.

•      Strong command of Shopify — comfortable working within the platform, understanding app ecosystems, and thinking in terms of the customer journey.

•      Proficiency in Google Analytics 4 (GA4) — event-based tracking, funnel analysis, attribution, and custom reporting.

•      Experience with email and WhatsApp marketing platforms (Klaviyo, WebEngage, or similar) and lifecycle marketing best practices.

•      Comfortable working with large datasets; able to extract insights from performance data and translate them into fast, clear actions.

•      Strong creative instincts — able to brief and evaluate ad creatives, write sharp copy, and understand what makes content convert.

•      Meticulous about tracking accuracy, data integrity, and campaign hygiene — you catch things before they become problems.

•      Able to spot opportunities, move fast, and adapt based on real-time performance signals.

•      Works well cross-functionally — you can align a creative team, brief a developer, and present to leadership in the same week.

•      Self-starter who takes accountability for outcomes, not just tasks.

Qualifications

•      2–4 years of experience in D2C or performance marketing, with a strong focus on paid media and digital growth.

•      Prior experience at a D2C brand, FMCG company, or a performance marketing agency is highly preferred.

•      Hands-on experience with Shopify (storefront management, not just reading reports).

•      Working knowledge of GA4, Meta Pixel, Google Tag Manager, and attribution tools.

•      MBA in Marketing or a related field is a plus, but not mandatory — results matter more.

•      Experience in the food, beverage, or lifestyle category is an advantage.

Why Join Us

•      Be part of a fast-growing challenger brand redefining coffee in India — with a real shot at building something iconic.

•      Work with a lean, ambitious team where your impact is visible, recognised, and rewarded.

•      High ownership from day one — you won’t be executing someone else’s playbook, you’ll be building one.

•      Direct exposure to brand leadership and cross-functional decision-making.

•      Competitive compensation + the opportunity to grow into a senior leadership role as the brand scales.