Head of Marketing – D2C & E-commerce Full Time NEW

Department : Marketing / D2C / E-commerce

Reporting To : CMO/Founder

Location: Ahmedabad

Experience: 10 to 15 years (5 years preferably in D2C / Owned-Channel E-commerce)

Qualification: MBA in Marketing / Business (preferred)

About the Role

We are looking for a high-ownership, growth-obsessed Head of Marketing to build and scale our Direct-to-Consumer (D2C) brand through owned channels. You will own the full-funnel marketing strategy — from performance and growth marketing to brand, retention, and customer experience — with the singular goal of driving profitable revenue through our website and app. This is a builder’s role: you will set strategy, lead execution, and grow a team in a fast-paced, data-driven environment.

Key Responsibilities

1. D2C Growth & Revenue

▸   Own topline D2C revenue targets — GMV, net revenue, and profitability across owned channels (website and app).

▸   Drive full-funnel performance marketing across Google (Search, Shopping, PMax), Meta (FB/IG), YouTube, and emerging platforms.

▸   Optimize CAC, ROAS, and LTV through continuous campaign experimentation and media mix optimization.

▸   Own the D2C website/app funnel — from traffic acquisition to checkout conversion (CVR, AOV, cart abandonment).

▸   Plan and execute peak sale events — D2C-exclusive drops, festive campaigns, and product launches on owned platforms.

2. Brand Building & Storytelling

▸   Define and own the brand narrative — positioning, tone of voice, and visual identity across all consumer touchpoints.

▸   Lead content strategy including product storytelling, UGC, reviews, and always-on social content.

▸   Build and manage influencer & creator programs (macro, micro, and nano) with clear attribution and ROI tracking.

▸   Drive video-first marketing across Reels, YouTube Shorts, and OTT platforms to build brand recall.

▸   Plan and execute seasonal and promotional campaigns aligned with business goals and inventory.

3. CRM, Retention & Lifecycle Marketing

▸   Build and scale CRM programs via WhatsApp, Email, SMS, and push notifications to drive repeat purchases.

▸   Own customer lifecycle strategy — onboarding flows, win-back campaigns, loyalty programs, and subscription/replenishment nudges.

▸   Drive cohort-level retention analysis and act on churn signals proactively.

▸   Manage customer segmentation using RFM/CLV models to personalize communication at scale.

4. E-commerce & Conversion Optimization

▸   Collaborate with the product/tech team on website UX, landing page optimization, A/B testing, and checkout experience.

▸   Oversee SEO strategy — technical SEO, on-page optimization, category/PDP pages, and content SEO.

▸   Implement category-level promotional strategy with margin-aware discounting and bundling on owned channels.

▸   Continuously optimize the purchase funnel to improve add-to-cart rate, checkout completion, and post-purchase experience.

5. Analytics, Data & Insights

▸   Own the marketing analytics stack — GA4, Meta Pixel, Clevertap/MoEngage, Hotjar, or equivalent.

▸   Set up dashboards and weekly/monthly reporting on funnel metrics, channel efficiency, and revenue contribution.

▸   Drive data-backed decision-making — use cohort analysis, attribution modelling, and heatmaps to improve campaign and site performance.

▸   Monitor competitor activity and market trends to surface growth opportunities for owned channels.

6. Team & Stakeholder Management

▸   Build and lead the marketing team — performance, brand, content, CRM, and design functions.

▸   Work closely with supply chain, category, and product teams to align campaigns with inventory, launches, and pricing.

▸   Manage agency and vendor relationships — media buying, creative, SEO, influencer, and tech partners.

▸   Present growth strategy and performance reviews to leadership and investors.

Skills & Competencies

▸   Deep expertise in D2C growth marketing — performance, retention, and brand, not just one of these.

▸   Strong command of paid media — Google Ads and Meta Ads with hands-on execution experience on owned-channel campaigns.

▸   E-commerce platform proficiency — Shopify / WooCommerce / custom stack; understands tech dependencies and what to push for.

▸   CRM & marketing automation tools — MoEngage, Clevertap, Klaviyo, or equivalent.

▸   Web analytics & attribution expertise — GA4, multi-touch attribution, incrementality testing.

▸   Creative sensibility — can brief agencies and in-house teams effectively; understands what works in D2C content.

▸   Consumer psychology & buying behaviour — understands what drives D2C purchase decisions and loyalty.

▸   Strong leadership with a bias for action — can operate at strategy level and get into the weeds when needed.

Qualifications

▸   Bachelor’s degree in Marketing, Business, or a related field

▸   MBA from a reputed institution (preferred)

▸   10–15 years of total marketing experience, with at least 5 years in a D2C or owned-channel e-commerce brand

▸   Demonstrated track record of scaling D2C revenue profitably through owned channels

Experience managing cross-functional teams across performance, brand, content, and CRM