Lead Performance Marketing (Website & D2C)

Position Title: xxxxxxxxxxxxxx

Department:

Marketing

Work Location:

HO

Grade:

xxxxxx

Travel Required:

Yes (20%)

Reporting to:

Administrative:

xxxxxxxxx

Reported by:

NA

Functional:

xxxxxxxxx

Educational Qualification:

MBA in marketing.

Experience:

xxxxxxx

Any additional requirement:

Purpose of the Position (Job Summary)

We are seeking a dynamic and strategic D2C Business Growth AM/DM to drive the growth and success of our direct-to-consumer (D2C) business. This role is pivotal in developing and executing strategies that enhance customer acquisition, retention, and revenue growth while ensuring a seamless and engaging customer experience across all D2C channels.

Key Roles and Responsibilities

Strategy Growth Planning

• Develop and execute scalable D2C growth strategies across digital platforms.
• Identify and target new customer acquisition opportunities while optimizing retention strategies.

Financial

• Monitor actual advertising spend v/s planned
• Track deviances against AOP & periodically share the report
• Monitor ROI of spends & pro-actively suggest corrective action as & when required

Customer Orientation

• Understanding of digital audience behavior
• Understand the needs & wants of internal & external customers

People Orientation

• Manage internal & external stakeholders

Internal Business Process

Strategic Planning & Execution:
Develop and implement growth strategies to scale the D2C business, focusing on revenue, profitability and growth.
Identify new market opportunities, customer segments, and innovative ways to engage customers.

Customer Acquisition & Retention:
Plan and execute customer acquisition campaigns across digital and offline channels.
Optimize customer retention strategies through personalized marketing, loyalty programs, and lifecycle management.

Performance Marketing:
Oversee performance marketing efforts, including paid search, social media advertising, email marketing, and affiliate programs.
Continuously analyze campaign performance and implement improvements to maximize ROI.

E-commerce Management:
Drive traffic and conversions on the companys D2C website and other third party platforms.
Collaborate with the e-commerce team to optimize the user journey, site performance, and product merchandising.

Cross-Functional Collaboration:
Work closely with product, marketing, and operations teams to align efforts and deliver a consistent brand experience.
Coordinate with the supply chain and logistics teams to ensure inventory availability and timely fulfilment.

Data-Driven Decision Making:
Use analytics and reporting tools to track performance metrics, customer insights, and key growth indicators.
Present regular updates and recommendations to senior leadership.

Partnerships & Affiliates:
Identify and manage partnerships that enhance brand visibility and customer acquisition.
Build and nurture affiliate networks to expand reach and revenue.

Competencies

Technical/ Functional

Behavioral

• Understanding of creative development process
• Digital marketing
• Content writing/ review
• Agency management
• Social Listening tools
• SEO, SEM, SMM
• Shopify, Magento, Salesforce
• Automation (Email, wahtsapp)
• D2C Management
• Analytic tools – GA, Alexa, etc
• MS Office is must (Excel & PowerPoint)

• Customer focus
• Collaboration
• Adaptability
• Result orientation
• Execution excellence
• Creativity & innovation
• Strategic Thinking
• Analytical and Data-Driven Mindset
• Customer-Centric Approach
• Resilience and Persistence

Key Result Areas

Quantitative

Qualitative

• Revenue Growth- Achieve monthly, quarterly, and annual sales targets (e.g., ₹X crore revenue per quarter).
• Customer Acquisition- Drive X number of new customers per month through targeted campaigns.
• Customer Retention- Increase customer lifetime value (CLTV) by ₹X.
• Website Performance- Optimize website to achieve a conversion rate of X% or higher & Reduce cart abandonment rate by X%.
• Digital Marketing ROI- attain a return on ad spend (ROAS) of X:1 or higher.
• Product Performance- Identify and promote X high-performing SKUs to achieve Y% of total sales.
• Channel Diversification- Increase sales from alternate channels (e.g., affiliates, marketplaces) by X%.
• Automation and Efficiency- Automate X% of marketing tasks (e.g., email campaigns, retargeting ads).
• Customer Feedback and Satisfaction- Achieve an average customer satisfaction score (CSAT) of X or above.

• Strategic Planning and Execution Brand recall- Develop and execute a comprehensive D2C growth strategy aligned with organizational goals.
• Customer Experience and Engagement- Design and implement strategies to enhance the end-to-end customer journey.
• Innovation and Experimentation- Experiment with new marketing channels, technologies, and tools to drive growth.
• Cross-functional Collaboration- Work closely with design, supply chain, E-Com, Marketing and IT teams to ensure smooth operations.
• Data-Driven Decision Making- Use analytics to monitor performance, identify bottlenecks, and optimize marketing and sales efforts.
• Channel Diversification and Management- Explore and establish new direct-to-consumer channels for growth.
• Crisis Management- Address operational or reputational challenges with agility and tact

Key Stakeholder Management

Internal

External

• Product /Brand Managers
• E-com Team
• Sales
• CPD
• Finance
• NPD
• Employees

• Digital Agencies
• Customers
• Influencers
• Bloggers
• Affiliates
• Developers
• Publishers