Qualification & Experience
- Masters/PG in Management with specialization in Sales & Marketing
- 5+ years experience in FMCG sector sales; At least 3 years in a role managing Ecommerce Customers in the Consumer Goods/ Beauty sector
- 2-3 years experience in a Trade Marketing / Customer Marketing role as well as a Marketing role would be preferable
Key Deliverables of the Role
- Develop strategies to grow revenue while enhancing the consumer experience on DTC platform.
- Devise and implement strategic direct marketing plans and programs for DTC business to ensure the profitable growth and expansion
- Develop and execute performance marketing strategies to increase customer acquisition, retention, and conversion rates. Key objectives include maximizing new consumer acquisition levels and maintaining high levels of consumer retention
- Drive and execute e-marketing tactics with emphasis on analytics, email, social, search, and content development for the web properties.
- Develop and implement the direct digital/online marketing strategy, manage product selection, pricing strategy, promotions, and partnership opportunities
- Collaborate with marketing team to foster company brand and build sub- brand strategies to ensure consistency, maximum consumer exposure and awareness via e-commerce channel.
- Partner the Brand and e-commerce merchandising teams to grow revenue through direct channels
- Maintain strong relationships with external partners, including digital agencies, consultants, and vendors, to enhance overall store/channel performance.
- Utilize data analytics to identify and measure key performance indicators, track trends, and uncover actionable insights. Ensure a culture of testing, measurement and results through the entire D2C team
- Lead a team of professionals, providing guidance, mentorship, and support to ensure the achievement of individual and team goals
- Stay up to date with industry trends and competitors strategies to identify new growth opportunities and ensure a competitive edge
- Collaborate with the tech/product team to ensure site speed, mobile UX, and checkout experience are best-in-class.
- Establish and monitor advanced D2C performance dashboards tracking critical metrics including Customer Acquisition Cost (CAC), Customer Lifetime Value (LTV), Average Order Value (AOV), and Return on Ad Spend (ROAS).
- Architect the consumer database segmentation strategy utilizing first-party data, cohort analysis, and predictive modelling to fuel hyper-targeted campaign
- Analyze historical sales data, velocity metrics, and promotional lifts to partner with supply chain teams on precise inventory forecasting, reducing stockouts of viral or hero SKUs.
