Head D2C

Key Responsibilities1. D2C Strategy & Business OwnershipOwn the D2C P&L across web and app channels.Define growth strategy across acquisition, conversion, retention, and monetization.Lead cross-functional collaboration with product, tech, marketing, analytics, and creative teams.Build scalable growth processes and experimentation frameworks. 2. Performance Marketing & Revenue GrowthOwn paid acquisition with strong hands-on expertise in Google Ads and Meta Ads, the primary revenue-driving platforms.Drive ROAS-led scaling through creative testing, audience expansion, funnel optimization, and attribution modeling.Balance app vs web acquisition economics, focusing on long-term LTV and retention. 3. Shopify Web & App Platform OwnershipOwn end-to-end performance of Shopify-powered web and mobile app experiences.Drive CRO initiatives across homepage, PDPs, checkout, and app flows.Work with tech teams to manage Shopify app integrations, APIs, and performance optimization.Ensure seamless integration of payments, loyalty, analytics, and marketing tools across web and app. 4. Mobile App Growth & Engagement (Shopify-Based App)Lead app acquisition, activation, engagement, and retention strategies.Define and optimize app-specific funnels including:App installs → registration → first purchase → repeat purchasesApp installs → registration → first purchase → repeat purchasesLeverage CleverTap for app-centric journeys:Push notifications, in-app messaging, deep links, app inbox, and behavioral triggers.Push notifications, in-app messaging, deep links, app inbox, and behavioral triggers.Optimize app-specific KPIs:Install-to-purchase conversionApp MAU/DAUApp retention & churnApp LTV vs web LTVInstall-to-purchase conversionApp MAU/DAUApp retention & churnApp LTV vs web LTVPartner with product & tech teams to enhance app UX, speed, feature adoption, and stability.Implement app store optimization (ASO) strategies to improve organic app installs and conversion. 5. Loyalty, Rewards & App-Driven RetentionDesign loyalty-first growth strategies using Nector Pay, with strong app adoption focus.Integrate loyalty rewards seamlessly within app journeys (earn, burn, gamification, referrals).Use loyalty data to drive app-exclusive offers, tier-based benefits, and personalization. 6. Marketing Automation, Data & ML/AI InsightsUse CleverTap as the core customer engagement and automation platform across web and app.Build AI-driven customer segmentation and predictive models for:Churn predictionPurchase propensityCLV forecastingNext-best-action recommendationsChurn predictionPurchase propensityCLV forecastingNext-best-action recommendationsApply ML insights to personalize app and web experiences in real time.Establish single-source dashboards for app + web performance, attribution, and cohort analysis. 7. Analytics, Experimentation & AttributionLead A/B testing across app and web (UX, pricing, messaging, rewards, creatives).Implement multi-touch attribution models with app and web signal unification.Use cohort and funnel analysis to identify drop-offs and growth opportunities. 8. Budgeting, Forecasting & Vendor ManagementOwn growth budgets across paid media, app installs, retention, and tech investments.Forecast app vs web growth contribution and ROI.Manage external agencies, app development partners, and martech vendors. Required Skills & ExperienceCore D2C & Growth Skills7+ years of experience in D2C / e-commerce / app-led growth roles.Proven success owning revenue growth and P&L in a D2C environment.Deep expertise in Shopify (web + mobile app ecosystem). App-Specific Expertise (Mandatory)Strong experience driving mobile app growth on a Shopify-based app framework.Hands-on understanding of:App analytics & attribution (install → purchase journeys)Push notifications, in-app messaging, deep linkingApp funnel optimization and retention metricsApp analytics & attribution (install → purchase journeys)Push notifications, in-app messaging, deep linkingApp funnel optimization and retention metricsExperience managing app releases, feature rollouts, and performance improvements in collaboration with tech teams.Knowledge of ASO best practices and app-led retention strategies.Ability to unify app + web customer data into a single customer view. MarTech & Platform ExpertiseCleverTap – advanced lifecycle automation, segmentation, personalization.Nector Pay – loyalty, rewards, wallet integrations.Analytics tools (GA4, app analytics, dashboards).Strong command over performance marketing platforms:Google Ads (Search, Shopping, Performance Max, YouTube)Meta Ads (Facebook & Instagram)Google Ads (Search, Shopping, Performance Max, YouTube)Meta Ads (Facebook & Instagram) AI / Analytics MindsetExperience leveraging ML/AI for customer insights, personalization, and growth optimization.Ability to translate predictive analytics into real business outcomes. Leadership & Strategic SkillsStrong people leadership and stakeholder management skills.Data-driven decision-maker with excellent business judgment.Ability to operate in a fast-paced, high-growth D2C environment.Preferred QualificationsMBA or equivalent in Marketing, Analytics, Business, or related field.Experience working with headless commerce or multi-brand D2C ecosystems.Past success with influencer / creator marketing tied to performance KPIs.Knowledge of multi-channel attribution and MTA/MTA+AI modeling.