Job Title: Business Analyst – D2C

Experience: 2–5 Years

Function: D2C / Business & Analytics

Role Overview

We are looking for a highly analytical and business-oriented D2C Business Analyst who can convert data into actionable insights and directly contribute to revenue growth, profitability, and margin improvement.

The role requires strong hands-on expertise in SQL and Power BI, along with a solid understanding of D2C/e-commerce business metrics. The candidate will work closely with D2C, Performance Marketing, Product, Finance, CRM, Operations, and Supply Chain teams to identify growth opportunities, cost leakages, and margin improvement areas.

This is not purely a reporting role. The candidate will be expected to identify problems, recommend actions, and track the business impact of those actions.

Key Responsibilities1. Business & D2C Analytics

- Own regular analysis of D2C business performance across revenue, orders, customers, products, channels, and profitability.

- Build a strong understanding of the complete D2C funnel: Traffic → PDP → Add to Cart → Checkout → Purchase → Delivery → Repeat Purchase.

- Identify trends, anomalies, business opportunities, and performance gaps.

- Conduct daily, weekly, monthly, and YTD performance analysis against targets.

- Build automated dashboards and reduce dependency on manual reporting.

2. Margin & Profitability Improvement A key objective of this role will be to identify and execute opportunities for contribution margin improvement.

- Build SKU, category, customer, channel, and campaign-level profitability analysis.

- Identify margin leakages across

- Discounts and promotions

- Performance marketing spend

- Shipping and logistics costs

- COD and payment gateway costs

- RTO and cancellations

- Returns and refunds

- Marketplace/affiliate commissions

- Cashback and loyalty costs

- Evaluate the incremental profitability of promotional campaigns and sale events.

- Recommend actions to improve Gross Margin, CM1, CM2 and overall D2C contribution margin.

- Identify high-revenue but low/profit-negative SKUs, campaigns, channels, and customer cohorts.

- Work with business teams to translate findings into measurable margin improvement initiatives.

3. SQL & Data Analysis

- Write advanced SQL queries for large datasets across orders, customers, products, marketing, CRM, and operational data.

- Perform data extraction, transformation, validation, and reconciliation.

- Build reusable SQL datasets and reporting layers.

- Conduct cohort, funnel, retention, SKU, channel,



and customer segmentation analysis.

- Work with multiple data sources to create a single view of D2C business performance.

Strong hands-on SQL proficiency is mandatory for this role.

4. Power BI & Business Dashboards

- Build and maintain interactive Power BI dashboards for leadership and functional teams.

- Automate recurring MIS and business reports.

- Develop dashboards for

- Revenue & GMV

- D2C P&L; / Contribution Margin

- Marketing & ROAS

- Customer Acquisition

- Retention & Cohorts

- Product/SKU Performance

- Inventory

- COD/Prepaid Mix

- RTO & Returns

- Funnel & Conversion

- Build alerts and exception-based reporting so teams can quickly identify business issues.

- Ensure data accuracy and consistency across dashboards.

5. Customer & Retention Analytics

- Analyze New vs Repeat customer behavior.

- Build customer cohorts and retention curves.

- Track Repeat Purchase Rate, Purchase Frequency, LTV, CAC and CAC:LTV.

- Identify high-value and low-value customer segments.

- Analyze CRM campaigns across WhatsApp, SMS, Email and Push Notifications.

- Recommend opportunities to increase retention and customer lifetime value.

6. Marketing & Growth Analytics

- Analyze channel-level performance across Meta, Google, Affiliates and other acquisition channels.

- Evaluate CAC, ROAS, conversion rate and incremental revenue.

- Connect marketing performance with actual contribution margin, rather than evaluating channels only on ROAS.

- Identify opportunities to optimize marketing spend toward more profitable customer cohorts, products and channels.

7. Business Planning & Forecasting

- Support monthly and annual D2C planning.

- Build revenue, order, AOV, traffic and margin projections.

- Support inventory and demand forecasting using historical trends and annual business plan

- Perform scenario analysis for pricing, discounts, marketing spends and promotional events.

- Track Actual vs Target vs Forecast and highlight risks early.

8. Cross-Functional Business Partnership

Work closely with

D2C Team – Revenue, profitability and business planning

Performance Marketing – CAC,



ROAS and channel profitability

Product – Funnel and conversion improvement

CRM – Retention and customer lifecycle

Finance – Margin and D2C P&L;

Operations – RTO, logistics and fulfilment costs

Supply Chain – Inventory and demand planning The analyst should proactively bring insights to teams rather than waiting for reporting requests.

Key Requirements

- 2–5 years of experience in Business Analytics, preferably within D2C, e-commerce, retail or consumer businesses.

- Advanced SQL knowledge – mandatory.

- Robust hands-on Power BI experience – mandatory.

- Strong Excel/Google Sheets capabilities.

- Strong understanding of D2C and e-commerce business metrics.

- Ability to work with large and complex datasets.

- Strong analytical and problem-solving ability.

- Ability to translate analysis into clear business recommendations.

- Comfortable working directly with senior business stakeholders.

Good to Have

- Experience with Shopify or similar e-commerce platforms.

- Knowledge of GA4 and digital analytics.

- Understanding of Meta and Google Ads data.

- Exposure to BigQuery or similar data warehouses.

- Basic Python knowledge.

- Experience building automated business reporting systems.

- Understanding of D2C P&L; and contribution margin structures.

Key Success Metrics

Performance in this role will primarily be evaluated on:

- Contribution Margin Improvement

- Identification and reduction of margin leakages

- Revenue and profitability insights generated

- Reduction in RTO/returns and associated costs through analytics

- Improvement in marketing efficiency

- Improvement in customer retention/LTV

- Accuracy and adoption of Power BI dashboards

- Reduction in manual reporting

- Speed and quality of actionable business insights

- Accuracy of business forecasts

Ideal Candidate

We are looking for someone who doesn't stop at saying:

“Revenue declined by 10%.”

Instead, the candidate should be able to explain:

“Revenue declined by 10% because conversion dropped in these customer cohorts/SKUs/channels. Here is the ₹ impact, the likely root cause, and the actions we should take to recover revenue while protecting contribution margin.”

The ideal candidate combines strong technical analytics capabilities with commercial/business thinking and uses data to influence decisions that improve both the top line and bottom line of the D2C business.

Interested candidates can share your profile on [email protected].

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