This Role is based out of Dubai *

Roles & Responsibility

1. Topline Growth — B2C Revenue

- Own and deliver the B2C revenue target for UAE, generated exclusively through owned D2C channels — the company website and mobile app — excluding marketplace/aggregator sales.
- Build and execute the annual and H1/H2 growth strategy for the UAE, aligned with seasonal and occasion-based demand
- Own the Marketing charter for the D2C business — brand, performance marketing, SEO, content, and CLM — and get the Category and Commercial teams to identify and unlock new revenue levers on the website and app (new categories, bundles, subscriptions).
- Plan and get the category/assortment plan executed as per the agreed occasion calendar. Work with category sales and design teams to come up with cutting-edge product assortment that drives repeat purchases and recent user acquisitions.
- Track daily/weekly/monthly revenue performance against target and course-correct through pricing, promotions, and demand-generation levers.

1. Bottomline — B2C EBITDA

- Own the B2C EBITDA target, balancing growth investments with margin discipline.
- Drive gross margin improvement through pricing strategy, offer architecture, and cost-to-serve optimization.
- Manage the full P&L;— revenue, marketing spend, discounting, and operating costs —to deliver profitable growth.
- Review unit economics by channel, city, and occasion, and reallocate investment toward the highest-return segments.

1. Customer Experience — NPS

- Own the end-to-end customer experience score (NPS) for the D2C business.
- Identify and resolve the key detractors across the order journey— discovery, checkout, delivery, and post-purchase

— in partnership with Operations and Customer Care.
- Institutionalize a closed-loop feedback mechanism to convert customer insights into product, process, and service improvements.
- Set and track NPS targets by market and review performance in monthly business reviews.

1. Brand Visibility —

- Own the 360 degree Brand strategy,



strengthening company’s share of search and top-of-mind recall.
- Lead the planning and execution of brand charter across OOH, Print, Digital and Social channels.
- Track brand health metrics (search share, impressions, branded CTR) and drive initiatives to close gaps versus target.

1. Customer Retention — Customer Frequency

- Own the Customer Frequency target, driving repeat purchase behavior across the customer base.
- Design and execute lifecycle, loyalty, and win-back programs by leading the CLM/CRM function.
- Use segmentation and personalization to increase order frequency among high-value and at-risk customer cohorts.

1. Performance Marketing Efficiency — Performance Spends (UAE)

- Own Performance Spend as a % of revenue for UAE, ensuring the Performance Marketing team's investment stays within target while supporting growth.
- Drive channel mix optimization (paid search, social, affiliates) for the best blended CAC and ROAS on the website and app — marketplace spend is out of scope.
- Review campaig n performance regularly with the Performance Marketing team (direct report) and reallocate budget toward efficient channels.

1. Inventory Control

- Own the total inventory holding target, balancing product availability against working capital and wastage, especially for perishables
- Partner with Category, SCM, and Production teams on demand forecasting and inventory planning aligned to occasion-driven demand spikes.
- Drive initiatives to reduce aged, slow-moving, and non-moving stock.

1. CID Rationalization

- Own the CID (Catalog/Component ID) Rationalization charter— streamlining the product catalog to eliminate redundant, underperforming,



and low-margin SKUs.
- Work with Category and Merchandising teams to define a lean, high-performing catalog structure that improves discoverability and conversion.
- Set up a periodic review cadence to keep the catalog aligned with demand, margin, and brand strategy.

1. Team Leadership & Stakeholder Management

- Build, lead, and mentor a high-performing D2C team spanning Marketing (category, brand, performance, SEO/content, CLM) and Customer Experience functions.
- Act as the key stakeholder in leadership planning, partnering closely with SCM, Finance, and Technology on the website and app roadmap.
- Represent the D2C business in the quarterly business reviews/ townhalls, presenting performance against all KRAs.

Candidate Requirements

Experience

- 10+ years of progressive experience in D2C / E-commerce / B2C business leadership roles, with direct ownership of the Marketing function (brand, performance marketing, SEO, CLM). Having atleast a 2-3 yrs of hands on experience in Ecommerce category management is preferred.
- Proven track record of owning a full P&L;, including revenue and EBITDA delivery.
- Strong understanding of the UAE market, consumer landscape, and e-commerce ecosystem.

Technical Expertise:
- Strong grounding in performance marketing, SEO/brand visibility, and digital growth levers.
- Experience with customer lifecycle / CRM platforms and retention strategy.
- Working knowledge of inventory planning and catalog/category management in an e-commerce environment.
- Proficiency with analytics and BI tools (Power BI, Google Analytics, or similar) and ERP/OMS systems.

Key Skills& Competencies:
- Strong commercial and analytical acumen with the ability to translate data into action.
- Excellent stakeholder management and cross-functional leadership skills.
- Customer-first mindset with a solid bias for execution in a fast-paced, occasion-driven business.

Strategic thinking balanced with hands-on ownership of day-to-day performance

📌 C Head (New Delhi)
🏢 FNP
📍 New Delhi