This Role is based out of Dubai *
Job Title: Head of D2C (UAE)
Employment: Full-time
Experience: 10+ Years
Education: Bachelor's / Master's degree in Business Administration, Marketing, E-commerce, or a related field. MBA preferred.
Job Location: Dubai, UAE
Reports To: Head of Business - GCC
Objective:
The Head of D2C (B2C) will own the complete D2C business charter for Ferns N Petals in the UAE, driving profitable topline growth, brand equity, and customer experience across the company’s own website and mobile app. The role carries full accountability for the UAE D2C P&L; — revenue and EBITDA generated through owned digital channels (website and app only, excluding marketplace/aggregator revenue) — as well as end-to-end ownership of the Category & Marketing function (Brand Marketing, Performance marketing, SEO, Category Management and Customer Life Cycle management) that drives it.
The ideal candidate is a commercially minded D2C / e-commerce leader who can move fluently between strategy and execution — balancing growth, profitability, brand building, customer experience,
and operational discipline — in a fast-paced, occasion-driven, perishable-product business.
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 (Valentine’s Day, Mother’s Day, Eid, National Days, etc.).
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 (current categories, bundles, subscriptions).
Plan and get the category/assortment plan executed as per the agreed occasion calender. Work with category sales and design teams to come up with innovative
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