D2C E-Commerce Head — Rewritten Job DescriptionAbout the Company

Our client is a fast-growing, conscious footwear brand transforming everyday comfort with innovative engineering and sustainable materials. Featuring high-performance cushioning and proprietary biodegradable technology, they craft open footwear built for style, function, and minimal environmental impact. They are seeking talented professionals to help scale the future of sustainable fashion across India.

About the Role

We are looking for an experienced and result-oriented D2C E-Commerce Head to lead and scale our direct-to-consumer (D2C) business. The ideal candidate will be responsible for driving online revenue, improving customer acquisition and retention, optimizing the e-commerce funnel, and building a profitable and scalable D2C business.

The candidate should have strong hands-on experience in Shopify, performance marketing, D2C P&L; management, retention/CRM, conversion optimization, and analytics — preferably within the footwear, fashion, or lifestyle industry. This is a D2C-first role: the primary focus is the company's own website, not marketplaces.

Key Responsibilities1. D2C Business Strategy & P&L; Ownership

- Own the D2C website P&L; — revenue, contribution margin, profitability, and growth targets.

- Develop and execute the overall D2C e-commerce growth strategy aligned with business objectives.

- Build and execute annual, quarterly, and monthly D2C business plans.

- Identify new growth opportunities across products, channels, campaigns, and customer segments.

- Monitor market trends, customer behavior, competitor activity, and industry developments.

- Present business performance and growth plans to senior management.

2. D2C Website Management (Shopify)

- Own the end-to-end performance of the company's D2C website on Shopify.

- Improve website conversion rate (CVR), average order value (AOV), customer journey, and overall user experience.

- Manage product listings, collections, merchandising, pricing, promotions, landing pages, and website content.

- Work closely with technology and design teams to improve website functionality and performance.

- Ensure website speed, mobile experience, payment processes, and checkout journey are optimized.

3. Performance Marketing & Customer Acquisition

- Lead performance marketing initiatives across Meta, Google, YouTube, and other relevant digital platforms.

- Develop strategies for customer acquisition, retargeting, remarketing, and customer retention.

- Own and optimize key metrics such as ROAS, CAC, CTR, CPC, CVR, AOV, LTV, and contribution margin.

- Work with internal teams and external agencies to improve campaign performance.

- Develop a data-driven approach to marketing budgets and channel allocation.

4. Retention, CRM & Loyalty

- Own the retention strategy — email, WhatsApp, SMS, push notifications, and CRM automation.

- Build and manage loyalty programs, referral programs, and winback campaigns.

- Track and improve repeat purchase rate, customer retention rate,



and customer lifetime value (LTV).

- Develop strategies to increase repeat purchases and reduce churn.

- Use customer insights to personalize communication and improve lifetime value.

5. Brand, Content & Community

- Lead brand storytelling across D2C — sustainability narrative, product education, and community engagement.

- Build and manage creator/influencer partnerships and affiliate programs.

- Develop content strategy — UGC, blogs, social media, and product-led content.

- Foster community engagement to build brand loyalty and organic advocacy.

6. Revenue & Conversion Growth

- Drive online sales through effective merchandising, promotions, offers, bundles, and campaigns.

- Analyze the complete e-commerce funnel and identify opportunities to improve conversion.

- Conduct A/B testing and implement CRO initiatives.

- Plan and execute major campaigns around festive seasons, launches, sales events, and new product drops.

7. Analytics & Business Intelligence

- Track and analyze daily, weekly, and monthly D2C performance.

- Build and monitor dashboards covering revenue, orders, traffic, conversion, CAC, ROAS, AOV, retention, and profitability.

- Use data and customer insights to make business decisions.

- Identify gaps in performance and implement corrective action plans.

8. Product & Merchandising (Footwear-Specific)

- Work closely with product and merchandising teams to optimize the online product assortment.

- Identify best-selling, slow-moving, and high-potential products.

- Develop product launch and online merchandising strategies.

- Own inventory planning for footwear — size curves, seasonality, SKU rationalization, and stock-out reduction — in coordination with supply chain and warehouse teams.

- Reduce stock-outs, cancellations, and inventory-related revenue leakage.

9. Customer Experience & Operations

- Improve the overall customer experience across the D2C journey.

- Work with customer service and operations teams to reduce returns, cancellations, complaints, and delivery issues.

- Coordinate with marketing, creative, product, finance, warehouse, logistics, technology, and customer service teams.

- Ensure smooth order processing, fulfillment, delivery, returns, and refunds.

- Ensure D2C processes are scalable as the business grows.

10. Team & Agency Management

- Build, manage, and mentor a 5–10 member D2C/e-commerce team across performance marketing, CRM, CRO, content, and operations.

- Set clear KRAs and performance targets for team members.

- Manage external agencies, technology partners, freelancers, and other vendors.





- Ensure timely execution of campaigns and business initiatives.

Key Performance Indicators (KPIs)

- D2C Revenue Growth

- Contribution Margin (CM2/CM3)

- Website Conversion Rate (CVR)

- Customer Acquisition Cost (CAC)

- Return on Ad Spend (ROAS)

- Average Order Value (AOV)

- Customer Lifetime Value (LTV)

- Repeat Purchase Rate

- Customer Retention Rate

- Recent Customer Acquisition

- Website Traffic & Engagement

- Organic Traffic Share

- Cart Abandonment Rate

- Return & Cancellation Rate

- Inventory Availability

- Loyalty Program Enrollment

- Brand Search Volume

Required Skills & Qualifications

- Bachelor's degree in Marketing, Business Administration, E-Commerce, or a related field; MBA preferred.

- 8–12 years of relevant experience in D2C / E-commerce, with at least 3–4 years in a leadership role.

- Strong hands-on experience managing Shopify — this is mandatory.

- Proven experience owning a D2C P&L; of ₹10 Cr+ — with full ownership of revenue, contribution margin, and profitability.

- Strong understanding of Meta Ads, Google Ads, GA4, CRM, SEO, CRO, and digital marketing.

- Hands-on experience with retention/CRM — email, WhatsApp, SMS, loyalty programs, and marketing automation.

- Strong commercial and analytical understanding of D2C business models and unit economics.

- Experience managing revenue targets and marketing budgets.

- Strong understanding of e-commerce metrics and customer acquisition economics.

- Experience building and leading a D2C team (5+ members).

- Experience in footwear/fashion/lifestyle is strongly preferred.

- Brand storytelling, content, or community experience is a plus.

- Excellent communication, leadership, negotiation, and stakeholder-management skills.

- Strong Excel/Google Sheets and data-analysis skills.

What Success Looks Like (First 12 Months)TimeframeExpected Outcome0–3 monthsAudit D2C website, performance marketing, CRM, and inventory. Build 90-day growth plan. Establish dashboards and KPIs.3–6 monthsExecute quick wins — CRO tests, ad optimization, CRM flows. Improve CVR, AOV, and CAC. Build team structure.6–12 monthsScale D2C revenue profitably. Improve repeat purchase rate and LTV. Build brand storytelling and community. Establish D2C as the primary growth channel.Why This Role?

- Lead the D2C growth of a conscious, sustainable footwear brand.

- Own the D2C website P&L; — not just a marketing function.

- Build and scale a D2C-first team in a fast-growing category.

- Work at the intersection of sustainability, technology, and consumer fashion.

- Competitive compensation: ₹24 LPA (negotiable for the right candidate).

To Apply

Please share your resume with a brief note on:

- Your D2C P&L; scale (₹ Cr) and Shopify experience (years).

- Your performance marketing experience (Meta, Google, budgets managed).

- Your retention/CRM experience (email, WhatsApp, loyalty).

- Your team leadership experience (team size, structure).

- Why this conscious footwear brand excites you.

📌 C E-Commerce Head [Footwear Industry] (Gurugram)
🏢 Growqai
📍 Gurugram