Head of D2C E-Commerce – Footwear & Fashion

Location: India

Industry: Footwear & Fashion / Lifestyle

Experience: 10+ Years

Compensation: Up to ₹24 LPA

Employment Type: Full-Time

Function: D2C E-Commerce / Digital Business

Reporting To: CEO / Business Head

About the Role

We are looking for an experienced and commercially driven Head of D2C E-Commerce to lead and scale our direct-to-consumer digital business in the footwear and fashion industry.

The ideal candidate will have 10+ years of relevant experience, with a strong track record of managing D2C/e-commerce businesses, driving online revenue, improving conversion and customer retention, and building high-performing digital teams.

This role requires a combination of business strategy, e-commerce expertise, digital marketing, analytics, merchandising, technology, and P&L; ownership.

Key Responsibilities1. D2C Business Strategy & Growth

- Own the overall D2C e-commerce business strategy, revenue targets, profitability, and growth roadmap.
- Develop and execute annual and quarterly plans to achieve aggressive online revenue objectives.
- Identify new growth opportunities across products, customer segments, geographies, channels, and digital platforms.
- Build strategies to increase AOV, conversion rate, repeat purchases, customer lifetime value, and overall revenue.
- Take complete ownership of the D2C P&L;, including revenue, gross margin, marketing spends, fulfilment costs, and contribution margins.

1. E-Commerce Website Management

- Own the performance of the brand's e-commerce website/store.
- Improve traffic, conversion rate, product discovery, merchandising, checkout experience, and customer journey.
- Work closely with technology and product teams to improve website functionality, speed, UX/UI, payment experience, and personalization.
- Develop and implement CRO strategies using analytics, A/B testing, customer insights, and behavioural data.

1. Digital Marketing & Customer Acquisition

- Lead performance marketing across Google, Meta, marketplaces, affiliates, influencers, and other relevant digital channels.
- Define and optimize CAC, ROAS, MER, LTV, retention, and other key performance metrics.
- Work with internal teams and external agencies to improve campaign efficiency and scalability.
- Develop customer acquisition and retention strategies across the entire funnel.
- Build robust CRM, email, WhatsApp, SMS, push notification,



and remarketing programs.

1. Product, Merchandising & Category Management

- Partner with merchandising and product teams to create an online assortment aligned with customer demand and market trends.
- Develop category-wise sales and inventory strategies.
- Drive product launches, online-exclusive collections, promotional campaigns, and seasonal sales.
- Monitor SKU-level performance and optimize assortment based on sales, margin, inventory, and customer behaviour.
- Ensure effective pricing, promotions, discounting, and product positioning.

1. Analytics & Business Intelligence

- Establish a strong data-driven culture across the D2C business.
- Track and analyze key metrics including:
- Revenue & GMV
- Conversion Rate
- AOV
- CAC
- ROAS / MER
- Gross Margin
- Contribution Margin
- Repeat Purchase Rate
- Customer Lifetime Value
- Return/Exchange Rate
- Cart & Checkout Abandonment
- Inventory Turnover
- Develop dashboards and regular business reviews to identify opportunities and corrective actions.

1. Customer Experience & Retention

- Own the overall digital customer experience from acquisition through post-purchase.
- Improve customer retention, repeat purchases, loyalty, and engagement.
- Work with customer service, logistics, and operations teams to reduce complaints, cancellations, returns, and delivery issues.
- Develop loyalty and CRM initiatives to increase customer lifetime value.

1. Team & Stakeholder Management

- Build, mentor, and lead a high-performing D2C team covering e-commerce, performance marketing, CRM, merchandising, analytics, and operations.
- Set transparent KPIs and performance objectives for the team.
- Manage external agencies, technology partners, marketplaces, logistics partners, and other vendors.
- Work cross-functionally with Brand, Marketing, Product, Merchandising, Supply Chain, Finance, Technology, and Operations teams.

Candidate ProfileMandatory Requirements
- 10+ years of total professional experience, with significant experience in e-commerce/D2C.
- Proven experience in Footwear, Fashion, Apparel,



Lifestyle, Consumer, Retail, or related industries.
- Strong understanding of the Indian D2C and e-commerce ecosystem.
- Experience in managing an e-commerce business with meaningful revenue responsibility.
- Strong understanding of P&L;, unit economics, performance marketing, merchandising, CRM, analytics, and customer acquisition.
- Experience managing and developing cross-functional teams.
- Strong commercial and analytical orientation.
- Excellent understanding of customer behaviour, digital trends, and online buying journeys.

Preferred Experience
- Experience scaling a fashion/footwear D2C brand.
- Experience managing Shopify/Magento/custom e-commerce platforms.
- Strong knowledge of Google Ads, Meta Ads, GA4, CRM platforms, CDP, analytics, and marketing automation.
- Experience with marketplaces such as Amazon, Flipkart, Myntra, Ajio, Tata CLiQ, Nykaa Fashion, etc.
- Experience working with external performance marketing and creative agencies.
- Experience in omnichannel retail/D2C integration is an advantage.

Key Success Metrics / KPIs The successful candidate will be measured on:
- D2C Revenue Growth
- Gross & Contribution Margin
- Website Conversion Rate
- Customer Acquisition Cost
- ROAS / Marketing Efficiency
- Average Order Value
- Customer Lifetime Value
- Repeat Purchase Rate
- New Customer Acquisition
- Website Traffic & Engagement
- Return/Exchange Rate
- Inventory Productivity
- Online Customer Satisfaction
- Overall D2C P&L; Performance

Compensation CTC: Up to ₹24 LPA, depending on relevant experience, current compensation, and demonstrated track record.

Candidates with 10+ years of relevant experience and a proven history of scaling D2C/e-commerce businesses will be preferred.

Ideal Candidate

We are looking for a hands-on business leader rather than only a digital marketing professional—someone who can take complete ownership of the D2C business, understand the numbers, identify growth opportunities, build the right team, and translate digital traffic into profitable revenue.

Candidates who have successfully scaled footwear, fashion, apparel, lifestyle, or consumer D2C brands will be strongly preferred.

Apply with: Updated CV + current CTC + expected CTC + notice period + details of D2C/e-commerce business handled.

Pay: ₹1,500,000.00 - ₹2,400,000.00 per year

Work Location: In person

📌 C ECOMMERCE HEAD (FOOTWEAR OR FASHION INDUSTRY MUST) (Gurugram)
🏢 Xpressedu
📍 Gurugram