1. Growth strategy and P&L;

- Build the annual, quarterly and monthly marketing calendar / plan for each of the platform across regions (DTC and Marketplaces such as noon, Amazon, Flipkart, Q-com and other E-com / Q-com platforms) for India and GCC regions, focusing on events for each category

- Build the annual and quarterly online revenue plan by country, channel, platform, category and brand; agree targets with the CMO and Finance (Topline and bottom line, both)• Own the online marketing budget for DTC and marketplaces across India and GCC regions. Allocate across channels on marginal return and reallocate monthly

- Set guardrails for RoAS, TACoS, CAC and contribution margin by channel; approve exceptions for launches and sale events.

- Own the annual e-commerce event calendar for India (Republic Day, Onam, Big Billion Days, Outstanding Indian Festival, Diwali) and GCC (Ramadan, Eid, Yellow Friday, White Friday, national days, back to school), aligned with the category plan and stock.

- Present a monthly growth review to the CMO: revenue vs target, paid / non-paid mix, channel returns and actions.

2. D2C websites: events, CRO and offers

- Build the annual event calendar for each website: own sale events, alignment with marketplace sale events, and festive moments in each market.

- Own traffic, conversion rate, average order value and revenue for impexstore.com and each GCC website.

- Own the offer strategy for each event along with category heads: discount depth, bundles, EMI, exchange, prepaid incentives, within margin guardrails and execute along with the performance Marketing Manager

- Run the CRO roadmap across homepage, category pages, PDPs, site search, cart, checkout, payment options and COD-to-prepaid conversion, with a monthly A/B testing target.

- Brief the Tech team, which owns the website catalogue and development, on site speed, UX fixes, tracking and offer setup.

3. Retention marketing and CRM

- Own the online marketing stack through agencies: CRM, CDP, marketing automation, analytics,

attribution, tag management.

- Build the annual CRM calendar for each D2C website, by category and month, aligned with the

website event calendar and product launches.

- Design and run automated journeys for each category through the MarTech agency and CRM platform: welcome, browse and cart abandonment, post-purchase onboarding (installation, usage

tips, demo videos), warranty registration, service reminders, accessory and cross-category cross-sell, review and referral requests, upgrade / exchange, and win-back.

- Make sure Impex owns all first-party data, ad accounts and tracking assets, with this written into every agency contract.

- Segment customers by category bought, order value, recency and region; personalise content and offers by segment.

- Run email, WhatsApp, SMS,



push and RCS, with frequency caps per channel.

- Own consent capture and preference management under the DPDP Act and GCC data protectionlaws.

- Design and run the loyalty programme.

- Run a weekly online business dashboard covering revenue, spend, RoAS, TACoS, CAC, conversion and stock cover; partner with Marketing Analytics on attribution and incrementality tests.

4. Influencer marketing

- Build an influencer plan for each category and region: Kerala, Karnataka, Tamil Nadu and pan-India; UAE, Saudi Arabia, Oman, Qatar and Kuwait.
- Select creators by category fit (cooking creators for kitchen appliances, tech reviewers for electronics, home and lifestyle creators) and by language: Malayalam, Kannada, Tamil, Hindi, English, Arabic, and Indian-expat audiences in GCC.

- Run a tiered mix of nano, micro and macro creators in formats such as demos, recipes, unboxing, reviews and comparisons.

- Tie every campaign to revenue through unique codes and tracked links to the websites; reuse creator content in paid ads through whitelisting.

- Vet audience quality with audit tools (e.g. HypeAuditor); negotiate fees and content usage rights.

- Ensure disclosure and licensing compliance: ASCI influencer guidelines in India, the UAE Media Council advertiser permit, and Mawthooq licensing in Saudi Arabia.

- Coordinate with Brand Communication so brand-awareness and performance influencer campaigns do not overlap.

5. Affiliate marketing

- Build the affiliate programme for each website with the affiliate agency and networks in India and GCC: coupon, cashback, content, comparison and bank / card partners.

- Set commission structures by category and partner type; deliver affiliate revenue against targets agreed with the CMO.

- Control quality: fraud and cookie-stuffing checks, coupon leakage, brand-bidding rules, and validation

of orders net of returns and cancellations before payout.

- Reconcile affiliate revenue and payouts monthly with Finance.

6. SEO, AEO, GEO and LLMO

- Own non-paid search traffic and revenue for every website, managed with the SEO agency.

- SEO: technical health with the Tech team (Core Web Vitals, crawlability, indexation, structured data),keyword and content strategy by category, internal linking and authority building.

- AEO: answer-ready content (FAQs, buying guides, specification tables) that wins featured snippets and Google AI Overviews.

- GEO / LLMO:



make Impex and Delici visible and correctly described in AI assistants such as ChatGPT, Gemini, Perplexity and Copilot, through consistent product and brand data, citations on trusted third-party sources (reviews, comparison sites, marketplaces, forums) and machine-readable site content.

- Track the share of AI answers that cite Impex or Delici for priority category queries, alongside search rankings.

- Run free product listings through Google Merchant Center.

7. Tracking and measurement

- Own one source of truth for traffic, conversions and revenue across every paid and non-paid channel, reconciled with backend orders.

- Define and enforce the UTM taxonomy, GA4 setup, server-side tagging, ad-platform conversion APIs, and CRM, affiliate and influencer code tracking, with the MarTech agency and Tech team.

- Run a weekly dashboard per website and country: sessions, conversion rate, AOV, revenue by channel, paid / non-paid mix, CAC, RoAS, CRM revenue and repeat rate.

- Run incrementality tests with Marketing Analytics so each channel is credited only for revenue it actually drives.

- Ensure Impex owns all data, ad accounts and tracking assets, written into every agency contract. 8. GCC websites

- Apply sections 2 to 7 to each GCC website and country, with separate targets, event and CRM calendars, influencer plans, affiliate partners and SEO plans (see the scope table below).

- Define the GCC website architecture by country and brand, including whether the current four GCC sites should be consolidated.

- Keep Impex (value / mass) and Delici (premium) positioning distinct across all GCC channels.

9. Paid media (through the Performance Marketing Manager)

- Approve media plans for Google, Meta, YouTube, programmatic and GCC-specific platforms.

- Review account structure, bidding, audiences and creative testing; act on monthly audit findings.

10. Marketplaces and quick commerce (through the Growth Managers)

- Set platform strategy and targets for Amazon, Flipkart, JioMart, Meesho and quick commerce in India, and Amazon, Noon and regional platforms in GCC.

- Hold Growth Managers to account for account health, content quality, ads efficiency, availability and Buy Box.

- Agree price parity and promotion funding with Sales so online and offline channels do not undercut each other.

11. Agency and partner management

- Brief the performance, SEO, MarTech / CRM, affiliate and influencer agencies; own SOWs and KPIs, run monthly reviews and benchmark fees.

- Manage relationships with marketplace category and account teams for co-funded campaigns and launches.

12. People leadership

- Hire and lead a team of nine; set KPIs and build capability.

- Hold brand standards on all online assets, working with the Senior Brand Manager.

📌 Head of Performance & Growth Marketing -C & Marketplaces (Bangalore Rural)
🏢 Populux HR
📍 Bangalore Rural