We are seeking an ambitious, data-driven, and revenue-focused Head of D2C & Online Sales to own and scale the entire digital retail footprint for our footwear brand startup. In this role, you will hold complete P&L; responsibility for our direct-to-consumer (D2C) storefront and online marketplace sales.

You will lead our digital revenue strategy, performance marketing, platform operations, conversion rate optimization (CRO), and customer acquisition/retention funnels. If you manage ad spend like your own capital, thrive in a fast-paced footwear startup environment, and excel at scaling consumer brands through unit-economics-driven execution, this role is built for you.

Key Responsibilities

1. Revenue Strategy & P&L; Ownership

- Own the complete P&L; for all online revenue channels (Shopify D2C site + marketplaces like Amazon, Myntra, Ajio, Nykaa).
- Set, manage, and hit monthly, quarterly, and annual top-line net sales targets while maintaining strict gross margin standards for our footwear lines.
- Structure footwear pricing, promotional calendars, and channel-specific discounting without diluting brand equity or breaching platform price parity.

2. D2C Storefront & Conversion Rate Optimization (CRO)

- Oversee site architecture, user experience (UX), sizing guidance, and navigation on Shopify to drive peak conversion rates (1.5%–3.5%+ benchmark).
- Implement footwear merchandising tactics (style bundling, upsells, cross-sells) to maximize Average Order Value (AOV).
- Optimize website performance, load speeds, mobile responsiveness, and checkout flows.

3. Performance Marketing & Customer Acquisition

- Plan, execute, and scale paid media budgets across Meta (Instagram/Facebook Ads), Google Ads (Shopping & Search), and emerging digital channels.
- Own customer acquisition cost (CAC),



Return on Ad Spend (RoAS), and blended Marketing Efficiency Ratio (MER).
- Build and lead creative briefing workflows for high-converting video and image ad assets tailored to footwear trends and product utility.

4. Marketplace Operations & Account Management

- Manage end-to-end cataloging, listing creation, sizing charts, search engine optimization (SEO), and stock availability across external e-commerce marketplaces.
- Run platform-sponsored ads (Amazon AMS, Myntra PPC, etc.) to dominate high-intent footwear search terms.
- Maintain top-tier seller metrics, account health ratings, and listing compliance.

5. Customer Retention & Lifecycle Value (LTV)

- Build automated post-purchase, back-in-stock, and abandoned cart recovery funnels via email/WhatsApp marketing tools (Klaviyo, Wati, etc.).
- Analyze repeat purchase behavior across footwear collections and design loyalty/retention programs to increase Customer Lifetime Value (LTV).

6. Operations & RTO Management

- Coordinate with inventory and supply chain teams to prevent size/stock-outs and manage seasonal buffer stock.
- Actively track and optimize Cash on Delivery (COD) workflows and footwear exchange policies to minimize Return to Origin (RTO) rates.

Key Performance Indicators (KPIs)

- Net Digital Revenue: Monthly and quarterly gross/net sales targets achieved across all digital platforms.
- Blended RoAS / MER: Ad spend efficiency across paid media channels.
- Website Conversion Rate (CR) & AOV: Measurable growth in checkout conversion and average order value.
- Customer Acquisition Cost (CAC) vs. LTV: Sustainable unit economics on recent customer acquisition.
- RTO & Return Percentage: Successful reduction in return/exchange rates across D2C and marketplace fulfillment.

Pay: ₹30,000.00 - ₹97,000.00 per month

Work Location: In person

📌 Head ofC and Online Sales (Karol Bagh)
🏢 Ruby Steps
📍 Karol Bagh