Manager / Sr. Executive – Affiliate & Brand Alliances (Beauty / D2C)

Role Overview

Key Responsibilities

• Build and scale the in-house D2C affiliate program on Shopify Plus, covering partner onboarding, tracking links, payouts and fraud control.
• Manage third-party affiliate networks and portals (Cuelinks, Admitad, vCommission, Impact, etc.) and continuously add new publishers.
• Onboard influencers, creators, content/review sites and deal communities as affiliate partners.

• Build partnerships and run campaigns with cashback portals (CashKaro, GoPaisa, etc.) and coupon portals (GrabOn, CouponDunia, etc.).
• Own the brand-wise coupon strategy: code structure, discount depth, exclusivity, leakage control, and monitoring of coupon abuse and brand-bidding.

• Launch offers, coupons, rewards and co-branded campaigns on platforms such as PhonePe, Paytm, Google Pay and Zomato.
• Explore new platforms and bank, fintech and loyalty partnerships that bring in high-intent customers.

• Create a partner-wise campaign calendar for launches, festive sales (Diwali, BFCM, EOSS) and key SKUs.
• Negotiate commission structures: CPS/CPA, tiered, performance-linked and exclusive deals.

• Track clicks, orders, AOV, new vs. repeat customers, CAC, ROAS, commission payouts and incrementality.
• Ensure accurate attribution (UTM, coupon-level, network-level) and catch fake or duplicate conversions.
• Build weekly/monthly dashboards and partner scorecards; pause low performers and scale winners.

• Work with Brand, Performance Marketing, E-commerce, Creative, Finance and Tech teams on offers, creatives, tracking setup and payout reconciliation.

Requirements

• Bachelor's degree in Marketing, Business, Commerce or a related field (MBA/PGDM preferred).
• 3–6 years of experience in affiliate, partnerships, performance or e-commerce marketing. Beauty, D2C or FMCG background preferred.
• Hands-on experience with affiliate networks/platforms (Impact, Cuelinks, Admitad, vCommission) and cashback/coupon portals.
• Strong understanding of coupon-led and offer-led growth (CPS/CPA, margin math, abuse control).
• Strong negotiation, communication and relationship-management skills.
• Advanced Excel/Google Sheets; working knowledge of GA4 and Shopify analytics.

Good to Have

• Experience with super-app/fintech offer platforms (PhonePe, Paytm, GPay, Zomato) or bank/credit-card reward partnerships.
• Understanding of marketplace affiliate programs (Amazon, Nykaa).

Success Metrics (first 6–12 months)

• Share of revenue and new-customer count from the affiliate/partnership channel.
• Blended CAC and ROAS within target.
• Number of active partners and top-partner concentration.
• Minimal coupon leakage and invalid payouts.