Head Digital & Growth Marketing

KEY RESPONSIBILITIES

1. Digital Marketing & Growth Strategy

• Own the end-to-end digital marketing charter across Manyavar- Mohey (VFL) — strategy, planning, budgeting, and execution across owned, earned, and paid channels.

• Build and drive the annual and campaign-wise digital growth roadmap aligned to business, seasonal (wedding/festive), and new-collection launch calendars.

• Track and continuously optimize the digital funnel — awareness, consideration, conversion, and repeat — across web, and marketplace touchpoints.

• Partner with e-commerce, retail, VM, and brand teams to align digital growth plans with overall business objectives.

2. Marketplace Marketing

• Own marketing strategy and execution across key marketplaces (Myntra, Ajio, Amazon, Flipkart, Nykaa Fashion and others), including sponsored ads, on-campaign calendars.

• Drive marketplace visibility, conversion, and share-of-voice through platform marketing tools, deal participation, and co-marketing opportunities.

• Manage marketplace marketing budgets and ROI, working closely with category and key-account teams to align on stock, pricing, and promotion plans.

3. Performance Marketing & Creative

• Lead performance marketing across Meta, Google, programmatic, and emerging digital ad platforms with clear ownership of CAC, ROAS, and traffic quality metrics.

• Drive the creative agenda for performance and digital campaigns — briefing, reviewing, and approving ad creatives, videos, and content that balance brand aesthetics with performance outcomes.

• Set up and continuously refine testing frameworks (creative, audience, channel-mix) to improve efficiency and scale.

• Manage relationships with performance marketing and creative agencies, ensuring quality, speed, and cost efficiency.

4. Digital Campaigns & Traffic Generation

• Plan and execute always-on and campaign-based digital initiatives to drive footfall to stores and traffic to manyavar.com / mohey.in

• Own SEO, SEM, affiliate, influencer-led performance, and other traffic channels in coordination with respective specialist teams/agencies.

• Design city- and store-level digital activation plans to support new store launches and high-priority markets, including Kolkata and other key clusters.

5. CLM / CRM & Loyalty

• Own the customer lifecycle marketing (CLM) charter — acquisition, onboarding, engagement, retention, win-back — across online and offline customer bases.

• Drive the CRM and loyalty program strategy, including program design, tiering, rewards, and partner tie-ups, to improve repeat rate and customer lifetime value.

• Build segmentation and journey-based communication strategies (app, SMS, email, WhatsApp, push) leveraging customer and transaction data.

• Work with data/analytics and technology teams to strengthen CRM/CDP infrastructure and personalization capability.

6. Team & Stakeholder Management

• Build, mentor, and manage a high-performing team across digital marketing, marketplace, performance marketing/creative, and CRM/loyalty functions.

• Act as the key liaison with media, creative, technology, and marketplace agency partners; negotiate and manage agency and vendor contracts.

• Collaborate closely with Brand Marketing, E-commerce, Retail, IT, and Finance teams to ensure cohesive execution and reporting.

7. Analytics, Budgeting & Reporting

• Own the digital and growth marketing budget — planning, allocation, and monthly/quarterly tracking against targets.

• Set up dashboards and reporting cadences for digital marketing, marketplace, performance, and CRM/loyalty KPIs; present insights and recommendations to leadership.

• Bring a test-and-learn, data-first approach to every channel and campaign decision.

CANDIDATE PROFILE

Experience

• 8–14 years of overall marketing experience, with at least 4–6 years focused on digital/growth/performance marketing, CRM, or marketplace marketing.

• Prior experience in retail fashion is essential; experience in ethnic wear/occasion wear is strongly preferred.

• Demonstrated experience managing marketplace marketing (Myntra/Ajio/Amazon/Flipkart/Nykaa Fashion or similar) for a fashion or lifestyle brand.

• Proven track record of managing CRM/CLM and loyalty programs and driving measurable improvement in repeat purchase and customer retention.

• Experience managing performance marketing budgets of meaningful scale, with strong command over CAC, ROAS, and full-funnel metrics.

Education

• MBA/PGDM in Marketing from a reputed institute preferred; equivalent professional experience will also be considered.

Skills & Attributes

• Strong analytical and data-driven decision-making ability; comfortable with dashboards, funnel metrics, and marketing analytics tools.

• Sound understanding of creative development and brand sensibility, balanced with a performance-first mindset.

• Working knowledge of digital marketing platforms (Meta Ads Manager, Google Ads, marketplace ad platforms), CRM/CDP tools, and web/app analytics (GA4 or equivalent).

• Strong stakeholder management, vendor/agency negotiation, and cross-functional collaboration skills.

• Ability to operate in a fast-paced, high-growth retail environment with ownership of both strategy and execution.

• Prior people-management experience, with the ability to build and lead a specialist team.