General Manager - Brand & Digital Marketing - ECommerce

Key Responsibilities:

1. Digital Commerce

Marketplaces:

- Own marketplace revenue growth, CAC, AOV, contribution margin, and retention.

- Lead cataloging, pricing strategy, promotions calendar, and inventory allocation.

- Manage brand store pages and A+ content.

- Drive keyword optimization for improved search visibility.

- Create and execute customer reviews and ratings strategy.

- Coordinate with marketplace KAMs on growth plans, event participation, and negotiations.

D2C Website:

- Own D2C website revenue growth, CAC, AOV, contribution margin, and retention. Coordinate UI/UX improvements, CRO initiatives, landing page creation, and merchandising.

- Oversee warehousing, last-mile logistics, delivery SLAs, and returns management.

- Ensure smooth functioning of customer support operations.

- Drive NPS improvement initiatives.

- Quick Commerce (Blinkit, Zepto, etc.)

- Own revenue growth, CAC, AOV, contribution margin, and retention for quick commerce channels.

- Lead cataloging, pricing, promotions calendar, and inventory allocation.

- Coordinate with KAMs on growth plans, event participation, and negotiations.

2. Social Media & Content Strategy:

Social Media Management:

- Lead strategy and execution across Instagram, YouTube, and TikTok (if applicable).

- Plan monthly content calendars aligned with brand campaigns, product launches, and trends.

- Drive brand storytelling, community engagement, and audience growth.

Content Creation:

- Oversee production of product videos, reels, tutorials, testimonials, and UGC.

- Manage shoots, content agencies, creators, and internal design teams.

- Ensure consistency with brand voice, guidelines, and aesthetics.

Influencer Marketing:

- Design and manage influencer programs (micro, macro, KOLs).

- Evaluate creators, negotiate partnerships, and track ROI and attribution.

- Build long-term relationships with relevant beauty and lifestyle creators.

Performance Marketing & Growth:

Paid Media:

- Oversee paid campaigns across Meta, Google, Amazon Ads, Affiliates, and other networks.

Strategize TOFU/MOFU/BOFU funnels in collaboration with the performance marketing team.

Optimize budgets, CAC, ROAS, and LTV.

- Experiment with new growth channels such as OTT, podcasts, WhatsApp, SMS, and push notifications.

Retention & CRM

- Build strong CRM journeys across Email, WhatsApp, and SMS (abandoned carts, repeat purchases, upsell).

- Optimize loyalty programs, referral engines, and subscription models (if applicable).

Brand Management & Product Storytelling:

- Ensure consistent brand messaging across all platforms.

- Work with creative teams to produce high-quality brand and campaign assets.

- Monitor category trends, competitor activities, and consumer insights.

Operations, Data & Team Leadership:

- Lead a cross-functional digital team (46 members across marketplace, performance marketing, social/content, and D2C).

- Build KPIs, dashboards, and weekly reporting structures.

- Analyze data across online commerce channels to derive actionable insights.

- Build processes for inventory planning, demand forecasting, and channel hygiene.

Key Requirements:

- 8-12 years of experience in E-commerce, preferably in beauty, skincare, personal care, FMCG, or high-growth D2C brands.

- Proven track record of scaling D2C and marketplace businesses.

- Hands-on experience across digital commerce, performance marketing, and social/content ecosystems.

- Strong operational understanding of multi-channel business models.

- Excellent analytical skills with experience using tools such as Google Analytics, Ads Managers, and marketplace analytics dashboards.

- Strong leadership and people management skills.

- Creative mindset with a deep understanding of consumer behavior and brand aesthetics.

Female candidates preferred as per business requirement.