Category Lead – User Journey & Retention (D2C)

Job Title: Category Manager – User Journey & Retention (D2C)

Location:

Experience:

Reporting to:

Team Size:

Role Summary (Why this role exists)

50 Cr → 100 Cr+ D2C business

entire post-acquisition experience

Manager – User Journey & Retention will be responsible for:

• Turning users into

  repeat, loyal customers

• Making the

  website a conversion engine

• Building

  organic & owned traffic

  as a sustainable growth lever
• Driving

  LTV-led growth

  , not discount-led retention

business role

Key Responsibilities

1. User Journey & Conversion Ownership

• Own the

  end-to-end user journey

  across acquisition → conversion → retention
• Identify and fix

  funnel drop-offs

  across landing pages, PDPs, cart, checkout, and post-purchase
• Drive

  CRO roadmap

  with structured experimentation (A/B testing, hypotheses, learnings)

2. Retention, CRM & Lifecycle Management

• Own

  CRM channels

  : WhatsApp, Email, Push notifications
• Design and execute

  lifecycle journeys

  :
• First purchase onboarding
• Second purchase nudges
• Replenishment & subscription flows
• Win-back campaigns
• Build

  loyalty, subscriptions & repeat programs

• Analyze

  cohort behavior

  and optimize for long-term retention, not short-term clicks

3. Organic Growth & SEO

• Own

  organic traffic growth

  as a revenue channel
• Lead

  SEO strategy

  :
• Content SEO (blogs, category pages, educational content)
• Technical SEO (site health, speed, indexing)
• Internal linking & authority building
• Partner with content team to scale

  trust-led, health-focused content

4. Website & Experience Optimization

• Own

  website UX, CVR and performance

• Optimize:
• PDP content, reviews, FAQs, trust markers
• Checkout flow & payment success
• Page load speed & mobile experience
• Collaborate with tech/product teams for continuous UX improvements

5. Data, Experimentation & Insights

• Use data to drive decisions:
• Funnel analytics
• Cohort & LTV analysis
• Attribution inputs (with analytics team)
• Run a

  weekly experimentation cadence

  across UX, CRM and content
• Convert insights into

  clear business actions

6. Cross-Functional Leadership

• Work closely with:

• Category Business Heads

  (revenue & margin alignment)

• Performance Growth Team

  (CRO & landing page efficiency)

• Content & Creative Team

  (conversion-led content)

• Analytics & Platform Team

  (measurement & automation)

Key Result Areas (KRAs)

KRA 1: Retention & Lifetime Value

• Increase

  repeat purchase rate

• Improve

  LTV / CAC ratio

• Grow

  returning user revenue contribution

KRA 2: Conversion Rate Optimization

• Improve

  overall website CVR

• Improve

  PDP-level CVR

• Reduce

  cart & checkout drop-offs

KRA 3: Organic & Owned Growth

• Increase

  organic traffic & revenue

• Improve

  SEO rankings

  for high-intent keywords
• Grow

  CRM-driven revenue share

KRA 4: Experimentation Velocity

• Run consistent

  A/B tests

  across site & CRM
• Document learnings and scale winning experiments
• Reduce dependency on paid traffic for growth

Key Performance Indicators (KPIs)

Primary KPIs

• Repeat Purchase Rate (%)
• LTV / CAC
• Returning User Revenue (%)
• Website Conversion Rate (CVR)
• Organic Revenue Contribution (%)

Secondary KPIs

• CRM revenue share
• PDP CVR uplift
• Checkout success rate
• Organic traffic growth (MoM / QoQ)
• Time to second purchase

Ideal Candidate Profile

• 8+ years of experience in

  D2C, Ecommerce, Consumer Internet or Health

• Strong hands-on experience in:
• CRM & lifecycle marketing
• Website CRO & funnel optimization
• SEO & organic growth
• Data-driven mindset with strong understanding of:
• Cohorts
• LTV
• Retention economics
• Has built or scaled retention systems for a

  20 Cr+ D2C brand

• Comfortable working in

  0→1 and 1→10 environments

What Success Looks Like in 12 Months

• Retention becomes a

  growth lever

  , not an afterthought
• Website CVR improves meaningfully
• Organic + CRM contribute

  25–35% of total revenue

• Paid CAC reduces due to stronger LTV & conversion
• User experience becomes a

  competitive advantage