D2C Business Manager – P&L Ownership

JD: D2C Growth Manager (Full P&L + Website Ownership)

Position:

Location:

Type:

Role Purpose

D2C Growth Manager

mini-CEO for the D2C business

Key Responsibilities

1. Growth Strategy & P&L Ownership

• Own and deliver GMV, revenue, and profitability targets

  (monthly, quarterly, annual) for the D2C website.
• Build and execute a strong

  channel mix

  across

  performance marketing, SEO/organic, CRM/retention, direct traffic, and partnerships

  .

• Manage the full financial health

  of the D2C channel including

  gross margins, discounts/promotions, returns & refunds, CAC, LTV

  , and overall unit economics.

2. Performance Marketing & Customer Acquisition

• Plan and execute paid marketing across

  Google Ads, Meta (Facebook/Instagram), YouTube, affiliates, and influencers

  .
• Drive

  creative ideation and execution

  — ads, copies, landing pages, offers, retargeting, and remarketing.
• Continuously optimise campaigns to improve

  ROAS, CVR, and CAC efficiency

  .

3. Website & Funnel Optimization

• Own the complete website experience

  — homepage, category pages, product pages, checkout flow, mobile experience, site speed, and payments.
• Use data to identify

  funnel drop-offs

  and run

  A/B tests

  to improve

  conversion rate, AOV, cart recovery, and repeat purchases

  .
• Manage

  on-site merchandising

  : product categorisation, content optimisation, bundles, cross-sell/upsell, and seasonal campaigns.

4. Retention, Lifecycle & CRM

• Build and scale

  retention and lifecycle programs

  across

  email, SMS, WhatsApp, push notifications, loyalty initiatives

  , and subscriptions (if applicable).
• Analyse

  cohorts, repeat behaviour, churn, segmentation, and LTV

  , and design strategies to improve customer lifetime value.

5. Analytics, Reporting & Insights

• Track and report key KPIs

  including

  traffic, CVR, AOV, CAC, ROAS, LTV, GMV, profitability, retention, and churn

  .
• Use tools like

  GA4, CRM dashboards, BI tools, and custom reports

  to drive insight-based decisions.
• Convert data into

  clear, actionable recommendations

  for marketing, pricing, inventory, offers, and long-term growth roadmap.

6. Cross-functional Collaboration & Execution

• Work closely with

  product/tech, design, supply chain & logistics, customer support, and marketing teams

  for seamless execution.
• Manage

  external agencies and vendors

  across performance marketing, creative, and CRM tools.
• Plan and execute

  product launches, seasonal campaigns, promotions, flash sales, and category expansions

  .

Success Metrics

• Achievement of GMV and revenue targets

  with strong profitability

• Healthy CAC, ROAS, and LTV:CAC ratio

• Improved

  conversion rate, AOV, and repeat purchase rate

• Reduced funnel drop-offs and improved

  website performance & checkout success

• Smooth cross-functional execution and timely campaign launches
• Long-term growth in

  customer base, brand equity, and customer lifetime value