Roles & Responsibilities :

1. Complete P&L Management : Take ownership of the complete P&L of the brand, including revenue forecasting, budget allocation, cost management, and profitability analysis. Ensure financial targets and objectives are met or exceeded.

2. Performance Management : Set clear performance targets and KPIs for the marketing team and monitor performance against goals. Drive continuous improvement and optimization of marketing initiatives to maximize ROI and effectiveness.

3. Brand Building and Positioning : Lead brand-building initiatives and positioning strategies to enhance brand awareness, relevance, and differentiation in the D2C marketplace. Ensure brand messaging and identity is consistent across all marketing channels and touch points.

4. Marketing Channel Management : Oversee the activities of the Head of Performance Marketing, Head of Retention Marketing, Head of Content Creation, Head of SEO, and Shopify Store Expert. Coordinate efforts across multiple marketing channels, including paid advertising, email marketing, content marketing, SEO, social media, and influencer partnerships.

5. Annual Operating Plan (AOP) Creation : Work closely with founders to create the Annual Operating Plan, setting revenue targets, marketing budgets, and performance goals for the fiscal year.

6. Monthly Planning : Lead monthly planning meetings to review performance, analyze market trends, and adjust strategies as needed to optimize results and drive growth.

7. Operational Excellence : Implement standard operating procedures (SOPs) and best practices across all marketing functions to ensure efficiency, consistency, and scalability in campaign execution and performance tracking.

8. Marketing Spend Management : Manage a significant monthly marketing budget of 1-2 Crore, optimizing allocation across channels and campaigns to maximize ROI and achieve cost-efficiency.

9. Team Leadership : Provide leadership, guidance, and mentorship to the marketing team, fostering a culture of collaboration, innovation, and accountability.

10. Brand Collaborations : Identify strategic brand collaboration opportunities that align with the brand values and objectives. Negotiate partnerships and sponsorship deals to enhance brand visibility, reach new audiences, and drive engagement.

11. Above-the-Line (ATL) and Below-the-Line (BTL) Campaigns : Oversee the planning, execution, and optimization of both ATL and BTL marketing campaigns. Coordinate with creative teams, media agencies, and other stakeholders to develop compelling advertising and promotional materials that resonate with target audiences across various channels.

12. Affiliate Management : Develop and manage the affiliate marketing program, recruiting and nurturing relationships with affiliate partners to drive traffic, leads, and sales. Monitor performance metrics, track affiliate commissions, and implement strategies to optimize partner relationships and program effectiveness.

Key KPIs :

13. Revenue Growth : This is the primary KPI for the Head of Marketing. It includes both top-line revenue growth and profitability. Revenue growth can be measured on a monthly, quarterly, and annual basis.

14. Customer Acquisition Cost (CAC) : Measure the cost associated with acquiring a new customer. This includes marketing spend, sales commissions, and other related expenses. The goal is to optimize CAC to ensure efficient customer acquisition.

15. Customer Lifetime Value (CLV) : Determine the total revenue a customer is expected to generate over their lifetime with the brand. CLV helps in understanding the long-term value of acquired customers and informs marketing strategies accordingly.

16. Return on Investment (ROI) : Calculate the return generated from marketing efforts compared to the investment made. This includes ROI on various marketing channels such as PPC campaigns, social media advertising, content marketing, etc. (ROAS)

17. Conversion Rates : Track the percentage of website visitors or leads that convert into paying customers. This metric helps in assessing the effectiveness of marketing campaigns and website optimization efforts.

18. Customer Retention Rate : Measure the percentage of customers retained over a specific period. A high retention rate indicates customer satisfaction and loyalty, leading to sustainable revenue growth.

19. Brand Awareness : Monitor metrics such as website traffic, social media engagement, and brand mentions to gauge the brand's visibility and reach in the target market.

20. Operational Efficiency : Evaluate the efficiency of marketing operations through metrics like time-to-market for campaigns, adherence to budgets, and resource utilization.

21. SOP Compliance : Ensure adherence to Standard Operating Procedures (SOPs) across marketing functions. Track compliance and identify areas for improvement to streamline processes and enhance productivity.

22. Budget Adherence : Monitor actual marketing spend against the allocated budget. Identify any deviations and take corrective actions to ensure financial discipline and ROI optimization.

23. Team Performance : Evaluate the performance of individual marketing teams (performance marketing, retention marketing, content creation, SEO, Shopify store management) based on their respective KPIs and contributions to overall revenue growth.

24. AOP Achievement : Assess the achievement of Annual Operating Plan (AOP) targets set in collaboration with the founders. This includes revenue targets, profit margins, and other key business objectives.

25. Monthly Planning Effectiveness : Review the effectiveness of monthly marketing plans in driving revenue growth and achieving strategic objectives. Adjust plans as needed based on performance data and market dynamics.

Desired Skills :

1) Minimum 7-8 years of experience in direct-to-consumer (D2C) marketing.

2) Deep understanding of performance marketing.

3) Proficiency in campaign strategy and budget optimization.

4) Experience managing a monthly spend of 70-80 lakhs.

5) Experience leading a 360-degree marketing team.

6) Strong numerical skills and a data-driven approach.

7) Ability to develop and execute brand-building strategies that resonate with the target audience and differentiate the brand in the market.

8) Strong leadership qualities

9) Constantly seeking new and creative ways to market products/services and engage with customers.

10) Ability to think long-term and develop strategic marketing plans aligned with the company's goals Ensure adherence to Standard Operating Procedures (SOPs) across marketing functions. Track compliance and identify areas for improvement to streamline processes and enhance productivity.

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