Role : D2C Business Lead - IndianTerrain.com
Location: Chennai
Experience: Minimum 5+yrs of experience
Reports to: VP - Digital
Role Objective:
Own and scale IndianTerrain.com as a profitable, high-growth D2C channel. This is a full-
stack role covering revenue, performance marketing, CRM, merchandising, and conversion.
What You’ll Own:
End-to-end P&L and revenue growth
Core metrics: Traffic, CVR, AOV, CAC, ROAS, Repeat Rate, LTV
Monthly planning, forecasting, and execution
Key Responsibilities:
Growth & Performance
Own performance marketing strategy (Meta, Google)
Manage agencies; build roadmap to transition in-house
Drive efficient growth (CAC, ROAS, contribution margins)
Retention & CRM
Scale revenue via Email, SMS, WhatsApp
Build lifecycle journeys (welcome, abandon, winback)
Improve repeat rate and LTV
Website & Conversion
Own end-to-end funnel (landing PDP checkout)
Improve CVR via UX, merchandising, and testing
Merchandising & Inventory
Drive assortment, availability, and sell-through
Align inventory with campaigns
Campaigns
Own calendar: EOSS, launches, seasonal drops
Execute across marketing, website, and CRM
Analytics
Track, analyze, and drive actions (not just reporting)
Skills & Qualifications:
Min 5+ years of work experience in D2C / e-commerce (own website experience
mandatory)
Strong in performance marketing + retention (CRM)
Hands-on with Shopify or similar platforms
High ownership, analytical, and execution-driven
Success in This Role:
Scales revenue profitably (not discount-led)
Improves CVR, repeat rate, and CAC efficiency
Builds a sustainable D2C engine
