Deconstruct
Website:
thedeconstruct.in
Job details:
JD: SM- D2C
Company: Deconstruct
Location: Bangalore – HSR Layout , Onsite
Role Type: Full-time
About Deconstruct :
At Deconstruct, we believe skincare should be simple, honest, and science-backed. We’re building a new-age skincare brand for consumers who want to understand ingredients, not just follow trends. Our products focus on transparent formulations and real results, empowering customers to make smarter choices for their skin. As a digital-first brand, our website is more than a store , it’s where education, discovery, and trust come together. We’re on a mission to create a skincare experience that is thoughtful, transparent, and built for the modern consumer.
Role Purpose
The Sr. Manager – D2C will be the owner of the Brand Website as a growth and brand-building channel, responsible for creating a compelling reason for customers to prefer buying on the brand’s website over marketplaces. This role is not just about conversion optimization, it is about building brand equity through experience, storytelling, offers, exclusivity, brand partnerships and delight, while working closely with performance and retention teams to drive profitable growth.
The person will shape the end-to-end customer journey on the website pre-purchase, purchase, and post-purchase using creativity, merchandising, content, offers, and influencer-led initiatives.
Key Responsibilities
1) Own the “Why Buy on Website” Strategy
Define and execute a clear, differentiated value proposition for the brand website, including:
- Exclusive website-only benefits
- Better pricing architecture vs marketplaces
- Unique content and education on-site
- Loyalty / repeat purchase advantages
- Special launches, early access, or bundles
- Surprise & delight moments that marketplaces cannot replicate
You will be expected to continuously evolve this strategy based on customer behavior, competitive trends, and experimentation.
2) Website Experience & Customer Journey (CX Ownership)
You will own how the customer feels when they shop on the website.
Key focus areas include:
Pre-purchase Experience
- Homepage storytelling & positioning
- Category navigation and discoverability
- Product page experience (beyond basic PDPs)
- Social proof, reviews, UGC, influencer validation
- Trust-building elements (testing, certifications, brand narrative)
- Interactive elements (quizzes, routines, skin profiles, etc. if relevant)
Purchase Experience
- Offers & promotions strategy (what, when, how)
- Bundling & merchandising (creative, profitable bundles)
- Freebies & samples strategy
- Limited edition drops or seasonal kits
- Cart experience (upsells, cross-sells, gamification)
- Clear communication of value vs marketplaces
Post-purchase Experience
- Order confirmation experience (brand storytelling)
- Packaging inserts / QR codes / post-purchase content
- Follow-up education (how to use, routines, tips)
- Incentives for next purchase
- Feedback loops & review generation
You should think of the website as a brand experience, not just a sales channel.
3) Creative & Content Leadership (Indirect ROAS Ownership)
You will own the content side of marketing that feeds performance and retention, including:
- Conceptualizing high-impact marketing ideas that drive attention
- Working with Brand & Creative teams to bring ideas to life
- Collaborating with influencers for website-first campaigns
- Partnering with agencies for execution (video, design, landing pages)
- Ensuring content is optimized for conversion on website
You are not expected to run performance ads yourself — but your ideas and content should meaningfully improve ROAS.
4) Offers, Freebies & Merchandise Strategy
You will design and own:
- Website-exclusive offers
- Freebie strategy (what customers actually value)
- Limited-edition merchandise or gifts
- Special festival / event / brand moment kits
- Subscription or membership incentives (if applicable)
You should be able to balance:
- Creativity
- Profitability
- Customer delight
- Operational feasibility
5) Cross-Functional Collaboration
You will work directly/closely with:
- Performance Marketing Team – to align content, landing pages, and offers
- Retention / CRM Team – to build repeat behavior via website
- Brand Team – to maintain brand consistency
- Product Team – for launches & exclusives
- Operations / CX Team – to ensure smooth delivery & experience
- Influencer Marketing Team – to create website-first activations
You should be a strong collaborator who can influence without direct authority.
Skills:
- Proven end-to-end ownership of a D2C brand website as a primary revenue channel.
- Strong performance marketing foundation (ROAS, CAC, CVR, AOV, funnel optimization).
- Experience building “Why Buy on Website” strategy through exclusives, bundles, content, and offers.
- Solid understanding of retention, CRM, and repeat purchase levers.
- Strong commercial acumen with a profitability-first mindset.
Persona:
- Entrepreneurial, website-as-a-business owner mindset.
- Hybrid growth leader – strong in both performance and brand thinking.
- Data-driven, experimental, and execution-focused.
- Collaborative leader who can influence cross-functional teams.
What Good Looks Like (Success Metrics):
Your performance will be judged on a mix of qualitative and quantitative outcomes, including:
Business Metrics
- Website contribution to overall revenue (D2C share growth)
- Website repeat purchase rate
- Conversion rate improvement over time
- Average order value (AOV) uplift via bundles & merchandising
- ROAS improvement via better content & landing pages
Customer Metrics
- Customer satisfaction with website experience
- Increase in positive reviews & testimonials
- Higher engagement on website content
- Lower friction in purchase journey
Brand Metrics
- Stronger brand perception via website
- Clear differentiation vs marketplaces
- More memorable, delightful customer experience
Click on Apply to know more.