Website:
ecolux.co.in
Job details:
Job Description: Director – Performance Marketing & D2C Growth
Location: Koregaon Park, Pune
Work Mode: Work from Office (WFO)
Employment Type: Full-Time
Experience: 10–15+ Years
Reporting To: Founder / Senior Leadership
About the Role
We are looking for an experienced Director – Performance Marketing & D2C Growth to drive performance marketing strategy, customer acquisition, and profitable growth across a portfolio of approximately 100 founder-led consumer brands, while strengthening the organisation’s own lead-generation and conversion funnel.
This is a strategic leadership role requiring deep expertise in paid media, D2C business models, growth strategy, conversion rate optimisation, creative testing, and commercial analytics.
The ideal candidate will act as a trusted growth advisor to founders, internal marketing teams, and agencies, identifying performance gaps and building actionable strategies to improve customer acquisition cost, return on ad spend, conversion rates, and overall profitability.
This is not a conventional media-buying role. The focus is on strategic direction, performance audits, agency governance, business outcomes, and building scalable growth systems rather than personally managing every advertising campaign.
Key Responsibilities1. Performance Marketing & Brand Audits
- Conduct detailed audits of Meta Ads, Google Ads, YouTube, and other relevant paid marketing channels.
- Evaluate the complete customer acquisition journey, including creatives, landing pages, pricing, checkout, fulfilment, and repeat purchases.
- Identify root causes of poor performance and recommend corrective actions.
- Develop prioritised action plans covering immediate improvements, 30-day experiments, and 90-day growth strategies.
2. D2C Growth Strategy
- Develop performance marketing strategies based on brand maturity, category, margins, average order value (AOV), repeat purchase rate, and business objectives.
- Define and optimise customer acquisition cost (CAC), return on ad spend (ROAS), marketing efficiency ratio (MER), and contribution margins.
- Recommend channel mix, budget allocation, campaign structures, audience strategies, and scaling plans.
- Identify opportunities to improve revenue, customer acquisition, and profitability across D2C and e-commerce brands.
3. Performance Creative Strategy
- Build structured creative-testing frameworks for ad copies, hooks, UGC, founder-led content, videos, offers, and calls to action.
- Collaborate with founders, designers, copywriters, creative teams, and agencies to improve advertising effectiveness.
- Establish testing priorities, performance benchmarks, and creative iteration processes.
- Identify creative approaches that drive measurable conversions and profitable growth.
4. Funnel Optimisation & CRO
- Analyse the complete customer journey, from ad impressions to purchase and repeat orders.
- Identify conversion bottlenecks across landing pages, product pages, pricing, checkout, and payment processes.
- Recommend improvements to conversion rates, AOV, customer retention, and purchase experience.
- Evaluate cancellation rates, return-to-origin (RTO), gross margins, and contribution margins to support profitable acquisition.
5. Agency & Team Management
- Provide strategic direction to performance marketing agencies and in-house marketing teams.
- Review media plans, campaign performance, creative briefs, testing results, and budget utilisation.
- Establish clear KPIs, accountability frameworks, reporting processes, and review cadences.
- Coach teams, challenge underperformance, and recommend changes to agency or team structures where necessary.
6. Analytics & Performance Reporting
- Build dashboards and standardised performance measurement frameworks.
- Track CAC, ROAS, MER, new-customer revenue, contribution after marketing, cash payback, and repeat purchase rates.
- Validate tracking and attribution across Meta Pixel/CAPI, Google Ads, GA4, Shopify, CRM, and other relevant platforms.
- Prepare monthly performance reports highlighting key improvements, risks, growth opportunities, and corrective actions.
7. Founder Advisory & Capability Building
- Conduct performance reviews, strategic consultations, group sessions, and marketing workshops.
- Help founders understand performance metrics, evaluate agencies, and make informed marketing investment decisions.
- Develop playbooks, audit checklists, templates, benchmarks, and scalable growth frameworks.
- Build a structured model for supporting a large portfolio of brands efficiently.
8. Lead Generation & Funnel Growth
- Drive performance marketing for workshops, events, memberships, and high-ticket programmes.
- Improve lead quality, cost per lead (CPL), webinar attendance, application quality, booked calls, sales conversion, and customer acquisition cost.
- Work closely with sales, content, technology, and leadership teams to optimise the complete lead-to-revenue funnel.
- Build campaign calendars, testing roadmaps, and scalable acquisition strategies.
Required Skills & Qualifications
- Strong expertise in performance marketing, growth marketing, paid acquisition, and D2C business models.
- In-depth knowledge of Meta Ads and Google Ads, with exposure to YouTube advertising and other digital acquisition channels.
- Strong understanding of Shopify, e-commerce funnels, conversion rate optimisation, attribution, and marketing analytics.
- Ability to analyse business profitability, unit economics, contribution margins, and customer acquisition costs.
- Experience managing significant advertising budgets and scaling consumer brands.
- Strong analytical, strategic planning, problem-solving, and decision-making skills.
- Excellent communication and stakeholder management skills.
- Ability to work closely with founders, agencies, creative teams, and senior leadership.
Preferred Experience
- 10–15+ years of experience in performance marketing, growth, paid acquisition, or D2C revenue leadership.
- Experience working across multiple consumer brands and categories, such as beauty, personal care, wellness, food, fashion, home, jewellery, parenting, or electronics.
- Previous experience in a performance marketing agency, consulting firm, multi-brand organisation, venture studio, or growth-focused business.
- Demonstrated success in improving customer acquisition efficiency, conversion rates, and profitable revenue growth.
- Experience managing agencies and advising founders or senior business stakeholders.
Key Success Metrics
Performance will be evaluated based on measurable business outcomes, including:
- Reduction in customer acquisition cost and advertising inefficiencies.
- Improvement in ROAS, MER, conversion rates, and marketing profitability.
- Increased creative-testing efficiency and campaign scalability.
- Improved lead quality and lead-to-revenue conversion.
- Better agency accountability and performance reporting.
- Stronger decision-making and scalable growth systems across the brand portfolio.
First 90 Days: Expected Outcomes
- First 30 Days: Audit existing performance marketing activities, assess data quality, identify growth constraints, and prioritise high-potential brands.
- Days 31–60: Implement performance review systems, launch high-impact experiments, improve creative testing, and establish clear agency accountability.
- Days 61–90: Demonstrate measurable performance improvements, develop scalable playbooks, and present a portfolio growth roadmap.
Ideal Candidate
We are looking for a commercially minded performance marketing leader who combines hands-on platform expertise with strategic thinking, strong analytical capabilities, and the ability to influence founders and marketing teams.
The ideal candidate should be comfortable managing a diverse portfolio of brands, identifying root causes of performance challenges, and building repeatable systems that deliver sustainable, profitable growth.
Interested candidates can share their updated CV along with details of their current CTC, expected CTC, notice period, current location, and relevant D2C/performance marketing experience on juhi@ecolux.co.in.
Click on Apply to know more.