BOHECO - Senior Manager - Growth & Performance Marketing - D2C Segment

Senior Manager - Growth & Performance Marketing - D2C Segment

D2C & Performance Marketing Growth:

- Own and scale BOHECO's D2C revenue through Shopify, Amazon, Flipkart, and other self-serve platforms.

- Explore other revenue-generating online mediums for sustained growth such as opportunities in Quick Commerce

- Manage and optimize - 7-10 lakhs monthly ad spends across META Ads, Google Ads, YouTube, and programmatic networks.

- Build a robust first-party data strategy to counter rising acquisition costs (GA4, server-side tracking, CDP implementation).

- Work closely with creative, UI/UX, and content teams to drive higher conversion rates and ROAS.

Amazon & Marketplace Growth:

- Develop and execute a full-funnel Amazon & Flipkart marketing strategy.

- Optimize A+ content, Amazon PPC, keyword ranking, and DSP ads to drive top-line growth.

- Manage inventory, pricing, and promotional campaigns across marketplaces.

- Identify and expand to new-age relevant platforms.

Retention & CRM Strategy:

- Build a hyper-personalized retention strategy using WhatsApp, Email, and SMS Marketing.

- Optimize CAC vs LTV through smart segmentation, upsell, and cross-sell strategies.

- Implement subscription models, auto-replenishment, and loyalty programs to increase customer lifetime value.

- Leverage RFM analysis to identify and target high-value customers with tailored retention campaigns.

Website Optimization & Conversion Rate Improvement:

- Own the end-to-end website funnel-improving user experience (UX/UI), speed, and conversions.

- Optimize landing pages, PDPs, checkout flow, and mobile-first experience on Shopify.

- Conduct A/B testing on pricing, messaging, CTA buttons, and product recommendations.

- Implement heatmaps, session recording, and CRO tools to analyze user behaviour.

- Work with tech teams to ensure SEO best practices, site structure improvements, and page speed optimizations.

Creative Strategy & Performance Marketing Inputs:

- Work closely with design, content, and UI/UX teams to develop high-performing ad creatives, landing pages, and website assets.

- Provide data-driven insights to optimize ad copies, creatives, and visual elements for higher CTRs, engagement, and conversion rates.

- Develop and test ad variations, thumbnails, and video scripts to improve ad performance on META, Google, and Amazon Ads.

- Align website UI/UX and PDP enhancements with performance marketing goals for better conversion rates.

- Leverage heatmaps, A/B testing, and customer journey analysis to guide creative improvements and campaign messaging.

Customer Care & Patient Management:

- Collaborate with the Customer Care & Patient Management team to enhance post-purchase engagement and ensure a seamless customer experience.

- Develop automated and data-driven customer support workflows to reduce response time and improve satisfaction.

- Implement feedback loops to capture insights from patient interactions and integrate them into marketing and product strategies.

- Monitor NPS (Net Promoter Score), CSAT (Customer Satisfaction Score), and repeat purchase rates to improve retention and loyalty.

- Work on grievance redressal and patient education initiatives, ensuring compliance with regulatory requirements in cannabis based healthcare.

Tech Integrations for Offline Touchpoints & Phygital Experience:

- Assist EBO teams with technology integrations at BOHECO's offline stores, kiosks, and partner locations to create a seamless phygital (physical + digital) customer experience.

- Integrate CRM and loyalty programs across digital and offline channels to ensure a unified customer journey.

- Run hyperlocal digital ads (Google and META) to drive targeted footfall at BOHECO's physical stores and touchpoints.

- Track and analyze offline-to-online conversion metrics, optimizing customer engagement strategies based on in-store interactions.

Data & Automation-Led Execution:

- Implement AI-driven marketing tools for data collection and analytics.
- Own and optimize key metrics: CAC, ROAS, LTV, Retention Rate, Repeat Purchase Rate.

- Use Google Sheets, Excel, SQL, and Python (good to have) for deep analytics and reporting.

Ownership, Leadership & Cross-Functional Execution:

- Take ownership of online revenue, growth, and digital P&L.

- Work closely with product, supply chain, patient management team, finance, and offline sales teams to align D2C and omnichannel growth strategies.

- Lead sales and inventory forecasting to ensure optimal stock availability across Shopify, Amazon, and other online platforms, minimizing stockouts and excess inventory.

- Drive experimentation, A/B testing, and GTM strategy for new product launches.

Must-Have Experience:

- 8-10 years in D2C, e-commerce, and performance marketing roles.

- Prior leadership roles at top D2C brands OR agencies managing large scale D2C accounts.

- Expertise in META Ads, Google Ads, Amazon PPC, and programmatic advertising.

- Deep understanding of Shopify and Amazon Seller Central

- Highly analytical mindset with mastery over Microsoft Excel, GA4, and SQL (good to have).

- High ownership and execution-focused mentality - ability to scale revenue with a growth-first approach.

Good to Have:

- Experience working with AI-driven ad tools, marketing automation, or first-party data strategies.

- Proven track record of scaling a D2C brand from - 5 Cr to - 12 Cr+ revenue.

- Strong network and ability to collaborate with influencers, affiliates, and media partners.

- Experience in growth hacking, conversion rate optimization (CRO), and customer psychology.