Head Of Brand Marketing And Customer Experience

Head of Performance & Growth Marketing – D2C & Marketplaces (India & GCC)

Company: KCM Appliances Pvt. Ltd. – IMPEX & Delici

Location: Bangalore, near the Airport

Experience: 12–16 Years

Qualification: MBA in Marketing preferred

About IMPEX

KCM Appliances Pvt. Ltd., branded as IMPEX, is a consumer durables and electronics company established in Kerala in 1999. With a growing presence across South India and GCC markets, IMPEX offers a wide range of home appliances, consumer electronics, and lifestyle products under the IMPEX and Delici brands.

Role Overview

We are looking for a strategic and commercially driven Head of Performance & Growth Marketing to lead D2C and marketplace growth across India and GCC. The role will own online revenue, profitability, marketing investments, and customer acquisition and retention across websites and marketplaces.

The ideal candidate will combine strategic leadership with strong analytical expertise to scale online sales profitably across paid and organic channels, CRM, influencer marketing, affiliate marketing, SEO, and marketplace advertising.

Key Responsibilities

1. Growth Strategy & P&L Ownership

• Own online revenue, profitability, and growth plans across brands, countries, categories, D2C websites, and marketplaces.
• Develop annual, quarterly, and monthly growth plans, marketing calendars, and budgets.
• Set and monitor performance targets for ROAS, TACoS, CAC, and contribution margin.
• Align festive campaigns, product launches, and promotional investments with business objectives and inventory availability.
• Review performance regularly and drive corrective actions to achieve revenue and profitability targets.

2. D2C Website Growth & Conversion

• Drive traffic, conversion rates, average order value, and revenue across India and GCC websites.
• Lead conversion rate optimization (CRO), A/B testing, landing-page improvements, and checkout optimization.
• Develop offer, discount, bundle, and promotional strategies in coordination with category teams.
• Work with technology teams to improve website performance, user experience, tracking, and conversion.

3. CRM, Retention & Customer Lifecycle

• Lead CRM, marketing automation, customer segmentation, and retention initiatives.
• Develop automated customer journeys covering welcome communications, cart abandonment, post-purchase engagement, cross-selling, referrals, and win-back campaigns.
• Drive repeat purchases, customer lifetime value, loyalty initiatives, and CRM-led revenue.
• Ensure appropriate consent management and compliance with applicable data protection regulations.

4. Paid Media & Performance Marketing

• Oversee Google Ads, Meta Ads, YouTube, marketplace advertising, and other relevant paid media channels.
• Guide the Performance Marketing Manager on campaign strategy, budget allocation, audience targeting, creative testing, and optimization.
• Monitor campaign efficiency and profitability using ROAS, CAC, and contribution margin.
• Drive data-led experimentation and improve returns on marketing investments.

5. SEO, Content & Organic Growth

• Own organic traffic and revenue growth through SEO, content strategy, technical SEO, and product discovery.
• Improve brand and product visibility across search engines, AI-driven search experiences, and relevant digital platforms.
• Work with agencies and internal teams to improve product content, buying guides, structured data, and search performance.

6. Influencer & Affiliate Marketing

• Build influencer and affiliate strategies across India and GCC markets.
• Identify relevant creators, affiliate partners, and networks to drive measurable traffic and sales.
• Track campaign performance through unique links, discount codes, and attribution.
• Manage partner performance, commercial terms, content usage rights, and compliance.

7. Marketplace & Quick-Commerce Growth

• Drive marketplace strategy and performance across platforms such as Amazon, Flipkart, JioMart, Meesho, and relevant quick-commerce platforms in India, and Amazon, Noon, and regional platforms in GCC.
• Ensure strong account health, product content, advertising efficiency, availability, and Buy Box performance.
• Coordinate pricing, promotional funding, and channel strategy with Sales and Category teams.

8. Analytics, Tracking & Reporting

• Establish reliable performance dashboards covering revenue, traffic, conversion, marketing spend, CAC, ROAS, CRM revenue, and repeat purchases.
• Ensure accurate tracking through GA4, UTM parameters, conversion APIs, and attribution systems.
• Reconcile digital performance with actual business results and conduct incrementality testing.
• Present regular business reviews with insights, risks, and growth opportunities.

9. Team, Agency & Stakeholder Management

• Lead and develop a team of approximately nine professionals across growth and digital marketing functions.
• Manage performance, SEO, CRM, affiliate, and influencer agencies against defined KPIs.
• Collaborate with Sales, Finance, Category, Brand, Technology, and Analytics teams.
• Ensure compliance with applicable advertising, e-commerce, influencer, and data protection regulations across India and GCC.

Candidate Requirements

• 12–16 years of experience in digital marketing, performance marketing, growth marketing, or e-commerce.
• At least 4 years leading D2C and marketplace growth with direct online revenue and profitability accountability.
• Proven experience managing substantial annual digital marketing budgets and delivering measurable business growth.
• Strong understanding of paid and organic acquisition, CRM, retention, SEO, affiliate, influencer, and marketplace marketing.
• Hands-on familiarity with GA4, marketing automation and CRM platforms such as MoEngage, CleverTap, or WebEngage, and analytics and attribution tools.
• Experience in consumer durables, home appliances, consumer electronics, or FMCG.
• GCC market experience strongly preferred.
• Demonstrated team leadership, agency management, analytical ability, and commercial decision-making skills.
• MBA in Marketing preferred; relevant certifications in Google Ads, Meta Ads, Amazon Ads, CRM, or analytics are an advantage.

What This Role Offers

An opportunity to lead multi-market digital growth for established consumer brands, own business outcomes across D2C and marketplaces, and build scalable growth capabilities across India and GCC.

Interested candidates with strong D2C, marketplace, and performance-led revenue growth experience are encouraged to apply.