Category Lead – User Journey & Retention (D2C)

Job Title: Category Manager User Journey & Retention (D2C)

Location: Gurgaon (WFO)

Experience: 8+ years (D2C / Consumer Internet / Health / Ecommerce preferred)

Reporting to: Head of D2C / Business

Team Size: 2-3 direct reportees eventually currently IC role

Role Summary (Why this role exists)

We are building a 0-> 50 Cr 100 Cr+ D2C business in the health & wellness space.

This role owns the entire post-acquisition experience from first visit to repeat purchase and lifetime value.

Manager User Journey & Retention will be responsible for:

• Turning users into repeat, loyal customers
• Making the website a conversion engine
• Building organic & owned traffic as a sustainable growth lever
• Driving LTV-led growth , not discount-led retention

This is a business role , not a support function.

Key Responsibilities

1. User Journey & Conversion Ownership

• Own the end-to-end user journey across acquisition conversion retention
• Identify and fix funnel drop-offs across landing pages, PDPs, cart, checkout, and post-purchase
• Drive CRO roadmap with structured experimentation (A/B testing, hypotheses, learnings)

2. Retention, CRM & Lifecycle Management

• Own CRM channels : WhatsApp, Email, Push notifications
• Design and execute lifecycle journeys :
• First purchase onboarding
• Second purchase nudges
• Replenishment & subscription flows
• Win-back campaigns
• Build loyalty, subscriptions & repeat programs
• Analyze cohort behavior and optimize for long-term retention, not short-term clicks

3. Organic Growth & SEO

• Own organic traffic growth as a revenue channel
• Lead SEO strategy :
• Content SEO (blogs, category pages, educational content)
• Technical SEO (site health, speed, indexing)
• Internal linking & authority building
• Partner with content team to scale trust-led, health-focused content

4. Website & Experience Optimization

• Own website UX, CVR and performance
• Optimize:
• PDP content, reviews, FAQs, trust markers
• Checkout flow & payment success
• Page load speed & mobile experience
• Collaborate with tech/product teams for continuous UX improvements

5. Data, Experimentation & Insights

• Use data to drive decisions:
• Funnel analytics
• Cohort & LTV analysis
• Attribution inputs (with analytics team)
• Run a weekly experimentation cadence across UX, CRM and content
• Convert insights into clear business actions

6. Cross-Functional Leadership

• Work closely with:
• Category Business Heads (revenue & margin alignment)
• Performance Growth Team (CRO & landing page efficiency)
• Content & Creative Team (conversion-led content)
• Analytics & Platform Team (measurement & automation)

Key Result Areas (KRAs)

KRA 1: Retention & Lifetime Value

• Increase repeat purchase rate
• Improve LTV / CAC ratio
• Grow returning user revenue contribution

KRA 2: Conversion Rate Optimization

• Improve overall website CVR
• Improve PDP-level CVR
• Reduce cart & checkout drop-offs

KRA 3: Organic & Owned Growth

• Increase organic traffic & revenue
• Improve SEO rankings for high-intent keywords
• Grow CRM-driven revenue share

KRA 4: Experimentation Velocity

• Run consistent A/B tests across site & CRM
• Document learnings and scale winning experiments
• Reduce dependency on paid traffic for growth

Key Performance Indicators (KPIs)

Primary KPIs

• Repeat Purchase Rate (%)
• LTV / CAC
• Returning User Revenue (%)
• Website Conversion Rate (CVR)
• Organic Revenue Contribution (%)

Secondary KPIs

• CRM revenue share
• PDP CVR uplift
• Checkout success rate
• Organic traffic growth (MoM / QoQ)
• Time to second purchase

Ideal Candidate Profile

• 8+ years of experience in D2C, Ecommerce, Consumer Internet or Health
• Strong hands-on experience in:
• CRM & lifecycle marketing
• Website CRO & funnel optimization
• SEO & organic growth
• Data-driven mindset with strong understanding of:
• Cohorts
• LTV
• Retention economics
• Has built or scaled retention systems for a 20 Cr+ D2C brand
• Comfortable working in 01 and 110 environments

What Success Looks Like in 12 Months

• Retention becomes a growth lever , not an afterthought
• Website CVR improves meaningfully
• Organic + CRM contribute 2535% of total revenue
• Paid CAC reduces due to stronger LTV & conversion
• User experience becomes a competitive advantage