| Detail | For this role |
|---|---|
| Department | E-commerce |
| Level | Manager |
| Reports to | Head of E-commerce |
| Direct reports | Performance Marketing Executive |
| Experience | 4 to 8 years in digital growth or D2C |
D2C Growth Manager job description template
Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.
Job title: D2C Growth Manager
Department: E-commerce
Reports to: Head of E-commerce
Location: [City], [office, branch or site]
About the role
A D2C Growth Manager drives the growth of a brand's own direct to consumer website, owning traffic, conversion, revenue and retention. They plan and run performance marketing, improve the funnel and site experience, and build repeat purchase through retention programmes. The role reports to the Head of E-commerce. A good D2C growth manager grows website revenue efficiently, improves conversion and customer lifetime value, spends marketing budget where it returns most, and builds a loyal repeat customer base for the brand.
Key responsibilities
- Own the growth plan for the D2C website covering traffic, conversion and revenue.
- Plan and manage performance marketing across search, social and other channels.
- Improve the conversion funnel through testing of pages, offers and checkout.
- Build retention through email, messaging, loyalty and repeat purchase programmes.
- Track acquisition cost, return on ad spend and customer lifetime value.
- Manage the marketing budget and shift spend to the best performing channels.
- Work with the content and design team on landing pages and creatives.
- Analyse customer data and cohorts to guide growth decisions.
- Coordinate offers and campaigns with the inventory and operations teams.
- Report growth performance and plans to the head of e-commerce.
Requirements
- Graduate, MBA or marketing background helps
- Experience in D2C or digital growth
- Strong analytics and marketing skills
- 4 to 8 years in digital growth or D2C
KRAs and KPIs for a D2C Growth Manager
Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.
| Key result area | How to measure it |
|---|---|
| Website revenue | D2C website revenue meeting the monthly growth target |
| Acquisition efficiency | Customer acquisition cost kept within the target for the channel mix |
| Return on ad spend | Return on ad spend meeting the target across performance channels |
| Conversion rate | Website conversion rate improved against the target through testing |
| Retention | Repeat purchase rate and customer lifetime value improved against target |
| Budget efficiency | Marketing spend kept within budget with efficiency improving |
Skills and tools
Tools used day to day: Google and Meta ads, Google Analytics, Shopify or an e-commerce platform, Email and CRM tools, A/B testing tools.
Reporting line and career path
Next roles: Senior Growth Manager, Head of Growth, Head of E-commerce
Interview questions for a D2C Growth Manager
- How do you grow a D2C website's revenue without blowing the marketing budget?
- How do you improve conversion rate on a product or checkout page?
- How do you decide where to shift performance marketing spend?
- How do you build repeat purchase and improve customer lifetime value?
- How do you use cohort data to guide growth decisions?
- Tell me about a growth experiment that worked and one that failed.
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What does a D2C growth manager do?
A D2C growth manager drives the growth of a brand's own direct to consumer website. They own traffic, conversion, revenue and retention, running performance marketing, improving the funnel and site experience, and building repeat purchase. They grow website revenue efficiently, spend marketing budget where it returns most, and build a loyal customer base.
What skills does a D2C growth manager need?
A D2C growth manager needs performance marketing skills across search and social, conversion optimisation, and retention marketing through email and loyalty. Strong analytics, budget management, and comfort with A/B testing and customer data are central. The ability to balance acquisition cost against customer lifetime value is what separates efficient growth from expensive growth.
What is the difference between D2C growth and marketplace management?
D2C growth focuses on a brand's own website, owning traffic, conversion and retention through marketing and site experience. Marketplace management focuses on selling through platforms like Amazon and Flipkart, working within their rules, ads and listings. D2C gives the brand more control and customer data, while marketplaces give reach and traffic.