Category Manager – User Journey & Retention (D2C)

About the job

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 0→1 and 1→10 environments What Success Looks Like in 12 Months: - Retention becomes a growth lever, not an afterthought - Website CVR improves meaningfully - Organic + CRM contribute 25–35% of total revenue - Paid CAC reduces due to stronger LTV & conversion - User experience becomes a competitive advantage