DTC Manager

Purpose of the Role: • Kaya DTC: Marico collaborates with Kaya to manage sales and marketing of Kaya’s personal care product portfo-lio (77 SKUs). Kaya is India’s most trusted premium skincare brand with over 22 years of dermatological expertise and deep-rooted consumer trust. • Ambition: Scale Kaya’s personal care business to ₹100 Cr over the next 3 years. • DTC Channel Focus: DTC is a profitable, strategic growth channel for Kaya, aimed at contributing 10% of total sales while powering Marico’s first-party data journey. This role will play a pivotal part in scaling the DTC business and building a premium digital experience that mirrors Kaya’s clinical credibility. Qualification Experience Required: 4–8 years in DTC/eCommerce; preference for candidates with experience in premium skin-care, beauty, wellness, or consumer tech sectors. MBA preferred but not mandatory. Key Responsibilities • Own and manage the full DTC P&L, driving growth strategy, customer experience, and retention across www.kayascience.com. • Develop and execute data-driven marketing campaigns across digital touchpoints to drive user retention, and re-engagement. • Oversee CRM strategy and execution, crafting lifecycle journeys and loyalty flows via WhatsApp, email, SMS, and push notifications using tools like MoEngage/WebEngage/CleverTap. • Plan and run monthly site campaigns, merchandising strategies, and promo rollouts while maintaining a high-quality brand experience. • Collaborate with the tech/IT team to manage the DTC product roadmap—improving UI/UX, page speed, personalization, and overall shopper experience. • Ensure a frictionless end-to-end customer journey, from first visit to post-purchase, aligning with Kaya’s premium positioning. • Manage and coordinate with external agencies and partners (performance, retention, content, creative, SEO/SEM). • Partner with supply chain (Prozo + internal teams) to align on stock availability, inventory planning, and fulfillment readiness during campaigns and high-volume periods. • Drive innovation and disruption in DTC, identifying opportunities to integrate global best practices and new technologies. • Collaborate with the brand and social media teams to build strong DTC-specific storytelling and acquisition fun-nels through owned and earned media. • Stay ahead of the curve by tracking emerging trends in digital commerce, martech, and consumer behavior, and identifying growth levers. • Be a key driver of Kaya’s digital acceleration and shape its DTC future. • Work at the crossroads of clinical trust and consumer innovation. • Full ownership of high-leverage growth initiatives in a flat, entrepreneurial setup. • Join a culture of data-driven decision-making, agility, and brand-building excellence. Reporting Relationships Upwards: Digital Growth Accelerator → Head – Digital Transformation and Kaya consumer business Growth Path & Future • This role provides exposure across business, brand, and digital transformation functions. • Future growth paths include opportunities in digital business leadership, brand management, or e-commerce strategy roles within Marico’s consumer and DTC ecosystems. Show more Show less