Senior Manager – D2C (App & Retention Led Growth)

Job Title: Senior Manager – D2C (App & Retention Led Growth)

Experience: 6–10 years

Location: Chennai

Industry: FMCG / Food Industry (Supply Chain)

Role Charter

This role exists to scale D2C ARR from ₹40 Cr to ₹75 Cr by building a retention-first, applied growth engine. New customer acquisition and performance marketing are owned by the central Marketing team. This role owns App growth, Retention, CRM, UX optimization, and D2C Ops outcomes. You will lead senior owners across UX and D2C Operations and orchestrate multiple shared support teams to deliver outcomes.

Org Context & Support Model (Important)

This role does not execute creative or content production directly.You will have dedicated support from:

• Design & Creative team
• Content & Production team (shoots, reels, product storytelling)
• Social Media & Community team
• Your responsibility is to:
• Define what needs to be built
• Define why it matters to revenue / retention
• Define where it fits in the lifecycle
• Ensure output quality and business impact
• Execution is supported. Accountability remains here.
  
  

Key Responsibilities

• D2C Business Ownership (Post-Acquisition)
• Own D2C Net Revenue, Repeat Revenue %, LTV, CM2, and cohort health.
• Scale ARR from ₹40 Cr → ₹75 Cr through repeat-led growth.
• Convert acquisition volume into high-quality, compounding users.
• Act as the single-threaded owner of D2C health post-first order.
• App as the Primary Growth Engine
• Make the App the default repeat channel across all cohorts.
• Own App revenue share, repeat frequency, conversion rate, and AOV.
• Define App roadmap in collaboration with Tech and UX.
• Leverage support teams to execute:
• App-only launches
• App-exclusive bundles
• Loyalty and subscription mechanics
• Ensure App features ship with clear revenue or retention hypotheses.
• Retention, CRM & Lifecycle Ownership
• Own CRM strategy across Push, WhatsApp, Email, and In-app surfaces.
• Design lifecycle journeys and repeat loops.
• Brief content, design, and social teams with clear lifecycle intent:
• Activation
• Repeat nudges
• Replenishment
• Win-back
• Ensure all CRM communication is behavior-led, not calendar-led.
• UX, CRO & Content-Led Conversion
• Own end-to-end D2C funnel experience.
• Partner with UX and Design to:
• Improve conversion rate
• Reduce friction
• Improve clarity and trust
• Guide content teams on:
• PDP storytelling
• Video usage in funnel
• Education vs persuasion balance
• Run structured CRO experiments and funnel diagnostics.
• D2C Operations & Experience
• Own D2C Ops outcomes via a senior Ops manager.
• Ensure availability, delivery promise, returns, and CX hygiene.
• Translate ops signals into lifecycle interventions (proactive comms, trust loops).
• Ensure ops does not silently destroy retention.
• Analytics, Cohorts & Decision Systems
• Be deeply hands-on with cohort retention, LTV curves, and repeat velocity.
• Build dashboards that guide:
• Lifecycle prioritization
• SKU focus for repeat
• Content effectiveness on conversion
• Use insights to influence product, packaging, bundles, and experience.
• Team Leadership & Cross-Functional Orchestration
• Lead senior ICs across UX and Ops.
• Orchestrate shared support teams across:
• Design
• Content & Production
• Social & Community
• Partner with Marketing, Tech, Finance, and Supply Chain, Be the central owner of D2C outcomes, not a coordinator.
  
  

Must-Haves

• 6–10 years experience in scaled D2C environments.
• Proven experience owning App-led retention growth.
• Strong data-first mindset with hands-on analytics exposure.
• Ability to brief, guide, and extract outcomes from creative teams.
• Comfortable operating in ambiguity with high accountability.
  
  

This Person Thinks Like

• “What will move repeat revenue in 30 days?”
• “Which cohort deserves investment?”
• “Is this content reducing friction or just filling space?”
• “Where does ops leak retention?”
  
  

About Sweet Karam Coffee

Sweet Karam Coffee is a modern Indian food brand rooted in authentic flavours and culture,

scaling across D2C, Quick Commerce, and Marketplaces with a velocity-first, margin disciplined approach.

🌐 https://sweetkaramcoffee.in/