Head - Digital Marketing

Location: Mumbai (on-site)

Reports to: Chief Revenue Officer

Experience: 10 - 15 years in Digital Marketing

About the role:

Pepperfry is looking for a Head - Digital Marketing to own and orchestrate its digital growth engine - bringing performance media, branding, retention, and store-enablement together under one strategy. This is a business-outcome role, not a channel-execution role: the Head is accountable for digital revenue and for how digital activity supports Pepperfry's broader omnichannel push, including its expanding network of physical stores.

What this role owns:

• Sets the digital growth strategy and owns the plan across performance, branding, retention and SEO (SEO not mandatory)

• Leads the digital marketing team, starting with a small team and expanding as the function grows

• Sets and tracks revenue and efficiency targets (ROAS, CAC, and equivalent revenue-to-cost measures) across every channel below

• Directs and evaluates external marketing and agency partners - on strategy, spend allocation, and output quality

• Owns tracking and attribution integrity across the funnel - able to personally interrogate a dashboard or a data pull, not just consume a summarized report

• Enables store footfall growth through digital channels, in step with Pepperfry's offline expansion

Channels under this role's scope:

• Performance marketing - Google & Meta, across web and app

• Branding and upper-funnel campaigns (YouTube / CTV, display)

• Store-visit and Google My Business (GMB) campaigns

• Affiliate marketing

• Retention and lifecycle - push notifications, WhatsApp, and email

What we're looking for:

• 10 - 15 years of experience in digital business, with real ownership of digital revenue - not only marketing execution

• Strong grounding in performance marketing across Google and Meta, for both web and app

• Deep understanding of product-based, PLA-based and feed-based advertising models (Google Shopping/Performance Max, Meta catalogue/DPA)

• Working knowledge of marketing automation platforms (e.g. push, WhatsApp and email tooling) and how they move retention revenue

• Strong analytics and Excel skills - comfortable in raw data, not only in dashboards

• A demonstrated ability to orchestrate omnichannel campaigns that bridge online activity with offline (store) outcomes

• Experience directing external agency or vendor partners

Good to have:

• Prior experience at an omnichannel brand operating app, web and physical stores together

• An eye for creative nuance across digital and other campaign formats

• Background in a high-ticket, considered-purchase category (furniture, home, electronics, or similar) rather than only fast-moving, low-ticket categories - this shapes how a leader reads performance data and paces decisions

• MBA or equivalent qualification in marketing or business