D2C Head

Ferns N Petals; Dubai; On-site; AED 900,000 - 1,500,000; Full time

Job summary

Ferns N Petals in the UAE seeks a Head of D2C to own the UAE D2C P&L and drive topline growth across the company website and app. You will shape the category, marketing, and CLM strategy, balancing growth, profitability, and customer experience in a fast-paced, perishables-driven business.

The ideal candidate has 10+ years in D2C/ecommerce leadership, a strong UAE market understanding, and hands-on experience in category management, performance marketing, and CRM. MBA preferred.

Qualifications

• 10+ years in D2C/e-commerce leadership with full P&L ownership.
• Strong UAE market understanding and consumer landscape.
• Experience in gifting, flowers, or high-frequency D2C categories preferred.
• Hands-on in ecommerce category management and CRM.

Responsibilities

• Topline Growth — Own UAE D2C revenue targets for website and app.
• Bottomline — Own EBITDA and margin optimization for D2C UAE.
• Customer Experience — Own NPS and resolve journey detractors.
• Brand Visibility — Lead 360 brand strategy across channels.
• Customer Retention — Design lifecycle, loyalty, and win-back programs.
• Performance Marketing — Optimize spend and channel mix in UAE.
• Inventory Control — Balance availability with working capital for perishables.
• CID Rationalization — Streamline catalog for better discovery.
• Team Leadership — Build and mentor the D2C team across Functions.

Skills

Commercial acumen

Strategic thinking

Cross-functional leadership

Data driven decisions

Customer lifecycle management

Performance marketing

Education

Bachelor's/Master's in Business Admin/Marketing/E-commerce

MBA preferred

Tools

Power BI

Google Analytics

ERP/OMS systems

Job description

Job Description Job Title:

Head of D2C (UAE) Employment:

Full Time Experience:

10+ Years Education:

Bachelor's / Master's degree in Business Administration, Marketing, E-commerce, or a related field. MBA preferred.

Job Location:

Dubai, UAE Reports To:

Head of Business - GCC

Objective:

The Head of D2C (B2C) will own the complete D2C business charter for Ferns N Petals in the UAE, driving profitable topline growth, brand equity, and customer experience across the companys own website and mobile app. The role carries full accountability for the UAE D2C P&L — revenue and EBITDA generated through owned digital channels (website and app only, excluding marketplace/aggregator revenue) — as well as end-to-end ownership of the Category & Marketing function (Brand Marketing, Performance marketing, SEO, Category Management and Customer Life Cycle management) that drives it.

The ideal candidate is a commercially minded D2C / e-commerce leader who can move fluently between strategy and execution — balancing growth, profitability, brand building, customer experience, and operational discipline — in a fast-paced, occasion-driven, perishable-product business.

Roles & Responsibility

1. Topline Growth — B2C Revenue

Own and deliver the B2C revenue target for UAE, generated exclusively through owned D2C channels — the company website and mobile app — excluding marketplace/aggregator sales.

Build and execute the annual and H1/H2 growth strategy for the UAE, aligned with seasonal and occasion-based demand (Valentine’s Day, Mother’s Day, Eid, National Days, etc.).

Own the Marketing charter for the D2C business — brand, performance marketing, SEO, content, and CLM — and get the Category and Commercial teams to identify and unlock new revenue levers on the website and app (new categories, bundles, subscriptions).

Plan and get the category/assortment plan executed as per the agreed occasion calender. Work with category sales and design teams to come up with innovative product assortment that drives repeat purchases and new user acquisitions.

Track daily/weekly/monthly revenue performance against target and course-correct through pricing, promotions, and demand-generation levers.

2. Bottomline — B2C EBITDA

Own the B2C EBITDA target, balancing growth investments with margin discipline.

Drive gross margin improvement through pricing strategy, offer architecture, and cost-to-serve optimization.

Manage the full P&L — revenue, marketing spend, discounting, and operating costs — to deliver profitable growth.

Review unit economics by channel, city, and occasion, and reallocate investment toward the highest-return segments.

3. Customer Experience — NPS

Own the end-to-end customer experience score (NPS) for the D2C business.

Identify and resolve the key detractors across the order journey — discovery, checkout, delivery, and post-purchase — in partnership with Operations and Customer Care.

Institutionalize a closed-loop feedback mechanism to convert customer insights into product, process, and service improvements.

Set and track NPS targets by market and review performance in monthly business reviews.

4. Brand Visibility —

Own the 360 degree Brand strategy, strengthening FNP’s share of search and top-of-mind recall.

Lead the planning and execution of brand charter across OOH, Print, Digital and Social channels.

Track brand health metrics (search share, impressions, branded CTR) and drive initiatives to close gaps versus target.

5. Customer Retention — Customer Frequency

Own the Customer Frequency target, driving repeat purchase behaviour across the customer base.

Design and execute lifecycle, loyalty, and win-back programs by leading the CLM/CRM function.

Use segmentation and personalization to increase order frequency among high-value and at-risk customer cohorts.

6. Performance Marketing Efficiency — Performance Spends (UAE)

Own Performance Spend as a % of revenue for UAE, ensuring the Performance Marketing team's investment stays within target while supporting growth.

Drive channel mix optimization (paid search, social, affiliates) for the best blended CAC and ROAS on the website and app — marketplace spend is out of scope.

Review campaign performance regularly with the Performance Marketing team (direct report) and reallocate budget toward efficient channels.

7. Inventory Control

Own the total inventory holding target, balancing product availability against working capital and wastage, especially for perishables (flowers, cakes).

Partner with Category, SCM, and Production teams on demand forecasting and inventory planning aligned to occasion-driven demand spikes.

Drive initiatives to reduce aged, slow-moving, and non-moving stock.

8. CID Rationalization

Own the CID (Catalog/Component ID) Rationalization charter — streamlining the product catalog to eliminate redundant, underperforming, and low-margin SKUs.

Work with Category and Merchandising teams to define a lean, high-performing catalog structure that improves discoverability and conversion.

Set up a periodic review cadence to keep the catalog aligned with demand, margin, and brand strategy.

9. Team Leadership & Stakeholder Management

Build, lead, and mentor a high-performing D2C team spanning Marketing (category, brand, performance, SEO/content, CLM) and Customer Experience functions.

Act as the key stakeholder in leadership planning, partnering closely with SCM, Finance, and Technology on the website and app roadmap.

Represent the D2C business in the quarterly business reviews / townhalls, presenting performance against all KRAs.

Candidate Requirements

Experience:

10+ years of progressive experience in D2C / E-commerce / B2C business leadership roles, with direct ownership of the Marketing function (brand, performance marketing, SEO, CLM). Having atleast a 2-3 yrs of hands on experience in Ecommerce category management is preferred.

Proven track record of owning a full P&L, including revenue and EBITDA delivery.

Experience in gifting, flowers, bakery, FMCG, fashion, beauty, or other high-frequency D2C / e-commerce categories preferred.

Strong understanding of the UAE market, consumer landscape, and e-commerce ecosystem.

Technical Expertise:

Strong grounding in performance marketing, SEO/brand visibility, and digital growth levers.

Experience with customer lifecycle / CRM platforms and retention strategy.

Working knowledge of inventory planning and catalog/category management in an e-commerce environment.

Proficiency with analytics and BI tools (Power BI, Google Analytics, or similar) and ERP/OMS systems.

Key Skills & Competencies:

Strong commercial and analytical acumen with the ability to translate data into action.

Excellent stakeholder management and cross-functional leadership skills.

Customer-first mindset with a strong bias for execution in a fast-paced, occasion-driven business.

Strategic thinking balanced with hands‑on ownership of day-to-day performance.