MARKETING LEAD – E-COMMERCE RELAUNCH

 

Performance & Trading Focus

 

 

 

JOB DESCRIPTION

 

Title: Performance Marketing & Trading Lead

 

Role Objective

 

To relaunch and scale the platform by:

• Reactivating historical customers

• Identifying and monetising the “Golden Zone”

• Driving profitable ROAS

• Improving contribution margin through disciplined trading

 

The role is commercially accountable.

 

 

 

Core Responsibilities

 

1. Data Cube Analysis & Golden Zone Identification

• Review 5-year transaction history

• Segment customers by:

• Contribution margin

• Return behaviour

• Purchase frequency

• Category affinity

• Identify “Golden Zone” (high LTV, lower returns, repeat propensity)

• Build reactivation strategy based on this cohort

 

 

 

2. Launch Reactivation Plan

 

In collaboration with the German brand consultant:

• Define launch messaging

• Develop structured customer reactivation waves

• Determine:

• Email strategy

• App push notification sequencing

• Paid retargeting

• Social activation

• Define budget and expected ROAS

 

 

 

3. Performance Marketing Execution

• Own paid media strategy (Meta, Google, etc.)

• Define acceptable ROAS thresholds

• Optimise spend dynamically

• Ensure margin discipline

 

 

 

4. Weekly Trading Discipline

• Review SKU-level performance

• Drop underperforming products

• Adjust pricing strategy

• Align with brand consultant on range coherence

 

 

 

5. Contribution & Profit Focus

 

Accountable for:

• Net sales

• Marketing cost ratio

• Contribution after returns

• Free cash flow trajectory