Head of Performance Marketing

About Gloria Jeans

Role Purpose

1. Paid Acquisition & Channel Strategy

• Define and manage the digital channel mix across VK, Yandex Direct, Yandex Market, programmatic, retargeting, affiliates, and influencers.
• Allocate budgets across acquisition, reactivation, and retention activities.
• Execute a full-funnel strategy aligned with the brand’s commercial calendar.
• Drive incremental growth through SEO, referral programs, and organic social channels.

2. CAC & ROAS Management

• Own CAC and ROAS as key performance metrics.
• Monitor channel, cohort, and customer-segment performance, including LTV:CAC dynamics.
• Ensure media investments deliver profitable growth and protect contribution margins.
• Report regularly on budget pacing, revenue delivery, and channel efficiency.

3. CRM & Customer Reactivation

• Activate and convert the store customer base into online customers.
• Develop segmented campaigns for lapsed, high-value, and at-risk customers.
• Manage email, push notification, and lifecycle marketing programs.
• Leverage loyalty benefits to drive acquisition, retention, and repeat purchases.

4. Analytics, Attribution & Optimization

• Define attribution frameworks across web and app journeys.
• Build dashboards tracking ROAS, CAC, traffic quality, and conversion performance.
• Partner with Analytics on incrementality testing and media measurement.
• Drive continuous optimization through A/B testing of creatives, offers, audiences, and landing pages.

5. App Growth

• Lead app acquisition and re-engagement campaigns.
• Support ASO and post-install conversion optimization.
• Evaluate app versus web economics to inform channel investment decisions.

6. Team & Agency Management

• Build and develop a lean in-house performance marketing and CRM team.
• Manage agency relationships and define clear ownership models.
• Strengthen internal capabilities over time to reduce agency dependency.

7. Commercial Calendar Alignment

• Align marketing investments with key trading events, launches, and promotional periods.
• Provide demand forecasts to support merchandising and inventory planning.
• Manage promotional activity to balance growth, profitability, and brand equity.

Candidate Profile

• 7–12 years in performance marketing, with at least 3 years in a senior or lead role
• Strong background in fashion, retail, or FMCG e-commerce — mono-brand experience a significant advantage
• Proven track record of scaling paid acquisition from low base — building channels, not just optimising inherited setups
• Experience managing significant media budgets with direct ROAS and CAC accountability
• Deep familiarity with the Russian digital advertising ecosystem: VKontakte, myTarget, Yandex Direct, Yandex Market; awareness of post-2022 platform landscape changes
• CRM and lifecycle marketing experience — ESP platform management, segmentation, automated journey design
• App marketing experience (UAC, ASO, in-app re-engagement) a strong plus

Technical Skills

• Expert in web analytics: Yandex Metrica (primary), GA4 or equivalent
• Strong in paid social and search platform management — campaign setup, bidding strategies, audience architecture
• Comfortable with attribution tools and methodologies — last-touch, data-driven
• Familiarity with MMM and other quasi-experimental methods to compare and calibrate incremental ROAS against multiple sources of truth
• Proficiency in Excel / Google Sheets for budget modeling and performance reporting; SQL or Python for data analysis a plus
• Familiarity with CDP and CRM platforms (e.g. Mindbox, Salesforce Marketing Cloud, or equivalent Russian ecosystem tools)

What We Offer

• International exposure with multicultural teams and projects across the Middle East.
• Career growth in a dynamic fashion retail environment.
• Comprehensive benefits package.