Ferns N Petals - Head - D2C Business

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 as well as end-to-end ownership of the Category & Marketing function. Roles & Responsibility: - Own and deliver the B2C revenue target for UAE, generated exclusively through owned D2C channels. - Build and execute the annual and H1/H2 growth strategy for the UAE, aligned with seasonal and occasion-based demand. - Own the Marketing charter for the D2C business brand, performance marketing, SEO, content, and CLM. - Plan and execute the category/assortment plan as per the agreed occasion calendar. - Own the B2C EBITDA target, balancing growth investments with margin discipline. - Own the end-to-end customer experience score (NPS) for the D2C business. - Own the 360 degree Brand strategy, strengthening FNPs share of search and top-of-mind recall. - Own the Customer Frequency target, driving repeat purchase behaviour. - Own Performance Spend as a % of revenue for UAE. - Own the total inventory holding target, balancing product availability against working capital and wastage. - Own the CID (Catalog/Component ID) Rationalization charter. - Build, lead, and mentor a high-performing D2C team. Candidate Requirements: - 10+ years of progressive experience in D2C / E-commerce / B2C business leadership roles, with direct ownership of the Marketing function. - 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. - Proficiency with analytics and BI tools (Power BI, Google Analytics, or similar) and ERP/OMS systems.