Head of Ecommerce & Growth at Drinks.ng

ROLE OVERVIEW


The Head of Ecommerce & Growth owns profitable customer growth for Drinks.ng (B2C) across acquisition, conversion, and retention. You will lead the growth strategy, performance channels, onsite trading governance, CRM/lifecycle performance, and Creative Studio output required for campaigns and daily trading.
Success is measured through revenue growth, contribution margin improvement (with Commercial and Finance), CAC efficiency, ROAS/MER, conversion rate, repeat rate, and campaign execution quality.


KEY RESPONSIBILITIES

Growth strategy & operating rhythm


Define quarterly growth plans across acquisition, conversion, and retention; align to BU targets and operating realities.
Run performance management: dashboards, weekly reviews, and action closure discipline.
Drive structured experimentation (A/B tests) with clear hypotheses, measurement plans, and documented learnings.


Performance marketing & budget governance


Own paid growth strategy and budget pacing with targets/guardrails for CAC, ROAS/MER, and incremental lift (where measured).
Ensure strong tracking foundations, naming conventions, and clear attribution assumptions.
Manage agencies/partners using scorecards and corrective actions where required.


Onsite trading & conversion governance


Own onsite trading to improve discovery, conversion, and basket value without creating operational failure.
Partner with Commercial to execute pricing/promos correctly within approved governance and authority limits.
Drive CRO initiatives with the Website Manager and CRO/Growth Analyst.


CRM, retention & lifecycle


Own lifecycle strategy: onboarding, repeat purchase, win-back, churn reduction, and loyalty mechanics where used.
Ensure disciplined segmentation and messaging, compliant with consent and data protection requirements.
Improve repeat rate and customer value through coordinated journeys, offers, and CX improvements.


Creative Studio & content governance


Lead Creative Studio output to meet performance needs, brand consistency, and trading timelines.
Implement structured intake/briefing, prioritisation, SLAs, and quality checks for creative requests.
Ensure catalog/content quality supports merchandising (accurate visuals, clean copy, consistent standards).


Cross-functional alignment & risk management


Align growth plans to profitability guardrails with Commercial and Finance.
Coordinate with Fulfilment/Last-mile, Retail Ops, and Customer Service to prevent campaign-driven service failures.
Escalate material risks early (margin dilution, tracking gaps, reputational issues, persistent service breakdowns).


PERSON REQUIREMENTS

Education


Bachelor's degree in Marketing, Business, Economics, Engineering, or related discipline (MBA/advanced qualification is an advantage).


Experience


9+ years in e-commerce/growth/digital marketing, with 3+ years leading teams and owning growth targets.
Strong experience in performance marketing, conversion optimisation, and lifecycle/CRM preferred.
Experience in retail, e-commerce, FMCG, or multi-city consumer operations is an advantage.


Behavioural


Commercially sharp, outcome-driven, and disciplined on controls/guardrails.
Structured decision-maker; prioritises well and executes under pressure.
Strong people leader: sets standards, coaches specialists, and drives accountability.
High ownership, strong follow-through, and pragmatic cross-functional collaboration.