Digital Marketing and eCommerce Lead

Role Summary

Dang Lifestyle Global is seeking a world-class Head of Digital Marketing & E-Commerce to lead and scale the company’s online revenue ecosystem across direct-to-consumer (DTC), marketplaces, and global digital channels.

This is a strategic and execution-focused leadership role responsible for driving profitable growth across:

•      Website (Shopify or equivalent platform)

•      Amazon and international marketplaces

•      Social commerce (TikTok Shop, Instagram, etc.)

•      CRM, retention, and subscription channels

•      Paid media, performance marketing, and customer acquisition

•      Data, analytics, and conversion optimization

The ideal candidate must have strong FMCG/consumer brand experience, a proven track record scaling digital revenue in multi-channel environments, and the ability to combine brand-building with performance-driven marketing.

Key Responsibilities

1. Digital Growth Strategy & Revenue Ownership

•      Own and drive the company’s digital revenue strategy across all online channels.

•      Deliver ambitious annual and quarterly revenue targets for DTC and marketplaces.

•      Develop scalable acquisition and retention frameworks to maximize LTV/CAC ratios.

•      Lead multi-market digital expansion (Nigeria, Africa, diaspora markets, US, UK, etc.).

•      Ensure profitability across channels by balancing performance spend and margin control.

2. E-Commerce Operations & Optimization

•      Own end-to-end performance of the website and online store (UX, conversion, AOV, retention).

•      Improve conversion rates through A/B testing, funnel optimization, and CRO frameworks.

•      Oversee product merchandising, digital catalog accuracy, and pricing alignment.

•      Partner with Operations to ensure fulfillment accuracy, inventory visibility, and stock integrity.

•      Implement revenue forecasting and traffic-to-sales modeling.

3. Performance Marketing & Paid Media

•      Lead performance marketing strategy across Meta, Google, TikTok, YouTube, and emerging platforms.

•      Drive efficient paid acquisition campaigns with strong ROAS targets.

•      Implement structured attribution models and customer journey analytics.

•      Continuously optimize CAC and campaign ROI.

•      Build disciplined performance dashboards with weekly insights.

4. CRM, Retention & Subscription Growth

•      Develop and execute CRM strategy (email, SMS, WhatsApp automation).

•      Drive subscription revenue growth and repeat purchase rates.

•      Build segmentation strategies for personalized customer journeys.

•      Improve retention metrics, churn reduction, and lifecycle marketing performance.

5. Marketplace & Global Channel Expansion

•      Own Amazon, TikTok Shop, and other marketplace strategies.

•      Ensure proper listing optimization, SEO, keyword ranking, and advertising performance.

•      Develop diaspora revenue channels with structured ownership targets.

•      Build cross-border growth strategy including localized content and pricing alignment.

6. Brand, Content & Digital Presence

•      Ensure brand consistency across all digital touchpoints.

•      Collaborate with Creative and Product teams for compelling campaigns and launches.

•      Lead influencer partnerships and digital collaborations aligned with revenue targets.

•      Translate brand storytelling into measurable revenue impact.

7. Data, Analytics & Reporting

•      Own weekly and monthly digital dashboards:

o  Traffic

o  Conversion rate

o  AOV o           CAC

o  ROAS

o  Retention metrics

•      Establish revenue attribution models across channels.

•      Present clear insights and recommendations to leadership.

•      Use data to guide pricing, bundling, promotions, and product focus.

8. Commercial Governance & Profitability

•      Ensure all promotions, discounting, and campaigns are aligned with margin targets.

•      Collaborate with Finance on pricing discipline and contribution margin analysis.

•      Build structured forecasting for digital growth tied to operational capacity.

9. Team Leadership & Development

•      Build and lead a high-performing digital marketing and e-commerce team.

•      Define clear KPIs for each function (performance marketing, CRM, content, marketplaces).

•      Mentor and develop internal talent.

•      Implement performance reviews and accountability frameworks.

Required Qualifications & Experience

•      Bachelor’s degree in Marketing, Business, Economics, or related field from a reputable university (Nigeria or abroad).

•      MBA or advanced degree is an advantage.

•      Minimum 8–12+ years experience in digital marketing and e-commerce leadership roles.

•      Proven experience in FMCG, beauty, wellness, or consumer brands.

•      Demonstrated success scaling multi-million revenue digital channels.

•      Strong experience with Shopify or comparable e-commerce platforms.

•      Strong paid media expertise across major platforms.

Preferred Experience

•      Experience leading international marketplace expansion.

•      Cross-border e-commerce expertise.

•      Experience building CRM-driven subscription models.

•      Experience in fast-growth, founder-led companies.

Core Competencies

•      Strategic thinker with strong commercial acumen.

•      Highly analytical and data-driven.

•      Deep understanding of customer acquisition and retention economics.

•      Strong leadership and team development capability.

•      Excellent communication and presentation skills.

•      Ability to thrive in fast-paced, high-growth environments.

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