Head of Marketing

2 weeks ago

Islamabad, Islamabad, Pakistan X UP Digital Full time

About X UP Digital

X UP Digital is a fast-growing e-commerce company that owns and operates a portfolio of Amazon-first and DTC consumer brands. Our mission is to acquire and grow beloved niche brands through creative branding, innovative products, and world-class digital marketing. We're now expanding our focus to scale our brands beyond Amazon into DTC, social, and emerging marketplaces—and we're looking for a marketing leader who can drive that next stage of growth.

Position Overview

We are seeking a strategic, creative, and execution-focused Head of Marketing to lead and scale the off-Amazon growth strategy for our brand portfolio. This role is perfect for someone who thrives in high-growth environments and can build and manage a high-performance team across email marketing, Shopify sales, CRO, influencer marketing, paid media, and social content strategy.

You'll work cross-functionally with creative, product, operations, and the Amazon team—but your focus will be on leading non-Amazon marketing channels and building sustainable growth across our DTC ecosystem.

Key Responsibilities Marketing Strategy & Leadership
  • Own and lead the overall multi-channel marketing strategy across DTC websites, social platforms, email, influencers, and new marketplaces.
  • Set goals, KPIs, and reporting structures for each marketing function and hold channel owners accountable.
  • Collaborate with product, creative, and operations teams to align on campaign priorities and brand positioning.
DTC Website Growth (Shopify)
  • Develop and execute strategies to drive qualified traffic and increase conversion rates across our Shopify stores.
  • Lead the CRO strategy including landing page optimization, split testing, and site merchandising.
  • Oversee development of customer journeys, post-purchase flows, and retention strategies.
Email, CRM & Retention
  • Own the email marketing and SMS strategy, including campaign planning, automation flows, and list segmentation (Klaviyo or similar).
  • Drive customer LTV through loyalty initiatives, win-back campaigns, and first-purchase to repeat-purchase conversion strategies.
Paid Media & Influencer Growth
  • Oversee paid advertising strategy across Meta, Google, TikTok, Pinterest, and other paid channels.
  • Build and scale influencer and affiliate programs that deliver real performance, not just content.
  • Collaborate with Creative to test and iterate on ad creative performance.
Analytics, Reporting & Optimization
  • Define key marketing KPIs, dashboards, and reporting cadences.
  • Use data to identify scalable growth opportunities and adjust budget allocation accordingly.
  • Work with finance and operations to forecast marketing spend vs. return and profitability.
Team Management & Hiring
  • Lead and mentor a growing team of channel specialists, content creators, and media buyers.
  • Collaborate cross-functionally with the Amazon and product teams but retain ownership of all off-Amazon growth channels.
  • Evaluate external agencies or freelancers as needed and ensure ROI-positive partnerships.
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