Chief Marketing Officer

Job Description Chief Marketing Officer (CMO)

Role Title: Chief Marketing Officer (UK Market Focus)

Company: Fabel Services Pvt. Ltd. (Supporting Feel Good Contacts Ltd. UK)

Location: Udyog Vihar Phase IV, Gurgaon (On-site, 5 days/week)

Industry: E-commerce / Retail / Optical

Experience: 1218 years in digital marketing, brand, and growth roles

Working Model: Full-time

About Us

Fabel Services Pvt. Ltd. is the global operations, performance, and support centre for Feel Good Contacts Ltd. (UK) — the second-largest e-commerce retailer for contact lenses, glasses, and eye care products in the UK & Ireland. We serve hundreds of thousands of customers online through best-in-class acquisition, retention, and brand excellence.

Role Overview

We are seeking a highly analytical, commercially driven Chief Marketing Officer to lead the marketing strategy for Feel Good Contacts (UK) from India. The CMO will oversee growth across all marketing channels and be responsible for brand positioning, customer acquisition, retention, and ROI across an aggressive and dynamic e-commerce landscape.

Experience in UK consumer behaviour, advertising compliance (ASA/CAP codes), data protection (GDPR), and regulated online marketing is essential.

This role requires a blend of strategic vision, hands-on execution, and the ability to drive continuous performance improvements.

Key Responsibilities

1. Marketing Strategy & Leadership

• Define and execute a holistic, data-driven marketing strategy for the UK/Ireland market.
• Develop a strong annual marketing plan and channel-specific targets aligned to business growth.
• Partner with UK leadership to explore new revenue streams and customer segments.

2. Digital Acquisition & Performance Marketing

• Lead acquisition via Google Ads, Meta, Display, Video, Programmatic, SEO, Affiliates, and emerging channels.
• Continuously reduce CPA and improve ROAS.
• Manage budgets, bidding strategies, attribution modelling, and cross-channel synergy.

3. Brand, Creative & Positioning

• Strengthen brand recall and market differentiation in a competitive category.
• Oversee photography, video shoots, brand guidelines, and creative direction.
• Drive consistent brand tone and messaging across all assets, including email and social.

4. Customer Behaviour & Journey Optimisation

• Map UK customer journey, preferences, and loyalty triggers.
• Work with UX/UI and product teams to improve conversion rate and retention.
• Own CRO strategy across mobile and web.

5. Regulatory Compliance

• Ensure all campaigns adhere to:

• ASA guidelines

• CAP advertising codes
• GDPR consent management, data privacy, communications
• Healthcare-adjacent advertising sensitivity

Collaborate with UK legal/compliance teams when required.

6. SEO, Content & Marketplace Growth

• Drive organic visibility through content optimisation, backlinking, and technical SEO.
• Own editorial calendar for blogs, guides, healthcare-related articles and campaigns.

7. CRM, Loyalty & Retention

• Lead CRM, loyalty programme development, email automation, and lifecycle marketing.
• Increase repeat purchase behaviour using segmentation, RFM modelling, and discount optimisations.

8. Analytics & Data-Driven Decisions

• Build dashboards and reporting frameworks across all channels.
• Measure CAC, LTV, ROAS, churn metrics, and customer cohorts.
• Conduct category forecasting and competitor benchmarking.

9. Budgeting & P&L Ownership

• Manage multi-million pound annual marketing budgets.
• Review cost-per-order models with finance.
• Run pricing / promotions governance aligned to margins and compliance.

10. Cross-Functional Collaboration

• Work closely with:

• UK marketing & brand teams

• Tech / product squads
• Operations & logistics
• Customer experience teams

Ensure alignment between marketing promises vs operational delivery.

11. Leadership & Team Development

• Build, mentor, and scale a high-performing marketing organisation in India.
• Upskill internal talent on UK-based marketing psychology.
• Foster innovation across paid, organic, and automation channels.

Required Experience

• 12–18 years in performance marketing and brand strategy for consumer-facing digital brands.
• Demonstrated success growing revenue at scale in e-commerce or subscription environments.

• Deep understanding of:

• UK digital consumer trends

• Price-sensitive categories

• Regulated advertising practices

• Hands-on experience with bid management tools, automation platforms, BI dashboards.

Must-Have Knowledge

• ASA / CAP: creative approval, claims, disclaimers, medical advertising boundaries.
• GDPR: data handling, consent, retention rules.
• Google Analytics / GA4, CRM systems, marketing automation.
• UK competitive landscape in optics/retail.

Preferred Attributes

• Analytical, commercially driven decision-maker.
• Comfortable in fast-paced growth environments.
• Highly collaborative with strong communication skills.
• Ability to think global but execute local market nuance.
• Bias for testing, experimentation, and data-led optimisation.

Education

• MBA / Post-graduate specialisation in Marketing, Digital Strategy, or related discipline.

• Certifications desirable:

• Google Ads / Meta

• Analytics/Attribution
• GDPR fundamentals

Why Join Us

• Work with one of the most successful optical e-commerce brands in the UK.
• Build marketing operations at scale for international growth.
• Exposure to UK regulatory frameworks and market complexity.
• Innovation-friendly environment with strong investment in marketing.

Employment Type

Full-time, Work from Office (5 days)