Head of Performance Marketing
Job Fit Check
Base Career helps you apply smarter for this job.
Key skills for this role
About the Role
Gloria Jeans is seeking a Head of Performance Marketing to own digital customer acquisition for brand.com. The role involves building paid acquisition capability, managing budgets, and growing a team.
Key Skills for This Role
Responsibilities
- Define and manage the digital channel mix across VK, Yandex Direct, Yandex Market, programmatic, retargeting, affiliates, and influencers
- Allocate budgets across acquisition, reactivation, and retention activities
- Execute a full funnel strategy aligned with the brand’s commercial calendar
- Own CAC and ROAS as key performance metrics
- Monitor channel, cohort, and customer segment performance, including LTV:CAC dynamics
- Activate and convert the store customer base into online customers
- Develop segmented campaigns for lapsed, high value, and at risk customers
- Manage email, push notification, and lifecycle marketing programs
- Define attribution frameworks across web and app journeys
- Build dashboards tracking ROAS, CAC, traffic quality, and conversion performance
- Lead app acquisition and re engagement campaigns
- Build and develop a lean in house performance marketing and CRM team
Requirements
- 7–12 years in performance marketing, with at least 3 years in a senior or lead role
- Strong background in fashion, retail, or FMCG e commerce — mono brand experience a significant advantage
- Proven track record of scaling paid acquisition from low base
- Experience managing significant media budgets with direct ROAS and CAC accountability
- Deep familiarity with the Russian digital advertising ecosystem: VKontakte, myTarget, Yandex Direct, Yandex Market
- CRM and lifecycle marketing experience — ESP platform management, segmentation, automated journey design
- Expert in web analytics: Yandex Metrica (primary), GA4 or equivalent
- Strong in paid social and search platform management
- Comfortable with attribution tools and methodologies
- Proficiency in Excel / Google Sheets for budget modeling and performance reporting
- App marketing experience (UAC, ASO, in app re engagement) a strong plus
- SQL or Python for data analysis a plus
Full Job Posting
ABOUT GLORIA JEANS
- Gloria Jeans is one of Russia's largest vertically integrated fashion retailers — 660+ stores across Russia, Kazakhstan, and Belarus.
- With a new Dubai HQ anchoring its next international chapter, the company is now investing seriously in its digital business.
ROLE PURPOSE
- The Head of Performance Marketing owns digital customer acquisition for brand.com.
- You will build the paid acquisition capability, defining strategy, selecting and deploying channels, managing budgets, and growing a small team.
KEY RESPONSIBILITIES
- Define and manage the digital channel mix across VK, Yandex Direct, Yandex Market, programmatic, retargeting, affiliates, and influencers.
- Allocate budgets across acquisition, reactivation, and retention activities.
- Execute a full funnel strategy aligned with the brand’s commercial calendar.
- Drive incremental growth through SEO, referral programs, and organic social channels.
- Own CAC and ROAS as key performance metrics.
- Monitor channel, cohort, and customer segment performance, including LTV:CAC dynamics.
- Ensure media investments deliver profitable growth and protect contribution margins.
- Report regularly on budget pacing, revenue delivery, and channel efficiency.
- Activate and convert the store customer base into online customers.
- Develop segmented campaigns for lapsed, high value, and at risk customers.
- Manage email, push notification, and lifecycle marketing programs.
- Leverage loyalty benefits to drive acquisition, retention, and repeat purchases.
CANDIDATE PROFILE
- 7–12 years in performance marketing, with at least 3 years in a senior or lead role
- Strong background in fashion, retail, or FMCG e commerce — mono brand experience a significant advantage
- Proven track record of scaling paid acquisition from low base — building channels, not just optimising inherited setups
- Experience managing significant media budgets with direct ROAS and CAC accountability
- Deep familiarity with the Russian digital advertising ecosystem: VKontakte, myTarget, Yandex Direct, Yandex Market; awareness of post 2022 platform landscape changes
- CRM and lifecycle marketing experience — ESP platform management, segmentation, automated journey design
- App marketing experience (UAC, ASO, in app re engagement) a strong plus
Technical Skills
- Expert in web analytics: Yandex Metrica (primary), GA4 or equivalent
- Strong in paid social and search platform management — campaign setup, bidding strategies, audience architecture
- Comfortable with attribution tools and methodologies — last touch, data driven
- Familiarity with MMM and other quasi experimental methods to compare and calibrate incremental ROAS against multiple sources of truth
- Proficiency in Excel / Google Sheets for budget modeling and performance reporting; SQL or Python for data analysis a plus
- Familiarity with CDP and CRM platforms (e.g. Mindbox, Salesforce Marketing Cloud, or equivalent Russian ecosystem tools)
What We Offer
- International exposure with multicultural teams and projects across the Middle East.
- Career growth in a dynamic fashion retail environment.
- Comprehensive benefits package.
Apply for this job in 1 click
Skip the repetitive application forms
Install the Base Career Chrome Extension and autofill job applications across major job boards with your profile.
Trusted by over 500,000 job seekers on Base Career
More from this employer
More jobs at Gloria Jeans
Senior Project Manager
Dubai, UAE
Gloria Jeans is seeking an experienced Senior Project Manager to lead complex cross-functional initiatives across business, product, data, engineering, and operations. The role requires 7+ years in project/program/delive
Marketplace Key Account Manager
Dubai, UAE
Gloria Jeans seeks a Marketplace Key Account Manager to launch and scale its presence on third-party marketplace platforms across the GCC. The role owns the full commercial relationship with marketplace partners, includi
Personal Assistant to Founder
Dubai, UAE
Gloria Jeans is seeking a highly organized and proactive Personal Assistant to support the Founder in Dubai. The role requires fluency in Russian and English, and candidates must be currently based in Dubai. Previous exp
AI Creative Content Lead
Dubai, UAE
Gloria Jeans is seeking an AI Creative Content Lead to produce high-quality visual content using generative AI tools for e-commerce and marketing. The role requires 3-8 years in digital creative, hands-on AI tool profici
Pattern Maker
Dubai, UAE
Gloria Jeans seeks a highly experienced Senior Pattern Maker to join its Product Development team in Dubai. The role involves developing first patterns, prototypes, and production patterns using Gerber, participating in
Senior Fashion Buyer
Dubai, UAE
Gloria Jeans seeks a Senior Fashion Buyer to take ownership of product assortments across categories like Men, Women, Kids, Accessories, Beauty, Footwear, and Home Decoration. The role involves building and managing coll
Garment Technologist
Dubai, UAE
Gloria Jeans Group seeks a Garment Technologist to ensure fit, construction, quality, and technical accuracy of products from development through production. The role partners with Design, Buying, Merchandising, and Sour
Marketplace Key Account Manager
Dubai, UAE
Gloria Jeans is seeking a Marketplace Key Account Manager to launch and scale its presence on GCC marketplace platforms like Noon and Amazon.ae. The role owns the full commercial relationship with partners, including ass
Senior Project Manager
Dubai, UAE
Marketplace Key Account Manager
Dubai, UAE
Personal Assistant to Founder
Dubai, UAE
AI Creative Content Lead
Dubai, UAE
Pattern Maker
Dubai, UAE
Senior Fashion Buyer
Dubai, UAE
Garment Technologist
Dubai, UAE
Marketplace Key Account Manager
Dubai, UAE