D2C Growth and Operations

Royal Sundaram General Insurance Co. Limited

Chennai, Tamil Nadu, India

Job Title: D2C Growth & Operations

Job Summary

We are seeking a seasoned, data-driven, and highly strategic D2C Growth & Operations with 15+ years of experience to own, design, and scale our Direct-to-Consumer business ecosystem. In this pivotal role, you will be the single point of accountability for managing our cross-functional D2C portfolios—spanning Sales Tech, Paid Performance Marketing, Organic Discovery (SEO/AEO/GEO), CRM, Creative Brand Strategy, and Digital Product Management.

As a leader who balances commercial metrics with a user-first mindset, you will champion Design Thinking frameworks to continuously audit, rethink, and optimize the customer journey. You will lead a nimble, specialized team to seamlessly scale acquisition, maximize digital funnel efficiencies, and hit core performance metrics like Gross Written Premium (GWP) and Cost per Lead (CPL).

Key Responsibilities & Portfolios Under Management

1. UI/UX & Design Thinking Leadership

Customer Journey Optimization: Apply human-centered Design Thinking principles to uncover user friction points, run empathy mapping, and redesign complex digital flows into intuitive user experiences.
UX/UI Governance: Direct the UI vendor and creative teams to ensure high-converting layout design, layout consistency, and seamless user interaction design across the website and digital platforms.
Data-Driven Product Iteration: Turn user drop-off data, heatmaps, and post-Go-Live analytics into actionable design improvements that boost digital conversion rates.

2. Portfolio Strategies & Growth Oversight

Sales Tech & Operations: Oversee the optimization of LeadSquared (LSQ) and Greylabs environments to streamline lead distribution, call center costs, incentive structures, and quality control.
Performance Marketing: Drive bottom-line efficiency across Google, Meta, and partner agencies to consistently hit monthly CPL, conversion rate, and GWP targets.
Organic Search Evolution: Future-proof our search strategy by leading transitions into AI-driven discovery, optimizing for traditional Search (SEO), Answer Engines (AEO), and Generative Engine Optimization (GEO) to maximize organic Share of Voice (SOV) and low-CAC leads.
Omnichannel CRM & Engagement: Govern lifecycle marketing deployment across Website assets, WhatsApp (WA), SMS, RCS, and eMailers.
Creative & Brand Identity: Maintain brand consistency and creative excellence across multi-channel customer touchpoints—ranging from social networks (IG, FB, YT, Twitter) and professional networks (LinkedIn) to PR assets and website UI elements.

3. Team Leadership & Operational Governance

Act as the strategic anchor for the D2C core functions, managing execution across Data Operations, Aggregator Channels (PolicyBazaar), Sales Operations, Product Delivery, Performance, Organic Growth, Content, and Creatives.
Direct financial stewardship over the entire D2C P&L, including budget allocations, vendor agreement management, invoice processing, and complex multi-stakeholder financial reconciliations.
Oversee the end-to-end digital product lifecycle—from user requirement gathering, wireframing with UI vendors, tech ticketing, and User Acceptance Testing (UAT) to post-Go-Live optimizations.
Drive cross-functional alignment between backend internal systems (Finance, Underwriting, Claims, Customer Success) and external growth ecosystems (Agencies, Aggregators like PolicyBazaar).
Command data accuracy across the department by implementing tight internal audits, strict Quality Control (QC) protocols, and centralized Management Information Systems (MIS).

Requirements & Qualifications

Experience: 15+ years of proven experience managing comprehensive digital ecosystems, preferably within Insurtech, Fintech, BFSI, or high-volume e-commerce sectors.
Design Excellence: Strong background or deep working knowledge of UI/UX workflows, conversion rate optimization (CRO), and Design Thinking methodologies.
Tech Stack Mastery: Deep operational familiarity with CRM/Dialer tools (LeadSquared, Greylabs), Ad Engines (Google Ads, Meta Business Manager), and Agile tools (Jira/ticking systems for Tech/UAT).
Search & Growth Expertise: Advanced strategic understanding of customer intent mapping, traditional SEO, and modern digital visibility optimizations (AEO/GEO).
Financial & Data Literacy: Exceptional analytical mindset with a history of managing multi-crore marketing budgets, P&L management, and structured financial/MIS reconciliations.
Leadership Style: Exceptional stakeholder management skills with a strong record of steering lean, agile teams toward high-impact business outcomes.

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