What are the Key Deliverables in this role?
Financial Outcomes
Own revenue growth from existing customers through:
 WhatsApp marketing
 Email marketing
 SMS / push notifications
 Customer segmentation
 Repeat purchase journeys
 Win-back campaigns
 Cross-sell and upsell journeys
Responsibilities will include:
 Building monthly CRM calendars
 Creating cohorts based on purchase behaviour, category affinity, AOV and recency
 Improving repeat rate, LTV and customer retention
 Driving category-specific campaigns for teas, supplements, staples, oils, ghee and other Organic India ranges
 Working with the brand and category teams to build stronger lifecycle communication
Conversion Rate Optimisation
Own website conversion improvement across the Shopify D2C store.
Responsibilities will include:
 Identifying drop-offs across the funnel: homepage, PLP, PDP, cart and checkout
 Running A/B tests across landing pages, PDPs, offers, bundles and checkout flows
 Improving mobile-first shopping experience
 Working with tech and design teams to implement CRO changes
 Using heatmaps, GA4, Shopify analytics and customer behaviour data to improve conversion rate
 Building category and campaign-specific landing pages
Customer Service
Customer Acquisition
Own and scale paid acquisition across channels including:
 Meta Ads
 Google Ads
 YouTube
 Performance Max
 Affiliate / creator-led performance channels
 Marketplace or quick-commerce amplification, where relevant
Responsibilities will include:
 Building monthly and quarterly acquisition plans
 Managing media budgets and pacing
 Improving CAC, ROAS, MER and payback periods
 Running structured experiments across audiences, creatives, offers and landing pages
 Working closely with creative and content teams to improve ad output. Identifying new growth channels and testing them with clear success metrics
Internal Processes
AI-Led Growth Enablement
The candidate should be hands-on with AI tools and should actively use them to improve speed and quality of execution.
Expected use cases include:
 Creative ideation
 Ad copy generation
 Landing page wireframes
 CRM segmentation ideas
 Campaign analysis
 Consumer insight mining
 Reporting automation
 Competitor research
 Workflow improvement
The role requires someone who is curious, experimental and excited about using AI as a growth multiplier.
Innovation and Learning
Creative Strategy & Experimentation
Work closely with brand, design and content teams to build high-performing creatives.
Responsibilities will include:
 Creating performance-first creative briefs
 Identifying winning hooks, formats and messaging angles
 Building testing calendars for static, video, UGC, influencer and AI-generated creatives
 Translating customer insights into sharper ad concepts
 Using ad performance data to guide creative direction
 Understanding what works across Meta, Google, YouTube, WhatsApp and landing pages

What are the Critical success factors for the Role?
5–8 years of experience in performance marketing, growth or D2C revenue roles
 Strong experience in a D2C-first brand or high-growth ecommerce ecosystem
 Prior exposure to managing or contributing to businesses scaling at ₹3 crore+ monthly revenue
 Hands-on experience with Meta Ads and Google Ads
 Strong understanding of Shopify or similar ecommerce platforms
 Experience with CRM channels such as WhatsApp, email, SMS or push
 Strong understanding of CAC, ROAS, MER, AOV, LTV, CVR and repeat rate
 Experience working with creative, content, tech and analytics teams
 Ability to analyse data and convert insights into business actions
 Comfort with fast-paced execution and weekly performance reviews
 Mandatory Language Requirements (spoken): English (Expert)
What are the Desirable success factors for the Role?
 Experience in health, wellness, supplements, FMCG, beauty, food or nutrition categories
 Experience with quick-commerce or marketplace performance campaigns
 Experience with tools like GA4, Looker Studio, Shopify Analytics, MoEngage, WebEngage, Klaviyo, Gupshup, LimeChat, heatmap tools or similar platformsExposure to influencer-led performance or UGC-led growth
 Experience using AI tools like ChatGPT, Claude, Midjourney, Canva AI, Gamma, Perplexity, Notion AI or similar tools