Mandate 1 — Build a Profitable D2C Growth Model for Faces

Canada

Own the D2C P&L; — revenue, contribution margin, and forecast accuracy — against

targets set and build a model to grow the D2C platform profitably

Reconstruct the D2C P&L; from first principles: AOV, blended and paid CAC, discount

rate, COGS, shipping, payment gateway cost, RTO cost, and contribution margin at

order level and cohort level.

Benchmark our unit economics against comparable Indian beauty D2C businesses and

be clear about which of their models are structurally unavailable to us.

Design and test the specific levers that can move contribution margin from negative or

marginal to genuinely positive — assortment and bundle architecture, AOV thresholds,

price and promotion architecture relative to marketplace, low-CAC and zero-CAC traffic

sources, prepaid mix and RTO reduction, and repeat-order economics.

Run this as a series of structured, time-boxed, instrumented experiments with a kill

criterion for each. Come back within two quarters with either a validated, scalable model

or a explicit,



evidenced recommendation on what D2C should be instead.

Own the site experience and conversion funnel end to end, and the D2C tech stack

decisions — storefront, checkout, CRM, analytics, shipping and OMS.

Build lifecycle automation across WhatsApp, email, SMS and push: welcome,

abandonment, replenishment triggers timed to actual product usage cycles and also

cross category selling / upgrades

Mandate 2 — Own Performance marketing overall for the Brand

to enable demand generation and capture effectively and

efficiently

You own the media engine that creates and converts demand for the whole brand, not just for

one channel.

Demand generation and Capture - mid to low funnel

Plan and run the digital demand-creation / Capture layer: Meta reach and video,

YouTube, connected TV, programmatic and display, and paid amplification of creator

assets in coordination with our influencer media model.

📌 Lead Growth Marketing (Mumbai)
🏢 Purplle.com
📍 Mumbai