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 transparent 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 clear, 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.
- Evaluate the impact of the performance marketing campaigns on direct sales growth on

various Ecom platforms and accordingly scale/kill/optimize campaigns
- Run targeted CPAS campaigns on ecom platforms
- Build product- and category-level demand for priority launches and hero SKUs, not

undifferentiated brand impressions.
- Own the creative testing engine. Beauty performance is won on hooks, shade

demonstration and social proof — you will run high-volume, disciplined creative testing and scale winners fast. Mandate 3 — Team, Partners and Measurement Infrastructure
- Lead a team of 2-3 across performance, D2C operations and creative.
- Manage agencies on a scorecard and on outcomes. Set briefs, audit accounts, replace

non-performers.
- Build the measurement layer: a self-serve daily and weekly dashboard in Looker Studio

or Power BI that leadership can read without a translator, covering owned and marketplace media, D2C P&L; and cohort health.
- Present regular business reviews.

What We Are Looking For
- 6–9 years in growth or digital marketing. Beauty, personal care or a comparable high-

frequency, high-consideration FMCG category would be preferred
- Evidence of having built or fixed an economic model — turned a channel from

unprofitable to profitable, or grown one while improving contribution margin. Growth achieved by spending more is not what we are hiring for.
- Fluency in unit economics as a working language: CM1, CM2, paid and blended CAC,

cohort LTV, RTO cost, contribution per order.
- Hands-on, account-level command of Meta and Google — able to open an account and

diagnose it in twenty minutes.
- Working idea of: Amazon Ads, Nykaa NMP, Flipkart Ads, Myntra M-Ads.
- Managed a team of at least 2-3 including hiring and performance management.
- GA4, plus the ability to build in Looker Studio or Power BI without waiting for an analyst.

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