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 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.

Founded in 2011, Purplle has emerged as one of India’s premier omnichannel beauty destinations, redefining the way millions shop for beauty. With 1,000+ brands, 60,000+ products, and over 7 million monthly active users, Purplle has built a powerhouse platform that seamlessly blends online and offline experiences.

Expanding its footprint in 2022, Purplle introduced 6,000+ offline touchpoints and launched 100+ stores, strengthening its presence beyond digital. Beyond hosting third-party brands, Purplle has successfully scaled its own D2C powerhouses—FACES CANADA, Valuable Vibes, Carmesi, Purplle, and NY Bae—offering trend-driven, high-quality beauty essentials.

What sets Purplle apart is its technology driven hyper-personalized shopping experience. By curating detailed user personas, enabling virtual makeup trials, and delivering tailored product recommendations based on personality, search intent, and purchase behavior, Purplle ensures a unique, customer-first approach.

In 2022, Purplle achieved unicorn status, becoming India’s 102nd unicorn, backed by an esteemed group of investors including ADIA, Kedaara, Premji Invest, Sequoia Capital India, JSW Ventures, Goldman Sachs, Verlinvest, Blume Ventures, and Paramark Ventures.

With a 3,000+ strong team and an unstoppable vision, Purplle is set to lead the charge in India’s booming beauty landscape, revolutionizing the way the nation experiences beauty.

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