Head of Marketing, Brand, Growth - D2C

Location: Hyderabad / Hybrid

Type: Full time

Stage: Early-stage consumer products with existing technology, team and multiple validated vertical opportunities

Company: Annotatory AI projects - nily.health, nily360.com

We are building consumer businesses across health, wellbeing and everyday utility. We are looking for a hands-on Head of Marketing, Brand, Growth & D2C who can define how our products are positioned, build the brand, lead marketing and content, and turn each product from launch into a repeatable acquisition, conversion, retention and revenue engine.

This is a senior operating role for someone who can set the strategic direction while remaining deeply involved in execution. You will not manage agencies, approve campaigns or review dashboards.

You will help shape the brand, write and refine the messaging, guide the content, build the marketing systems, launch campaigns, analyse performance and work directly with the team to improve results.

What you will ownYou will own the consumer marketing and growth function end-to-end, including:

Brand and positioning

- Define the brand strategy, identity, voice and market positioning
- Clarify the customer problem, product promise and differentiation
- Develop messaging frameworks for different customer segments and channels
- Establish brand guidelines and ensure consistency across product, website, social media, advertising, packaging, CRM and customer communications
- Build a distinctive and trusted consumer brand rather than relying only on performance marketing
- Translate product capabilities into simple, compelling customer benefits

Marketing strategy and GTM
- Develop the overall marketing strategy for each active consumer product
- Own go-to-market planning, launch calendars and campaign priorities
- Define target audiences, customer segments and channel strategy
- Build integrated marketing plans across paid, owned, earned, creator, community and partnership channels
- Coordinate marketing with product, technology, operations and customer support
- Establish the marketing calendar, campaign process and reporting rhythm

Content and creative ownership
- Own the content strategy across the website, social media, advertising, email, WhatsApp, blogs, video and other relevant channels
- Set the editorial direction, content pillars, tone and creative standards
- Personally contribute to briefs, copy, scripts, campaign concepts and creative reviews
- Work closely with designers, videographers, writers, creators and agencies
- Build a repeatable content production system that balances speed, quality and consistency
- Develop educational, entertaining, trust-building and conversion-focused content
- Ensure that content is not merely frequent, but connected to brand, customer insight and business outcomes
- Identify opportunities for founder-led content, expert content, customer stories, testimonials, community content and creator partnerships

Acquisition and performance marketing
- Own customer acquisition strategy and performance marketing
- Manage Meta, Google and other relevant paid channels
- Develop and test audiences, creative, offers,



landing pages and campaign structures
- Monitor CAC, ROAS, conversion rates, payback period, LTV and contribution margin
- Build a disciplined testing programme for messaging, creative, targeting, pricing and offers
- Identify the right balance between paid acquisition, organic growth, creators, partnerships and referrals
- Manage agencies, freelancers and channel specialists where required, while retaining strategic and executional ownership internally

Conversion, retention and lifecycle marketing
- Own the full customer funnel from awareness through purchase, activation, engagement, retention and repeat purchase
- Improve website, landing page and checkout conversion
- Build CRM programmes across email, WhatsApp, push notifications and other relevant channels
- Develop onboarding, education, reactivation, referral and retention journeys
- Improve repeat purchase, subscription, engagement and customer lifetime value
- Use customer research, behavioural data and cohort analysis to identify friction and growth opportunities
- Work with product and technology teams to improve the customer experience and conversion journey

Marketing operations and analytics
- Establish the marketing measurement and reporting system
- Define the key metrics, dashboards and operating cadence for the function
- Build reliable attribution and campaign tracking
- Analyse customer cohorts, funnel performance, channel economics and creative performance
- Turn data and customer insight into clear marketing decisions
- Create processes for briefs, approvals, launches, experiments, reporting and learning
- Build the internal marketing and growth team as the business scales

You will work directly with the founder, product, technology, operations and customer teams. What we are looking forWe would particularly like to meet people who have worked in Indian D2C, consumer health, wellness, nutrition, pet care, beauty/personal care, consumer care and subscription

You should have

- Proven experience owning both brand marketing and measurable consumer growth
- Experience defining or significantly shaping a brand’s positioning, voice and marketing direction
- A strong understanding of how brand, content, performance marketing and customer experience work together
- Proven ownership of consumer acquisition and revenue, not only marketing activity
- Strong understanding of CAC, LTV, ROAS, conversion, retention, cohorts and contribution margin
- Experience launching or scaling a consumer product in India
- Hands-on understanding of Meta, Google and other performance channels
- Strong content instincts and the ability to guide copy, creative, video, social and campaign development
- Experience building creator, influencer, community, referral and organic growth programmes
- Experience with CRM, lifecycle marketing, email,



WhatsApp and retention
- Strong customer research and insight capabilities
- Strong experimentation discipline and commercial judgement
- Ability to operate with a lean team and limited early-stage resources
- Comfort moving between strategy, creative direction, analysis and execution
- The ability to write a clear brief, review a campaign, analyse a funnel and make the next decision without waiting for a large team
- Excellent communication and cross-functional collaboration skills

We are looking for an operator, not only a manager. You should be comfortable creating the first campaign brief, rewriting the landing-page copy, reviewing the ad creative, speaking to customers, checking the funnel data and deciding what to test next. What success looks likeIn your first 90 days, we expect you to:
- Understand the customer, category, competitive landscape and current product opportunity
- Clarify the brand positioning, customer promise, messaging and tone of voice
- Establish the initial brand and marketing guidelines
- Create a focused marketing and content strategy
- Build the marketing calendar and campaign operating process
- Establish the growth measurement and reporting stack
- Identify the highest-potential acquisition and content channels
- Launch controlled brand, content and performance marketing experiments
- Improve the website, landing pages and conversion journey
- Establish baseline CAC, conversion, retention, engagement and repeat-purchase metrics
- Build initial CRM and lifecycle journeys
- Create a repeatable content production and creative testing system
- Identify the capabilities that should be built internally versus outsourced
- Build a clear marketing and growth playbook for scaling what works

Over time, success means building a trusted, differentiated consumer brand with a repeatable marketing engine that produces efficient acquisition, strong conversion, meaningful engagement and increasing customer lifetime value.

We value evidence over activity. We care about the quality of the brand, the clarity of the message, the strength of the customer relationship and the commercial results produced by the marketing system.

If you have personally helped build a consumer company and can clearly explain what you did, what changed because of it, how you shaped the brand and content, and the numbers you owned, we would like to speak with you.

When applying, please include:

1. The consumer/D2C company or brand you are most proud of helping build or scale
2. The role you personally played in shaping its brand, positioning and marketing direction
3. The growth or revenue metric you personally owned
4. Approximate scale before and after your involvement
5. One campaign, content programme or acquisition experiment that worked exceptionally well
6. One campaign, content programme or experiment that failed and what you learned from it
7. An example of content, creative or brand work you personally directed or contributed to
8. The size and structure of the team, agencies or freelancers you managed
9. A link to relevant work, campaigns, brands, portfolios or case studies, where available

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