Growth Lead – D2C | BackGood

Location: Mumbai
Work Mode: Work From Office
Employment Type: Full-time
Experience: 4–6 years

About BackGood
BackGood is a spine-health and ergonomics brand built by QI Spine Clinic , one of India’s leading spine-care networks.
We create clinically informed products that help people manage everyday problems associated with poor posture, prolonged sitting and back discomfort — including lumbar support cushions, coccyx cushions, laptop stands, travel neck pillows and nutraceuticals.
Our products are backed by clinical expertise and designed around protocols developed through years of treating spine-care patients.
We have strong product credibility and a significant prospect ahead.
Now, we are looking for a Growth Lead to build the growth engine that the brand deserves.

About the Role
The Growth Lead will own BackGood’s D2C growth end to end.

This is a hands-on role spanning e-commerce, conversion rate optimisation, performance marketing, CRM/lifecycle, SEO, AI-search visibility, analytics and customer retention.
You will own the growth number — from bringing the right traffic to the website, converting that traffic into customers, increasing AOV and building repeat revenue.
You will work directly with the COO and Business Head and will have significant autonomy to decide what to test, what to scale and what to stop.
This is not a strategy-only role.
You will be expected to execute.

Key Responsibilities
1. E-commerce & Conversion
Own BackGood’s website as a growth product.
Own the Shopify store, theme, apps, integrations and website performance
Improve conversion rate across the customer journey
Optimise product detail pages, landing pages, cart and checkout
Develop and test offers, bundles, cross-sells and upsells
Build a pricing and promotion strategy that reduces dependence on blanket discounts
Conduct regular A/B tests and maintain a structured experimentation roadmap




Analyse funnel performance and identify conversion opportunities
Continuously improve the mobile shopping experience

2. CRM & Lifecycle Marketing
Build a lifecycle engine that increases conversion, retention and customer value.
Own email and WhatsApp lifecycle marketing
Build welcome, browse abandonment, cart abandonment, post-purchase, reorder and win-back journeys
Develop customer segmentation based on product, pain area, purchase history, cart value and customer source
Build retention and repeat-purchase programs
Develop cross-sell and upsell journeys
Improve RTO recovery and customer reactivation
Explore relevant opportunities to connect the QI Spine patient journey with BackGood’s D2C journey, subject to consent and applicable privacy requirements

3. Performance Marketing
Own paid acquisition across key channels.
Manage Meta and Google Ads hands-on
Develop acquisition and retargeting strategies
Build creative testing frameworks
Brief, evaluate and iterate on performance creatives
Monitor CAC, ROAS, MER and contribution margin
Optimise campaigns based on business profitability, not just platform metrics
Work with external agencies where required while retaining strategic and operational ownership

4. SEO & AI Search / AEO
Build BackGood’s organic discovery engine.
Own technical and on-page SEO
Develop high-intent commercial and educational content strategies
Build category, comparison and problem/solution content clusters
Improve internal linking and site architecture
Implement schema and structured data
Develop content designed for AI search and answer engines




Track BackGood’s visibility across Google AI Overviews, ChatGPT, Perplexity and other emerging discovery platforms
Build topical and third-party authority to improve organic and AI-search visibility

5. Analytics & Growth Strategy
Turn data into decisions.
Own the D2C growth dashboard
Monitor revenue, conversion, AOV, CAC, MER, retention and contribution margin
Identify growth opportunities through customer and funnel analysis
Establish weekly and monthly reporting rhythms
Maintain a structured experimentation and learning log
Present performance and growth priorities directly to the founders and leadership team

6. Customer & Community Growth
Build a brand customers want to return to.
Develop UGC and customer review programs
Build customer advocacy and referral opportunities
Work with physiotherapists and spine specialists to develop credible content
Explore community-led initiatives around posture, ergonomics and back health
Focus on engagement, retention and organic advocacy rather than vanity metrics

What We’re Looking For
Must-Have
4–6 years of experience in D2C, e-commerce, growth marketing, performance marketing or product/category marketing
Proven experience growing a consumer brand from an early/small stage to meaningful scale
Strong hands-on experience with Shopify
Experience with Meta Ads and Google Ads
Hands-on experience with Klaviyo, WATI or similar CRM/marketing automation platforms
Strong understanding of conversion rate optimisation and e-commerce funnels
Experience building and managing lifecycle marketing campaigns
Strong analytical skills and comfort with P&L;, CAC, AOV, ROAS, MER and contribution margin
Strong understanding of pricing, promotions and offer strategy
Excellent written and verbal communication skills
High ownership and ability to work independently in a fast-paced environment

Looking forward to connecting and getting the conversation started!

📌 C & Growth Head (Mumbai)
🏢 QI Spine
📍 Mumbai