About Celviq and the role

Celviq Daily Skincare is an Indian D2C skincare startup selling primarily through its own website and online marketplaces. The company is scaling from a pilot team to a full organisation across 14 departments.

The GM / Business Head is the single point of accountability for the business. The role converts the founders' vision into an annual operating plan, then delivers revenue, margin and brand growth through the functional heads, agencies and supply partners.

Role purpose

- Own the full business lifecycle: product concept, formulation, sourcing, manufacturing, launch, sale, delivery and repeat purchase.
- Deliver the annual P&L;: revenue, gross margin, contribution margin, EBITDA and cash.
- Build Celviq into a trusted, compliant and digitally native skincare brand.
- Build the leadership team, culture and governance needed to scale.

1. Key responsibilities

1. Strategy, P&L; and business planning

- Build the 3-year business plan and annual operating plan (AOP) with the founders and Board.
- Own the P&L;: revenue, COGS, gross margin, marketing spend, contribution margin, EBITDA and working capital.
- Set quarterly targets for each function and run monthly business reviews against them.
- Prepare Board decks and investor updates, and support fundraising with the Finance Head.
- Decide channel mix, pricing, discounting and SKU portfolio based on unit economics.

2. E-commerce and D2C growth

- Grow sales across the brand website, Amazon, Flipkart, Nykaa, Myntra, Purplle and quick-commerce (Blinkit, Zepto, Swiggy Instamart).
- Own marketplace performance: listings, content, ratings, Buy Box, ads (sponsored products, DSP) and account health.
- Drive website conversion, average order value, repeat rate and customer lifetime value.
- Manage performance marketing ROAS, customer acquisition cost (CAC) and payback period.
- Oversee fulfilment, returns, COD/RTO control and customer service standards.

3. Product, quality and R&D;

- Approve the new product development roadmap with the QA/R&D; Head.
- Ensure formulations, testing (stability, safety, dermatological) and claims meet brand and regulatory standards.
- Ensure compliance with the Drugs and Cosmetics Act, Cosmetics Rules 2020, BIS standards and Legal Metrology labelling.
- Drive product quality metrics: complaint rate, batch rejection and recalls.

4. Supply chain, procurement and manufacturing partners

- Oversee contract manufacturers, packaging and raw-material suppliers through the Procurement Head.
- Negotiate key commercial terms, MOQs and payment terms for strategic vendors.
- Own demand planning, inventory days, stock-outs and dead-stock levels.
- Manage warehousing and 3PL logistics partners against cost and delivery SLAs.





5. Brand and marketing

- Approve brand positioning, identity and communication with the Branding and Marketing Head.
- Approve the annual marketing budget and its split across performance, influencer, content and offline.
- Track brand health: share of search, social engagement, reviews and NPS.

6. Functional leadership: Finance, Legal, IT, HR and Admin

- Finance and Accounts: monthly closing, MIS, budgets, cash flow, GST and statutory compliance, audits.
- Legal: contracts, trademarks, IP, regulatory licences and dispute management.
- IT: e-commerce stack (website, OMS, WMS, ERP, CRM), data and analytics, cybersecurity.
- HR and Admin: manpower plan, hiring of key roles, performance management, culture, Labour Code compliance and facilities.

7. Agencies, vendors and partners

- Appoint, brief and review creative, digital, PR, influencer and marketplace agencies.
- Set agency KPIs and retainers, and run quarterly performance reviews.
- Maintain a vendor governance process: onboarding, contracts, SLAs and periodic audits.

8. Governance, risk and culture

- Set and enforce the delegation of authority, approval matrix and internal controls.
- Identify and mitigate business, regulatory, financial and reputational risks.
- Build a performance-driven, ethical and customer-first culture.
- Act as the company's senior representative with investors, partners and regulators.

Team and span of control The role leads 8 functional heads directly and manages external agencies, vendors and suppliers through them.

Direct report -What the GM holds them accountable for

QA / R&D; Head -NPD pipeline, formulation quality, testing, regulatory approvals

Procurement Head -Vendor base, cost of materials, contract manufacturing, inventory

Branding and Marketing Head -Brand equity, performance marketing ROAS, CAC, agency output

E-commerce / Marketplace lead -Channel revenue, conversion, marketplace health, quick-commerce

IT Head E-commerce tech stack, systems uptime, data and analytics

HR and Admin Head -Manpower plan, hiring, performance, culture, compliance, facilities

Legal Head -Contracts, IP, licences, regulatory and dispute risk

Finance and Accounts Head -MIS, budgets, cash, taxation, audits, statutory compliance

External partners managed: contract manufacturers, packaging and raw-material suppliers,



3PL and warehousing partners, marketplaces, creative and digital agencies, PR and influencer agencies, and technology vendors.

Open question: confirm whether E-commerce is a separate head or sits under Marketing.

Qualifications, experience and competencies

Education

- Graduate in any discipline; MBA or PGDM from a reputed institute preferred.
- A science, pharmacy or cosmetic technology background is an added advantage.

Experience

- 15+ years in consumer businesses, with 5+ years as GM, Business Head, BU Head or CEO with full P&L; ownership.
- Proven record scaling a D2C or e-commerce-led brand in beauty, personal care, skincare, FMCG or wellness.
- Hands-on experience with marketplaces (Amazon, Flipkart, Nykaa) and quick-commerce.
- Experience managing contract manufacturers and a multi-vendor supply chain.
- Startup or high-growth experience; exposure to investor reporting or fundraising preferred.

Knowledge

- E-commerce unit economics: CAC, LTV, ROAS, contribution margin, payback.
- Indian cosmetics regulation, labelling and claims compliance.
- Financial statements, budgeting and working-capital management.
- E-commerce technology: Shopify or similar, OMS, WMS, ERP, analytics tools.

Competencies

- Strategic thinking with strong execution discipline.
- Data-driven decision making.
- Leading and developing senior leaders across diverse functions.
- Commercial negotiation with vendors, agencies and partners.
- Consumer and brand sense in beauty and personal care.
- Integrity, ownership and comfort with ambiguity.
- Clear communication with the Board, investors and teams.

Authority and first-year success

Decision rights (limits as per the Board-approved delegation of authority)

- Approves functional budgets and spends within the AOP.
- Hires, appraises and exits roles below the functional-head level; recommends functional-head appointments to the Board.
- Appoints and terminates agencies and vendors within approved limits.
- Approves pricing, promotions and SKU launches within margin guardrails.
- Escalates to the Board: AOP changes, capex, fundraising, recent entities and high-value contracts.

What success looks like

- First 90 days: assess every function, channel and vendor; fix the MIS and review cadence; present a 12-month business plan to the Board.
- By 6 months: leadership team complete; channel unit economics positive at contribution level; product launch calendar running on schedule.
- By 12 months: AOP revenue and margin delivered; scalable systems, processes and governance in place; a strong brand and team ready for the next growth stage.

KRA / KPI will be discussed accordingly post joining

📌 General Manager - Celviq Daily Skincare (Mumbai)
🏢 Celviq
📍 Mumbai