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.