Mumbai
Location: Mumbai (in-office)
Function: D2C Growth & Performance Marketing
Reports to: Founders
Earthful is a plant-based nutrition brand for women's health, backed by Fireside Ventures and V3 Ventures. This is a leadership role: you'll own the D2C (earthful.me) growth number end to end, and build the team behind it as the channel scales — not just run campaigns, but decide where the channel goes next.
Role Overview
This role leads Earthful's D2C growth engine — full ownership of the website's revenue number, driven through performance marketing, conversion optimization, and a high-velocity creative pipeline. You'll be directly accountable for hitting D2C growth targets set in the Annual Operating Plan (AOP), decide how the budget is allocated across products, and build the team needed to scale that ownership over time. This role involves you handling a team and working closely with the organic/content team, the creative, and the website team.
What You'll Own
D2C Revenue Growth & Ownership
• Own the D2C (earthful.me) revenue number end-to-end, driven primarily through performance marketing across Meta, Google, and other paid channels
• Be directly accountable for hitting D2C growth targets set in the AOP
• Coordinate with the organic/content team so paid and organic efforts reinforce each other rather than working at cross purposes
Creative Pipeline for Performance
• Direct the creative team's output for performance — a steady flow of new hooks, angles, and formats
• Run structured creative testing across campaigns
• Brief the next round of creative based on what the data shows is actually working
Budget, ROAS & Site Conversion
• Decide how budget is allocated across products — what to scale up, what to scale down, and the ROAS target for each
• Own website conversion end-to-end — landing page CVR, checkout drop-off, and AOV — directing the website team's roadmap around what actually moves conversion
• Own the full D2C P&L view — revenue, ad spend, and contribution margin — not just a topline growth number
Team Building & Leadership
• Build and lead a small performance marketing/growth team as the D2C channel scales — this starts as a hands-on, individual role but is expected to grow into managing others
• Set the growth roadmap and testing cadence for the function, not just execute your own campaigns
Cross-Functional (Suggested Additions)
• Track CAC and LTV alongside channel-level ROAS, so budget decisions aren't driven by vanity metrics that look good in a single channel but don't hold up at the business level
• Coordinate with Supply Chain on demand forecasting tied to growth targets — aggressive scaling only works if inventory can back it up
• Maintain a structured testing roadmap/calendar for creative and channel experiments, rather than running tests ad hoc
Optional Scope Extensions (decide before posting)
• Own or co-own retention/CRM levers (email, WhatsApp, repeat purchase) — a natural extension if you want this role to cover full-funnel D2C, not just acquisition and conversion
• Weigh in on on-site pricing and promotions strategy, since these directly affect conversion and AOV
What We're Looking For
• Ideally has been part of a D2C/e-commerce brand's growth or marketing team during a scale-up phase — joining when revenue was roughly ₹0–30 Cr and helping scale it to ₹300 Cr or more
• MBA from a top-tier B-school strongly preferred, with 4–6+ years of post-MBA experience in performance marketing or growth
• At least 2+ years of experience owning a full P&L or AOP-style revenue number
• Direct, hands-on experience running and optimizing paid campaigns on Meta and Google Ads
• Prior experience building or leading a team, or clear readiness to do so as the role grows — this is a leadership-track role, not a purely individual-contributor one
• Comfortable making budget allocation calls across multiple products, trading off scale versus ROAS
• Understanding of website conversion levers (CVR, checkout drop-off, AOV) and experience working with a website/CRO team
• Strong analytical and Excel skills — comfortable building and interpreting performance dashboards