Assistant Vice President - Growth

About Sokora and Yesmadam:

Yesmadam is one of India's leading at-home beauty and wellness platforms, serving millions of customers through trained professionals across cities. That gives us something most D2C brands pay heavily for: a large, trusting beauty audience and first-hand insight into what Indian skin actually needs.

Sokora is Yesmadam's native D2C skincare brand. It is built to turn that insight into effective, honestly priced skincare - sold on our own app and website, through Yesmadam's service network, and on marketplaces and quick commerce.

The mission:

You will be the single owner of Sokora's growth engine. Your job is to take the brand from early traction to a scaled, profitable D2C business by deciding what we sell, at what price, to whom, through which channel - and then building the product and marketing machine that delivers it.

This is a hands-on leadership role. You will set the strategy and roadmap, and you will also be in the dashboards, the Figma files and the ad accounts.

What you'll own:

1. Revenue and P&L:

- Own Sokora's revenue targets and the unit economics behind them: CAC, AOV, contribution margin, repeat rate and LTV.

- Build the annual and quarterly growth plan, budget allocation and channel mix (own app/web, Yesmadam ecosystem, marketplaces, quick commerce).

- Run a weekly business review with clear metrics, owners and actions.

2. Pricing, assortment and merchandising:

- Set pricing, pack-size and bundling strategy by channel and customer cohort.

- Design offers, subscriptions, sampling and loyalty mechanics that grow margin, not just volume.

- Partner with the product/R&D team on launch calendar, hero SKUs and range expansion based on demand data.

3. Product roadmap and app/web experience:

- Own the Sokora D2C product roadmap: discovery, PDP, cart, checkout, personalisation (e.g. skin quiz, regimen builder) and post-purchase journeys.

- Lead UI/UX with design - run user research, write crisp PRDs, and ship fast in sprints with engineering.

- Drive conversion-rate optimisation through a structured A/B testing programme across the funnel.

- Integrate Sokora into the Yesmadam app and service journeys so every booking is a chance to discover the brand.

4. Marketing and brand growth:

- Lead performance marketing (Meta, Google, marketplace ads) with tight ROAS and payback discipline.

- Build CRM and retention: WhatsApp, push, email, SMS, cohort-based lifecycle journeys and win-backs.

- Drive influencer, creator and content programmes, and work with brand on positioning and storytelling.

- Turn Yesmadam's beauty professionals and customer base into a distinct, low-CAC acquisition channel.

5. Analytics and experimentation:

- Be hands-on with data: funnels, cohorts, attribution, retention curves and marketing-mix decisions.

- Set up the tracking, dashboards and metric definitions the team runs on (e.g. GA4, Mixpanel/CleverTap/MoEngage, SQL).

- Make every major decision traceable to a hypothesis, a test and a result.

6. Team and leadership:

- Hire and lead a lean, high-ownership team across growth, product, design and analytics.

- Work closely with founders, R&D, supply chain, finance and the Yesmadam tech team.

- Set the operating rhythm: OKRs, weekly reviews and a bias for shipping.

What success looks like:

1. 90 days:

- Audited the funnel, pricing and channel economics; shipped quick conversion wins; presented a 12-month growth plan and product roadmap.

2. 6 months:

- A working experimentation engine; measurable lift in conversion and repeat rate; CAC payback under control; core team hired.

3. 12 months:

- Sokora on a clear, profitable growth trajectory with a strong owned-channel share, healthy retention cohorts and 2 - 3 hero SKUs that lead their category.

Who you are:

1. Must-haves:

- 7 - 10 years in consumer internet, with most of it in product- or app-led D2C growth.

- Experience at high-growth D2C brands or platforms such as Mamaearth (Honasa), Nykaa, Blinkit, Minimalist, Sugar, Plum, The Derma Co, Purplle or similar.

- A track record of owning revenue numbers - not just one channel - with clear before/after results you can walk us through.

- Deep understanding of D2C economics: pricing, discounting, bundles, CAC/LTV, contribution margin and channel trade-offs.

- Strong product sense: you have written roadmaps and PRDs, worked closely with design and engineering, and shipped app/web features that moved metrics.

- Hands-on analytics: comfortable in SQL, GA4/Mixpanel-type tools and spreadsheets without waiting for an analyst.

- Performance and retention marketing know-how across Meta, Google, marketplaces and CRM.

- An owner's mindset: comfortable with ambiguity, fast-moving and willing to roll up your sleeves.

2. Nice to have:

- Beauty, personal care or skincare category experience.

- Exposure to quick commerce (Blinkit, Zepto, Instamart) and marketplace (Nykaa, Amazon) growth levers.

- Experience building a brand from early stage (sub-50 Cr) to scale.

- MBA from a top institute, or equivalent experience.

Why join:

- Real ownership: run a brand end-to-end, with direct access to founders and a seat at the leadership table.

- An unfair advantage: build on Yesmadam's existing customer base, service network and beauty data.