D2C & Growth Head

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 opportunity 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!