Head of Growth - D2C

About Beautywise

Beautywise makes beauty-from-within supplements, including skin brightening, weight management, hair care, and anti-ageing. We were featured on Shark Tank India, and we sell on our own brand website, Amazon, Nykaa and quick-commerce apps.

The role

Our website is our largest channel, and we want it to grow profitably. That means buying traffic efficiently, converting more of it, getting first-time buyers to a second order, and protecting contribution margin as spend rises. You will own the D2C P&L, lead our agency partners and build the in-house growth team, working directly with the founders.

What you will own

1. D2C P&L and growth plan

• Own D2C revenue, contribution margin (CM1/CM2/CM3), CAC, CLV and payback. Set monthly targets and quarterly plans across traffic, conversion, AOV and repeat.
• Make budget decisions on blended MER, CAC and contribution. Report growth on delivered revenue, after RTO and returns.
• Run a weekly growth review with the founders covering numbers, decisions, owners and deadlines, and follow each decision through to completion.

2. Paid acquisition and creative

• Lead our performance agencies across Meta, Google and YouTube to align with monthly, quarterly and yearly plans for growth and ROI.
• Collaborate with the in-house Brand Manager for creative analysis, development, testing and scaling.

3. Website conversion, AOV and offers

• Own the Shopify funnel from session to add-to-cart, checkout and prepaid order. Run structured A/B tests on product pages, landing pages, offers and checkout with our developer and CRO partners.
• Grow AOV and multi-product baskets through regimen bundles, pack-size ladders, and in-cart and post-purchase cross-sell.
• Design offers that grow revenue without eroding margin: gift-with-purchase versus percentage discounts, a disciplined sale calendar, discount guardrails and price parity with marketplaces.

4. Retention and the second order

• Own the path from first order to second, second to third: onboarding that gets customers to start and stay on the product, education on when to expect results, replenishment reminders, subscriptions and win-back.
• Run lifecycle journeys across WhatsApp, email, SMS and our calling team, and measure the incremental revenue each one adds.
• Build cohort, LTV and repeat reporting by first product, channel and offer, and use it to decide where acquisition money goes.

5. COD, RTO and delivered revenue

• Work with operations to raise prepaid share and cut RTO through COD confirmation, address checks, prepaid incentives, pin-code and customer risk rules, and NDR follow-up.

6. Launches, marketplaces and creators

• Own go-to-market for new products: positioning, proof assets, landing pages, seeding, early cohort readouts and the decision to scale or stop.
• Work with the marketplace agency and operations for price parity and stock availability during campaigns.
• Grow creator, affiliate and partnership programmes on unit economics. Vet creators for fake reach, pay on delivered orders, and track every code and UTM.
• Give operations a demand plan for every sale and launch so bestsellers do not run out mid-campaign.

7. Team and partners

• Set KPIs and SLAs for our performance, retention and CRO agencies, brief them clearly, and make renewal decisions on results.
• Hire and lead a small in-house growth team (performance, CRM, analytics) as we scale.

In 6 to 12 months, success looks like

• D2C revenue ahead of plan, with contribution margin improving.
• More first-time buyers coming back for a second order, a higher prepaid share and lower RTO.
• A weekly creative testing rhythm and a live experiment backlog on the website.
• At least one new product scaled well past launch.
• One set of growth numbers that the founders and agencies all trust.

You should have

• 7 to 12 years in growth, performance marketing or e-commerce, including at least 3 years owning D2C website revenue for a consumer brand on Shopify.
• Been part of (ideally led) a D2C brand's scale-up from roughly Rs 1-2 Cr to Rs 5 Cr+ in monthly revenue, with numbers to show for it.
• Hands-on command of Meta and Google Ads at Rs 75 lakh+ monthly spend. You can audit an account and a creative strategy yourself.
• Real P&L fluency: CM1/CM2/CM3, blended CAC, payback, cohort LTV and COD/RTO economics, with strong Excel or Google Sheets, GA4 and Shopify analytics.
• Aware of the D2C landscape, SAAS platforms and Shopify plugins.
• Managed programmes on WhatsApp, email or SMS that measurably lifted repeat rate. Good understanding of cohort analysis and CLV.
• Managed agencies and small teams against clear KPIs.

Good to have

• Experience in beauty, personal care, nutrition or supplements.
• Growth experience on Amazon, Nykaa and quick-commerce apps.
• Creator-led, YouTube content at scale.
• Daily use of AI tools for analysis, reporting and creative iteration.

Why Beautywise

• You own a whole P&L and work directly with the founders.
• A trusted brand with loyal repeat customers and new products in the pipeline.
• You get to build the growth function the way you would want to run it.
• Rs 12-18 LPA (10% variable) plus ESOP eligibility, with flexibility for exceptional candidates.