Head of Growth & Marketing

Crave by Leena. D2C Growth • Brand • CRM • Marketplaces

Location: Koramangala, Bengaluru

Employment: Full-time

Work Mode: Work from office

Reports To: Founders

Experience: 6–10 years

Compensation: ₹9–15 LPA + performance-linked variable, depending on experience and demonstrated track record

About Crave

Crave by Leena is a premium plant-based patisserie based in Bengaluru, specialising in celebration cakes, customised cakes, cupcakes, desserts, gifting and dietary-specific collections.

We sell through our own Shopify-led D2C business, delivery marketplaces, our Koramangala café and growing B2B channels. We are now building the commercial growth function that will take Crave through its next stage in Bengaluru and beyond.

The Role

This is not a conventional brand-marketing role. You will work directly with the founders and own the system that creates profitable revenue growth across acquisition, conversion, retention, content, CRM, marketplaces, local/offline growth and partnerships.

You will lead existing and new resources including an in-house Performance Marketing Manager, Ajit for photography/video execution, Prakash for design/Shopify/website execution, Business Development and relevant external specialists.

Your Mandate

Identify where Crave's next stage of profitable revenue growth will come from, build the plan, align the team and make the numbers move.

What You Will Own

1. Growth Strategy & Commercial Ownership

Build monthly, quarterly and annual growth plans linked to revenue targets.

Own channel priorities, budgets, experimentation and the weekly growth review; make decisions using revenue, CAC, MER/ROAS, conversion, retention and contribution rather than vanity metrics.

2. D2C Acquisition & Conversion

Own Shopify growth across paid acquisition, SEO, organic discovery, affiliates and partnerships.

Improve customer journeys, collection/product pages, landing pages, conversion rate, AOV, bundling and upsell in close coordination with Performance Marketing and our Shopify/design resource.

3. Retention & CRM

Build lifecycle marketing across WhatsApp and email, including:

• Segmentation
• Birthday/anniversary reminders
• Abandoned-cart journeys
• Post-purchase journeys
• Win-back campaigns
• Product launches
• High-value customer programmes

Grow repeat purchase and CRM-attributed revenue.

4. Brand, Content & Creative Direction

Set the commercial content and campaign direction for Crave.

Translate customer insight into briefs for Ajit and Prakash, connect organic and paid creative learning, and develop creator/UGC/influencer programmes where relevant.

You are not expected to shoot or design; you are expected to know what should be created, for whom and why.

5. Marketplaces, Offline & Partnerships

Own the commercial growth agenda across Swiggy/Zomato, local/café marketing and strategic partnerships.

Work with Operations on availability, assortment, offers, advertising and ratings; support Business Development with lead generation, campaigns, collateral and partnership opportunities.

6. Analytics & Team Leadership

Build one reliable growth dashboard and a disciplined operating rhythm.

Lead cross-functional resources, prioritise high-impact work, kill weak experiments quickly and communicate what happened, why it happened and what the team will do next.

How You Will Be Measured

• Revenue growth and performance versus target
• Customer acquisition efficiency: CAC, new-customer CAC, ROAS/MER and budget productivity
• Shopify conversion rate, AOV, new vs returning customer growth and revenue
• Repeat purchase rate, CRM/lifecycle revenue and retention improvement
• Marketplace, local/offline and partnership contribution
• Quality and speed of experiments, decision-making and cross-functional execution

Who We Are Looking For

We are looking for someone with 6–10 years of relevant experience in D2C, e-commerce, consumer growth or marketing, with meaningful ownership of revenue or commercial growth.

Strong preference for:

• D2C consumer brands
• Food/F&B
• FMCG
• Gifting
• Lifestyle
• Beauty
• Retail

You should understand Meta and Google deeply enough to challenge strategy, and be comfortable with:

• Shopify
• GA4/analytics
• CAC/MER/LTV
• CRO
• CRM
• Content/creative testing
• Marketplaces
• Budgeting
• Forecasting

Prior experience leading multidisciplinary marketing resources or teams is required.

The Person We Want

Commercially minded, analytical and execution-oriented.

You should be equally comfortable discussing a customer insight, a creative brief, a Shopify funnel and a weekly P&L-style growth review.

You should enjoy building systems, work well with founders and take ownership when a number misses target rather than explaining which team caused it.

This Role Is Not For You If

This will not suit someone whose experience is primarily:

• Social-media management
• Agency coordination
• Brand campaigns without measurable commercial ownership
• Working with large teams and long approval chains
• Avoiding weekly numbers and experimentation
• Working remotely when work-from-office execution is required

What's In It For You

You will join Crave while the growth function is being built, not after it is finished.

That means real influence over the commercial direction, direct work with the founders, existing in-house creative/Shopify resources and the opportunity to help build Crave for its next phase in Bengaluru and beyond.

Your work will be visible, measurable and closely connected to the business — with the additional perk of working inside a patisserie surrounded by cakes, desserts and new-product tastings.

Compensation & Benefits

Compensation: ₹9–15 LPA + performance-linked variable, based on experience and track record.

Benefits include:

• Medical insurance
• Provident Fund and applicable statutory benefits
• Employee meals during the working day
• Crave product benefits
• Significant ownership of a function that is expected to grow with the company

How to Apply

Apply with your CV and briefly include:

1. The consumer/D2C businesses you have helped grow
2. Approximate revenue/scale before and after your involvement
3. The commercial metrics you personally owned
4. One growth initiative that materially changed revenue
5. The largest monthly marketing budget you managed or oversaw
6. Your hands-on exposure to Meta, Google, Shopify, CRM and analytics
7. Your current CTC
8. Your expected CTC
9. Your notice period