D2C Lead - Growth And Performance Marketing

Role: D2C Lead - Growth & Performance Marketing

Location: Gurugram

Employment: Full-Time · Onsite

Experience: 5-10 years

Budget: 15 to 20 LPA

Industry: D2C / Consumer / FMCG

About the Role

We are looking for a D2C Lead to own the end-to-end growth of the D2C business.

This is not a pure performance marketing role. You will be responsible for the complete D2C growth engine, customer acquisition, performance marketing, website conversion, retention, repeat purchases, customer economics and revenue growth.

The core expectation is simple: grow D2C revenue efficiently and build a predictable, scalable growth engine.

You will own the performance marketing strategy across Meta, Google and other relevant channels, while working closely with Brand, Creative, Product, Technology, Supply Chain and CX teams.

This is a highly hands-on role for someone who understands the numbers deeply, can identify growth opportunities quickly and is comfortable being accountable for business outcomes.

What You'll Own

1. D2C Growth & Revenue

• Own the D2C revenue and growth charter end-to-end.
• Develop and execute the overall D2C growth strategy across acquisition, conversion and retention.
• Identify the biggest growth levers across the customer funnel and prioritise initiatives based on business impact.
• Build a predictable growth model across traffic, conversion, CAC, AOV, repeat rate and LTV.
• Own monthly and quarterly D2C growth targets and performance.

2. Performance Marketing

• Own and scale customer acquisition across Meta, Google, YouTube and emerging paid channels.
• Manage significant performance marketing budgets with clear accountability for CAC, ROAS and contribution margin.
• Develop channel-level strategies based on customer cohorts, products, geography and acquisition economics.
• Continuously optimise campaigns across audiences, creatives, landing pages, offers and bidding strategies.
• Build a structured experimentation engine across creatives, audiences, campaigns and funnels.
• Work closely with the creative team to identify winning creative concepts and improve creative efficiency.
• Identify opportunities to scale spend without compromising unit economics.

3. Full-Funnel Growth

• Analyse the complete customer journey from ad impression → click → landing page → purchase → repeat purchase.
• Identify and eliminate funnel drop-offs.
• Own initiatives to improve website conversion rate, AOV and checkout performance.
• Work with Product and Technology teams on CRO, landing pages, PDPs, checkout and overall website experience.
• Develop offers, bundles, subscriptions and merchandising strategies that improve conversion and customer value.

4. Retention & Customer LTV

• Build a strong retention and repeat-purchase engine alongside acquisition.
• Own lifecycle marketing across WhatsApp, email, SMS, push and other CRM channels.
• Develop segmentation and customer journeys for onboarding, repeat purchase, cross-sell, upsell and win-back.
• Improve repeat rate and LTV through cohort-based analysis.
• Work with CRM teams/platforms such as MoEngage, CleverTap or similar tools.

5. Analytics & Growth Economics

• Own the core D2C growth metrics including Revenue, CAC, ROAS, AOV, Conversion Rate, Repeat Rate, LTV and Contribution Margin.
• Build and maintain growth dashboards that provide clear visibility into business performance.
• Analyse customer cohorts, acquisition channels, product performance and contribution economics.
• Understand the difference between reported platform performance and actual incremental business impact.
• Run structured experiments and use A/B testing, geo experiments, incrementality studies or other relevant methods to validate growth initiatives.
• Turn data into clear decisions — where to invest, what to stop and what to scale.

6. Team & Cross-Functional Leadership

• Lead and develop a small D2C / growth / performance marketing team.
• Set clear goals, operating rhythms an