You’ll set the Annual Operating Plan, run our weekly business reviews, build the performance
and retention engines. You’ll lead a team across performance marketing, creative development
site/CRO, and lifecycle – and you’ll know exactly where every rupee of contribution margin is
coming from.
What You’ll Own
Website P&L & Annual Operating Plan
• End-to-end ownership of net revenue, contribution margin (CM2/CM3),
and category-mix targets.
• Build and defend the AOP – monthly and quarterly revenue, new-customer and repeat
targets, channel mix, marketing budgets and CAC guardrails.
• Run weekly business reviews – set the cadence, own the analytics, present to founders
and the board.
• Pricing, promo calendar and discount architecture across launches, Lil’ Sale events, and
seasonal moments – without eroding premium positioning.
Performance Marketing (Meta + Google)
• Lead Meta, Google and YouTube paid acquisition – set strategy, manage the agency
and in-house creative mix, own MER, blended CAC and first-order economics.
Build a creative testing system that compounds – partner with the brand and design team
on volume, quality and velocity of creative output.
• Scale paid spend with a clear, auditable path from CAC → LTV – and the discipline to
pull back before a brand becomes a discount.
• Own incrementality testing and the always-on vs. campaign mix as we move into Bottles,
Bags and beyond.
Website & CRO (Shopify)
• Own the Shopify storefront – homepage, collection pages, PDPs, cart and checkout – as
a single, evolving product.
• Drive conversion rate, AOV and units-per-order through a structured A/B testing
roadmap. Target: AOV ₹2,500-3,000 as the bottle and bag ecosystems scale.
• Lead merchandising and collection-page ranking – particularly for new launches, hero
bundles (“Complete the Kit”, “Build Your Kit”) and seasonal moments.
• Partner with tech/dev on site speed, app stack, and ecosystem builds (bundles, gifting,
age/character navigation).
Retention, CRM & Lifecycle
• Own repeat rate, returning-customer revenue share and 12-month LTV.
• Build the lifecycle engine across email, WhatsApp and SMS – segmentation,
automations, broadcast calendar, and the loyalty layer.
• Convert one-time bento buyers into ecosystem buyers (bottle + bag + plate + DIY).
Today 21% of orders contain three products – your job is to take that meaningfully
higher.
• Set up the data, insights and personalisation stack that powers segmentation and churn
signals.
