Cityskin - Head - Marketing

Description: We are looking for a strategic and execution-driven Head of Marketing to lead end-to-end marketing for a fast-growing Beauty & Personal Care D2C brand in India. This role will own brand building, customer acquisition, retention, e-commerce growth, offline expansion support, and website performance, while working closely with founders in a startup environment.

The ideal candidate has hands-on experience scaling D2C brands, understands Indian consumers, and can balance creative storytelling with performance marketing and revenue targets.

Key Responsibilities:

1. Brand & Growth Strategy:

- Define and execute the overall marketing strategy aligned with business and revenue goals.

- Build a strong, differentiated beauty brand for Indian D2C consumers.

- Own brand positioning, communication, and storytelling across channels.

- Drive customer acquisition, retention, and LTV growth.

2. D2C & E-commerce Marketing:

- Lead growth across D2C website and online marketplaces (Amazon, Flipkart, Nykaa, Myntra, etc.).

- Own performance marketing (Meta, Google, YouTube, influencers, affiliates).

- Work closely with e-commerce teams on:

- Conversion rate optimization (CRO)

- Funnel optimization

- Campaign planning and launches

- Manage CRM, lifecycle marketing, and retention programs (email, WhatsApp, SMS).

3. Website Ownership & Digital Experience:

- Own and manage the brand website end-to-end:

- UX/UI improvements

- Product pages, landing pages, content

- Site performance and conversions

- Collaborate with tech, product, and design teams to improve:

- Website speed and usability

- Mobile experience

- Checkout and payment journeys

- Track and optimize website KPIs (traffic, CVR, AOV, CAC).

4. Offline Marketing & Retail Support:

- Develop and execute offline marketing strategies to support:

- Modern trade

- General trade

- Exclusive brand outlets / pop-ups

- Drive store-level visibility, merchandising, and POS communication.

- Plan and execute BTL activities, activations, sampling, and events.

- Support offline sales targets through regional marketing initiatives.

5. Influencer, PR & Content Marketing:

- Lead influencer marketing strategy (micro & macro influencers).

- Build strong PR and media relationships in beauty, lifestyle, and digital platforms.

- Oversee content creation (social, video, education, UGC).

- Ensure consistency across social media, website, ads, and offline assets.

6. Team Leadership & Startup Execution:

- Build, mentor, and manage a high-performing marketing team.

- Work cross-functionally with sales, product, supply chain, and finance.

- Operate in a fast-paced startup environment with limited resources.

- Balance strategy with hands-on execution.

- Manage marketing budgets, ROI, and forecasting.

Key Metrics & Targets:

- Customer Acquisition Cost (CAC)

- Revenue & GMV growth (D2C + e-commerce)

- Conversion Rate, AOV, LTV

- Offline store throughput & visibility metrics

- Brand awareness and consideration

- ROAS & marketing efficiency

Desired Skills & Experience:

- 8-12+ years of marketing experience in Beauty / Personal Care / FMCG / D2C.

- Proven experience scaling a D2C or startup brand in India.

- Strong understanding of Indian consumer behavior (metro + tier 2/3).

- Hands-on experience with:

- Performance marketing

- E-commerce platforms

- Website management & CRO

- Offline retail marketing

- Experience managing both digital and offline marketing budgets.

- Strong leadership, analytical, and communication skills.

- Comfortable working closely with founders and taking ownership.