EARTHFUL

Hiring Pack

Head of D2C Growth

Location: Mumbai (in-office)

Function: D2C Growth & Performance Marketing

Reports to: Founders

Earthful is a plant-based nutrition brand for women's health, backed by Fireside Ventures and V3 Ventures. This is a leadership role: you'll own the D2C (earthful.me) growth number end to end, and build the team behind it as the channel scales - not just run campaigns, but decide where the channel goes next.

Role Overview:

This role leads Earthful's D2C growth engine - full ownership of the website's revenue number, driven through performance marketing, conversion optimization, and a high-velocity creative pipeline. You'll be directly accountable for hitting D2C growth targets set in the Annual Operating Plan (AOP), decide how budget is allocated across products, and build the team needed to scale that ownership over time. You'll work closely with the organic/content team, the creative team, and the website team - this starts as a hands-on individual role, but is expected to grow into leading a small team as the channel scales.

What You'll Own:

D2C Revenue Growth & Ownership:

- Own the D2C (earthful.me) revenue number end-to-end, driven primarily through performance marketing across Meta, Google, and other paid channels

- Be directly accountable for hitting D2C growth targets set in the AOP

- Coordinate with the organic/content team so paid and organic efforts reinforce each other rather than working at cross purposes

Creative Pipeline for Performance:

- Direct the creative team's output for performance - a steady flow of new hooks, angles, and formats

- Run structured creative testing across campaigns

- Brief the next round of creative based on what the data shows is actually working

Budget, ROAS & Site Conversion:

- Decide how budget is allocated across products - what to scale up, what to scale down, and the ROAS target for each

- Own website conversion end-to-end - landing page CVR, checkout drop-off, and AOV - directing the website team's roadmap around what actually moves conversion

- Own the full D2C P&L view - revenue, ad spend, and contribution margin - not just a topline growth number

Team Building & Leadership:

- Build and lead a small performance marketing/growth team as the D2C channel scales - this starts as a hands-on, individual role but is expected to grow into managing others

- Set the growth roadmap and testing cadence for the function, not just execute your own campaigns

Cross-Functional:

- Track CAC and LTV alongside channel-level ROAS, so budget decisions aren't driven by vanity metrics that look good in a single channel but don't hold up at the business level

- Coordinate with Supply Chain on demand forecasting tied to growth targets - aggressive scaling only works if inventory can back it up

- Maintain a structured testing roadmap/calendar for creative and channel experiments, rather than running tests ad hoc

Optional Scope Extensions:

- Own or co-own retention/CRM levers (email, WhatsApp, repeat purchase) - a natural extension if you want this role to cover full-funnel D2C, not just acquisition and conversion

- Weigh in on on-site pricing and promotions strategy, since these directly affect conversion and AOV

What We're Looking For:

- Ideally has been part of a D2C/e-commerce brand's growth or marketing team during a scale-up phase - joining when revenue was roughly 0 - 30 Cr and helping scale it to 100 Cr or more

- MBA from a top-tier B-school strongly preferred, with 4 - 6+ years of post-MBA experience in performance marketing or growth; candidates without an MBA but with 6 - 8+ years of hands-on growth experience at a D2C/e-commerce brand will also be considered

- At least 2+ years of experience owning a full P&L or AOP-style revenue number, not just executing campaigns for someone else's target

- Direct, hands-on experience running and optimizing paid campaigns on Meta and Google Ads - not just briefing or managing an agency

- Prior experience building or leading a team, or clear readiness to do so as the role grows - this is a leadership-track role, not a purely individual-contributor one

- Comfortable making budget allocation calls across multiple products, trading off scale versus ROAS

- Understanding of website conversion levers (CVR, checkout drop-off, AOV) and experience working with a website/CRO team

- Strong analytical and Excel skills - comfortable building and interpreting performance dashboards

Key Result Areas (KRAs):

KRA: What Success Looks Like:

- D2C Revenue Growth vs. AOP: Month-on-month D2C revenue growth tracked against AOP targets, with a clear read on what's driving hits or misses

- ROAS & Budget Efficiency: Budget allocated across products to hit target ROAS per product, with regular reallocation based on performance

- Creative Testing Velocity: Structured creative tests run on a regular cadence, with a clear win/loss read and next-round briefs derived from data

- Site Conversion: Landing page CVR, checkout drop-off, and AOV tracked and improved through directed work with the website team

- D2C Contribution Margin: Full P&L view maintained - revenue, ad spend, and contribution margin - not just topline growth

- Team Building & Development: As the team grows, successfully hires, onboards, and develops team members who take on independent campaign or testing ownership

- Paid/Organic Coordination: Paid and organic efforts aligned rather than working at cross purposes or cannibalizing each other