Growth Manager - D2C Vertical - FMCG

About Us:

South Indian food brand built to help people make brilliant meals at home, every time. We started as a digital-first food brand with a strong content backbone and today have a community of over 6 million followers across social media.

This distribution, consumer understanding, and trust is a genuine advantage we bring into everything we build. products are designed as all-in-one cooking solutions that remove guesswork, reduce effort, and deliver consistent taste without taking control away from the home cook. We are not a ready-to-eat brand. We dont replace the cook. We enable them. operates across Direct-to-Consumer, Quick Commerce, Marketplaces, Retail, and Exports with a strong focus on Tamil Nadu and Indian diaspora markets

About the Role:

Looking for a hands-on D2C Growth Manager to own and scale its Direct-to-Consumer business. The role is responsible for driving net revenue, gross margin, and predictable growth by building a repeatable, funnel-led growth engine

This role is ideal for someone who has personally scaled D2C brands, understands unit economics deeply, and can balance performance marketing, creative experimentation, and commercial discipline. This is not an agency coordination role. This is a builder role with direct ownership of outcomes.

Core Objectives:

- Own D2C net revenue and gross margin

- Build a predictable monthly growth engine

- Scale to a 1 crore+/month D2C run-rate in 2026 with healthy unit economics

- Reduce revenue volatility through hero SKUs, bundles, and always-on growth system

Key Responsibilities:

1. Performance Marketing Ownership

- Own Meta Ads end-to-end: strategy, execution, optimization, and scaling

- Manage paid acquisition, retargeting, and retention funnels

- Monitor and optimize CAC, ROAS, MER, LTV , contribution margin

- Allocate budgets dynamically based on performance and profitability

- Work closely with internal teams and creators to execute high-quality content

2. Full-Funnel Growth Architecture

Design and manage the complete customer funnel:

- Acquisition Landing page conversion Retargeting Repeat purchase

- Improve conversion rates across funnel touchpoints

- Build always-on structures to reduce dependence on spikes and campaigns

3. Creative Strategy & Experimentation

- Own creative testing frameworks (hooks, formats, angles, messaging)

- Work closely with creative teams to produce performance-driven assets

- Scale winning creatives while maintaining brand discipline

- Systematically document learnings and build repeatable playbooks

4. SKU, Pricing & Bundle Strategy

- Identify and scale D2C hero SKUs

- Build and test bundle architectures to improve AOV and contribution margin

- Collaborate with product and supply teams to align inventory with demand

- Optimize pricing, offers, and promotions without eroding long-term value

5. Cohort Expansion & Market Growth

- Scale core customer cohorts in Tamil Nadu

Expand into:

- Tamil Nadu diaspora

- North Indian consumers who occasionally consume South Indian meals

- Tailor creatives, bundles, and messaging by cohort behavior

6. Analytics, Reporting & Decision-Making

- Establish weekly dashboards and performance reviews

- Diagnose revenue volatility and inefficiencies

- Use data to drive prioritization, experimentation, and scaling decisions

- Communicate insights clearly to leadership and cross-functional teams

Role Expectations:

First 30 Days:

- Deep dive into business, customers, SKUs, and funnel metrics

- Identify hero SKUs and high-potential cohorts

- Establish baseline CAC, ROAS, MER, and contribution margins

- Set up always-on acquisition and retargeting structure

Medium-Term 60 Days:

- Launch structured creative testing and scaling framework

- Introduce bundle-led growth levers

- Improve funnel efficiency and reduce volatility

- Begin showing consistent, scalable growth signals

Long-Term (90 Days) Ownership & Scale:

- Deliver a predictable, end-to-end D2C growth engine

- Demonstrate repeatable month-on-month growth

- Present clear playbooks for scaling in 2026

Requirements:

- 4-8 years of experience in D2C growth or performance marketing

- Proven track record of scaling D2C revenue with strong unit economics

- Hands-on expertise in Meta Ads (Facebook & Instagram)

- Strong understanding of funnel metrics and cohort behavior

- Ability to balance growth velocity with profitability

- High ownership mindset and bias toward execution