Head of Growth & Retention (D2C)

Secret Alchemist

About Secret Alchemist:

Secret Alchemist is India's first clean perfume brand - a fragrance-first, ingredient-led label that blends the ancient wisdom of aromatherapy with modern, conscious perfumery. Every scent is crafted using rare Indian botanicals like Kashmiri saffron, Tamil Nadu vetiver, and Kannauj tuberose, and is completely free from harmful toxins, phthalates, and synthetic additives.

The brand was born from a 30-year-old aromatherapy legacy founded by Mrs. Sumi Thadani in Mumbai. Her daughter, Ankita Thadani, reignited the mission - reimagining it for a new generation of modern, mindful consumers. Secret Alchemist is among the first perfume brands in India to publish full ingredient and allergen disclosures, because for them, clean means being honest.

Our Founders:

Ankita Thadani - Co-Founder:

Architect by training, Ankita is the creative and formulation force behind Secret Alchemist. She reimagined her family's three-decade aromatherapy legacy, bridging tradition with innovation to build a fragrance brand that is sensorial, soulful, and sustainable.

Akash Valia - Co-Founder:

The strategic engine of the brand, Akash drives growth, business development, and innovation. His ability to align creativity with business insight ensures Secret Alchemist's evolution remains rooted in purpose while expanding its global presence.

Samantha Ruth Prabhu - Co-Founder:

Actor, wellness advocate, and power user of the brand, Samantha joined as co-founder in 2024. She brings authenticity, purpose, and global resonance to Secret Alchemist - championing self-care as an act of empowerment and mindful living.

Funding & Traction:

Secret Alchemist closed a $3 million seed round in January 2026, led by Unilever Ventures with participation from DSG Consumer Partners, building on prior backing from IPV. The investment reflects strong institutional confidence in the brand's long-term vision and its ability to create a new fragrance category in India.

Key milestones:

- Perfumes went from zero to the majority of revenue within one month of the June 2025 launch

- Overall revenue more than doubled in 60 days post-launch

- 66% of revenue generated through D2C channels

- Present on Blinkit and Zepto (quick commerce) alongside the brand's own website

- India's fragrance mass-premium segment projected to grow at 18% CAGR through 2030 - a category Secret Alchemist is first to own in the 'clean' space

The Role:

Own and scale the entire D2C business with full revenue and P&L responsibility. This is not a channel role - this is a business owner role for D2C. You will drive demand, optimize conversion, and maximize retention across the full customer journey.

Key Responsibilities:

1. Revenue & P&L Ownership:

- Own D2C revenue targets, contribution margins, and growth trajectory

- Drive CAC vs LTV optimization and overall channel profitability

- Build weekly/monthly growth plans with clear output metrics

2. Performance Marketing (Core):

- Lead Meta-first performance strategy (primary growth lever)

- Deep hands-on expertise in Meta Ads Manager

- Scale spends efficiently while maintaining ROAS discipline

- Work closely with agencies/executors but retain strategic control

3. Funnel & Conversion Optimization:

- Own end-to-end funnel: landing - checkout - post-purchase

- Work with Shopify vendor; drive CRO strategy (no coding required)

- Improve CVR, AOV, and drop-offs across the journey

- Strong understanding of Shopify ecosystem

4. Retention & Lifecycle Marketing:

- Own retention strategy across email, WhatsApp, and push

- Drive repeat %, LTV, and cohort performance using WebEngage

- Build automated journeys and lifecycle campaigns

5. Creative Strategy (Critical Lever):

- Co-own ad creatives strategy (with founders/brand team)

- Translate performance data into creative insights

- Continuously iterate hooks, formats, and messaging

6. Team Leadership:

- Manage internal team + external partners (agencies, creators, vendors)

- Build a high-performance growth team over time

What We're Looking For:

- Strong bias towards Meta-led performance marketing (core skill, not exposure)

- Must have scaled a large D2C brand (50Cr+ revenue or equivalent scale)

- Proven track record of managing 1Cr-2Cr/month ad spends

- Experience owning revenue targets, not just campaigns

- Strong understanding of influencer-led commerce models

- Hands-on with funnel metrics: CAC, ROAS, CVR, AOV, LTV

- Prior experience in high-velocity consumer categories: beauty, personal care, fashion, or lifestyle

Reporting:

This role reports directly to the Founder.

Must-Have Signals:

- Has scaled Meta ads as the primary channel (not Google-heavy profiles)

- Has owned revenue / business P&L (not just marketing)

- Experience in consumer D2C brands, not agencies

- Has worked in high-velocity categories (beauty, personal care, fashion, etc.)

Secret Alchemist | India's First Clean Perfume Brand | www.secretalchemist.com