Wakefit is one of India's largest D2C sleep and home-solutions brands, selling across our own website, marketplaces (Amazon, Flipkart), quick-commerce, and a rapidly expanding offline retail footprint. We grow by combining deep consumer understanding with rigorous, data-led experimentation across every channel.

Following a strong trajectory of revenue growth and profitability, we are hiring a Growth Marketing Lead to tackle complex consumer journeys - website + marketplaces + offline and drive market share across all business units (Mattress, Furniture, Office Chairs, and more). This is the most senior growth-leadership seat in the function. You will sit above the campaign teams, set the macro plan, arbitrate budget across channels, and be personally accountable for deploying marketing capital in line with Consumer Behaviour & Omnichannel Conversion.

This is not a dashboards-and-cohorts role. We are looking for a commercial leader who starts from the customer and the category who understands market share, consumer barriers, and where the next unit of profitable growth actually comes from and only then reaches for the data to prove it. You will run a deliberately lean, AI-leveraged team: one AI-supported strategist and junior execution operators. Your leverage comes from commercial judgment and system design, not headcount.

You will embody Wakefit's values - especially "Think ahead and get it right" and Frugality - in how you plan, spend, and hire.

Who this role is (and is NOT) for:

- Who it is for: A market-share driver who treats the marketing budget as an investment portfolio, obsesses over the consumer's category barriers, and biases toward speed and A/B testing. You sit comfortably at the intersection of marketing, product, data, and revenue.

- Who it is NOT for: A pure-play digital operator who only optimizes ROAS within ad accounts, lacks market-share intuition, executes slowly without testing, or relies on bloating headcount rather than modern tooling to scale impact.

What This Role Is Measured On:

These six OKRs are the base of the role. Every responsibility and skill below ladders up to them.

- LTV / CAC Improvement

- Finding Profitable Avenues for Growth in Traffic/Awareness for Both Retail & Online

- Find & Execute Right RoAS for In-Market Audience across Platforms

- Growth Hacks: Driving Wakefit Owned Influencer Channels

- Building Right Marketing Mix Models

- Team health - retention, capability, and consistency of execution across BUs

Key Responsibilities:

LTV / CAC Improvement:

- Formulate the growth thesis for each Business Unit (BU) anchored in consumer behaviour and competitive share (BDI/CDI/MSI) reality, rather than just platform metrics.

- Diagnose and correct complex, ambiguous marketing anomalies (conversion drops, unit declines, share erosion) rapidly through A/B testing and holdouts, eschewing gut-feel opinions.

- Guide and act on Customer Interviews & Insights, transforming qualitative feedback into measurable marketing decisions that improve lifetime value and lower acquisition costs.

- Design and execute robust Causal Experimentation; mandate and read geo lift, conversion lift, Data-Driven Attribution (DDA), Last Touch Attribution (LTA), and First Touch Attribution (FTA) studies.

Finding Profitable Avenues for Growth in Traffic/Awareness for Both Retail & Online:

- Architect full-funnel media strategies spanning our digital, quick-commerce, and offline retail ecosystems to identify new vectors for profitable traffic.

- Build and orchestrate high-impact festive and seasonal media plans, managing the complete lifecycle (pre-buzz - sale - sustain) to capture outsized market share.

- Drive full-funnel YouTube media planning and broader brand-media strategies, optimizing reach and frequency (R&F) deployment across Wakefits priority geographic markets.

Find & Execute Right RoAS for In-Market Audience across Platforms:

- Take total ownership of departmental marketing spends, deploying the Demand Plan (DP)-aligned budget optimally across the Website, Amazon, Flipkart, and offline retail.

- Maintain the critical performance-to-brand investment split (e.g., 40/60) to secure immediate revenue while protecting long-term brand equity and sustainable ROAS.

- Dictate the optimization playbookmaintaining the internal optimization-decisions "Bible"that empowers your AI-supported strategist and execution operators to run ruthless, daily optimizations.

Growth Hacks: Driving Wakefit Owned Influencer Channels:

- Spearhead non-linear growth by leveraging and hacking Wakefit's owned influencer and content channels to drive organic and semi-organic acquisition.

- Provide data-backed inputs to the Creative Strategy and Brand Strategy teams for each BU, ensuring content is engineered for reach, engagement, and conversion.

Building Right Marketing Mix Models:

- Champion the development and ongoing refinement of Wakefit's Marketing Mix Models (MMM) to accurately evaluate media contribution across our offline-online matrix.

- Command the Google and Meta Joint Business Plans (JBPs) and partner relationships; conduct quarterly stakeholder reviews and secure funding for advanced measurement and creative test packages.

- Define and align cross-functional, category-level growth mandates encompassing Ads, SEO, Catalogue optimisation, and CRM, ensuring the total marketing mix acts in synergy with Category teams.

Team health - retention, capability, and consistency of execution across BUs:

- Build, manage, and mentor a high-performing, lean growth team, prioritizing system-design capability and AI-leverage over raw headcount.

- Establish a rigorous operating cadence: drive daily revenue check-ins, execute weekly deep-dives, and author monthly/quarterly leadership review decks.

- Ensure flawless, consistent execution of the growth strategy across all BUs (Mattress, Furniture, etc.) and maintain transparent MoM circulation of performance insights to the founders and C-suite.

Must-have Qualifications & Skills:

- Experience: 8-12 years in performance/growth marketing within top Indian D2C or digital-native brands, with real ownership of a multi-crore omnichannel budget. Has managed teams and category/campaign managers.

- Consumer & category depth: Demonstrated ability to reason from consumer insight and market share - not just platform metrics. Comfortable with BDI/CDI/MSI, category dynamics, and competitive strategy.

- Planning & finance fluency: Demand planning, budget allocation across channels, unit-economics, and TACOS/contribution-margin thinking.

- Measurement rigor: Strong grasp of incrementality, lift studies, MMM, and attribution; can commission and read causal work and defend budget on it.

- Leadership: Proven people leadership, hiring, and C-Suite executive stakeholder management. Sets strategy under ambiguity and owns the number.

- Values: Bias to speed and experimentation (A/B tests over opinion), frugality, and "think ahead and get it right."

Good-to-have:

- MBA from a premier institute.

- Prior D2C growth leadership in India, ideally in lifestyle, furniture, or high-AOV home goods.

- Working knowledge of modern D2C platforms and MarTech stacks (e.g., Shopify Plus, GA4, BigQuery/SQL, Ads Data Hub, BI visualization tools) to interrogate data first-hand.

- Experience running a lean, AI-leveraged team and building measurement/reporting systems.

What We Offer:

- The most senior growth seat in a category-leading D2C brand full ownership of omnichannel spends and a direct line to the founders on strategy.

- A mandate to build a lean, AI-first growth function and the tooling/budget to run industry-leading measurement and experimentation.

- A culture of radical candor, frugality, and getting it right where growth decisions are made on evidence and shipped fast.

- Competitive leadership compensation and equity (ESOPs), aligned with top industry standards.