VP – Digital Marketing / Growth

Profile Required

Core Expertise Required

• • Strong hands-on expertise in Meta Ads and Lead Generation.
  • Experience managing significant Meta spends.
  • Campaign structuring, scaling, audience strategy and optimisation.
  • Lookalikes, customer audiences, retargeting and first-party data.
  • Strong understanding of CPL vs lead quality.
  • Creative testing and performance creative strategy.
  • Meta Pixel, CAPI and attribution/tracking understanding.
  • Ability to personally get into Ads Manager and analyse campaigns.

• • Lead quality optimisation.
  • Lead-to-order conversion.
  • Order-to-delivery conversion.
  • Landing page/CRO.
  • Call-centre funnel optimisation.
  • Product/offer-wise acquisition economics.
  • CAC, CPL, AOV, ROAS, contribution margin and LTV.

• • Google Search
  • PMax
  • YouTube
  • Display/remarketing
  • Demand Gen
  • Google Analytics/GA4

• • Ability to build a systematic creative testing engine.
  • Understand hooks, UGC, expert-led, product-led and problem/solution creatives.
  • Work closely with content, video and AI creative teams.
  • Use campaign data to identify winning creatives and scale variations.

• • Strong understanding of attribution and funnel analytics.
  • Ability to build channel-wise and campaign-wise profitability reporting.
  • Comfortable identifying gaps between platform data, CRM, call-centre and actual revenue.
  • Strong Excel/analytics skills and dashboard orientation.

• • Build and manage the digital/performance marketing team.
  • Manage agencies and external partners where required.
  • Should be capable of challenging agencies based on data and not depend entirely on them for strategy.
  • Work closely with Sales/Call Centre, Creative, Technology, Product and Finance.

• • Identify and test new acquisition channels.
  • Scale successful channels while maintaining CAC and contribution economics.
  • Experience with affiliate marketing, remarketing, CRM/first-party data will be an advantage.
  • Strong experimentation and test-and-learn mindset.

Ideal Background

• • D2C Ayurveda brands
  • Wellness / Healthcare
  • Nutrition
  • Men's/Women's wellness
  • Beauty & Personal Care
  • Consumer Health
  • Other high-volume D2C businesses

What We DON'T Want

• • Brand marketing professionals
  • Social media/content heads
  • SEO specialists
  • Agency-only managers
  • Traditional marketing heads with limited hands-on performance experience

Key KRAs

• • Digital revenue growth
  • New customer acquisition
  • CAC / CPL / cost per delivered order
  • Lead-to-order conversion
  • Order-to-delivery conversion
  • ROAS / MER / contribution margin
  • Creative testing and scaling
  • Growth of Meta + Google + other acquisition channels
  • First-party data utilisation and retargeting
  • Building a strong performance marketing team