Growth Generalist

Cumin Co.; Gurugram District; On-site; INR 1,200,000 - 2,400,000; Full time

Job summary

Cumin Co. is seeking a Growth/CRM leader to drive customer retention and lifetime value for its direct-to-consumer brand.

You will plan multi-channel campaigns, build automated journeys, and optimize the loyalty programme while collaborating across marketing, product, and engineering to enhance growth and profitability. You will manage experiments, measure ROI with RFM and cohort analyses, and push for scalable, data-driven improvements across the customer lifecycle.

Qualifications

• 3–5 years in growth, CRM, CRO, or strategy roles at a D2C/consumer brand.

Responsibilities

• Own customer retention end to end: grow repeat purchase rate, customer lifetime value and purchase frequency.
• Plan and run campaigns across WhatsApp, Email, SMS and other CRM channels, with personalised messaging for each customer segment.
• Build automated customer journeys: welcome, cart abandonment, post-purchase onboarding, cross-sell and win-back.
• Own and scale our loyalty programme: tiers, rewards, member engagement and programme economics.
• Drive cross-category repeat purchases, reviews, UGC and referrals, including festive and gifting-season campaigns.
• Analyses funnel and run experiments to improve conversion across pages and checkout.
• Lead growth projects from business case to launch and post-launch review.

Skills

Growth strategy

CRM & lifecycle

CRO

D2C/e-commerce

Marketing automation

A/B testing

Analytical & data

Tools

MoEngage

Shopify

Job description

At Cumin Co., we’re on a mission to redefine the modern Indian kitchen. From our enamel-coated cast iron cookware to our sustainable kitchen organisers, we design products that are healthy, beautiful, and built to last. For us, cooking is not just a routine—it's a ritual of love and connection. We craft tools that honour that belief.

Website: www.cuminco.com

Instagram: https://www.instagram.com/cuminco_india/?next=%2F

Key Responsibilities

• Own customer retention end to end: grow repeat purchase rate, customer lifetime value and purchase frequency.
• Plan and run campaigns across WhatsApp, Email, SMS and other CRM channels, with personalised messaging for each customer segment.
• Build automated customer journeys: welcome, cart abandonment, post-purchase onboarding, cross-sell and win-back.
• Own and scale our loyalty programme: tiers, rewards, member engagement and programme economics.
• Drive cross-category repeat purchases, reviews, UGC and referrals, including festive and gifting-season campaigns.
• Analyse the website funnel and run experiments across product pages, collection pages, cart and checkout to improve conversion.
• Optimise on‑site levers such as bundles, upsell and cross-sell, offers, trust signals and mobile experience.
• Identify, evaluate and drive strategic growth initiatives that open new revenue opportunities and improve business performance.
• Lead these projects across teams from business case to launch and post‑launch review, such as new delivery options, channels, markets and product launches.
• Build business cases using unit economics and prioritise the growth roadmap by impact versus effort.
• Measure true campaign and experiment impact through A/B tests and holdout groups, and report clearly to leadership.
• Manage CRM channel costs and compliance, including DLT, WhatsApp templates, consent and frequency capping.
• Work closely with the performance marketing, creative, tech, telesales and business teams to drive overall growth.

Skills & Qualifications

• 3–5 years in growth, CRM, CRO, or strategy roles at a D2C/consumer brand; founder’s office or consulting backgrounds welcome.
• Strong hands‑on experience in D2C, e‑commerce, FMCG, or consumer brands.
• Experience with platforms such as MoEngage,, Shopify, , or other similar platforms.
• Understanding of test design: sample sizes, statistical significance and holdout groups.
• Ability to take on ambiguous problems, structure them and see them through independently.
• Strong project management. You can run several initiatives across teams in parallel.
• Clear written and verbal communication for proposals, briefs and leadership updates.Strong analytical skills: advanced Excel/Google Sheets and cohort and RFM analysis.
• Strong understanding of customer lifecycle management, segmentation, and marketing automation.
• Experience managing WhatsApp and email marketing campaigns.
• Understanding of key metrics such as CLTV, repeat purchase rate, churn, AOV, and campaign ROI.
• Ability independently plan, execute, and optimise growth initiatives.