Head of D2C Growth – Performance Marketing

Earthful; Mumbai; On-site; INR 5,000,000 - 7,500,000; Full time

Job summary

Earthful is seeking a high-impact leader to own the D2C growth engine (earthful.me) end-to-end. You’ll drive revenue via performance marketing across Meta, Google, and other paid channels, while shaping the budget and roadmap for scalable growth.

The role combines hands-on campaign optimization with building a small team, reporting to the founders, and aligning organic, creative, and website teams to boost conversion and AOV. Mumbai-based leadership track role.

Qualifications

• MBA from a top-tier B-school strongly preferred with 4–6+ years of post-MBA experience in marketing or growth.
• Experience owning a full P&L or AOP-style revenue number is required.
• Direct, hands-on experience running paid campaigns on Meta and Google Ads.

Responsibilities

• Own the D2C revenue end-to-end for earthful.me through performance marketing and conversion optimization.
• Lead the growth roadmap, budget allocation, and ROAS targets across products.
• Build and mentor a small growth team as the channel scales.
• Coordinate with organic/content and website teams to align paid and organic efforts.
• Set testing cadence and creative directions based on data.

Skills

D2C growth

Performance marketing

Google Ads

Meta Ads

P&L ownership

Leadership

Analytics

Excel

Team building

Education

MBA from a top-tier B-school

Tools

Google Ads

Meta Ads

Job description

Function: D2C Growth & Performance Marketing

Reports to: Founders

Earthful is a plant-based nutrition brand for women's health, backed by Fireside Ventures and V3 Ventures. This is

a leadership role: you'll own the D2C (earthful.me) growth number end to end, and build the team behind it as the

channel scales — not just run campaigns, but decide where the channel goes next.

Role Overview

This role leads Earthful's D2C growth engine — full ownership of the website's revenue number, driven through

performance marketing, conversion optimization, and a high-velocity creative pipeline. You'll be directly

accountable for hitting D2C growth targets set in the Annual Operating Plan (AOP), decide how budget is allocated

across products, and build the team needed to scale that ownership over time. You'll work closely with the

organic/content team, the creative team, and the website team — this starts as a hands-on individual role, but is

expected to grow into leading a small team as the channel scales.

What You'll Own

D2C Revenue Growth & Ownership

• Own the D2C (earthful.me) revenue number end-to-end, driven primarily through performance marketing across Meta, Google, and other paid channels
• Be directly accountable for hitting D2C growth targets set in the AOP
• Coordinate with the organic/content team so paid and organic efforts reinforce each other rather than working at cross purposes
• Direct the creative team's output for performance — a steady flow of new hooks, angles, and formats
• Run structured creative testing across campaigns
• Brief the next round of creative based on what the data shows is actually working

Budget, ROAS & Site Conversion

• Decide how budget is allocated across products — what to scale up, what to scale down, and the ROAS target for each
• Own website conversion end-to-end — landing page CVR, checkout drop-off, and AOV — directing the website team's roadmap around what actually moves conversion
• Own the full D2C P&L view — revenue, ad spend, and contribution margin — not just a topline growth number
• Build and lead a small performance marketing/growth team as the D2C channel scales — this starts as a hands-on, individual role but is expected to grow into managing others
• Set the growth roadmap and testing cadence for the function, not just execute your own campaigns

Cross-Functional (Suggested Additions)

• Track CAC and LTV alongside channel-level ROAS, so budget decisions aren't driven by vanity metrics that look good in a single channel but don't hold up at the business level
• Coordinate with Supply Chain on demand forecasting tied to growth targets — aggressive scaling only works if inventory can back it up
• Maintain a structured testing roadmap/calendar for creative and channel experiments, rather than running tests ad hoc

Optional Scope Extensions (decide before posting)

• Own or co-own retention/CRM levers (email, WhatsApp, repeat purchase) — a natural extension if you want this role to cover full-funnel D2C, not just acquisition and conversion
• Weigh in on on-site pricing and promotions strategy, since these directly affect conversion and AOV

What We're Looking For

• Ideally has been part of a D2C/e-commerce brand's growth or marketing team during a scale-up phase — joining when revenue was roughly ₹ 0–30 Cr and helping scale it to ₹ 300 Cr or more
• MBA from a top-tier B-school strongly preferred, with 4–6+ years of post-MBA experience in performance marketing or growth
• At least 2+ years of experience owning a full P&L or AOP-style revenue number
• Direct, hands-on experience running and optimizing paid campaigns on Meta and Google Ads
• Prior experience building or leading a team, or clear readiness to do so as the role grows — this is a leadership-track role, not a purely individual-contributor one
• Comfortable making budget allocation calls across multiple products, trading off scale versus ROAS
• Understanding of website conversion levers (CVR, checkout drop-off, AOV) and experience working with a website/CRO team
• Strong analytical and Excel skills — comfortable building and interpreting performance dashboards

Earthful is a VC-funded FMCG brand building India’s most trusted clean-label wellness products. We were recently featured on Shark Tank Indiaand have raised a Pre-Series A round led by V3 Ventures and Fireside Ventures.

The founders ( Sudha Gogineni and Veda Gogineni ) are graduates from IIT Kharagpur and ISB with a multitude of experience across multinational companies & startups, such as Uber, Meesho, Deutsche Bank, ITC.

Earthful is a fast-growing startup, offering high ownership and the opportunity to work closely with the founders. We are looking for a candidate who is passionate about scaling a startup!