Head of Growth

Role Overview  

 

The Head of Growth will own the company's complete consumer growth engine across performance marketing, influencer marketing, UGC, brand collaborations, celebrity partnerships, agency partnerships, CRM and retention. The role will be responsible for driving profitable growth, customer acquisition, consumer demand, brand visibility, repeat purchases and marketing efficiency across all brands.  

The candidate should not be only a media buyer or only an influencer marketing person. The person must understand the full growth system: ads, creatives, influencers, content, collaborations, CRM, data and business P&L.  

 

Key Responsibilities  

 

1. Overall Growth Ownership  

 

• Own the growth strategy across all brands and align it with business targets, brand priorities, stock availability and profitabili  
• Prepare monthly, quarterly and annual growth plans for each brand, including revenue target, marketing spend, CAC, ROAS, channel mix and key campaigns.  
• Drive growth through Meta ads, Google ads, influencer marketing, UGC, macro collaborations, celebrity partnerships, agency partnerships, CRM and retention.  
• Work closely with Brand, Creative, D2C, Digital Commerce, Finance, NPD and Supply Chain teams to ensure growth plans are executable and profitable.  
• Create a system where marketing decisions are based on data, creative performance, product margin, customer behavior and business priority.  

 

2. Performance Marketing  

 

• Lead the performance marketing function across Meta, Google and other paid channels.  
• Own revenue, ROAS, CAC, MER, CTR, CPC, CPM, conversion rate, AOV and customer acquisition metrics.  
• Ensure paid marketing is driving profitable growth and not only top-line revenue.  
• Build a structured testing system for ad creatives, hooks, UGC formats, product angles, offers, audiences, funnels and landing pages.  
• Work with creative and video teams to generate performance-driven content at speed.  
• Review campaign performance daily and identify what needs to be scaled, paused, improved or rebuilt.  
• Use data to identify which products, creatives and audiences have the highest growth potential.  

 

3. Influencer Marketing  

 

• Lead the influencer marketing function across nano influencers, micro influencers and UGC creators.  
• Build a scalable creator engine to generate reach, engagement, UGC content, brand visibility and performance-ready creatives.  
• Define creator selection, outreach, onboarding, briefing, content approval, posting, usage rights and performance tracking processes.  
• Track influencer KPIs such as cost per view, cost per engagement, content quality, creator output, sales impact and content reuse value.  
• Ensure influencer content can support both brand awareness and paid performance marketing.  

 

4. Brand Collaboration  



• Lead macro influencer, celebrity and agency-led brand collaborations.  
• Build relationships with talent agencies, creator agencies, celebrity managers, content houses and relevant brand partners.  
• Evaluate collaboration opportunities based on audience fit, brand fit, reach, engagement, cost, content rights, expected impact and long-term brand value.  
• Plan high-visibility campaigns that create trust, awareness, cultural relevance and content assets for the brand.  
• Ensure collaboration investments are reviewed from both brand-building and business-impact perspectives.  

 

5. CRM & Retention  

• Lead CRM and retention strategy to improve repeat purchase, customer lifetime value and retention revenue.  
• Own customer lifecycle communication across WhatsApp, email, SMS, push notifications, loyalty, win-back, cross-sell and upsell journeys.  
• Build customer segments such as new customers, repeat customers, high-value customers, inactive customers, category buyers, product users, cart abandoners and website visitors.  
• Track repeat purchase rate, retention revenue, LTV, reactivation rate, CRM conversion and repeat order frequency.  
• Work with D2C and product teams to create retention campaigns based on category behavior and product consumption cycles.  

 

6. Growth Analytics & Reporting  

 

• Build dashboards for brand-wise revenue, channel-wise marketing performance, paid marketing metrics, influencer output, UGC performance, CAC, ROAS, MER, repeat purchase, CRM revenue and campaign performance.  
• Conduct weekly and monthly growth reviews with clear action points for each brand and channel.  
• Identify products that are scaling, products needing creative support, campaigns losing efficiency, influencer formats working best and customer segments with high repeat potential.  
• Work with Finance to evaluate profitability after marketing spends and ensure growth decisions are linked to contribution margin.  

 

7. Cross Functional Coordination  

 

• Coordinate with Brand team for positioning, communication, campaign concepts and launch stories.  
• Coordinate with Creative and Video teams for scripts, shoots, UGC briefs, ad creatives and content output.  
• Coordinate with D2C team for website conversion, landing pages, offers and customer journey improvement.  
• Coordinate with Digital Commerce team for marketplace and quick-commerce campaign alignment.  
• Coordinate with Finance for CAC, ROAS, spend planning, marketing efficiency and profitability analysis.  
• Coordinate with NPD and Supply Chain to ensure campaigns and new launches have stock readiness before scaling.  

 

Required skills and Experience

• Strong experience in performance marketing, Meta ads, Google ads and growth analytics.
• Experience in influencer marketing, UGC content, creator campaigns and content-led growth.
• Understanding of macro influencer, celebrity and agency-led brand collaboration models.
• Strong understanding of CRM, retention, customer lifecycle, segmentation and repeat purchase improvement.
• Ability to manage marketing budgets and link spending to revenue, CAC, ROAS, MER and profitability.
• Strong data orientation with the ability to convert reports into decisions and action plans.
• Ability to lead multiple teams and work cross-functionally with Brand, Creative, Digital Commerce, D2C, Finance, NPD and Supply Chain.
• Experience in consumer brands, beauty, personal care, grooming, FMCG, fashion or D2C is preferred.

Good to have

• Experience scaling multiple brands together.
• Experience managing large Meta and Google ad budgets.
• Experience building influencer marketing systems at scale.
• Experience with WhatsApp, email, SMS and loyalty-based CRM journeys.
• Understanding of Shopify, GA4, Meta Ads Manager, Google Ads, CRM tools, Power BI and marketplace impact.
• Experience working with creator agencies, talent managers and celebrity managers.
• Ability to scale a business from early traction to large brand recall and revenue growth.

Ideal Candidate Profile

The ideal candidate should be a growth leader who understands the connection between marketing, creative, data and business profitability. The person should be able to answer:

·       Which product should be scaled and why?

·       Which brand needs more awareness?

·       Which creative angle is working?

·       Which influencer category gives the best output?

·       Which campaign should be stopped?

·       Which customer segment should be retargeted?

·       Which product has high repeat potential?

·       How much marketing spend is required to achieve the revenue plan?

·       How do we grow profitably instead of only spending more?