D2C Lead | Scrabble & Jigsaw
Job Description
Primerry: D2C Lead
Location: Mumbai
Type: Full-time, in-person
About Primerry
Primerry is building a kids first health brand to redefine how families approach everyday care. We create clean-label, science-led pediatric formulations designed for real life. Our formats are child friendly, our flavours are joyful, and our products are built by pediatricians with insights from parents.
Role: D2C Lead
We are looking for a performance marketeer who can own and scale our paid acquisition engine across Meta, Google etc. You will design, execute, and optimise full funnel paid campaigns across acquisition, retargeting, and retention. This is a high ownership role that requires a deep understanding of consumer journeys in D2C.
This role is best suited for someone who understands category creation, knows how to build trust in early stage brands, and can balance storytelling with performance metrics.
What You Will Own
Full Funnel Performance Strategy
- Build and execute the performance marketing roadmap across Meta and Google with clear CAC, ROAS, and LTV targets.
- Structure top funnel discovery, mid funnel education, and bottom funnel conversion campaigns across both platforms.
- Set up audience architectures including look-alikes, interest clusters, RLSAs, custom events, and exclusion segments.
Execution and Optimisation
- Manage Meta Ads Manager and Google Ads end to end. Search, Performance Max, YouTube, Display, and Meta BAU.
- Run rapid experimentation across creatives, copy, audiences, placements, and bidding strategies.
- Work closely with design to generate high performing ad creatives tailored for kids-first wellness.
- Improve conversion rates by coordinating landing page optimisation with product and web teams.
Measurement and Analytics
- Track and report daily, weekly, and monthly performance across CAC, ROAS, MER, contribution margin, and blended performance.
- Build event-based measurement using GA, pixel events, server side tracking, and attribution tools.
- Identify drop-offs and friction points across the funnel and provide actionable insights.
- Own budgets, pacing, and forecasting.
Brand and Creative Collaboration
- Work with founders and content teams to translate Hestia’s brand story into high converting performance narratives.
- Feed real-time campaign insights into content, category education, and community strategy.
- Maintain a high velocity creative testing pipeline.
Cross-Functional Collaboration
- Coordinate with product, supply chain, marketplaces, and finance teams to ensure alignment on launches, pricing, and inventory.
- Support investor updates through performance dashboards and insights.
What You Will Need
- 2 to 5 years of hands-on experience running Meta and Google Ads for D2C, FMCG, health, wellness, or kids-focused brands.
- Strong grasp of performance marketing fundamentals including audience segmentation, attribution, scaling rules, and creative testing frameworks.
- Working knowledge of GA, Meta Events, UTM structures, attribution tools, and landing page optimisation.
- Ability to translate insights into action with clarity.
- Comfort with high experimentation velocity.
- Excellent communication and collaboration skills.
- Startup attitude with high ownership, adaptability, and the willingness to build from zero.
Why This Role Matters
Performance marketing is one of the strongest early drivers of awareness and trial for Hestia. Your work will directly shape our CAC curves, discovery flywheel, and how quickly families trust and adopt our products.
You will be among the first 10 hires at Primerry and will play a foundational role in shaping our growth engine. This is an opportunity to build the marketing function at a company shaping the future of pediatric care in India.