Head of D2C (Growth)

Company Overview

Fraganote Fragrances Pvt. Ltd. is an innovative Indian fragrance house dedicated to making everyday fragrances fun, interesting, premium, and aspirational. Since its inception in 2023, the company has built a vibrant community of over 300,000 active customers, with a 38% repeat purchase rate across more than 30 SKUs. Fraganote offers a diverse range of scents, from signature gourmands to fresh launches, and sells through multiple channels including its own website, Amazon, Nykaa, Blinkit, Zepto, Swiggy Instamart, modern trade, and offline retail. The company is Series A funded, based in Delhi NCR, and experiencing rapid growth.

Job Summary

The Head of D2C (Growth) will be responsible for owning and scaling the company's direct-to-consumer business through fraganote.com. This role involves managing revenue, profitability, customer acquisition, retention, and website experience, integrating performance marketing, conversion rate optimization (CRO), and retention strategies into a unified P&L. The ideal candidate will drive growth initiatives, optimize marketing channels, enhance customer lifetime value, and lead a cross-functional team to achieve ambitious revenue and brand objectives.

Responsibilities

• Own D2C Revenue and P&L: Manage and optimize revenue, contribution margin, and customer acquisition costs, building and executing monthly and quarterly growth plans with clear performance levers.
• Lead Acquisition Strategies: Oversee performance marketing campaigns across Meta, Google, and emerging channels, either directly or through agencies, ensuring effective ROAS and CAC management. Drive creative strategies with brand teams, including testing hooks, formats, and offers.
• Website Optimization & CRO: Develop and execute the website roadmap, including landing pages, product detail pages (PDPs), collections, checkout flows, offers, bundles, and gifting options. Implement structured CRO programs with A/B testing and funnel analytics to improve conversion rates and Average Order Value (AOV).
• Enhance Retention & Customer Lifetime Value: Grow repeat purchase rates and LTV by managing email, WhatsApp, SMS, and loyalty programs. Develop cohort-based strategies for replenishment, new launches, and gifting occasions.
• Data-Driven Analytics: Build dashboards tracking CAC, ROAS, CVR, AOV, LTV:CAC, and cohort retention. Use insights to inform decision-making and share learnings across teams.
• Calendar & Launch Planning: Coordinate the D2C calendar for sales events, gifting seasons, and new product launches. Collaborate with the brand team on campaigns that boost reach and revenue.
• KPI Management: Achieve targets related to D2C revenue, contribution margin, blended CAC, ROAS, LTV:CAC ratio, site conversion rate, AOV, repeat purchase rate, and 90-day cohort retention.

Qualifications

• 7 to 10 years of experience in D2C growth, with at least 3 years managing a D2C P&L or revenue targets.
• Proven track record of scaling a D2C brand profitably, preferably in beauty, personal care, fragrance, or lifestyle categories.
• Strong expertise in performance marketing channels including Meta (Facebook/Instagram), Google Ads, and emerging platforms.
• Proficiency with Shopify, GA4 (Google Analytics 4), and CRO tools.
• Experience with retention marketing stacks such as Klaviyo, WebEngage, MoEngage, or similar.
• Analytical mindset with the ability to interpret data and make informed decisions.
• Excellent leadership skills, capable of managing agencies and in-house teams.
• Educational qualifications: Bachelor's degree in Marketing, Business, or related fields; advanced degrees preferred.

Preferred Skills

• Experience in gifting-led categories.
• Knowledge of subscription models or loyalty programs.
• Influencer marketing and influencer-led acquisition experience.
• Strong creative and strategic thinking for campaign development.
• Ability to work in a fast-paced, growth-oriented environment.

Experience

• 7 to 10 years of relevant experience in D2C brand growth.
• Demonstrated success in managing a D2C revenue stream and P&L.
• Experience in beauty, personal care, fragrance, or lifestyle sectors is highly desirable.

Environment

This role is based in Delhi NCR, with a dynamic work environment that may include hybrid work arrangements. The candidate should be comfortable working in a fast-paced startup setting, collaborating across marketing, product, and brand teams. The role involves managing digital campaigns, website development, and analytics, with occasional coordination with external agencies.

Salary

Salary range not specified; competitive compensation package aligned with experience and industry standards.

GrowthOpportunities

Opportunities for career advancement include senior leadership roles within the company’s growth and marketing functions, as well as potential involvement in strategic decision-making at the organizational level.

Benefits

Benefits details are not specified; likely to include standard startup perks, performance bonuses, and health benefits, subject to company policies.