D2C Growth Lead

FemiSafe is a fast-growing D2C brand for women building high-functional products to solve daily physical annoyances like sweat,body odour,friction and poor sleep.

We are building an aspirational, digital-first consumer brand with a strong presence across marketplaces, our own website and retail channels. We're looking for an entrepreneurial D2C Growth Lead who can take ownership of our direct-to-consumer business and build a scalable, profitable growth engine.

Role Overview:

The D2C Growth Lead will own the growth and profitability of FemiSafe's website business, from customer acquisition and conversion to retention and repeat purchases.

This is a hands-on leadership role for someone who understands the complete D2C funnel, can translate data into action, and is comfortable working in a fast-paced, resource-conscious startup environment.

We need someone who combines strategic thinking with execution and takes ownership of business outcomes-not just marketing activities.

Key Responsibilities:

1.D2C Revenue and Business Ownership

• Own website revenue, growth targets, contribution margins and overall channel profitability.
• Build and execute monthly and quarterly growth plans aligned with company objectives.
• Identify opportunities to improve average order value (AOV), conversion rate, repeat purchase rate and customer lifetime value (LTV).
• Develop product bundles, cross-sell and upsell strategies, offers and promotions to increase revenue per customer.
• Track business performance and proactively identify gaps against targets.

2.Performance Marketing and Csutomer Acquisition

• Plan, manage and optimise customer acquisition across Meta, Google and other relevant digital channels.
• Work towards sustainable customer acquisition costs (CAC), healthy return on ad spend (ROAS) and profitable scaling.
• Collaborate with the creative team to develop high-performing ad creatives, UGC concepts, hooks and landing-page messaging.
• Build a structured creative testing framework and continuously iterate based on performance data.
• Monitor campaign performance, attribution and budget allocation, taking timely corrective action when performance deteriorates.

3.Website Conversion and Customer Experience

• Own the performance and customer journey of the FemiSafe website.
• Improve conversion rates through landing-page optimisation, product-page improvements, checkout optimisation and A/B testing.
• Work with the technology and design teams to improve website speed, usability, navigation and mobile shopping experience.
• Ensure product descriptions, pricing, offers, trust signals and FAQs are optimised for conversion.
• Identify and reduce cart abandonment and checkout drop-offs.

4.Retention,CRM and Customer Lifecycle

• Develop strategies to increase repeat purchases and customer lifetime value.
• Own retention channels such as WhatsApp, email, SMS and other relevant CRM platforms.
• Build automated customer journeys for welcome flows, abandoned carts, post-purchase engagement, replenishment and win-back campaigns.
• Segment customers based on purchase behaviour, product category and engagement.
• Drive repeat orders through personalised communication, loyalty initiatives and relevant product recommendations.

5.Analystics and Performance Management

• Build and maintain a clear D2C performance dashboard covering revenue, sessions, conversion rate, AOV, CAC, ROAS, repeat purchase rate and contribution margin.
• Analyse channel performance and customer cohorts to identify growth opportunities.
• Track the complete funnel from advertising impressions to customer acquisition and repeat purchase.
• Monitor discounting, refunds, cancellations, COD returns and other factors affecting net revenue and profitability.
• Present regular performance reviews with insights, action plans, owners and timelines.

6.Crossfunctional Collaboration

• Work closely with creative, design, product, operations, customer support and finance teams.
• Ensure marketing campaigns are aligned with inventory availability and fulfilment capacity.
• Coordinate product launches, promotional calendars and seasonal campaigns.
• Establish clear priorities, execution timelines and accountability across stakeholders.
• Build repeatable systems and processes as the D2C business scales.

Required Experience and Skills:

• 2-3 years of experience in D2C, e-commerce growth or performance marketing, preferably with a consumer brand.
• Demonstrated ownership of a D2C website and measurable growth outcomes.
• Strong understanding of Meta Ads, Google Ads, analytics and conversion optimisation.
• Experience with Shopify or a comparable e-commerce platform.
• Hands-on knowledge of CRM, retention marketing and WhatsApp/email automation.
• Strong analytical skills, with the ability to interpret data and make commercially sound decisions.
• Experience managing budgets and balancing growth with profitability.
• Ability to work cross-functionally and lead execution without depending entirely on external agencies.

What we are looking for:

• Ownership: Takes responsibility for business outcomes rather than just completing assigned tasks.
• Commercial thinking: Understands revenue, margins, CAC, LTV, cash flow and profitability.
• Bias for action: Identifies problems, proposes solutions and executes quickly.
• Data-driven decisions: Uses evidence to guide decisions rather than relying on assumptions.
• Creative problem-solving: Collaborates effectively with creative teams to improve marketing performance.
• Reliability: Communicates proactively, honours commitments and manages deadlines.
• Growth mindset: Experiments, learns from failures and continuously improves.
• Startup adaptability: Comfortable working with constraints, prioritising effectively and building processes from the ground up.