Head of App & Website- Product Growth

About Kapiva:

Kapiva is a modern ayurvedic nutrition brand focused on bringing selectively sourced, natural foods to Indian consumers. We help bring the wisdom of India’s ancient food traditions to modern-day consumers.

Kapiva's high-quality portfolio offers products across various therapy areas including skin & hair, digestion, weight management, immunity, chronic issues, & much more. Our products are top performers on online marketplaces (Amazon, Flipkart, Big Basket, Nykaa, etc), we're growing our presence offline in a big way (Reliance, Nature’s Basket, Noble Plus etc.) & are funded by India’s best Consumer VC Funds – Orbimed Fireside Ventures, Vertex Ventures, Sharrp Ventures, 3One4 Capital & Jetty Ventures.

The team at Kapiva is headed by the Co-Founders:

Ameve Sharma: worked @McKinsey, @Baidyanath studied @INSEAD & NYU https://www.linkedin.com/in/amevesharma/

Shantanu S: Ex-PG & CMO Uniqlo India ; IIM C Alum

https://www.linkedin.com/in/shantanu-b535a010/

Anuj Sharma: Ex- Hotstar , Ex- Myntra ; ISB

https://www.linkedin.com/in/anuj-sharma-28033a40/

We’re creating a new brand with a unique story & are looking for a team to help us grow our business. You’d be joining a young, hungry team with a culture of honesty, humility, & hard work.

Role Overview

The Head of App & Website will be responsible for overseeing the app and web platforms, ensuring seamless user experiences, managing personalization initiatives, driving app growth, and enhancing customer retention through merchandise and conversion optimization strategies.

Key Responsibilities:

App Growth and Feature Marketing: Product Marketing

- Identify the key features to be developed on App based on consumer Insights and Company Objective

- Develop and execute app growth strategies including user acquisition, activation, and retention.

- Collaborate with the marketing team to promote new app features and service offerings to consumers.

- Implement in-app marketing campaigns and work with CRM team for personalized push notifications.

- Leverage data insights to recommend new features and enhancements to improve app stickiness and user engagement.

- Monitor app store performance, optimize ASO (App Store Optimization), and ensure a strong app rating.

Conversion Rate and AOV Optimization on App and Store : CRO Specialist

- Drive initiatives to improve Conversion Rate (CVR) and Average Order Value (AOV).

- Implement cross-sell and upsell strategies, leveraging customer data and behavioral insights.

- Develop engaging content that complements product and service offerings.

Store & App Operations Management

- Manage Product Detail Pages (PDPs), Category pages, Storefronts, and Content.

- Ensure accurate product and service information is displayed.

- Implement dynamic pricing strategies in collaboration with category and pricing teams.

- Leveraging App/Website Merchandise to drive revenue

1. Collaborate with Category, CRM, and Tech Teams to execute effective merchandising strategies.

2. Conduct A/B tests on banner placements, CTA buttons, and user flows to enhance user experience and conversion.

3. Continuously analyse and refine the customer journey using performance data.

Personalized journey for Consumers on App and Website

- Optimize homepages, category pages, and landing pages to maximize conversions.

- Manage dynamic banners and product placements based on user behaviour and purchase history.

- Develop and implement personalized product recommendations using AI-

driven tools.

Cross-Functional Collaboration

- Align closely with the Retention, Product, Category, and Technology Teams.

- Provide feedback on platform improvements to enhance user satisfaction.

- Partner with the analytics team to measure campaign performance and implement

data-driven decisions.

Key Performance Indicators (KPIs)

- App User Growth (downloads, activations, and active users)

- App Feature Adoption and Engagement

- App Retention and Churn Rates

- Conversion Rate (CVR) and Average Order Value (AOV)

- Personalization Impact on Revenue

- App Store Ratings and Reviews

- A/B Testing Success Metrics

Qualifications:

- Bachelor’s or Master’s degree in Business, Marketing, E-commerce, or a related field.

- 0-3 years of experience in e-commerce operations, preferably in the healthcare or wellness sector.

- Strong Problem solver, first principal thinking, strategy background with Product Understanding (Preferred)

- Strong understanding of personalization platforms, A/B testing tools, and web analytics (Not mandatory)

Key Competencies:

- Data-driven decision-making

- Customer-centric mindset

- Strong analytical and problem-solving abilities

- Effective communication and stakeholder management

- Adaptability and continuous learning