Head of D2C

Role Brief :

Kapiva

Key Responsibilities

• Drive end-to-end D2C growth strategy across channels & categories in collaboration with performance marketing, product & tech teams.
• Devise & drive retention programs at a category/product-line level to drive repeat usage & improve LTV.
• Improve funnel KPIs such as A2C%, PSR, CR%, RTO%, CM1/CM2, COD%, and repeat rates across platforms.
• Build and execute growth loops using a combination of paid, organic, and product-based tactics (referrals, upsell journeys, winbacks, etc.).
• Collaborate with product, tech, and design teams to enhance UI/UX and user journeys via A/B testing and CRO frameworks.
• Own web & app experience – boost install-to-order %, scale organic app installs, improve engagement and retention.
• Lead cross-functional teams to deliver integrated growth plans.
• Work closely with founders on GTM for new launches, category & geographic expansion.
• Driving sales via doctor consultations and telesales, with CRM and funnel integration.

Requirements

• 5–8 years of experience in D2C growth roles, ideally in

  health & wellness space.

• Proven success in improving funnel KPIs—CAC, CR, retention, and CM1/CM2.
• Hands-on experience with Shopify, performance marketing platforms, CRM tools (e.g., Clevertap, MoEngage), and A/B testing.
• Strong understanding of analytics tools and product-led growth levers.
• Experience leading cross-functional teams across growth, tech, and marketing.
• Bonus: Exposure to RTO reduction, prepaid optimization, discount rationalization, or influencer/eComm-led strategies.

Why Join Us?

• Opportunity to

  own and scale

  the D2C engine at one of India's leading health & wellness brands.
• Work closely with the

  founding team

  on high-impact growth initiatives.
• Be part of a dynamic team committed to improving consumer health with purpose-driven products.