VP – Digital Marketing / Growth

Experience: 10+ years

Location: Gurgaon

Industry Preference: D2C / Ayurveda / Wellness / Healthcare / Nutrition

Profile Required

We are looking for a hands-on Digital Marketing leader who can take ownership of Nirvasa's complete digital acquisition and growth function.

Strong preference for candidates from the D2C Ayurveda / Wellness / Healthcare space, particularly those who have managed products with a lead-generation + tele-sales/order conversion model.

The person should be a performance/growth marketer first, rather than a traditional brand or digital marketing head.

Core Expertise Required

1. Meta – Critical

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Strong hands-on expertise in Meta Ads and Lead Generation.

• Experience managing significant Meta spends.
• Campaign structuring, scaling, audience strategy and optimisation.
• Lookalikes, customer audiences, retargeting and first-party data.
• Strong understanding of CPL vs lead quality.
• Creative testing and performance creative strategy.
• Meta Pixel, CAPI and attribution/tracking understanding.
• Ability to personally get into Ads Manager and analyse campaigns.

2. D2C Order Funnel – Critical

Must understand the complete funnel

Ad Lead Call Order Shipment Delivery Repeat Order

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Lead quality optimisation.

• Lead-to-order conversion.
• Order-to-delivery conversion.
• Landing page/CRO.
• Call-centre funnel optimisation.
• Product/offer-wise acquisition economics.
• CAC, CPL, AOV, ROAS, contribution margin and LTV.

Someone who has worked with call-centre-led D2C businesses will be strongly preferred.

3. Google – Preferred

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Google Search

• PMax
• YouTube
• Display/remarketing
• Demand Gen
• Google Analytics/GA4

We don't necessarily need a Google specialist, but the candidate should have sufficient understanding to own and scale the channel.

4. Performance Creative

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Ability to build a systematic creative testing engine.

• Understand hooks, UGC, expert-led, product-led and problem/solution creatives.
• Work closely with content, video and AI creative teams.
• Use campaign data to identify winning creatives and scale variations.

5. Data & Analytics

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Strong understanding of attribution and funnel analytics.

• Ability to build channel-wise and campaign-wise profitability reporting.
• Comfortable identifying gaps between platform data, CRM, call-centre and actual revenue.
• Strong Excel/analytics skills and dashboard orientation.

6. Team & Agency Management

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Build and manage the digital/performance marketing team.

• Manage agencies and external partners where required.
• Should be capable of challenging agencies based on data and not depend entirely on them for strategy.
• Work closely with Sales/Call Centre, Creative, Technology, Product and Finance.

7. Growth & New Channels

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Identify and test new acquisition channels.

• Scale successful channels while maintaining CAC and contribution economics.
• Experience with affiliate marketing, remarketing, CRM/first-party data will be an advantage.
• Strong experimentation and test-and-learn mindset.

Ideal Background

Strong preference for candidates who have worked with:

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D2C Ayurveda brands

• Wellness / Healthcare
• Nutrition
• Men's/Women's wellness
• Beauty & Personal Care
• Consumer Health
• Other high-volume D2C businesses

What We DON'T Want

Please do not shortlist candidates who are primarily:

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Brand marketing professionals

• Social media/content heads
• SEO specialists
• Agency-only managers
• Traditional marketing heads with limited hands-on performance experience

We need someone who understands the numbers, understands Meta, understands the D2C funnel and can drive profitable growth.

Key KRAs

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Digital revenue growth

• New customer acquisition
• CAC / CPL / cost per delivered order
• Lead-to-order conversion
• Order-to-delivery conversion
• ROAS / MER / contribution margin
• Creative testing and scaling
• Growth of Meta + Google + other acquisition channels
• First-party data utilisation and retargeting
• Building a strong performance marketing team