Role Overview

We are looking for an AVP - Growth & Performance Marketing to own the acquisition and retention engine for a consumer subscription business.

This is a hands-on growth role with accountability for the performance marketing budget, customer acquisition economics, subscription conversion and retention. The role will own the full growth funnel across paid media, app and web onboarding, lifecycle marketing, CRM and churn reduction.

The mandate is focused on performance and lifecycle growth. Brand and content ownership sit outside this role.

The ideal candidate has directly managed meaningful paid media budgets, understands subscription economics deeply, and is equally comfortable working on acquisition and retention.

Key Responsibilities

Performance Marketing & Customer Acquisition

• Own performance marketing end-to-end across Meta, Google and YouTube.
• Build the media plan, allocate budgets across channels and manage spend on an ongoing basis.
• Own key acquisition metrics including CAC, ROAS and blended payback.
• Monitor channel and campaign performance closely and continuously optimise spend, audiences, creatives and campaign structure.
• Take accountability for monthly acquisition performance against agreed business targets.
• Be hands-on enough to set up, manage and ship campaigns directly when required.

Subscription Funnel & Conversion

• Own the customer journey across the app and web subscription funnel.
• Identify and improve conversion across onboarding, trial and paid subscription stages.
• Track funnel drop-offs and work with relevant internal teams to improve conversion performance.
• Develop a clear view of acquisition quality by channel, cohort and customer segment.

Retention, CRM & Lifecycle Marketing

• Own retention as a core part of the growth mandate.
• Build and manage lifecycle journeys across WhatsApp, SMS and email.
• Drive CRM programmes aimed at improving repeat behaviour, subscription continuation and customer lifetime value.
• Identify churn drivers and develop interventions to improve retention.
• Build customer journeys across onboarding, activation, engagement, retention, reactivation and loyalty.
• Track retention performance at a cohort level and continuously improve lifecycle communication and interventions.

Growth Analytics & Reporting

• Own the growth dashboard and reporting cadence.
• Track and analyse metrics including:
• Customer acquisition cost
• Return on ad spend
• Cohort retention
• Churn
• Lifetime value
• LTV:CAC
• Channel attribution
• Payback period
• Funnel conversion
• Conduct regular performance reviews and identify the biggest growth opportunities and areas of leakage.
• Participate in weekly business reviews with senior leadership and present performance, learnings and recommended actions.

Agency & Partner Management

• Manage external agencies and freelance partners supporting media buying and CRM execution.
• Set clear performance expectations, review output and ensure accountability against agreed metrics and timelines.
• Maintain sufficient hands-on capability to execute campaigns independently when required rather than relying entirely on external partners.

Candidate Profile

• 5–8 years of experience in growth, performance marketing or a closely related role within a D2C or consumer subscription business.
• Strong, direct hands-on experience managing performance marketing across Meta and Google, with exposure to YouTube campaigns.
• Demonstrated ownership of meaningful paid media budgets and accountability for acquisition economics.
• Strong understanding of CAC, ROAS, LTV:CAC, payback periods, attribution and funnel conversion.
• Demonstrated experience owning CRM, lifecycle marketing and customer retention, rather than acquisition alone.
• Experience building or managing customer journeys across WhatsApp, SMS and/or email.
• Strong analytical orientation with experience working with cohort retention, churn and customer lifetime value.
• Comfortable owning growth dashboards and presenting performance and recommendations to senior leadership.
• Ability to work hands-on while also managing agencies and external execution partners.
• Pune-based or willing to relocate to Pune.

Preferred Experience

• Experience in a consumer or D2C business that has gone through a meaningful scale-up phase, ideally in the ₹50 crore to ₹200 crore+ revenue range.
• Experience with a subscription-led or recurring-purchase consumer business.
• Exposure to marketplace channels such as Amazon or Flipkart is useful, but secondary to experience driving growth through first-party channels.
• Experience working across both acquisition and retention within the same growth mandate.

What Success in This Role Looks Like

Success in this role means building a predictable and measurable growth engine where paid acquisition operates within target economics, the subscription funnel converts efficiently, retention improves over time, lifecycle journeys are systematically managed, and growth decisions are driven by clear cohort and channel-level data.

The role requires someone who can balance scale, efficiency and retention, while remaining close enough to execution to diagnose problems and act on them directly.