Growth Lead

CraftMyPlate is a Hyderabad-based platform for micro-events: house parties, birthdays, office celebrations, and small gatherings. One thing hasn't changed since day one. Every order comes from someone making a specific, personal decision: this occasion, this many people, this budget, this date. We win by understanding that decision better than anyone else does.We are now investing in the systems (data, growth, and eventually AI-driven automation) that let us make that same quality of decision at scale, without needing to grow headcount just to keep up. That investment is partly backed by funding we recently brought in, but the funding is not the story. It simply means we can now hire someone senior enough to own this problem properly, instead of solving it in pieces.If you join now, you are not joining a company that has already figured everything out and just needs someone to run the machine. You are joining at the point where the machine is still being designed. What you build in the next year will still be the foundation two years from now.About the RoleWe are hiring a Growth Lead to own two things at once: how many people know about us, and how much revenue that awareness turns into. Not one or the other. Both, as a single connected number.Here is what makes this role different from most growth roles you have seen: the infrastructure is already built. Tracking, attribution, and engagement systems are already in place and working. Our content and performance teams already execute well within the current playbook. You are not being hired to set any of that up. You are being hired to direct it and extract return from it.That means your job is judgment, not motion. You decide which channels get more budget and which get cut. You decide what message goes to which segment. You decide what "working" means, and you prove it with numbers, not activity. The team executes. You are accountable for the return.We need someone who has done this before, at a company where marketing spend had to answer to revenue, not just to reach. Someone who can point to a previous role and say plainly: this is what we spent, this is what we made back, and this is what I specifically changed to move that number.What "Good" Looks Like (Market Standard)This is not a vague "be strategic" ask. In most growth-stage consumer companies, a Growth Lead's performance is judged against a small set of hard numbers. We expect the same here:Return on ad spend (ROAS) or marketing efficiency ratio (MER) improving quarter over quarter across paid channels, not just held flatCAC to LTV ratio healthy enough to support scaling spend, not just acquiring volume (a commonly cited industry bar is a ratio meaningfully above 1:3, CAC to LTV)CAC payback period short enough that growth doesn't starve cash flowBlended revenue attributable to marketing-led channels, tracked and defended, not assumedA steady pace of new channel or approach tests per quarter, with a clear kill or scale decision made on each one, not experiments left to run forever without a verdictIf these terms are unfamiliar to you or you have never been held to them, this is probably not the right role yet. If you already think in these terms by habit, this role gives you the platform to prove it at a larger scale.What You'll OwnAwareness and reach across channels: Grow how many of the right people know about us, across paid, organic, and content channels, without confusing reach for revenueRevenue and ROI: Own the return on every rupee spent across channels. You inherit working tracking systems (CleverTap, AppsFlyer, Mixpanel); your job is to use them to make better spend decisions, not to build or maintain themSegmentation strategy: Build and keep refining how we segment customers by occasion type, guest count, budget band, and lead time to event. Turn that into distinct messaging and targeting for each segment, not one-size-fits-all campaignsGrowth and channel scaling: Identify, test, and scale marketing channels and approaches beyond what we currently run, with a clear view of what each one returnsTeam direction: Directly lead our content and performance marketing team. You set the direction and the bar. They execute against it. You are not doing their job for them, and you are not letting them run without direction eitherReporting: Give the founders and CMO clear, ROI-level visibility. What is working, what isn't, what you are cutting, and what you are doubling down on, and whyRequired Skills & BackgroundA proven, quantifiable track record of improving marketing ROI at a previous company, across more than one channel, not just optimizing a single ad account. Able to state clearly what the return was before, what it became, and what they specifically did to move it.5 to 8 years in marketing, with real time spent owning revenue and channel-level ROI, not just campaign executionExperience running and defending a multi-channel budget: knowing when to shift spend between awareness and performance channels based on what the numbers sayStrong quantitative fluency. Comfortable reading cohort, retention, and attribution data (from tools like CleverTap, AppsFlyer, and Mixpanel) and turning it into a spend or strategy decision, without needing to build the pipelines themselvesDemonstrated experience building segmentation-led marketing strategy. Able to show, concretely, how they tailored messaging to distinct customer segments in a past roleExperience managing a team (content and/or performance). This role leads people, not just plansTier-1 educational background (top B-school, or a top engineering institute with demonstrated growth ownership). Exceptions made for candidates with a clearly exceptional track recordConsumer internet, D2C, e-commerce, or marketplace background strongly preferred. Extra credit for a business with real customer-segment diversity, not a single-SKU productGood to HaveExperience marketing a business where the customer's decision changes a lot by occasion, timing, or budget (events, travel, gifting, weddings)Experience balancing brand/awareness spend against direct-response spend, and defending that split with numbersPrior experience at an early-stage startup where they built the growth function rather than inheriting oneHands-on comfort reviewing ad creative and content briefs, even if they are not writing them personallyWhat We OfferDirect ownership of the marketing function, reporting to the founders and CMOWorking infrastructure from day one: tracking, attribution, and engagement systems are already built, so you spend your time on strategy and ROI, not setupCompetitive pay, with ESOP and ownership options so your upside grows with the company'sA team that already executes well. Your job is to point it in the right direction, not build it from zeroReal accountability: revenue and ROI, not vanity metricsFast growth and more scope as the company scales