Soulflower - Head - D2C Website - FMCG/Beauty (3-5 yrs)

About Soulflower:

Soulflower is a pioneering Farm2Face clean beauty brand built on high-performance, preservative-free, cruelty-free formulations.

With 20+ years of D2C legacy and now backed by Wipro Consumer Care Ventures, we're entering a hyper-growth phase across India, UAE, Japan, USA, and Singapore.

We are Indias #1 Hair Oil brand on Amazon, and available across retail (Shoppers Stop, Lifestyle), pharmacy chains (Wellness Forever, Noble Chemist, Netmeds), and online marketplaces (Nykaa, Flipkart, BigBasket).

Our mission? To build the most iconic clean beauty platform from Indiarooted in nature, driven by science, and powered by tech.

About the Role:

Were looking for a high-ownership, tech-savvy, growth-obsessed operator to lead the performance and experience of our D2C website: www.soulflower.in.

Qualifications dont matteryour results and hunger do.

This is a builders role, ideal for someone who treats the website like their own product.

Youll lead the charge on UX, speed, conversion funnels, A/B testing, and retentionwhile managing cross-functional workflows across tech, ops, logistics, and CX.

Key Responsibilities:

Website Operations & Optimization

- Own the day-to-day health of www.soulflower.in (built on Shopify).

- Ensure seamless performance across devices and fast mobile load speeds.

- Drive A/B testing, funnel analysis, and product page optimization.

Growth & Retention

- Continuously improve conversion rate (CVR), AOV, and cart recovery.

- Map user behavior and reduce bounce/drop-off through testing and insights.

- Collaborate with marketing to support traffic-to-sale journeys.

Customer Experience

- Own the full journey from homepage to post-purchase.

- Collaborate with CX team to align feedback into real UX improvements.

- Improve NPS, repeat rate, and CSAT via loyalty flows and reviews.

Cross-Functional Ops

- Work closely with tech, CX, supply chain, and creative teams.

- Ensure smooth backend sync for orders, payments, and tracking.

- Lead bug triage, system fixes, and tech escalations.

Ideal Candidate Profile:

Experience & Background

- 35 years of experience managing a D2C website (FMCG/beauty/lifestyle preferred).

- Strong knowledge of Shopify, performance tools (GA4, Hotjar, Clarity), and funnel frameworks.

- Exposure to retention systems (email, WhatsApp), loyalty, reviews, and referral programs.

- Proven results in CRO, AOV growth, CVR lift, or reducing bounce/abandonment.

Personality & Mindset

- Checklist-driven executor who thrives on SOPs, trackers, and shipping fast.

- Growth hacker energyalways testing, experimenting, and optimizing.

- Techie mindsetdebugs fast, thinks in systems, loves tools.

- Bonus if you're an ex-gamer, builder, or side hustlersomeone who figures things out and fixes things without waiting.

Key KPIs

- GMV growth | Conversion Rate uplift | AOV vs target.

- Cart abandonment recovery | Repeat Rate & LTV.

- Mobile page load time <3s | Bug fix SLA adherence.

- >98% order processing within 24 hrs | <12 hr CX ticket TAT.

- UX improvement velocity: 35 updates per month.