AVP - D2C Product

Role: AVP – D2C Product

Location: India

Industry: OTC Healthcare / Pain Relief / Consumer Health

Reporting to: Founder / CRO

Role Overview

We are building India's leading non-invasive pain relief brand through an innovative exothermic heat patch designed for back, knee, and musculoskeletal pain. We are looking for an AVP – D2C to own and scale this category across digital, quick commerce, and offline medical professionals, while shaping consumer behaviour in a still under-penetrated market. This is a 0→1 to scale role combining category creation, distribution building, andperformance-driven growth.

Key Responsibilities

1. Category Creation & Revenue Ownership

Own end-to-end P&L for the heat patch business

Drive adoption in a low-awareness, high-need category

Build use-case-led GTM:

o Back pain (office workers)

o Knee pain (elderly)

o Period pain (women)

o Sports recovery

2. Digital & D2C Growth

Scale the brand across:

o Own website (education-led selling)

o Marketplaces (Amazon, Flipkart)

Optimize:

o CAC vs LTV (repeat via chronic pain users)

o Subscription / bundle strategies

Drive performance marketing (Meta, Google) with strong ROI discipline

3. Quick Commerce (Mission-Critical Channel)

Build and scale presence on:

o Blinkit, Zepto, Instamart

Position product as:

o Instant relief / emergency pain solution

Optimize:

o Search visibility for pain keywords (back pain, cramps, knee pain)

o Pack sizes for impulse buying

o Dark store-level availability & fill rates

Drive high-frequency repeat purchases

4. Offline Expansion

Build strong presence across:

o Physiotherapists (core channel for trust)

o Modern trade (Apollo, Reliance, Wellness Forever)

o General Practitioners

Create doctor/physio - led recommendation engine

5. Consumer Insight & Behavior Change

Crack key barriers:

o Patch vs spray/gel mindset shift

o Awareness of heat therapy vs medication

Build strong messaging around:

o Drug-free relief

o Convenience (on-the-go use)

o Long-lasting effect (6–8 hours)

Partner with medical ecosystem for credibility

6. Supply Chain & Unit Economics

Manage SKU strategy:

o Single-use vs multi-pack

o Price ladders for trial → repeat

Ensure high availability across:

o Quick commerce dark stores

o Pharmacy networks

Optimize contribution margins across channels

7. Team & Execution

Build and lead teams across:

o E-commerce

o Offline sales

o Performance marketing

Drive a data-led, high-velocity execution culture

Key Requirements

Experience

5–8 years in D2C / FMCG / OTC / consumer health

Proven experience scaling ₹50–150 Cr+ consumer businesses

Hands-on experience with:

o Quick commerce (Blinkit/Zepto/Instamart) – mandatory

o Offline distribution – strong plus

o Performance marketing & growth funnels

Functional Strengths

Strong understanding of:

o Impulse vs need-based buying behavior

o Chronic vs acute pain consumption cycles

Expertise in unit economics (CAC, repeat rate, contribution margins)

Ability to build both:

o Demand (consumer pull)

o Distribution (retail push)

Preferred Background

Experience in:

o Pain relief, topical OTC, or wellness products

o Category creation or challenger brands

Exposure to regulated healthcare communication