About Basil
Basil is one of India's fastest-growing premium kids essentials brands. We build bold, design-led products across lunchboxes, bottles, bags and tableware: products kids love and parents trust, each one engineered around child-first safety and design.
We've already earned the trust of 2 lakh+ families across India, and we're scaling fast - building the team, products and systems to grow without ever compromising on what goes into a child's hands. Basil is headquartered in Bengaluru.
The Role
- We're looking for a D2C Lead to own Basil's entire direct-to-consumer vertical - the yourbasil.com store, its P&L and its growth.
- You own revenue targets, and all levers that drive that directly including i) Acquisition / Meta, 2) Retention / CRM, 3) Conversion / Shopify CRO along with shaping Selection, Category Expansion, and Country Expansion.
- This is a 1 to 10 roles where you will set up systems that will enable the company to scale in its ₹ 500 Cr journey.
What You'll Own
D2C Store & Channel P&L
- Own the yourbasil.com revenue, contribution margin and growth targets for the D2C vertical, end to end.
Acquisition/ Performance Marketing
- Be on top of meta and other acquisition channels.
- Own creative pipeline, optimization so that target ROAS and MER are met for the company.
Retention & Lifecycle (CRM)
- Own email, SMS and WhatsApp flows and campaigns - welcome, post-purchase, win-back and loyalty.
- Grow repeat-purchase rate and LTV, and own first-party data, segmentation and consented growth.
Site Experience & Conversion (CRO)
- Own conversion across homepage, collections, PDPs and checkout, with a continuous CRO roadmap run alongside design and dev.
- Lift AOV through bundling, upsells, cross-sells and offer construction, and build the trust signals that convert first-time buyers.
- Own product roadmap and build features that will drive conversion and AOV.
Analytics, Experimentation & Team
- Run structured experiments on pricing, offers, pages and creative, and turn every win into a repeatable playbook.
- Own the D2C dashboards and weekly operating rhythm, and run the tooling stack (Shopify, Klaviyo, GA4 and apps).
- Build and lead the D2C pod, keeping it tight, focused and accountable.
What Success Looks Like
- Consistent D2C revenue growth - month on month, quarter on quarter.
- Improved CVR, AOV and repeat-purchase rate against baseline.
- A scalable, well oiled machinery and team that can scale revenue.
Who You Are
- 4–7 years in D2C / e-commerce, with hands-on ownership of a Shopify (or equivalent) store and its growth.
- Strong command of the D2C funnel - traffic, CVR, AOV, retention and LTV - and the levers behind each.
- Hands-on with Shopify, GA4, a CRM (Klaviyo / WebEngage or similar) and the app ecosystem; you live in dashboards daily.
- An organised operator who is at ease putting together systems for scale.
Why Basil
- Own the channel: the D2C store is Basil's most important growth engine — and it's yours to run.
- Build the engine, not just campaigns: shape the store, the team and the playbooks from the ground up.
- Real scale ahead: a well-funded kids brand on its ₹50 to ₹500 Cr journey
