Job Description
Location: Mumbai — in-office
Experience: 2–5 years
Reports to: Head of Growth
Team: Growth
About EDT
EDT — short for Everyday Design and Technology is a Mumbai-based consumer appliance brand founded in 2025 by Naiyya Saggi and Vyasateja Rao. The premise is simple and a little stubborn: the everyday devices in Indian homes have been upgraded for decades, but almost never genuinely rethought.
Our first product, LUMA, is India's first 360° PureGlass™ air-fryer oven with NutriRetain™ — a transparent borosilicate bowl, so your food touches only glass. It sold out twice during its preorder cycle and went on to become one of the standout D2C appliance launches on Amazon India this year. FLOW, a PureGlass precision kettle, followed, and we have extended the design language further with Origin Orange. We are now moving into new categories, including beauty-tech.
We sit deliberately between mass-market and ultra-premium: better design, safer materials, honest claims, priced within reach of a modern premium household. We have now launched Airfryers, Kettles, hairdryers and a lot more in the pipeline.
A lot of this has been built by a small team in Mumbai, with real input from customers who have co-created products with our design and engineering teams. Plenty is still unbuilt — including the shape of the role you are reading about.
The role
We sell a considered purchase. Nobody impulse-buys a premium air fryer, kettle on the third scroll — they see us, think about it, come back, and read the claims properly before they pay. That makes paid media harder and more interesting than a low-ticket category: creative has to carry the argument, attribution is messy, and the payback window is real.
You will own paid acquisition for edtworld.com end to end and in-house — Meta and Google both, no agency between you and the accounts. You decide where the money goes and you answer for what comes back. Our Shopify storefront, CRO and lifecycle sit with a separate D2C specialist, so your remit is clean: everything up to and including the click.
What you'll own
- The D2C paid budget across Meta and Google — allocation, pacing, and the call on where incremental spend goes.
- Meta: full-funnel structure, Advantage+ and manual campaigns, champion/challenger testing, audience and exclusion logic.
- Google: Search, Performance Max, Shopping and YouTube. Keyword and query management, feed health, brand vs non-brand discipline.
- The creative pipeline — you brief it, you read the results, you kill what is not working. Hooks, angles, formats, iteration velocity.
- Blended and channel-level efficiency: ROAS, CAC, MER, contribution after spend. You should be able to argue for a worse ROAS when it buys profitable volume.
- New product launches — LUMA, FLOW and whatever ships next each need a paid launch plan, not a reused template.
- Measurement you trust: UTM discipline, platform versus Shopify discrepancies, incrementality tests, and an honest view of what attribution is actually telling us.
- Tracking infrastructure — pixels, CAPI, GA4 and conversion feeds wired correctly and checked, not assumed.
- Weekly reporting the rest of the team can act on, and a monthly point of view on what to do differently.
What we're looking for
- 2–5 years running paid acquisition for a D2C brand, in-house with real budget ownership.
- Hands-on in both Meta Ads Manager and Google Ads. Not one well and one by reputation.
- You have managed meaningful monthly spend and can talk through a decision you got wrong and what it cost.
- Fluent in GA4 and comfortable reconciling it with Shopify and platform numbers rather than picking whichever looks best.
- You write a sharp creative brief and have strong opinions about what makes an ad work.
- Strong Excel or Sheets. You build the model rather than wait for one.
- Comfortable being measured on contribution, not just ROAS screenshots.
Nice to have
- Considered-purchase or high-AOV categories — appliances, electronics, beauty devices, furniture.
- Experience launching a brand-new product with no historical data to optimise against.
- Hands-on with CAPI, server-side tracking or a measurement platform.
- Having run a real incrementality or geo holdout test, and acted on the result.
How we'll know it's working
In your first six months we will be looking at D2C revenue from paid, blended CAC and contribution margin after spend, creative testing throughput, and whether our reported numbers hold up when we check them against actual orders.
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