Shopify Growth Lead
Location: Hybrid Type: Full-time Experience: 5-6 years
About NapChief
NapChief is a fast-growing D2C kidswear brand. We sell through our own website (napchief.com) and all major marketplaces including Myntra, FirstCry, and Amazon. At Nap Chief, we're redefining kids' wear for a new generation of parents. We craft premium, super-soft clothing that kids love to wear and parents trust.Our mission is to empower the young generation and we are looking for you to join forces with us to conquer this mission.
About the role
You will own the website business end-to-end: revenue, profitability (CM2), merchandising, conversion, retention, and the promotional calendar. Everything that determines whether napchief.com grows profitably sits with you. You operate it like your own store, working through a junior team and in partnership with the performance marketing lead.
Responsibilities
Revenue and P&L ownership
- Own monthly and quarterly website revenue targets and CM2 (contribution margin) targets. Build the revenue plan: traffic × conversion × AOV × repeat rate, and manage every lever in it.
- Report weekly on revenue performance, drivers, and corrective actions in the business review.
Merchandising and launches
- Own the site merchandising calendar: new collection drops, product launches, collection pages, bestseller placement, and catalog presentation.
- Plan launches for a seasonal kidswear line — winter-weight and summer-weight assortments, size runs, and gifting windows — jointly with the fashion buyer so demand plans are backed by inventory.
- Own pricing and offer architecture on the website: bundles, sets, first-purchase offers, and price-point strategy.
Promotions and sale events
- Own the full sale calendar: festive-season events, end-of-season sales, and campaign-led promotions.
- Design promotion mechanics (tiered offers, bundles, category-level discounts) that deliver revenue spikes while protecting contribution margin — moving beyond blanket sitewide discounting.
- Run each event end-to-end: stock planning with the buyer, site preparation, communication plan across email/WhatsApp/ads, live monitoring, and post-event P&L review.
Retention and CRM
- Own the full repeat-purchase system: email, WhatsApp, and SMS marketing — segmentation, campaign calendar, and automated flows (welcome, post-purchase, replenishment/size-up, winback, abandoned checkout).
- Own cohort retention and LTV: track repeat rates by cohort, diagnose drop-offs, and build programs that bring customers back as their kids grow into the next size.
- Own the post-purchase experience on the website side: order communication, review collection, and the "how did you hear about us" survey program.
Conversion rate and AOV
- Own funnel performance: landing pages, collection pages, PDPs, cart, and checkout. Run a continuous, prioritized testing program.
- Own AOV programs: bundling, upsells, cross-sells, and free-shipping thresholds.
- Own the Shopify tech stack: app selection, site speed, search and navigation, and theme-level improvements (directing developers/tools as needed).
Performance marketing partnership
- Allocate acquisition budgets to the performance marketing manager based on the revenue plan; review return jointly every week. You are mutually accountable — their new-customer numbers feed your revenue targets.
Analytics and team
- Maintain the website dashboard: conversion, AOV, repeat rate, cohorts, CM2 by category — the numbers leadership reviews weekly.
- Manage and develop the junior team (marketing executives and performance associates), setting their weekly plans and reviewing output.
KPIs you own
- Website revenue vs plan
- CM2 (contribution margin) on website business
- Conversion rate, AOV, repeat purchase rate / LTV
- Sale-event revenue and margin outcomes
Requirements
- 5-6 years in D2C with recent, hands-on revenue ownership — you have grown a store's numbers yourself, with results you can quantify and defend. "Worked at a D2C brand" in a coordination or support role does not qualify.
- Fluency across the Shopify ecosystem: storefront, apps, analytics, and CRM/marketing tools (Klaviyo or equivalent email platform; WhatsApp marketing tools).
- Strong analytical grounding: cohort analysis, funnel metrics, unit economics, and margin math are daily working tools for you.
- Experience planning and running sale events with P&L accountability.
- Experience getting work done through a junior team — this role is an enabler, not a solo contributor.
- Background in a growing brand or startup environment, where targets moved and you moved with them.
Shubham Vishwakarma
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