Location: Pune  

Experience: 5–10 years  

Department: Growth Marketing

About the Role: We are looking for a Head of CRO & SEO who will own the conversion, website experience and organic growth strategy for Ghar Soaps. The role will be responsible for improving the complete D2C funnel — from traffic acquisition and organic discovery to website conversion, AOV and revenue. The ideal candidate should have a strong understanding of both CRO and SEO, with a highly data-driven and commercial mindset.

Key Responsibilities:

Conversion Rate Optimization

- Own the overall CRO strategy for the D2C website.

- Optimise the complete funnel — Landing Page → Product Page → Add to Cart → Checkout → Purchase.

- Improve Conversion Rate, AOV, Revenue per Visitor, Add-to-Cart Rate and Checkout Conversion.

- Identify customer drop-offs and friction points and create actionable solutions.

- Own optimisation of PDPs, landing pages, category pages, bundles, offers and website merchandising.

- Develop strategies for upselling, cross-selling and bundling to increase AOV.

- Build and manage a strong A/B testing and experimentation roadmap.

- Test pricing, offers, layouts, creatives, CTAs, messaging and user journeys.

- Use customer behaviour and analytics to continuously improve the website experience.

- Work closely with Performance Marketing, CRM, Creative, Product and Tech teams to improve overall D2C performance.

SEO & Organic Growth

- Own the overall SEO and organic growth strategy for the website.

- Drive growth in organic traffic, rankings and organic revenue.

- Develop technical, on-page and off-page SEO strategies.

- Identify high-intent product, category and problem-based keywords.

- Optimise product pages, category pages, landing pages, metadata, internal linking and website architecture.

- Build an SEO content strategy in collaboration with the content team.

- Identify opportunities to improve rankings for high-value commercial and product keywords.

- Monitor Google Search Console, GA4 and SEO tools to identify growth opportunities.

- Ensure strong technical SEO including crawlability, indexing, Core Web Vitals, site speed and mobile experience.

- Track competitors and identify opportunities to capture additional search demand.

- Ensure SEO and CRO work together to maximise organic traffic → conversion → revenue.

- Stay updated with Google algorithm changes and evolving SEO best practices.

Analytics & Growth

- Build and maintain a clear D2C funnel and performance dashboard.

- Analyse customer behaviour across new vs. returning users, traffic sources, devices, geographies and customer segments.

- Use data to identify the highest-impact growth opportunities.

- Develop hypotheses, run experiments and measure incremental revenue impact.

- Prioritise initiatives based on business impact vs. effort.

- Benchmark the website against leading D2C and beauty brands.

- Own the CRO & SEO roadmap and continuously improve website performance.

What We’re Looking For?

- 6–10 years of experience in CRO, SEO, Growth, E-commerce or D2C.

- Strong experience in D2C, FMCG, Beauty or Consumer Internet businesses preferred.

- Strong understanding of both CRO and SEO — this is a mandatory requirement.

- Hands-on experience with A/B testing, funnel optimisation and website experimentation.

- Strong knowledge of technical SEO, on-page SEO, keyword strategy and content-led SEO.

- Strong understanding of GA4, Google Search Console, Google Tag Manager, heatmaps and session-recording tools.

- Experience with Shopify / Shopify Plus and e-commerce technology.

- Strong understanding of UX/UI, website merchandising and customer journeys.

- Strong analytical and problem-solving skills.

- Ability to translate data into clear business actions and revenue impact.

- Strong cross-functional collaboration skills across Growth, Performance Marketing, CRM, Creative, Product and Tech.

- Commercial mindset with a focus on revenue, profitability and customer experience, rather than vanity metrics.