🔑 Core Mandate: Brand Transformation & Business Growth

Build a Cult Global Brand (The Builder's Focus)

Brand Visionary: Own the strategic vision and execution for taking Lenskart from a known

eyewear brand to an iconic, cult brand — one that creates virality, drives style statements, and

makes eyewear a fashion-first category globally.

Portfolio Architecture: Define and evolve brand positioning for Lenskart and its portfolio

brands (John Jacobs, Aqualens) across India, SEA, Middle East, Japan, and the US —

ensuring local cultural resonance without sacrificing global brand coherence.

Cultural Ownership: Build a brand that doesn't just sell eyewear but owns the conversation

around vision, style, and self-expression for the next billion consumers. Think of brands that

went from functional to viral to iconic — that's the playbook you'll write, except for eyewear and

at a global scale.

2. Social-First, Culture-First Content Engine (The Distribution Focus)

Platform-Native Creative: Build and scale a content engine natively built for TikTok, Instagram

Reels, YouTube Shorts, and whatever platform emerges next. No repurposed TV ads. No

committee-approved creative. Platform-native, thumb-stopping, culture-shaping content that

makes people hit share.

Creator Ecosystem: Build creator and influencer ecosystems across every market — from

mega-influencers to nano-creators, from artists to athletes — with a programmatic, data-driven

approach to partnerships.

Community-Led Growth: Make Lenskart a brand that Gen Z and Millennials don't just buy from

— they talk about, create with, remix, and feel part of. Crack high-impact brand partnerships

and drive cultural events that put Lenskart at the centre of conversations.

3. AI-Powered Marketing — 10x Faster, 10x Smarter (The Leverage Focus)

Non-Negotiable: This is not a role for someone who is "exploring AI." You will leverage AI

better than anyone else in the industry and build a marketing function where AI is the operating

system, not a tool.

AI Creative Engine: Deploy generative AI to produce content at a scale and speed no

traditional team can match — dynamic creative variants, AI-generated ad copy, personalised

visual assets, and multi-market campaign launches running simultaneously.

Intelligent Targeting & Personalisation: Build AI-powered audience segmentation, predictive

targeting, and real-time personalisation systems — so every customer sees the most relevant

message at the most relevant moment, automatically.

AI-Driven Performance Systems: Implement automated bidding strategies, AI-generated

creative optimisation loops, and LLM-powered campaign intelligence that continuously learns

and improves ROAS without manual intervention.

Tech-Enabled Marketing Stack: Own the architecture of a world-class marketing tech stack —

CDP, AI-native attribution, experimentation platforms, virtual try-on, computer vision for product

discovery — all wired to a single source of truth.

Force Multiplier Mindset: We are not building a 200-person marketing department. We are

building a 20-person AI-powered marketing machine that operates at the output of one 100x its

size.

4. Numbers-Driven Performance & Growth (The Business Focus)

P&L Ownership: Own the full marketing P&L and business plan. You're not just a creative

leader — you're accountable for CAC, LTV, ROAS, and incrementality across every channel and

market.

Experimentation at Scale: Drive a relentless test-and-learn culture. We expect 100+

experiments a quarter, not 10. Be entrepreneurial and frugal — find the highest-leverage way to

drive outsized results with lean resources.

Omnichannel Integration: Drive integrated online-to-offline marketing that bridges digital

channels with 2,500+ physical stores, creating a seamless consumer journey from first

impression to in-store conversion.

5. Multi-Country Playbook & Omnichannel Scale (The Global Focus)

Localised GTM: Develop localised go-to-market strategies for each market while maintaining a

unified global brand playbook. What works in India won't copy-paste to Dubai or Tokyo — and

you get that intuitively.

International Expansion: Initially crack India deeply, then expand your remit to lead

brand-building across Southeast Asia and the Middle East. Mid-to-long-term, there's an

opportunity to relocate to Singapore or Dubai to lead international markets on the ground.

New Product & Category Launches: Own the marketing engine for new product introductions

— from category creation moments to viral launch campaigns — ensuring rapid cultural

adoption and minimal time-to-love.

The Essentials

Experience: 10+ years in marketing, with at least 3–5 years in a senior leadership role at a

high-growth D2C or consumer-tech brand. You've scaled at least one iconic brand — something

that went viral, became a style statement, and captured cultural attention.

AI & Technical Fluency: You've built or managed an AI-native marketing stack. Not

experimented with AI for copy — actually deployed AI systems at scale for creative, targeting, or

personalisation. You're comfortable talking to engineers about APIs, you understand ML

fundamentals, and you get genuinely excited by what's possible with generative AI.

Multi-Country Track Record: Multi-country experience is non-negotiable. You've led marketing

across at least 2–3 international markets and understand the nuance of cultural adaptation vs.

global consistency.

Education: Bachelor's or Master's degree in Marketing, Business, or a related field — or

equivalent exceptional experience.

The Mindset

Culture Before Category: You are obsessively plugged into global cultural currents — K-pop,

streetwear drops, gaming culture, regional memes, emerging aesthetics. You know what's

trending before the trend reports come out — because you live there, not because you read

about it in a McKinsey deck.

AI as Superpower, Not Buzzword: You see AI as the most powerful leverage a marketer has

ever had. You're not afraid it will replace creativity — you use it to make your creativity faster,

smarter, and more impactful. You have a strong point of view on where AI takes marketing in the