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
next 3 years.
Aesthetic Rigour + Data Rigour: You notice the font, the colour palette, the spacing. You care
about craft. But you back every creative decision with data — gut feel + data rigour is your
operating system.
Builder, Not Maintainer: You thrive in ambiguity, you've built teams and systems from scratch,
and you're energised by 0-to-1 problems as much as scaling what works. Entrepreneurial
mindset is in your DNA.
10x Thinker: You don't optimise for 10% improvements — you think about how to do things 10
times better, 10 times faster, 10 times more efficiently. You'll be running a lean team that
punches like a large one.
Founder-Friendly: You're comfortable working closely with a hands-on Founder-CEO, moving
fast, and making decisions with imperfect information. Ego doesn't drive you; outcomes do.
Why This Is the Most Exciting CMO Role in the World Right Now
- Eyewear as fashion is a genuine white space globally — and Lenskart has the scale, the
supply chain, the product, and the ambition to own it. You'd be building an iconic global
brand in a category nobody has cracked yet.
- The $1B $10B journey is underway. Lenskart has proven product-market fit and
operational excellence. Now it needs the brand to match the business — and you'd be
the architect of that leap.
- The Founder & CEO is deeply invested in marketing and brand-building. You won't be
delegating downwards into a void — you'll be sparring with a founder who cares as
much about this as you do.
- AI gives this role a leverage point no CMO had five years ago. You can build a marketing
function at a scale and speed that was impossible before — and you'd be doing it first, in
a category that's wide open.
