Global CMO

🔑 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.

1. 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.

1. 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.

1. 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.

1. 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.