Head of Growth & Commercial

Role Summary

Were hiring a builder-leader with founder mentality to scale Ralalifood using an online-first playbook inspired by the best consumer brands that win digitally first (fast iteration, content-driven commerce, marketplace excellence, strong unit economics). You will own end-to-end growth across marketplaces + D2C, building a repeatable engine that later expands into selective offline channels.

This is a hands-on + strategic role: you set direction, ship weekly experiments, build the team, and own revenue outcomes.

What You'll Own (Outcomes)

• Build a predictable online revenue engine (marketplaces + D2C) with strong contribution margins
• Create a content-commerce machine (creator/KOL, UGC, live, short video) that drives conversion
• Win marketplace fundamentals: ranking, reviews, pricing architecture, promo governance, retention
• Expand to offline (phase 2) once online traction is proven: key accounts/distributors with discipline

Key Responsibilities

1) Online-First Growth (Marketplaces + D2C)

• Own GMV/Net Revenue and contribution margin across marketplaces (Tokopedia/Shopee/TikTok Shop/etc.) and D2C
• Lead weekly growth sprints: hypothesis test learn scale (A/B testing, pricing tests, creative tests)
• Drive funnel performance: traffic, conversion rate, AOV, repeat rate, CAC, MER/ROAS
• Build marketplace excellence: assortment strategy, hero SKU focus, SEO/keyword strategy, ratings/reviews, store ops

2) Content-Commerce Engine

• Build a high-output content system: short video, UGC, creator seeding, affiliates, live shopping
• Develop playbooks for hooks, creatives, landing pages, and product storytelling that convert
• Run creator/KOL partnerships with measurable ROI and scalable ops
• Create campaign calendar aligned with launches, promos, seasonality, and inventory

3) Pricing, Promotion & Unit Economics Discipline

• Set pricing architecture by channel (RSP, bundles, promo guardrails) to avoid margin leakage
• Own promo governance and spending efficiency (voucher strategy, platform subsidies, trade-offs)
• Partner with Finance to track contribution margin by SKU/channel and scale what is profitable

4) Team & Cross-Functional Leadership

• Build and lead a lean, A-player team (performance, content, ecom ops, creative, KAM/BD as needed)
• Work closely with Supply Chain/Production on demand planning, availability, and launch readiness
• Establish dashboards, weekly business review, and a performance culture

5) Offline Expansion (Phase 2)

• After online traction, design a disciplined expansion into selective offline channels
• Set distributor/key account strategy and manage terms with margin protection
• Ensure online learnings (hero SKUs, messaging, pricing) translate to offline execution

Ideal Candidate Profile (Must Have)

• 7–12+ years in growth / e-commerce / commercial for FMCG/food/consumer brands
• Proven experience scaling online-first (marketplaces and/or D2C) with strong unit economics
• Highly executional: can build strategy and get hands-on in ads, content briefs, store ops, analytics
• Strong understanding of modern digital playbooks: performance + content-commerce + creator economy
• Comfortable in ambiguity, fast-paced environment, and building from 0-> 1 then 1 -> 10

Founder Mentality Signals (Were explicitly screening for this)

• Acts like an owner: resourceful, scrappy, accountable for outcomes, not job scope
• Fast iteration mindset: ships weekly, learns quickly, kills what doesn't work
• Uses data but not paralyzed by it; balances speed with unit economics discipline
• Builds teams and systems that scale, not heroics forever

Nice to Have

• Exposure to Rapid Growth playbooks (content commerce, live commerce ops, affiliate scale)
• Experience launching hero SKUs and building a brand through marketplaces first
• Experience expanding from online traction into modern trade/distributor networks

What Success Looks Like (First 90–180 Days)

• Clear online growth plan + KPI dashboard and weekly sprint rhythm
• Improved marketplace health: conversion, store rating, keyword ranking, review velocity
• Content engine running with consistent output and measurable lift
• Contribution margin tracking by SKU/channel with promo guardrails
• A clear offline expansion thesis (only after online traction is proven)