Job Description
Manager – Performance Marketing
Location: Anywhere in India
Reporting To- Head – Alternate Channels
Role Purpose
The Manager – Performance Marketing will be responsible for driving digital demand generation and performance-led growth across Alternate Channels including E-Commerce, Quick Commerce, and other digital marketplaces. The role will focus on planning, executing, and optimizing performance marketing campaigns to drive traffic, conversions, and revenue growth for the company's biscuit portfolio across platforms.
This role requires a strong understanding of digital media, marketplace advertising, data analytics, and ROI-driven campaign management.
Key Responsibilities
1. Performance Marketing Strategy
- Develop and execute performance marketing strategy aligned to Alternate Channel growth objectives
- Drive traffic, conversions, and revenue through paid digital media
- Build full-funnel campaigns across awareness, consideration, and conversion
- Plan campaign calendars aligned with platform events, seasonal demand, and product launches
2. Marketplace Advertising Management
- Manage advertising across marketplaces such as Amazon, Flipkart, BigBasket, Blinkit, Zepto, Swiggy Instamart etc.
- Optimize Sponsored Ads, Search Ads, Display Ads, and platform-led promotions
- Improve product visibility, keyword rankings, and share of search
- Work closely with platform account managers to maximize ROI
3. Media Planning & Execution
- Plan and execute campaigns across Google, Meta, and other digital platforms
- Manage performance campaigns including Search, Display, Shopping, and Social
- Optimize campaigns based on CPC, CTR, ROAS, CAC, and conversion metrics
- Conduct A/B testing for creatives, keywords, and landing pages
4. Budget Management
- Own and manage performance marketing budgets
- Allocate spends across platforms based on ROI and growth potential
- Track daily/weekly spends and optimize accordingly
- Ensure efficient cost per acquisition and return on ad spend
5. Analytics & Reporting
- Track and monitor campaign performance metrics
- Build dashboards for traffic, conversions, ROAS, and revenue
- Generate weekly and monthly performance reports
- Derive insights and recommend optimization actions
6. Product & Content Optimization
- Work with brand and design teams to create performance creatives
- Optimize product listings for better conversions
- Improve PDP content including images, keywords, and descriptions
- Drive rating & review improvement initiatives
7. Platform Event Planning
- Plan performance marketing for platform events (Big Billion Days, Great Indian Festival, etc.)
- Drive visibility during sale events and category promotions
- Collaborate with sales team for discounting and promotions
8. Cross Functional Collaboration
- Work closely with Alternate Channel sales team
- Coordinate with brand marketing for creatives and campaigns
- Collaborate with supply chain to ensure stock availability
- Work with agencies for campaign execution
Key Deliverables
- Traffic growth across alternate channel platforms
- Conversion rate improvement
- Revenue growth from performance marketing
- Improved ROAS
- Lower customer acquisition cost
- Improved share of search & visibility
Candidate Profile
Education
- MBA in Marketing / Digital Marketing preferred
Experience
- 5–8 years of experience in Performance Marketing / Digital Marketing
- Experience in FMCG / Food / Consumer brands preferred
- Strong experience in E-Commerce & Quick Commerce platforms
- Experience managing marketplace advertising is mandatory
Required Skills
- Performance Marketing
- Marketplace Advertising (Amazon, Flipkart etc.)
- Google Ads & Meta Ads
- Data Analytics & Reporting
- ROI & Budget Management
- Keyword Optimization
- Campaign Optimization
- Digital Media Planning
- E-Commerce Marketing
- Quick Commerce understanding
Preferred Experience
- FMCG / Food category experience
- Experience in D2C or marketplace-led brands
- Experience working with agencies
- Hands-on campaign execution experience
