Performance Marketing Executive

COMPANY & BRAND OVERVIEW

Apas Cosmotech Private Limited is an investor-backed beauty and personal care company. Products are formulated with marine botanical science and manufactured at state-of-the-art, GMP-certified, ISO 22716-compliant OEM facilities, imported via Mundra Port Hub, and distributed pan-India across D2C, major marketplaces (Amazon, Nykaa), and offline retail channels, alongside global export plans.

ROLE SUMMARY

The Performance Marketing Executive is responsible for planning, executing, analysing and scaling paid acquisition for Cincinnus, with a primary focus on Google Ads. The role requires strong hands-on execution, analytical capability, and the ability to clearly explain performance drivers, actions taken and business impact to management. Working closely with the Creative Strategist and Designer/Video Editor, this role turns performance data into sharper campaigns and better creative, driving efficient, scalable growth for the D2C business.

KEY RESPONSIBILITIES

Google Ads Execution & Optimisation

- Own day-to-day execution and optimisation of Google Ads across PMax, Brand Search, Search and other relevant campaign types.

- Build, restructure and maintain campaign, ad group, keyword, audience, bidding and budget structures.

- Manage budgets, bids, search terms, exclusions and overall campaign hygiene.

- Continuously test campaign structures, keywords, audiences, bidding approaches and optimisation opportunities.

Search Strategy & Demand Capture

- Conduct keyword research and identify high-intent search opportunities across the purchase funnel.

- Develop and maintain Brand Search and high-intent demand capture strategies.

- Work with Meta performance activity to support a coordinated, full-funnel acquisition approach.

Analytics, Measurement & Funnel Diagnostics

- Monitor performance, diagnose changes and implement corrective actions based on data.

- Use GA4 / Google Analytics to analyse traffic quality, funnel behaviour, conversion and channel performance.

- Track CAC/CPA, ROAS, AOV, CVR, CPC, CTR, MER and revenue contribution.

- Identify funnel, tracking, landing-page and conversion issues affecting paid media performance.

Reporting & Cross-Functional Collaboration

- Prepare management reports covering what happened, why it happened, and recommended actions.

- Work with the Creative Strategist and Designer/Video Editor to translate performance insights into creative testing requirements.

CANDIDATE QUALIFICATIONS & PROFILE

- Experience: 2.5+ years of hands-on performance marketing experience.

- Google Ads: Strong practical experience with Google Ads, particularly PMax, Search and Brand Search.

- Search & PPC: Strong understanding of PPC, keyword research, search intent, bidding and campaign optimisation.

- Paid Social: Working knowledge of Meta Ads and paid social fundamentals.

- Analytics: Strong GA4 / Google Analytics knowledge and the ability to interpret funnel data.

- D2C Metrics: Strong understanding of D2C metrics and the relationship between media performance and business outcomes.

- Independent Execution: Ability to independently handle account setup, restructuring, optimisation and troubleshooting.

- Problem Solving: Strong analytical and problem-solving skills.

- Communication: Ability to communicate performance insights clearly to management and cross-functional teams.

- Location: Ahmedabad, Gujarat (on-site).

PREFERRED EXPERIENCE

- Experience in D2C, FMCG, BPC, beauty, personal care or consumer-product brands.

- Experience managing meaningful monthly advertising budgets.

- Experience with Shopify or similar D2C e-commerce platforms.

KEY COMPETENCIES

Google Ads expertise | Search intent & keyword strategy | Data-driven decision making | Funnel & conversion analysis | Budget discipline | Structured experimentation | Clear performance storytelling | Cross-functional collaboration | Ownership and attention to detail

KEY PERFORMANCE INDICATORS

- Paid acquisition efficiency: CAC/CPA, ROAS and MER against agreed targets.

- Revenue contribution and scale achieved from Google Ads and paid media.

- Campaign quality indicators: CTR, CPC, CVR and AOV trends across campaign types.

- Brand Search and high-intent demand capture performance.

- Budget pacing accuracy and campaign hygiene (search terms, exclusions, structure).

- Volume and quality of campaign, keyword, audience and bidding tests executed, with documented learnings.

- Timely identification and resolution of tracking, funnel and landing-page issues.

- Accuracy, timeliness and clarity of management performance reports.