Performance Marketing Manager

Performance Marketing Manager – E-commerce & Marketplace

Company: Bookscape | Repro India Limited

Location: Noida

Experience: 5–8 years

Department: Digital Marketing

About Bookscape

Bookscape is an online bookstore and part of Repro India Limited, offering 8 million+ authentic titles across Indian and international publications, including fiction, non-fiction, academic, children's and regional books. We also offer personalised books and 24-hour express delivery in eligible locations.

With an extensive product catalogue and ambitious growth plans, performance marketing plays a critical role in our business.

About the Role

We are looking for a hands-on Performance Marketing Manager to own and scale revenue through Google Ads and Meta Ads.

Unlike conventional D2C advertising, our business requires managing a catalogue of millions of titles, varying customer demand, multiple product categories, price points and margins.

We need someone who understands large-catalogue e-commerce, product-feed optimisation, campaign architecture, and profitable revenue growth.

This is an execution-led role with strategic and commercial accountability, not merely campaign monitoring or agency management.

Key Responsibilities:

1. Performance Marketing & Revenue Growth

• Own Google Ads and Meta Ads end to end, including planning, execution, optimisation, and revenue delivery.
• Develop scalable acquisition strategies across Search, Shopping, Performance Max, Meta catalogue, and Advantage+ campaigns.
• Manage budgets, bidding strategies, campaign structures and spend efficiency.
• Identify opportunities to grow revenue, acquire new customers, and improve profitability.
• Build prospecting, remarketing, and customer acquisition strategies.
• Plan and execute seasonal campaigns, offers and category promotions.

2. Large-Catalogue & Product Feed Strategy

• Develop advertising strategies for a catalogue containing millions of SKUs.
• Segment products by category, publisher, demand, margin, price band, availability, and historical performance.
• Identify high-potential, underperforming and long-tail products to improve revenue opportunities.
• Manage Google Merchant Centre and Meta Commerce Manager catalogue health.
• Optimise feed attributes, custom labels, supplemental data sources, product eligibility, and disapprovals.
• Work with catalogue and technology teams to maintain accurate pricing, availability, and product information.
• Improve the proportion of commercially relevant products receiving effective advertising coverage.

3. Google Ads Management

• Manage Search, Shopping and Performance Max campaigns independently.
• Build campaign and product segmentation strategies aligned with category economics and business objectives.
• Optimise bidding, budgets, listing groups, asset groups, search intent, and relevant exclusions.
• Monitor branded versus non-branded performance and product concentration.
• Diagnose issues involving low campaign spend, declining ROAS, limited impressions, product disapprovals, and inconsistent conversions.
• Continuously test campaign structures, bid strategies and revenue-scaling opportunities.

4. Meta Ads Management

• Manage Meta campaigns covering prospecting, catalogue advertising, dynamic remarketing, and Advantage+ solutions.
• Build relevant product sets, audience strategies, and creative testing plans.
• Improve new-customer acquisition while managing repeat-customer and remarketing performance.
• Work with the technology team on Pixel, Conversions API, event matching, and deduplication.
• Collaborate with the creative team on high-performing advertising formats and messaging.
• Assess performance beyond platform-reported ROAS, considering attribution and incremental value.

5. Analytics, Profitability & Planning

• Own monthly and quarterly advertising budgets, revenue forecasts, and growth plans.
• Monitor revenue, ROAS, CAC, AOV, conversion rate, new customers, and contribution margin.
• Develop category- and product-level profitability strategies rather than relying on a single ROAS target.
• Analyse campaign performance, identify issues and implement corrective actions.
• Reconcile advertising-platform reporting with GA4 and backend business data.
• Build dashboards and weekly business reviews with clear insights, decisions, and action plans.

6. Technical & Cross-functional Ownership

• Work closely with technology, catalogue, merchandising, analytics, and creative teams.
• Identify and resolve product feed, tracking, landing page, website speed, and conversion issues.
• Understand the impact of product-page quality, website accessibility, and customer experience on paid performance.
• Translate business requirements into actionable tasks for technical teams.
• Maintain campaign documentation, optimisation history, testing learnings, and operating processes.
• Guide agencies, freelancers or junior team members when required.

Required Skills & Experience

Must Have

• 5–8 years of performance marketing experience, with substantial hands-on Google Ads and Meta Ads ownership.
• At least 3 years of relevant e-commerce, marketplace, or large-catalogue retail advertising experience.
• Strong practical knowledge of Google Shopping, Performance Max, Search and Google Merchant Centre.
• Experience with large product feeds, custom labels, catalogue segmentation, and product eligibility.
• Experience managing substantial monthly advertising budgets, preferably 20 lakh or above.
• Strong Meta catalogue advertising experience, including dynamic ads, Advantage+ and remarketing.
• Working knowledge of GA4, Google Tag Manager, Meta Pixel, Conversions API and conversion tracking.
• Strong Excel/Google Sheets skills and an analytical approach to campaign optimisation.
• Understanding of revenue forecasting, ROAS, CAC, contribution margins and profitability.
• Ability to independently troubleshoot campaigns and take ownership of results.

Good to Have

• Experience handling catalogues of 1 lakh+ SKUs.
• Background in large e-commerce retailers, marketplaces or agencies managing high-SKU retail accounts.
• Experience with feed-management platforms, feed automation, and large-scale product reporting.
• Knowledge of Looker Studio, SQL, or Apps Script.
• Exposure to Amazon Ads, Flipkart Ads, or retail media platforms.
• Familiarity with CRM-driven remarketing and customer lifecycle marketing.
• Google Ads and Meta certifications.
• Experience with books, publishing, education, or other long-tail product categories.

Ideal Candidate:

We are looking for someone who goes beyond managing campaigns.

The ideal candidate can understand a large and complex product catalogue, identify commercial opportunities, work independently across Google and Meta, solve technical challenges and convert advertising investments into sustainable business growth.