Company Description
Soul & Scents is a contemporary home fragrance brand dedicated to creating products that inspire calm, warmth, and intention in everyday spaces. Our in-house crafted collection features reed diffusers, fragrance oils, scented sachets, and gift sets, designed to blend seamlessly into any home. We partner with global export buyers, corporate gifting companies, and clients seeking ready-to-ship, scent-focused solutions. Our thoughtfully developed products combine balanced aromas, clean ingredients, and sustainable packaging. Soul & Scents is proudly available on platforms like Amazon (India, UK, and US), Zepto, Blinkit, BigBasket, Myntra, and Pepperfry.
Role Description
We are seeking a full-time Senior Performance Marketing Specialist (Google & Meta) for a on-site role based in Mumbai. In this role, you will lead digital marketing strategies across Google and Meta platforms, manage ad campaigns, analyze campaign performance, and optimize for cost efficiency and ROI. Responsibilities include conducting data-driven assessments, developing performance-focused campaigns, and collaborating with cross-functional teams to ensure effective communication and alignment with business goals. This is a hands-on role with high accountability: you will manage budgets, build a testing engine, tighten tracking, and deliver clear, profitable growth.
What You'll own:
- Channel stratergy & budget owner
- Own channel plans and budget allocation across Google & Meta aligned to business targets (revenue, CAC, contribution margin).
- Build scalable account structures: campaign taxonomy, audience strategy, bidding strategy, creative strategy, retargeting logic.
- Forecast performance and spend; manage daily pacing and efficiency.
2. Google Ads
- Build and optimise Search campaigns: keyword strategy, match-type frameworks, negatives, query mining, ad copy/asset improvements.
- Own Shopping/PMAX performance (where relevant): Merchant Center health, feed quality, disapprovals, product segmentation, query shaping.
- Improve impression share, CVR, and profitability via structured experiments (not random toggles).
3. Meta Ads
- Own full funnel on Meta: prospecting + retargeting + retention loops.
- Audience strategy: broad vs interest vs lookalikes, exclusions, creative-first scaling.
- Build a repeatable approach to stabilise performance during scale (creative fatigue, frequency, CPAs).
4. Creative testing engine
- Build a weekly testing roadmap: hooks, angles, formats (UGC, founder-led, product demo, lifestyle, offer-led, education-led).
- Write high-quality briefs for design/content, with clear hypotheses and success metrics.
- Iterate fast: analyze winners/losers, document learnings, and scale what works.
5. Tracking, Measurement & Attribution Hygine
- Ensure reliable tracking across: Pixel + CAPI (Meta), Google tags, GA4 events, conversion priorities.
- Diagnose tracking drops, attribution shifts, and platform discrepancies quickly.
- Set up clean reporting that ties platform metrics to business metrics (ROAS + MER + contribution margin).
6. CRO & Landing page collaboration
- Partner with website/creative teams to improve product pages, landing pages, bundles, checkout flow.
- Run structured CRO experiments aligned with paid traffic intent.
7. Reporting
- Weekly performance reviews: what happened, why, what we're doing next.
- Monthly planning: budgets, targets, test roadmap, creative pipeline requirements.
- Maintain a simple dashboard (Sheets/Looker) that leadership can trust.
What are we looking for:
- 48+ years in performance marketing with hands-on ownership of Google Ads + Meta Ads.
- Proven ability to scale while controlling CAC/ROAS (bonus if you track contribution margin/MER).
- Strong analytical thinking: you can diagnose performance issues and build a test plan, not just optimise.
- Excellent communication: clear reporting, crisp briefs, and accountable execution.
- E-commerce experience (Shopify/D2C), Shopping feeds + PMAX know-how.
- Experience setting up/working with Pixel/CAPI, GA4, GTM, Merchant Center.
- Ability to manage a junior exec, freelancer, or agency output (quality control + direction).
Please share:
- Monthly budgets handled (Google + Meta)
- 23 case studies (before/after metrics + what you changed)
- Your approach to testing (creative + audience + landing pages)
- Notice period + current location + expected CTC
