Performance Marketing

1. Growth strategy and budget management

Build monthly and quarterly growth plans connecting revenue targets with customer acquisition, retention, marketing investment and contribution margins.

Allocate and optimize budgets across channels, products, audiences and geographies.

Identify opportunities to scale efficiently while managing acquisition costs, payback and profitability.

Partner with sales, finance and operations to align campaigns with product availability, pricing, promotions and distribution.

2. Complete Meta advertising ownership

Own campaign strategy, account structure, setup, execution, optimization and reporting across Facebook and Instagram.

Manage prospecting, retargeting and customer reactivation, including audience segmentation, exclusions, catalog ads and automated campaign solutions.

Run structured experiments across creatives, offers, placements, audiences, bidding and budgets.Role & responsibilities

Develop a consistent creative testing programme covering video, Reels, static ads, carousels,

UGC and creator partnership ads.

• Work with creative teams on briefs, hooks, messaging and iterations; identify creative fatigue

and scale winning concepts.

• Oversee Pixel, Conversions API, event quality and tracking accuracy with technical support.

3. Omnichannel demand generation

• Build connected campaigns across the brand website, Amazon, quick commerce and offline

retail.

• Execute Google Ads and coordinate marketplace and quick-commerce advertising with

relevant channel owners.

• Connect digital campaigns with city launches, retail availability, sampling and promotional

calendars.

• Assess how advertising influences purchases across channels, using available platform data

and structured experiments.

• Align channel investments with stock availability, channel economics and incremental sales

opportunities.

4. Conversion and retention

• Improve the purchase journey through landing-page, product-page, offer, bundle and

checkout experiments.

• Work with relevant teams on email, WhatsApp and customer lifecycle campaigns to improve

repeat purchases.

• Analyze customer cohorts, average order value and purchase frequency to identify profitable

growth opportunities.

5. Measurement and commercial accountability

• Maintain clear performance dashboards and translate findings into weekly actions.
• Track revenue, customer acquisition cost, return on ad spend, marketing efficiency,

conversion rate and contribution after marketing.

• Reconcile advertising platform reports with actual sales, accounting for discounts,

cancellations and returns.

• Distinguish new customer acquisition from repeat customer revenue and avoid doublecounting

sales across advertising platforms.