Performance Marketing Specialist - D2C Business

Job Title: Performance Marketing Specialist – D2C Business

Location: Mumbai HO

Function: Beauty & Wellbeing, Marketing

JOB PURPOSE:

The primary purpose of the role is to champion all our performance marketing initiatives across the Google and Facebook ecosystems – Instagram, FB Ads, WhatsApp & Conversational Marketing.

ROLES & RESPONSIBILITIES:

The ideal candidate will plan, execute, review, and analyze Performance Marketing initiatives – Google, and Facebook campaigns for the premium beauty category in HUL. The person will be responsible for driving new consumer acquisition initiatives on Google, Facebook, and Instagram to drive the growth of D2C brands.

Requirements:

• Hands-on experience in digital campaign execution.
• Understanding of D2C business and consumer lifecycle - acquisition & retention.
• Know-how of purchase funnel(s), offers, up-sell, and cross-sell strategy for online business.
• Excellent hold on campaign performance KPIs – RoAS, CPC, CTR, CAC, AOV, etc.
• Agency experience preferred - should have been a part of the execution team, not account/client management.

Responsibilities:

• Mentor and lead media agency relationships for all execution.
• Own the digital acquisition strategy for the respective brand.
• Strategize and grow brands online. Manage the entire digital marketing budget.
• Plan and execute paid campaigns on Google Search, Display, Meta, and other platforms to drive new consumer growth.
• Track, report, and analyze existing campaigns to improve efficiency & drive volume growth
• Manage spending and bids, keep track of daily spending, estimate monthly costs, and adjust for shortfall or budget overruns.
• Keep track of competition activity & align campaign strategy based on the market
• Optimize ad copy and landing page changes for search engine marketing
• Perform regular experiments on Search/Facebook to improve CTR, targeting, and other relevant metrics
• Coordinate with internal and external stakeholders to improve marketing campaigns
• Drive and oversee campaigns on native ad platforms and through affiliate marketing channels as per business requirement
• Provide media and consumer insights from Google Analytics and Facebook dashboards.

Qualifications

• Work Experience - 4-6 years of hands-on experience in Performance Marketing
• B.Tech /MBA – Marketing.
• 4+ years of hands-on experience on Facebook or Google Ads.
• Well-versed with tools like - GA, Campaign Analytics
• Strong analytical skills
• Understanding of major search engines, social media marketing

We wish you the best with your application!