Manager - Performance Marketing - FMCG

Job Title: Manager, Performance Marketing Function: Marketing Role Purpose: The Performance Marketing Manager is responsible for driving customer acquisition, revenue growth, and return on marketing investment through data-driven digital marketing campaigns. The role involves planning, executing, optimizing, and analyzing performance marketing initiatives across e-commerce media platforms. Key Responsibilities: Strategy & Planning: - Develop and execute performance marketing strategies aligned with business objectives. - Drive full-funnel marketing strategies to improve awareness, consideration, and conversion. - Build annual, quarterly, and monthly media plans across digital channels. - Define channel mix, audience strategy, budget allocation, and performance targets. - Build the digital commerce P&L and scale revenue, market share, and profitability across platforms. Channel & Shopper Marketing Management: - Plan and Manage campaigns on Lead operations across Marketplaces (Amazon, Flipkart, Nykaa, etc.) or quick commerce platforms (Blinkit, Zepto, Instamart). - Leverage shopper insights to influence pack formats, pricing, platform selection, and promotional strategies. - Design and execute digital shopper marketing programs tailored to shopper journeys and platform behaviors. - Optimize product display pages (PDPs), search performance, and in-platform visibility to drive conversion. - Collaborate with brand and category teams to translate offline activations into effective digital shelf executions. Performance Marketing & Analytics: - Track and report key performance metrics (ROAS, iROAS, CAC, CPC, CTR, CVR). - Drive data-led decision-making and root cause analysis, using platform dashboards, consumer insights, and funnel analytics. Build and work on automation tools to deliver stronger metrics. - Conduct A/B testing on creatives, audience segments, bidding strategies, and landing pages. - Identify scaling opportunities while maintaining efficiency targets. Managing Content: - Collaborate with brand teams to ensure timely go live of platform optimized creative assets, including banners, videos, PDPs, and campaign creatives that drive engagement and conversion. - Translate business and brand objectives into clear creative briefs, ensuring delivery, visual consistency and adherence to platform best practices across all marketplaces. Team Leadership & Capability Building: - Build and lead a high-performing e-commerce team. - Champion digital-first thinking across the Personal Care business. - Develop internal capabilities in e-commerce merchandising, media, operations, and CRM. Budget & Stakeholder Management: - Lead and influence cross-functional teams (marketing, supply chain, finance, tech) to execute e-commerce priorities. - Manage digital marketing budgets and ensure efficient allocation. - Present performance updates, recommendations, and growth plans to senior leadership. Agency & Vendor Management: - Manage media agencies and platform marketing partner teams. - Establish performance KPIs and governance mechanisms with agency stakeholders. - Ensure timely campaign execution and optimization. Qualifications & Experience: - MBA from a Tier 1 or Tier 2 B-School preferred. - 3 - 5 years of experience, with at least 3 years in leading e-commerce for a consumer brand (FMCG/CPG) or D2C organization. - Experience in previous Performance Marketing roles is mandatory. - Proven track record of scaling e-commerce business and managing high-growth teams. - Strong understanding of digital ecosystems, e-retail metrics, and platform algorithms. - Experience with performance automation & AI tools is preferred. Key Competencies: - Strategic thinking with executional agility. - Analytical mindset with comfort in performance dashboards and automation tools. - Ability to translate data into actionable business insights. - Shopper-first orientation and understanding of consumer journeys. - Stakeholder management and cross-functional collaboration. - Entrepreneurial spirit with bias for action.