Job Description
Manager – Performance Marketing
Location: Anywhere in India
Reporting To- Head – Alternate Channels
Role Purpose
The Manager – Performance Marketing will be responsible for driving digital demand generation and performance-led growth across Alternate Channels including E-Commerce, Quick Commerce, and other digital marketplaces. The role will focus on planning, executing, and optimizing performance marketing campaigns to drive traffic, conversions, and revenue growth for the company’s biscuit portfolio across platforms.
This role requires a strong understanding of digital media, marketplace advertising, data analytics, and ROI-driven campaign management.
Key Responsibilities
1. Performance Marketing Strategy
Develop and execute performance marketing strategy aligned to Alternate Channel growth objectives
Drive traffic, conversions, and revenue through paid digital media
Build full-funnel campaigns across awareness, consideration, and conversion
Plan campaign calendars aligned with platform events, seasonal demand, and product launches
2. Marketplace Advertising Management
Manage advertising across marketplaces such as Amazon, Flipkart, Big Basket, Blinkit, Zepto, Swiggy Instamart etc.
Optimize Sponsored Ads, Search Ads, Display Ads, and platform-led promotions
Improve product visibility, keyword rankings, and share of search
Work closely with platform account managers to maximize ROI
3. Media Planning & Execution
Plan and execute campaigns across Google, Meta, and other digital platforms
Manage performance campaigns including Search, Display, Shopping, and Social
Optimize campaigns based on CPC, CTR, ROAS, CAC, and conversion metrics
Conduct A/B testing for creatives, keywords, and landing pages
4. Budget Management
Own and manage performance marketing budgets
Allocate spends across platforms based on ROI and growth potential
Track daily/weekly spends and optimize accordingly
Ensure efficient cost per acquisition and return on ad spend
5. Analytics & Reporting
Track and monitor campaign performance metrics
Build dashboards for traffic, conversions, ROAS, and revenue
Generate weekly and monthly performance reports
Derive insights and recommend optimization actions
6. Product & Content Optimization
Work with brand and design teams to create performance creatives
Optimize product listings for better conversions
Improve PDP content including images, keywords, and descriptions
Drive rating & review improvement initiatives
7. Platform Event Planning
Plan performance marketing for platform events (Big Billion Days, Great Indian Festival, etc.)
Drive visibility during sale events and category promotions
Collaborate with sales team for discounting and promotions
8. Cross Functional Collaboration
Work closely with Alternate Channel sales team
Coordinate with brand marketing for creatives and campaigns
Collaborate with supply chain to ensure stock availability
Work with agencies for campaign execution
Key Deliverables
Traffic growth across alternate channel platforms
Conversion rate improvement
Revenue growth from performance marketing
Improved ROAS
Lower customer acquisition cost
Improved share of search & visibility
Candidate Profile
Education MBA in Marketing / Digital Marketing preferred
Experience
5–8 years of experience in Performance Marketing / Digital Marketing
Experience in FMCG / Food / Consumer brands preferred
Strong experience in E-Commerce & Quick Commerce platforms
Experience managing marketplace advertising is mandatory
Required Skills
Performance Marketing
Marketplace Advertising (Amazon, Flipkart etc.)
Google Ads & Meta Ads
Data Analytics & Reporting
ROI & Budget Management
Keyword Optimization
Campaign Optimization
Digital Media Planning
E-Commerce Marketing
Quick Commerce understanding
Preferred Experience
FMCG / Food category experience
Experience in D2 C or marketplace-led brands
Experience working with agencies
Hands-on campaign execution experience
