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.