Associate Director - Performance Marketing - eCommerce (4-10 yrs)

Overview:

The Director of Performance Marketing will lead, manage, and drive the growth of our marketplace business, with a primary focus on expanding Amazon, Flipkart, and Firstcry channels. This individual will also establish ad presence on new channels, such as Myntra and Snapdeal, and ensure strategic development of key clients with a strong focus on revenue growth, client retention, and enhanced ROI on performance marketing investments.

Responsibilities:

Marketplace Business Development:

- Develop and implement comprehensive performance marketing strategies for platforms such as Amazon and Flipkart.

- Mastery in search and DSP (Display) advertising, including self-service platforms and managed services.

- Optimize target audiences through audience insights and audience builders (e.g., AMC Audience Builder).

Direct-to-Consumer (D2C) Marketing Strategy:

- Develop and execute performance marketing strategies aimed at customer acquisition and enhancing customer lifetime value.

- Manage and optimize multi-channel campaigns across paid search, social media, display, email, and programmatic advertising.

- Execute digital acquisition strategies via SEM, social media, display ads, affiliate marketing, and programmatic campaigns.

Campaign Management and Optimization:

- Oversee and optimize performance marketing campaigns for maximum ROI, CPC, CTR, and other KPIs on both Marketplace and D2C platforms.

- Manage budgets to achieve key performance targets while maintaining optimal customer acquisition costs (CAC).

Performance Analysis:

- Analyze campaign data to identify trends and generate actionable insights.

- Continuously test and optimize campaigns to enhance effectiveness and efficiency based on data-driven insights.

Budget Management:

- Make informed, data-driven decisions to optimize marketing budgets for maximum impact.

- Manage budget reallocations across categories based on issues such as stock availability or pricing.

Agency and Stakeholder Management:

- Collaborate with agencies to implement performance marketing strategies.

- Conduct weekly strategic meetings by category to align on revenue targets and ROI objectives.

- Build strong relationships with external advertising platform teams to identify growth opportunities.

- Work closely with internal cross-functional teams, including growth and marketing, to create scalable processes, automation, and tracking mechanisms to enhance team alignment.

Competitive Benchmarking and Creative Feedback:

- Provide feedback on catalog and creative assets through regular competition benchmarking to improve engagement and conversion.

Reporting and Insights:

- Monitor and report on KPIs and marketing metrics, tracking progress towards goals and objectives.

- Develop management dashboards with the data team to provide clear and actionable insights for stakeholders.

Requirements:

Experience:

- 4+ years of experience in performance marketing for a marketplace, D2C, retail brand, or agency.

- Proven track record of achieving marketing goals for both marketplace and D2C channels.

Technical Proficiency:

- Hands-on experience with Marketplace PPC, DSP, CTR, CVR metrics, as well as D2C channels (Google, Meta, Direct, and Referral Marketing).

Thought Leadership:

- Proactively engage in discussions regarding new features, best practices, and emerging opportunities in performance marketing.

Team Leadership:

- 2+ years of experience managing a team (ideally 3+ direct reports).

Multi-Channel Strategy Expertise:

- Proven experience in building effective multi-channel marketing strategies, including affiliate marketing, PPC, SEO, social media, and other digital channels.

Technical Skills:

- Advanced proficiency in Excel/Sheets (pivots, lookups), Google Slides, SQL, and Seller Central Reporting.

Industry Experience:

- Experience with an agency or aggregator is a plus.