Lead - Online Channel Marketing

Role Overview:

The Online Channel Marketing Manager will lead the planning, execution, and optimization of paid marketing campaigns across e-commerce platforms. This role involves managing a comprehensive paid media strategy, optimizing brand visibility, and improving the overall performance of digital marketing efforts.

Key Responsibilities:

1. Paid Marketing Planning, Budgeting, and ROI

• Collaborate with the GTM and Online Channel teams to assess, plan, and align the on-platform category budget.
• Design, execute, and deliver paid marketing campaigns that are aligned with sales goals, ensuring optimal ROI.
• Plan and implement top-of-funnel campaigns (e.g., New Merchandise/NM, Demand
• Side Platforms/DSPs) during key product launches and events.
• Ensure delivery of key performance indicators (KPIs), such as Conversion Rate (CVR),
• Return on Ad Spend (RoAS), Search performance, and Click-Through Rate (CTR) for paid campaigns.
• Establish a tracking framework for Brand traffic directed to the platform (BAP), and provide regular reports on campaign performance.
• Monitor performance metrics and deliver hourly, daily, and weekly reports focused
• on key metrics like traffic, CVR, and RoAS.

2. On-platform marketing, Visibility, and Core TA Adoption

• Take ownership of the brand store on the platform, ensuring it is updated with the latest, relevant, and engaging content for customers.
• Work closely with platform marketing teams to optimize organic visibility and secure a high Share of Voice (SOV) through various merchandising slots.
• Manage the allocation and distribution of key visibility metrics across platforms, ensuring that the brand maintains optimal placement.
• Collaborate with platform partners to create and implement product engagement strategies that may include MiniTV, micro-influencers, live streaming, and other interactive features.
• Ensure seamless customer experiences through continuous optimization of the brand presence on the platform, contributing to higher engagement and conversion rates.

3. Competitive Analysis & Performance Improvement

• Maintain a weekly tracker to monitor and analyze competitor brand performance, including key metrics like searches, CVR, and more.
• Regularly assess the competitive landscape to identify trends, opportunities, and areas for improvement in current marketing strategies.
• Analyze co-browse wins and losses to make actionable recommendations aimed at capitalizing on competitive advantages and improving tactics to reduce losses.

4. Cross-functional Collaboration and Stakeholder Management

• Work closely with internal teams such as GTM, Sales, Product, and other Marketing functions to ensure alignment on objectives and priorities.
• Collaborate with platform representatives to leverage platform-specific resources, ensuring the brand is appropriately positioned in the marketplace.
• Provide actionable insights and recommendations to leadership based on performance data, competitive intelligence, and market trends.

5. Performance Reporting and Optimization

• Own the reporting and analysis of paid media campaigns, presenting insights to internal stakeholders and senior management.
• Drive continuous optimization of marketing spend, ensuring maximum impact and efficiency of each campaign.
• Utilize data to continuously refine and improve campaigns, making sure that the brands marketing strategies are always evolving to meet changing market dynamics.

Qualifications and Skills:

• Bachelor's degree in Marketing, Business, or a related field.
• Proven experience (6+ years) in online channel marketing, paid media management, and e-commerce platforms.
• Strong understanding of digital marketing metrics (CVR, RoAS, CTR, etc.) and the ability to drive results through data-driven decision-making.

Preferred Skills:

• Familiarity with platforms such as Amazon, Flipkart, or other e-commerce giants.
• Experience in live streaming, influencer marketing, and using emerging digital tools for brand engagement.
• Knowledge of SEO, SEM, and other search marketing techniques.
• Strong project management skills with a results-oriented mindset.