Digital Marketing Manager

Performance Digital Marketing Manager Meta Ads | Google Ads | WhatsApp Marketing

We are looking for a Performance Digital Marketing Manager who can take ownership of paid advertising and customer acquisition across Meta Ads, Google Ads, and WhatsApp campaigns. The role will focus strongly on improving ROAS, increasing profitable sales, reducing customer acquisition costs, and scaling campaigns based on performance data.

Roles & Responsibilities

• Meta Ads – Facebook & InstagramPlan, create, launch, and manage Meta advertising campaigns.
• Manage campaigns across prospecting, retargeting, remarketing, catalog sales, and conversion objectives.
• Continuously test creatives, audiences, offers, placements, and campaign structures.
• Monitor key metrics including ROAS, CPA, CAC, CTR, CPM, CPC, conversion rate, and frequency.
• Scale profitable campaigns while controlling acquisition costs.
• Identify underperforming campaigns and take corrective actions quickly.
• Coordinate with the creative/content team for new ad creatives, videos, hooks, offers, and product campaigns.
• Build custom audiences, lookalike audiences, and retargeting segments.
• Manage Meta Pixel, Conversion API, event tracking, and attribution accuracy.
• Run product-specific, collection-specific, festival, sale, and new-launch campaigns.
• Google AdsManage Google Search, Shopping, Performance Max, Display, and YouTube campaigns where applicable.
• Conduct keyword research and competitor analysis.
• Manage bidding strategies, campaign budgets, negative keywords, search terms, audiences, and product feeds.
• Optimize Google Shopping and Performance Max campaigns for profitable conversions.
• Work with Google Merchant Center and ensure products/feed are correctly configured.
• Improve Quality Score, CTR, conversion rate, and ROAS.
• Create and optimize remarketing campaigns.
• Monitor conversion tracking through Google Ads, GA4, and Google Tag Manager.
• Identify new opportunities to increase high-intent traffic and revenue.
• WhatsApp Marketing & RetentionPlan and execute WhatsApp marketing campaigns for existing customers and leads.
• Create campaigns for:
• New arrivals
• Back-in-stock products
• Sale announcements
• Festival campaigns
• Abandoned carts
• Customer reactivation
• Product launches
• Offers and coupon campaigns
• Segment customers based on purchase behaviour, order value, product interest, location, and engagement.
• Improve WhatsApp campaign conversion rates while avoiding excessive messaging or customer fatigue.
• Track revenue generated through WhatsApp campaigns.
• Coordinate campaign messages, creatives, landing pages, and offers.
• Develop automated WhatsApp customer journeys wherever applicable.
• Performance Analysis & ReportingMonitor marketing performance on a daily basis.
• Prepare weekly and monthly performance reports.
• Track:
• Ad spend
• Revenue
• ROAS
• CAC
• CPA
• Conversion rate
• AOV
• New vs returning customers
• Channel-wise revenue
• Analyse Shopify and advertising platform data to identify opportunities.
• Compare campaign performance against targets and previous periods.
• Make budget allocation decisions based on profitability rather than only revenue.
• Identify products and categories with strong advertising potential.
• Maintain dashboards for management to easily understand marketing performance.
• Campaign Strategy & PlanningPrepare monthly and seasonal digital marketing calendars.
• Plan advertising strategies for festivals, launches, sales, and major promotional periods.
• Decide appropriate budget allocation between Meta, Google, remarketing, and retention channels.
• Develop strategies for acquiring new customers while improving repeat purchases.
• Work closely with management on revenue and profitability targets.
• Research competitors, advertising trends, offers, and customer behaviour.
• Creative Performance ManagementAnalyse which images, videos, hooks, headlines, and offers generate the highest conversions.
• Provide clear creative briefs to designers and content creators.
• Maintain a continuous pipeline of new ad creatives.
• Test different formats including reels, static images, carousels, collection ads, and product ads.
• Identify creative fatigue and arrange replacements before campaign performance declines.

Influencer Marketing & Outreach

• Identify and shortlist relevant influencers, creators, and UGC partners aligned with the brand and target audience.
• Reach out to influencers through Instagram, email, WhatsApp, or creator platforms for paid and barter collaborations.
• Negotiate collaboration costs, deliverables, timelines, usage rights, and promotional requirements.
• Coordinate product selection, shipping, campaign briefs, coupon codes, and posting schedules.
• Maintain an organised influencer database with contact details, follower count, engagement rate, collaboration history, cost, and results.
• Follow up with influencers to ensure content is delivered and posted on time.
• Track influencer-generated traffic, sales, coupon usage, engagement, reach, and ROI.
• Identify high-performing creators and build long-term relationships with them.
• Source UGC content that can also be tested in Meta and Google advertising campaigns.
• Continuously discover new micro, mid-tier, and relevant niche influencers for the brand.
• Monitor influencer content quality and ensure it follows the agreed brand guidelines.
• Repurpose high-performing influencer content for paid advertisements, subject to agreed usage rights.
• Influencer Marketing & OutreachIdentify and shortlist relevant influencers, creators, and UGC partners aligned with the brand and target audience.
• Reach out to influencers through Instagram, email, WhatsApp, or creator platforms for paid and barter collaborations.
• Negotiate collaboration costs, deliverables, timelines, usage rights, and promotional requirements.
• Coordinate product selection, shipping, campaign briefs, coupon codes, and posting schedules.
• Maintain an organised influencer database with contact details, follower count, engagement rate, collaboration history, cost, and results.
• Follow up with influencers to ensure content is delivered and posted on time.
• Track influencer-generated traffic, sales, coupon usage, engagement, reach, and ROI.
• Identify high-performing creators and build long-term relationships with them.
• Source UGC content that can also be tested in Meta and Google advertising campaigns.
• Continuously discover new micro, mid-tier, and relevant niche influencers for the brand.
• Monitor influencer content quality and ensure it follows the agreed brand guidelines.
• Repurpose high-performing influencer content for paid advertisements, subject to agreed usage rights.

Key Performance Indicators – KPIs

Performance will primarily be evaluated based on:

• Overall marketing ROAS
• Customer Acquisition Cost
• Cost Per Purchase
• Revenue generated from paid marketing
• Contribution margin/profitability from campaigns
• Meta Ads performance
• Google Ads performance
• WhatsApp campaign revenue
• Conversion rate
• New customer acquisition
• Repeat customer revenue
• Creative testing velocity
• Budget utilisation and scaling efficiency
• Required SkillsStrong hands-on experience with Meta Ads Manager.
• Strong experience with Google Ads and Google Merchant Center.
• Experience managing performance marketing for an e-commerce/D2C brand preferred.
• Good understanding of Shopify and e-commerce funnels.
• Experience with WhatsApp marketing platforms and customer segmentation.
• Strong knowledge of GA4, Google Tag Manager, Meta Pixel, and conversion tracking.
• Ability to analyse large amounts of campaign data and make quick decisions.
• Strong understanding of ROAS, CAC, CPA, AOV, LTV, and conversion rates.
• Ability to manage significant advertising budgets responsibly.
• Strong Excel/Google Sheets skills.
• Good communication and coordination skills.

Preferred Candidate

We are looking for someone who is hands-on and performance-driven, not someone who only coordinates with agencies. The candidate should be comfortable logging into advertising accounts every day, analysing campaigns, making optimisations, testing new strategies, and taking direct responsibility for results.

Experience working with fashion, jewellery, beauty, lifestyle, or other high-volume e-commerce brands will be an advantage.

Experience

Preferred: 3–6 years of relevant experience in Performance Marketing / Digital Marketing, with proven hands-on experience managing Meta and Google advertising campaigns.

Candidates should be able to demonstrate previous campaign results, advertising budgets managed, ROAS achieved, and examples of campaigns they have successfully scaled.