Digital Marketing Lead

Role & responsibilities

Performance Marketing

• Drive omnichannel digital marketing across platforms including Meta (Facebook & Instagram), Google Ads, YouTube, Amazon, and affiliate networks – to ensure cohesive customer acquisition and brand engagement.
• Plan and manage paid media campaigns with clear KPIs like ROAS, CAC, and CPL for various products and regional markets.

Organic Growth & SEO

• Build and continuously optimize our SEO strategy, including on-page and off-page SEO, content marketing, keyword optimization, and structured blog publishing.
• Own SEM strategy with a focus on brand vs. generic search balance and product- specific landing page performance. eCommerce & Platform Ownership
• Oversee the management of iPlanet’s Shopify eCommerce storefront, Google Merchant Center (GMC), Meta Commerce Suite, and Google My Business listings.
• Drive conversion optimization efforts and enhance UI/UX in collaboration with the eComm team. Creative Direction & Campaign Execution
• Lead the internal creative team to ensure production of high-quality digital content, including banners, reels, videos, and performance creatives.
• Coordinate with agencies and third-party vendors for digital assets and campaign execution. CRM & Marketing Automation
• Design and execute multi-channel marketing automation flows through email, WhatsApp, and push notifications, driving re-engagement, upsell, and loyalty. Influencer, Affiliate & Content Marketing
• Manage influencer and affiliate marketing campaigns, especially for store launches and product pushes, using performance-based KPIs. 3 | Page
• Leverage influencers to build awareness and local relevance in the South & West regions of Indian markets. Data-Driven Decision Making
• Benchmark creative and campaign performance through A/B testing across audiences, platforms, and ad formats.
• Develop and monitor blog-led inbound marketing strategies, measuring time on page, bounce rates, and assisted conversions.

Key Performance Indicators (KPIs)

• ROAS (Return on Ad Spend): Measured campaign-wise and overall
• CAC / CPL: Customer Acquisition and Cost Per Lead
• Paid Traffic % vs Organic: Channel performance mix
• Session-to-Transaction Rate: Funnel effectiveness
• Organic Traffic Growth: Month-over-month
• Email Open & Click-Through Rates: Across flows and campaigns
• Customer Retention Rate: Repeat visitor metrics
• Blog-led Conversions & Time on Site
• Keyword Ranking Improvement: For high-priority business terms