Digital Marketing Manager

Role Overview Were seeking an experienced Digital Marketing Manager with deep expertise in Facebook Ads Manager and Google Ads. You will own end-to-end campaign strategy, execution, optimization, and reporting for our core products in the health & wellness category. Your goal will be to drive customer acquisition, improve ROAS, and scale campaignswhile collaborating closely with creative, e-commerce, and product teams. Role & responsibilities Preferred candidate profile Key Responsibilities Strategy & Planning Develop and maintain an overarching paid media strategy for Facebook (including Instagram placements) and Google (Search, Shopping, Display, YouTube). Conduct market research and competitor analysis to identify high-potential audiences and creative angles specific to health & wellness (e.g., honey-based supplements, herbal remedies). Define monthly/quarterly KPIs (CAC, ROAS, CTR, conversion rate) and outline roadmap to achieve revenue targets. Campaign Setup & Management Build, launch, and optimize funnel-based Facebook campaigns (awareness consideration conversion) tailored to each product (e.g., Walkwell Capsules for osteoarthritis, Whole Night Honey, and other products). Structure and manage Google Ads accounts: Search campaigns (branded vs. non-branded), Shopping, Display remarketing, and YouTube pre-roll ads. Implement UTM tagging and ensure proper integration with GA4, Facebook Pixel, and conversion API for accurate tracking. Creative Collaboration Partner with the design/content team to develop ad creative (static images, video ads, carousels) aligned with brand guidelines (e.g., Authentik Ayurveda logo, dark green natural aesthetics). Provide data-driven feedback on creative performance and drive A/B testing (e.g., headline variations, ad copy, thumbnail tests). Bid Management & Budgeting Allocate and manage monthly ad budgets (6–7-figure budgets in INR/USD) across channels, adjusting spend based on performance and seasonality (e.g., product launches, festive seasons). Leverage bid strategies (e.g., Target CPA, Maximize Conversion Value) and manual bidding where appropriate to hit efficiency goals. Audience Targeting & Segmentation Create detailed custom and lookalike audiences based on first-party data (email lists, purchase history) and interest/behavioral targeting relevant to natural health, Ayurveda, fitness. Set up dynamic retargeting flows on Google Display and Facebook to re-engage past website visitors, cart abandoners, and upsell opportunities (e.g., bundle Slim Honey + Ginger-Infused Honey). Performance Analysis & Reporting Generate weekly/monthly performance reports highlighting key metrics: ROAS, CAC, LTV payback, funnel drop-offs. Analyze data to uncover insights (e.g., which ad sets drive highest LTV customers vs. which creatives underperform) and recommend optimizations. Present findings to leadership team with straightforward next-step recommendations (e.g., increase budget on top-performing campaigns, pause non-effective SKUs). SEO & CRO Collaboration Work with the SEO specialist to align paid keywords strategy with organic efforts and capture incremental search demand. Collaborate with website/UX team to run landing page A/B tests, improve mobile conversion, and ensure Shopify/Amazon funnels are optimized for paid traffic. Stay Current & Innovate Keep abreast of the latest Facebook and Google Ads features, policy changes (e.g., restrictions around “aphrodisiac” claims for Whole Night Honey), and platform best practices. Pilot emerging channels or advanced tactics (e.g., Advantage+ Shopping Campaigns, Facebook Advantage+ Audiences, Google Performance Max) to gain competitive edge.