Digital Marketing Specialist

SPECIFICATION: Experienced Media Buyer

1. Experience Requirements

3–6+ years

scaled ad spends from ₹10–20 lakhs/month → ₹1 crore+/month

scaling at least one D2C brand

Meta (Facebook + Instagram) & Google Ads

Snapchat, TikTok (international), YouTube, Amazon Ads, Taboola, DV360

2. Technical Skill Requirements

Meta Ads

account structure

Mastery in:

• Broad + Advantage+ audiences
• Lookalikes + first-party data
• Creative testing structures
• Daily stop loss rules & risk control
• Retargeting funnels (DPA, ATC, VC custom flows)
• Ability to run

  multiple ad accounts

  & manage bans.

Google Ads

• Expert in:
• Performance Max
• Search + Brand + Competitor campaigns
• YouTube acquisition
• Shopping campaigns
• Strong understanding of

  data-layer, conversions, feed optimization

  .

Attribution & Analytics

• Proficiency in

  GA4

  , Post Purchase Surveys, Triple Whale, AppsFlyer or AnyTrack.
• Ability to read:
• MER
• Blended CPAs
• CAC & LTV interaction
• ROAS vs Contribution Margin
• Understands how to scale while protecting

  profitability

  .

Creative Strategy

• Can brief the creative team with:
• Angles
• Hooks
• Winning ad formats
• Competitor analysis
• Knows what type of creatives work for:
• Prospecting
• Retargeting
• Scaling to cold markets
• Can identify fatigued ads quickly.

CRO & Funnel Understanding

• Understands landing page psychology.
• Can audit:
• PDPs
• Checkout flow
• Offer structure
• Works with tech to improve CVR.

Data & Tools

Should be comfortable with:

• Shopify analytics
• Excel/Google Sheets
• Meta Ads Manager
• Google Ads Manager
• Google Tag Manager
• Pixel setup, conversion APIs
• Klaviyo, SMS, push notifications (basic)

3. Strategic Skills

• Ability to take

  revenue targets

  and translate them into:
• Daily spend
• CAC targets
• Expected ROAS
• Weekly scaling plan
• Deep understanding of:
• Scaling philosophies
• Risk management
• Budget pacing
• Inventory & marketing sync
• Seasonality planning
• Can design and run

  Black Friday, Diwali, EOSS, weekend scaling

  .

4. Behavioural Skills

• KPI-driven, not vanity metrics driven.
• Ownership mindset — behaves like a founder.
• Works calmly under pressure during scaling weeks.
• Transparent & proactive communicator.
• Must be

  data-first

  , not “opinion-first”.