Performance Marketing Manager

Role Purpose

The Performance Marketing Manager is responsible for planning, executing, and optimizing all paid marketing campaigns to drive traffic, conversions, and sales on COWBERRYs digital channels (website, Amazon, marketplaces, etc.). They ensure that every marketing rupee delivers measurable ROI and contributes to the brands growth KPIs.

Key Responsibilities

1. Digital Campaign Management

• Plan and run paid campaigns across Meta (Facebook/Instagram), Google (Search, Display, YouTube), and marketplace ads (Amazon, Flipkart, etc.).
• Manage daily, weekly, and monthly ad budgets to achieve target ROAS (Return on Ad Spend).
• Continuously test audience segments, ad creatives, placements, and bidding strategies.

2. Analytics & Optimization

• Track and analyze campaign data using Google Analytics, Meta Ads Manager, and GA4.
• Build dashboards to monitor metrics like CAC, CTR, CPC, CPM, conversion rates, and LTV.
• Optimize campaigns based on data insights focus on efficiency, not just volume.

3. Collaboration & Coordination

• Work closely with the Creative Team for ad visuals, copy, and A/B testing.
• Partner with the E-Commerce Manager to align campaigns with product launches, offers, and inventory.
• Coordinate with the CRM & Automation Executive to build retargeting and win-back funnels.

4. Funnel & Growth Strategy

• Build full-funnel campaigns (awareness consideration purchase retention).
• Drive traffic from paid channels into email / WhatsApp remarketing flows.
• Identify new growth opportunities influencer whitelisting, affiliate partnerships, performance PR.

5. Reporting & ROI Tracking

• Present weekly/monthly performance reports to the CMSO.
• Benchmark against industry KPIs and optimize the CAC:LTV ratio.
• Ensure transparent ROI reporting for all paid channels.

Required Skills & Competencies

Deep understanding of Meta Ads, Google Ads, and Analytics.

• Hands-on with Shopify / WooCommerce tracking, UTM tagging, and GA4.
• Proficiency in Excel / Data Studio / Looker dashboards.
• Strong analytical and numerical skills understands the economics of marketing.
• Excellent communication for cross-functional alignment.

• Preferred Background

• 4-7 years of experience in Performance Marketing for D2C, FMCG, or organic food brands.
• Bachelors degree in Marketing / Business / Engineering; MBA preferred.
• Certifications: Google Ads, Meta Blueprint, GA4 Analytics (a plus).