This role is responsible for driving revenue growth and ROAS across all paid acquisition channels while also managing customer lifecycle marketing through email and WhatsApp. You will plan, execute, optimize, and report on performance campaigns across multiple platforms and brands.
This is a hands-on, performance-focused role with direct impact on revenue.
Key ResponsibilitiesPaid Performance Marketing- Manage and optimize paid advertising across:
- Meta Ads (Facebook & Instagram)
- Google Ads (Search, Shopping, Performance Max, YouTube)
- TikTok Ads
- Snapchat Ads
- Plan and execute full-funnel strategies (awareness, acquisition, retargeting)
- Allocate and manage budgets efficiently across platforms
- Launch, test, and scale campaigns to achieve ROAS and CPA targets
- Analyze creative, audience, and funnel performance
- Coordinate with content and design teams for ad creatives
Email Marketing (CRM)- Manage email campaigns and automated flows (Klaviyo or similar)
- Own key flows: welcome, abandoned cart, browse abandonment, post-purchase, win-back
- Segment audiences and optimize campaigns for conversions
- Track performance metrics such as revenue, open rate, CTR, and conversion rate
WhatsApp Marketing- Plan and execute WhatsApp broadcast campaigns and automation flows
- Optimize WhatsApp as a conversion and retention channel
- Align WhatsApp messaging with paid campaigns and email marketing
- Improve repeat purchase rate through lifecycle messaging
Analytics & Reporting- Monitor performance dashboards across all channels
- Ensure accurate tracking and conversion attribution
- Prepare weekly and monthly performance reports
- Provide insights and recommendations for scaling and optimization
Collaboration- Work closely with brand, content, e-commerce, and operations teams
- Support new product launches, promotions, and seasonal campaigns
- Coordinate with external agencies or freelancers when needed
Required Qualifications- 37+ years of experience in performance marketing / paid media
- Strong hands-on experience with Meta Ads and Google Ads (mandatory)
- Experience with TikTok and Snapchat Ads is a strong advantage
- Proven e-commerce performance track record (ROAS, CPA, revenue growth)
- Experience with email marketing platforms (Klaviyo preferred)
- Experience with WhatsApp marketing tools (WATI or similar preferred)
- Strong analytical mindset and data-driven decision making
- Experience in beauty, fashion, or e-commerce brands is a plus
KPIs & Success MetricsPaid Media KPIs- Overall ROAS (by platform and total)
- Cost Per Acquisition (CPA)
- Revenue from paid channels
- Conversion rate by funnel stage
- Ad spend efficiency and scaling performance
Email Marketing KPIs- Revenue contribution from email (% of total revenue)
- Open rate & click-through rate (CTR)
- Conversion rate from campaigns and flows
- Performance of key automations (abandoned cart, post-purchase)
WhatsApp Marketing KPIs- Revenue generated from WhatsApp campaigns
- Conversion rate from WhatsApp broadcasts
- Repeat purchase rate
- Engagement rate (clicks / responses)
Overall Business KPIs- Monthly revenue growth
- Customer acquisition cost (blended)
- Repeat purchase rate
- Average order value (AOV) contribution
- Marketing efficiency ratio (MER)
First 90 Days Expectations- Audit and optimize all ad accounts
- Improve tracking and reporting accuracy
- Launch structured email and WhatsApp flows
- Identify winning audiences and creatives
- Show measurable improvement in ROAS and CPA
