Ferns n Petals - Head - Performance Marketing

Essentials of the role :

Leadership Role :

- The Head of Performance Marketing is his leadership in performance marketing team of Ferns N Petals.

- He/she spearheads, strengthens, and oversees the acquisition efforts of the marketing department across paid search, display & social campaigns of all the omni-channel properties across India & international geographies.

- He/she also plays a mentorship role to key performance marketing personnel, assisting in the execution of their functions, ensuring that their professional skills are consistently growing.

- He/she reviews the performance of the reporting marketing personnel and ensures appropriate appraisal is done for outstanding performers 

Strategy & Execution :

- The Head of Performance Marketing plays an active role in the formulation of the business/brand's growth strategies through ROI-based consumer approaches and data-driven acquisition strategies across paid search, display & social.

- He/she develops effective performance management arrangements that support the achievement of the business's overall targets, goals, and objectives.

- He/she is in charge of identifying management information that is necessary for ensuring that the performance across all initiatives of marketing function are monitored accurately & regularly and that any hindrances to execution of strategies are discovered at an early stage.

- He/she also determines the necessary pace of improvement in marketing performance across a wide range of targets and standards, inclusive of setting appropriate milestones to be delivered.

- He/she also plays an important role in the identification of opportunities that improve the productivity and efficiency of all the running marketing programs and campaigns.

Collaboration :

- He/she develops strong and effective working relationships with the reporting performance marketing personnel in order to bring about a positive environment that promotes the achievement of departmental goals and the business's KPIs.

- He/she develops effective incentive plans to support the achievement of targets, in conjunction with the Head of Digital Marketing.

- He/she works closely with the sales/category heads in order to ensure that there is a shared goal of improving revenue targets for the business.

- He/she works closely with the brand marketing team to ensure achieving the shared goal of improving the brand metrics.

- He/she partners with the HR in selecting key personnel for the performance marketing team.

- He/she works closely with the head of digital marketing & business leadership in the formulation of targets & strategies, and departmental budgetary allocations.

Analytics :

- The Head of Performance Marketing plays a major role in analytics function through campaign tracking, data analysis, and there-by making sure that the strategy is data-driven.

- He/she is also tasked with the creation and optimization of a wide range of forecasting tools that integrate research insights and sets of data, wherever required.

- He/she is also responsible for assessing pilot programs, their effectiveness, and long-term value for money.

- He/she also develops new and creative marketing program tools that facilitate the tracking of consumers- at a more personal/individual level instead of tracking only the general demographics.

Secondary Duties & Responsibilities :

The Head of Performance Marketing also performs other duties as he deems fit for the proper execution of his duties or duties as assigned by the Head of Digital Marketing, the Business Head, and/or the leadership team.