Marketing Manager - FMCG/D2C

Job Description:

Key Responsibilities

1. Performance Marketing & Paid Media

- Plan, execute, and optimize campaigns across Meta, Google, YouTube, and other relevant channels.

- Manage budgets, track ROI, CAC, ROAS, and key funnel metrics.

- Build acquisition and retargeting strategies to drive traffic and conversions.

- Coordinate with performance agencies when needed and ensure output quality.

2. Brand Growth & Market Visibility

- Develop and implement strategies to enhance brand awareness across digital and retail channels.

- Ensure brand consistency across website, marketplaces (with the marketplace team), and offline stores.

- Manage influencer collaborations, partnerships, and brand-led initiatives to increase visibility.

- Work with offline teams to support brand visibility in retail outlets.

3. D2C Website & Funnel Management (Shopify)

- Oversee the Shopify storefront, ensuring accurate product information, pricing, and smooth navigation.

- Optimize product pages, category pages, and landing pages to improve conversion.

- Monitor traffic, bounce rates, funnel drop-offs, and session performance.

- Implement CRO improvements using insights from GA4, Meta Pixel, or other tools.

4. Analytics & Data Insights

- Track and report on key marketing and business KPIs: traffic, conversions, repeat rate, cohorts, and product performance.

- Analyze customer behavior to improve acquisition, retention, and repeat purchases.

- Use insights to propose strategies for campaigns, product launches, and pricing improvements.

5. Product Research & Category Insights

- Conduct market benchmarking, competitor analysis, and category research.

- Identify emerging trends in organic food and consumer behavior.

- Support the team with insights on pack sizes, pricing, new product opportunities, and brand positioning.

6. Customer Retention & Experience

- Build retention flows across WhatsApp, email, and SMS for abandoned carts, replenishment, and loyalty.

- Collect customer feedback to improve product quality, packaging, and service.

- Monitor reviews, ratings, and customer sentiment to enhance brand credibility.

Required Skills & Qualifications:

- Bachelor's degree in Marketing, Business, Management, or related fields.

- 4-8 years of experience in D2C, FMCG, or consumer brand marketing.

- Hands-on experience with paid media (Meta/Google Ads).

- Strong analytical skills and comfort with marketing dashboards, GA4, and performance metrics.

- Understanding of D2C funnel metrics, customer journey optimization, and retention strategies.

- Familiarity with Shopify or similar e-commerce platforms.