1. Paid Media Strategy & Execution

- Develop, implement, and optimize paid marketing strategies across Google Ads, Meta (Facebook & Instagram), LinkedIn, and other relevant channels.

- Plan and manage monthly budgets to achieve ROAS (Return on Ad Spend) and CAC (Customer Acquisition Cost) targets.

- Create and execute A/B tests for creatives, audiences, and landing pages to continuously improve conversion rates.

2. Performance Analytics & Reporting

- Track, measure, and analyze campaign performance using GA4, Meta Ads Manager, and other analytics tools.

- Prepare weekly, monthly, and campaign-level performance reports with actionable insights.

- Analyze customer journey metrics (impressions, clicks, add-to-cart, purchases) and suggest optimization strategies.

3. Funnel & Conversion Rate Optimization (CRO)

- Identify bottlenecks in the marketing funnel and propose solutions to increase lead-to-sale conversion rates.

- Work closely with design and tech teams to improve landing page performance (speed, UI/UX, messaging alignment).

- Optimize remarketing strategies to boost repeat purchases and customer lifetime value.

4. Promotion & Campaign Planning

- Plan and execute strategic campaigns around key brand moments (e.g., 21on21 Sale, festivals, professional days).

- Collaborate with content and creative teams to design high-performing ad creatives and messaging that align with 21GenX's premium, aspirational tone.

- Suggest new offers, hooks, and FOMO-driven ideas to improve campaign impact.

5. Audience Segmentation & Targeting

- Develop detailed audience personas and segmentations based on behavioral data (e.g., working professionals, design enthusiasts, tech lovers).

- Refine targeting strategies to improve acquisition quality and minimize wastage.

- Explore new channels (e.g., influencer collaborations, affiliate marketing) to reach niche segments.

6. Collaboration & Stakeholder Management

- Work cross-functionally with merchandising, content, creative, and tech teams to ensure brand and performance goals are aligned.

- Coordinate with external agencies or freelance partners when needed for campaign execution.

- Regularly update management on progress, challenges, and upcoming opportunities.

7. Marketing Automation & Tools

- Utilize marketing automation tools (e.g., CleverTap, email marketing platforms) to design effective retargeting and loyalty campaigns.

- Set up and maintain pixel tracking, UTM tagging, and attribution models for accurate data measurement.

Key KPIs to Monitor

- ROAS (overall and by channel)

- CAC vs. target

- Conversion rate (ad click to purchase)

- Cost per lead and cost per purchase

- Customer retention and repeat purchase rates

- Campaign ROI and revenue contribution

- Website traffic growth and quality (session duration, bounce rate)