Performance Marketing Lead

About Smotect Azaadi
Smotect Azaadi is a fast-growing consumer wellness brand built on an Ayurvedic foundation. We are scaling across D2C, marketplaces, and quick commerce, with a strong presence across , Amazon, Flipkart, Blinkit, and Swiggy Instamart.
We are a small, high-ownership team where growth, creative, content, and operations work closely together. This is a senior role with real ownership of paid growth, performance efficiency, and channel-level outcomes.

Role Overview
We are looking for a Performance Marketing Lead who can own full-funnel paid media across Google and Meta, while also extending performance thinking across Amazon, Flipkart, Blinkit, and Swiggy Instamart.
This is not just a campaign management role. We need someone who can set strategy, run experiments, read data deeply, brief creatives, and scale what works end to end.
You will be the primary owner of ad spend efficiency and will work closely with brand, creative, content, and operations teams to ensure campaigns, listings, content, and fulfilment support business growth.

Key Responsibilities
Google and Meta Ads

• Own end-to-end campaign strategy, execution, optimisation, and reporting across Google Search, You Tube, Performance Max, Meta Feed, Reels, Stories, and Advantage+

• Manage daily budgets, bids, audience segmentation, CAC, and ROAS targets

• Build and maintain a structured creative testing pipeline

• Brief the creative team, run A/B tests, identify winners, and scale what works

• Drive retargeting and lifecycle cohort strategies along with CRM and email flows

• Track attribution rigorously through UTM hygiene, GA4, pixel audits, and reporting checks
Amazon and Flipkart Ads

• Own Sponsored Products, Sponsored Brands, Sponsored Display, and equivalent Flipkart ad formats

• Manage ACoS and TACoS targets

• Optimise keyword harvesting, bid management, and negative keyword lists

• Coordinate with the content team on listing optimisation to improve conversion from ad clicks

• Track marketplace signals such as share of search, ranking movement, review velocity, and conversion performance
Quick Commerce

• Own growth and expansion across Blinkit and Swiggy Instamart

• Manage quick commerce ad spends, search placements, banners, and promotions

• Work with operations to ensure in-stock rates and store availability align with campaign periods

• Identify cities, stores, and SKUs where unit economics support aggressive growth

• Track sell-through velocity by city and SKU to inform campaign and supply decisions
Analytics and Reporting

• Build and maintain weekly performance dashboards across all paid channels

• Own channel-level performance across spend, revenue, ROAS, CAC, and contribution

• Report performance insights to leadership weekly

• Identify attribution gaps across D2C, marketplaces, and quick commerce

• Surface insights that feed back into creative, product, content, and business strategy

Requirements

• 3 to 6 years of hands-on performance marketing experience

• At least 2 years managing Google Ads and Meta Ads together

• Demonstrable track record of improving ROAS or reducing CAC for a D2C or ecommerce brand

• Direct experience running Amazon Ads / AMS, including keyword strategy, bid management, and ACoS optimisation

• Experience with quick commerce ad platforms such as Blinkit or Swiggy Instamart

• Strong comfort with data, dashboards, reporting, and attribution methodology

• Ability to pull reports independently, analyse performance, and convert insights into action

• Creative briefing skills — you do not need to design ads, but you should be able to direct what needs to be tested and why

Good to Have

• Experience in consumer brands, wellness, FMCG, personal care, nutraceuticals, or D2C categories

• Familiarity with CRM tools such as Klaviyo, MoEngage, or similar platforms

• Prior experience at a D2C brand that has scaled through quick commerce

• International market exposure, especially US Amazon or Meta, is a bonus

Mindset We Are Looking For

• Ownership mindset — you catch wasted spend and act fast on opportunities

• Data-driven thinking — opinions lose to data

• Strong creative judgement — you care about what the ad says, not just the CTR

• High accountability — you can own performance numbers and communicate clearly with leadership

• Strong execution speed — you can test, learn, and improve quickly

• Business-first thinking — you look beyond ad metrics and understand how performance connects with listings, stock, pricing, content, and conversion

What We Offer

• Real ownership of a high-visibility growth function

• Competitive compensation with performance-linked variable

• Direct access to founders and fast decision-making

• Opportunity to scale a purpose-driven consumer wellness brand

• A front-row seat to building a national ecommerce and quick commerce growth engine from the ground up