Delivery Manager at XL Advisors
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Senior Manager - Performance Marketing - Retail (4-5 yrs)
Responsibility :
- Performance Marketing Planning : Build the strategy for the complete performance funnel which would include designing campaigns with key performance indicators (KPIs) linked to top, mid & bottom of funnel while optimizing ROAS. Also, leveraging data-driven insights to continuously improve campaign efficiency & effectiveness. Should be able to funnel traffic to a website/app of both as needed; with expertise in driving hyper local/targeted marketing.
- Performance Marketing Execution : Execute a coherent performance marketing campaigns aligned with the organization's goals, leveraging various channels with right mix of Impact, Reach & Display led campaigns through search engine marketing (SEM), search engine optimization (SEO), Google Shopping ads, display advertising (impact & reach lead) and affiliate marketing. Should have a flair for bringing in innovation (technology led or idea led) into performance marketing strategy.
- Social Media Marketing : Should have the basic appreciation of social & influencer marketing and its impact on build the top of the performance funnel along with the ability to run A/B testing for improvement of ROAS.
- Website/App Optimization : Collaborate with the web/app development and design teams to optimize website performance, user experience and conversion rates with linkage to KPIs on experience and ROAS.
- Customer Acquisition and Retention : Implement customer acquisition and retention strategies, including lead generation campaigns, customer segmented campaigns, customization/personalization of campaigns, loyalty programs, to drive customer engagement and loyalty.
- Analytics and Reporting : Requisite knowledge of reporting and monitoring tools and usage is a must like Google Analytics/Adobe Analytics and tools relevant to understand and analyse customer journeys. Utilize analytics tools and techniques to track and measure outcome of performance marketing, use insights to lean & improve marketing strategies.
- Industry Trends : Stay abreast of the latest digital marketing trends, emerging technologies, and industry best practices, continuously exploring new opportunities and innovative approaches to enhance digital marketing effectiveness including innovations on social surfaces and AI/ML space for personalization/ease of shopping.
- Cross-functional Collaboration : Work closely with other functional stakeholders like merchandizing on sharing insights on product affinity & conversion and retail team for lean and referral funneling to ensure seamless experience delivery across all customer touch points and final monetization agnostic of channel (online/store).
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