Performance Specialist

3 weeks ago

Mumbai, India Dr. Vaidya's by RPSG Group Full time

About RP-Sanjiv Goenka Group:

The RP-Sanjiv Goenka Group is a diversified conglomerate with interests across Energy (Power, Renewables, Chemicals), Consumer (retail, food services), Entertainment (media, music, sports) and technology businesses. The group overall has 15+ companies, 45,000+ employees with gross assets close to INR 40,355 Cr. The group has been growing at more than 20% p.a. for the last 5 years and wishes to embark on an even more aggressive growth trajectory over the next 5–10-year horizon. The flagship companies include:

CESC Limited – A Fully Integrated Private Power Utility

Spencer’s Retail – India’s second largest food-based retailer

First Source Solutions – India’s Top 3 pure play BPO player

Saregama India – the biggest collection of Indian music

Phillips Carbon Black - India’s 2nd largest carbon black manufacturer

Harrisons Malayalam – One of the largest plantation businesses in India

Along with Spencer’s Retail and Saregama, the Group has also ventured into FMCG business recently through Guiltfree Industries Limited. It has also acquired another FMCG Company, Apricot Foods Private Limited. With strong profitability, robust balance sheets and deep cash reserves, the Group is looking to build a strong position in the consumer goods and retail space. As a group, RP-SG is committed to invest $3 Billion + additional capital over the next 4-5 years, primarily in the consumer and technology businesses.

Background – FMCG Business

RPSG FMCG Business has made strong initial inroads by creating a new segment of snacks in the Indian market, with its brand “Too Yumm” In a short period the brand has established itself across India as a strong choice vis a vis of traditional fried. This was possible through bold investments in product design and go to market. The division also has forayed into traditional snacks and Ayurveda (Dr Vaidya’s). The group is now in earnest to build the FMCG business in India through bold organic growth and acquisitions.

Background – Herbolab India Pvt Ltd.

Dr Vaidya’s is a new age Ayurvedic company that strives to bring the traditional, time-tested goodness of Ayurveda to 21st-century customers. Founded by the Vaidya family, whose expertise spans 150 years of Ayurvedic heritage, their formulations and knowledge for Ayurvedic Products have been passed down from generation to generation through dedicated practice. Today, the company owns 100+ FDA approved, proprietary formulations for Ayurvedic medicine. Products sold online (owned channel i.e. drvaidyas.com and third-party channels i.e. Amazon, Nykaa, Net meds, Med life, pharm easy etc.) as well as >500 offline stores (including Noble Plus, Twenty-Four Seven etc.).

Learn more on and rpsg.in

Roles & Responsibilities:

  • Drive and execute digital marketing campaigns for New user acquisition, return on Ad spends. Managing budgets and campaigns across all digital channels to drive strong return on investment and efficient CAC.
  • Ensuring successful planning, execution, optimization for key traffic KPIs via paid, organic & own media channels.
  • Stay up to date with the latest trends, tools, and best practices in performance marketing, and implement innovative strategies to stay ahead of the competition.
  • Analyze campaign performance and prepare regular reports for stakeholders, providing insights and recommendations for optimization.
  • Good Experience with Tracking and Analytics tools and setups.
  • Tracking and monitoring performance for digital content projects, utilizing web analytics to improve business performance.
  • Managing digital marketing channels across Meta, Google, PPC, SEO, Display, affiliates and email marketing and social media.
  • Ensuring that the website delivers a great customer experience; ensuring content is engaging.
  • Liaising with the inventory and purchasing teams for newly available stock to advertise.
  • Working with brand teams to digitally propagate brand creatives in the best manner to achieve results.
  • It's a challenging B2C, Tech-driven e-commerce business and we have outshined competitors in the industry to go on an expansion phase.
  • Major involvement in Facebook & Google Conversion campaigns for driving sales on our website. The knack for optimizing CTRs, Conversion rates, CPA, and ability to scale up revenues from multiple SKUs by targeting it to relevant audience demographics.
  • Optimizing for adequate impression share, click share, and high monetization SKUs sales. Using look alike & custom audiences for retargeting and higher conversion rates.
  • Sound knowledge of Facebook & Google’s E-commerce advertising policies, retargeting capabilities especially for wellness and Illness products (medicines).
  • Should be a strategic planner & executor who understands Facebook & Google’s barring policies on breaching Fb community advertising rules, circumvention, and inappropriate communication.
  • Execute campaigns, Ad sets, and Ads and improvise related metrics CTR, conversions, Relevance Score, and overall Facebook & Google Ads Roi.
  • Aware of Facebook & Google’s latest set of best practices & guidelines announced by Facebook & Google for better ad results. Should be a smart thinker who knows what and how to play with for better results within the realm of FB’s acceptable optimizations.
  • Growth hacking, Ads engagement improved, driving user actionable and lead capturing, Ads Planning, and BIG NO TO FIREFIGHTING. We need smart planners, not firefighters. Good help is always available

Educational Qualification

Graduate in Marketing, Business or Engineering, or Postgraduate in Business or Marketing.

Work experience

3-5 yrs of experience in Performance marketing preferably in the E-Commerce Industry.

Prior start-up work experience is preferred.

Key Competencies

  • Performance marketing experience is mandatory with campaigns being managed by the applicant.
  • Experimentation mindset with strong hold on data to back your decisions.
  • Knowledge of Content and Creative Strategy, E-commerce funnels and website optimization.
  • Running multiple campaigns at scale and ensuring real-time optimization of all digital efforts to make the most of the budgets.
  • Experience in handling large budgets (Min 1-2Cr/month preferable).
  • Outstanding communication and interpersonal skills.
  • Must have worked autonomously and possess strong ownership mindset.

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