Performance Marketing Manager

COMPANY & BACKGROUND

Dairy Day was started in 2002 by two veterans from the ice-cream industry, with a keen desire to chart their own course in a category they were deeply passionate about. Over the past 20 years, Dairy Day has grown to become a regional leader in the ice-cream category, with market leadership in Karnataka & with the brand ranked 3rd in Tamil Nadu. The brand boasts of strong presence on-ground across 70000+ retailers, and continues to grow rapidly at 25%+, with FY’24 revenues at 680 Cr. Along the way, Dairy Day has attracted significant investor interest, with investments from Motilal Oswal in 2016 and a sizeable investment from Kedaara Capital in 2024.

Going forward, the brand’s objective will be to step up growth even further through strengthened marketing interventions & geography expansion, premiumization & dialling up relevance through a strong NPD pipeline and strengthening competitive growth across emerging channels, thereby becoming one of the top 4 players nationally.

We are looking to hire a Performance Marketing Manager, to come in and work closely with the VP-Marketing & the Marketing Team in accelerating the Quick Commerce agenda for Dairy Day. The individual will lead thinking & execution of performance marketing initiatives for QCom, with focus on in-app media deployment & performance marketing interventions across Meta & Google. This role offers an opportunity to be part of a fast-growing brand in the exciting ice cream category and will allow ownership of marketing initiatives for the QCom channel, which continues to grow rapidly for the category and is expected to accelerate further over the next few years.

ROLE AND RESPONSIBILITIES

Lead thinking & execution of media planning & performance marketing initiatives for the QCom channel across platforms.

QCOM Media Planning & Revenue - Design monthly in-app media deployment & investments in Meta to accelerate share gain across QCom platforms – driving velocity of key portfolio and discovery of long tail assortment on the platform

New launch planning – drive discovery and offtake of new launches on QCom platforms, with the objective of maximizing share gain.

Content & creatives on-app – ensure fully updated and impactful content for the entire portfolio listed on QCom channels

Media Optimization & ROAS improvement – work on optimizing and improving ROAS across platforms, with the objective of maximizing effectiveness of media monies spent.

Analytics & Insights – Build & maintain a strong analytics engine which allows us to derive insights & sharpen performance marketing investments on an ongoing basis.

QUALIFICATIONS AND EXPERIENCE REQUIREMENT

Academic

Graduate/ MBA from Tier 1/ Tier 2 Institute

Professiona l

·3-4 years of experience in Performance Marketing, with the primary focus being Quick Commerce Platforms. Experience in Biscuits, chocolates, ice creams is a bonus. Recent experience with D2C FMCG brands also serves as a bonus.

· Strong understanding of performance marketing principles and on leveraging this to deliver brand objectives on QCom.

· Understanding of creatives & content on-app – with the ability to work with agencies & the marketing team to create impactful assets that can deliver conversion on-app

· Strong excel and analytical skills are essential, given the data-first approach expected in this role.

What we’re looking for: An entrepreneurial approach that derives joy in taking a data-first approach towards shaping performance marketing initiatives for a large ice cream brand in a fast-growing category. Proven track record of hands-on experience in Quick 

FUNCTIONAL COMPETENCIES

Hands-on experience in managing Performance Marketing initiatives for Quick Commerce & across the Meta universe for FMCG categories

Strong analytical approach & good excel skills are critical.

Effective communication with experience in engaging with POCs across Quick Commerce platforms

Appreciation for crafting & deploying creatives & content on-app

Understanding of P&L and implications of QCom spends on brand P&L.