Digital Marketing Manager for Personal Care FMCG

A results-driven Digital Marketing Manager specializing in the personal care category (skincare, haircare, oral care, cosmetics, etc.) within an FMCG context. Combines deep consumer insights with hands-on execution to drive brand salience, equity, and revenue across online and offline channels. Excels at managing seasonal launches, regulation-conscious communications, and omnichannel activation in fast-moving, competitive markets.

Core Responsibilities -

Strategy & Planning**

Develop an integrated digital plan aligned to brand equity, product launches, and seasonal initiatives (e.g., gifting holidays, skincare routines, new formulations). Set measurable targets: ROMI, CAC, share of digital voice, net promoter score (NPS) at brand level, and long-term equity metrics.

Channel & Campaign Management**

Lead performance marketing across Google, Meta, short-form video, programmatic, and affiliate channels.

Orchestrate omnichannel campaigns that connect digital efforts with in-store activations, display merchandising, and retailer programs.  Guide content strategy for product education, tutorials, dermatologist/skin-safety messaging, and UGC campaigns.

Brand & Communications**

Maintain consistent brand voice, claims accuracy, and visual standards across digital touchpoints.

Collaborate on packaging, promotions, bundles, and in-store point-of-sale materials that amplify digital campaigns.

Data, Analytics & Insights**

Build KPI dashboards, track funnel metrics, and conduct attribution analyses (e.g., media mix, incrementality).  Translate consumer insights into product messaging, reformulation opportunities, and pricing/placement decisions.

E-commerce & Retail Partnerships**

Drive direct-to-consumer (D2C) and marketplace sales, with emphasis on category pages, A+ content, and digital shelf optimization.  Partner with retailers on digital promotions, loyalty tie-ins, and search/visibility improvements on retailer sites.

Regulatory & Safety Considerations**

Ensure compliant advertising claims, ingredient disclosures, and claims substantiation typical for personal care. Coordinate with regulatory, legal, and compliance teams for all digital content and influencer collaborations.

Innovation & Trends**

Stay ahead of personal care trends (clean beauty, sustainability, tech-enabled skincare tools, social proof dynamics).  Experiment with shoppable videos, TikTok tutorials, AR try-ons (where relevant), and influencer-led launch formats.

Team Leadership & Collaboration**

Lead a cross-functional team of digital marketers, content creators, data analysts, and external agencies.

Collaborate with Brand, Trade Marketing, Sales, R&D, Regulatory, IT, and e-commerce teams.

Required Skills & Experience

Education:**
Bachelor's in Marketing, Communications, or a related field. MBA or digital marketing certifications valued.

Experience:**
3–5+ years in digital marketing with FMCG, preferably in personal care or beauty/skincare; demonstrated success in driving ROMI, brand growth, and online-to-offline integration.

Channel Expertise:**

Performance marketing (Google Ads, Meta, short video, programmatic)

Social content creation, beauty creators, and community management

Email marketing, CRM, loyalty programs

E-commerce/digital shelf optimization on D2C and marketplaces

SEO/Content Marketing for product education and routine-building content

Data & Tools:**

Google Analytics 4, Tag Manager; CRM platforms (HubSpot, Salesforce Marketing Cloud)

Attribution models, data visualization (Power BI/Tableau/Looker)

Ad tech platforms (DV360, The Trade Desk, Meta/Google Ads), A/B testing

Skills:**

Analytical mindset with strong commercial sense

Creative storytelling aligned with beauty/personal care narratives

Project management across multiple campaigns and stakeholders

Strong presentation, negotiation, and influencer collaboration skills

Soft Skills:**

Adaptability in a fast-paced, trend-driven market

Cross-functional collaboration with Brand, Trade, R&D, Regulatory, and IT

Customer-centric mindset with a focus on safety, efficacy, and trust Personal Competencies

Strategic thinker who can roll up sleeves on execution

Results-driven with a bias for experimentation and learning

Curious about ingredients, formulations, and product benefits

Strong storyteller; ability to translate benefits into consumer-friendly content

Resilient and comfortable navigating regulatory constraints

Key Metrics to Own

ROMI by channel and campaign; sales uplift in core SKUs

CAC, CAC payback, and customer lifetime value (LTV)

Share of digital spend within total marketing budget

Online-to-offline conversion rate, in-store traffic lift, and redemption of digital promos

Brand health metrics: awareness, consideration, and equity salience

Digital shelf effectiveness: search visibility, page depth, skus featured, pricing parity

Ideal Candidate Profile (Sample Resume Snapshot)

3–5 years in digital marketing within personal care or beauty FMCG

Led a 12–18 month digital initiative resulting in double-digit ROMI uplift and improved product launch
performance

Managed Million INR annual media budget across paid social, search, and programmatic

Built and scaled a D2C program with meaningful online share and accelerated offline in-store collaboration

Proven stakeholder management across Brand, Trade, Legal/Regulatory, and IT teams