The posting
Experience Level: 6–8 Years
Location: Department: Performance Marketing / E-Commerce
Reports To: Head of E-Commerce / VP of Marketing
About the Role
We are looking for a data-driven, strategic, and execution-focused Marketplace Advertisement Lead to head our paid growth efforts across major mass e-commerce marketplaces and quick commerce channels.
In this role, you will lead a team of advertising specialists to scale brand presence, optimize ad spend, and hit ambitious ROAS (Return on Ad Spend) and revenue targets. You will be responsible for end-to-end advertising strategies on platforms like Amazon, Flipkart, Blinkit, Zepto, and Swiggy Instamart, leveraging advanced automation tools and building granular reporting mechanisms.
Key Responsibilities
1. Strategic Planning & Business Projections
● Monthly & Quarterly Business Plans: Formulate detailed performance marketing plans, projecting Ad Spend, Target Revenue, ROAS, ACOS (Advertising Cost of Sales), and TACoS (Total Advertising Cost of Sales).
● Budget Allocation: Strategically allocate ad budgets across platforms (Mass Marketplaces vs. Quick Commerce) depending on campaign objectives, seasonality, and product lifecycle.
● Scenario Modeling: Build forecast models predicting performance impact based on variable inventory, promotional events, and budget adjustments.
2. Multi-Channel Campaign Strategy
● Mass Marketplaces (Amazon & Flipkart): ○ Oversee Sponsored Products, Sponsored Brands, Display/DSP, Video Ads, and PLA/PCA campaigns. ○ Optimize keywords, bid strategies, negative targeting, and match types for high-intent queries.
● Quick Commerce (Blinkit, Zepto, Swiggy Instamart): ○ Design hyper-local ad strategies taking into account Dark Store inventory and geographic demand patterns.
● Manage search banners, sponsored keywords, brand day takeovers, and impulse-driving category placements.
3. Team Leadership & Operations
● Manage, mentor, and guide a team of Ad Specialists and Execution Executives.
● Establish daily/weekly operating rhythms for campaign execution, bid optimization, and keyword harvesting.
● Set clear KPIs for direct reports and ensure operational excellence across all ad platforms.
4. Automation, Tools & Analytics
● Implement and leverage ad automation tools (e.g., Pacvue, Perpetual, Intentwise, Sellics, or custom internal rule engine software) for automated bidding and budget capping.
● Build comprehensive cross-channel dashboards (using tools like Power BI, Tableau, or Looker Studio) tracking metrics like share of voice (SOV), organic vs. paid ratio, click-through rates (CTR), and conversion rates (CVR).
● Conduct deep-dive root cause analyses for performance dips or spikes across channels.
Required Skills & Qualifications
● Experience: 6–8 years of hands-on experience managing paid marketplace advertising for D2C or FMCG/CPG/ Home brands.
● Platform Expertise: Proven track record of managing scaling budgets on Amazon, Flipkart, Blinkit, Zepto, and Swiggy Instamart.
● Leadership: Demonstrated experience managing a team of performance marketing executives.
● Tool Expertise: High proficiency with ad automation software, Amazon Marketing Cloud (AMC), Flipkart Ad Manager, and BI reporting tools.
● Analytical Rigor: Advanced Excel/Google Sheets skills (Pivot Tables, VLOOKUP/XLOOKUP, forecasting formulas) and the ability to turn complex metrics into actionable insights.
● Commercial Acumen: Clear understanding of unit economics, margin structures, inventory constraints, and cross-channel cannibalization risks.
Key Performance Indicators (KPIs)
● Topline Growth: Paid revenue driven across mass and quick commerce channels.
● Efficiency: Overall TACoS targets and Blended ROAS goals.
● Organic Uplift: Improvement in organic ranking driven by targeted ad placements (Share of Voice).
● Budget Accuracy: Variance between projected monthly projections vs. actual delivery.
