Performance Marketing & Retail Media Manager; Royal Canin, Mumbai at Mars

Role : Performance Marketing & Retail Media Manager

Location : Mumbai

Job Responsibilities
1. Strategic Planning & Account Development

• Define the performance marketing strategy per account: Amazon (Search, DSP, Display), Blinkit & Zepto (visibility & assortment optimization), Swiggy Instamart (occasion-based discovery), Social Commerce (Instagram Shops, WhatsApp commerce).

• Build annual joint business plans (JBPs) with e-commerce sales teams and align with global/regional priorities.

• Identify white spaces for growth (new SKUs, seasonal campaigns, category expansion).

2. Performance Marketing & Retail Media Execution

• Own Amazon Sponsored Ads strategy – search, DSP, and display campaigns – to achieve target ACoS and ROAS.

• Plan and deploy Blinkit Brand Ads, Zepto Spotlight, Swiggy Instamart banners for maximum share of voice.

• Run full-funnel shoppable ad campaigns (Meta Dynamic Ads, Instagram Reels with product tags, influencer-driven clicks-to-cart).

• Maintain weekly dashboards for CTR, CVR, cost-per-click, cost-per-acquisition, and share of search.

• Apply a test–learn–scale methodology to creative, bids, and budgets for continuous improvement.

3. Social Commerce & Influencer-Led Commerce

• Lead social commerce initiatives, integrating Instagram Shops and WhatsApp commerce pilots.

• Partner with influencers to create shoppable content (Reels, lives, pet education content) and track sales attribution via UTM links.

• Collaborate with performance marketing agencies to optimize audience targeting, remarketing, and conversion campaigns.

4. Content, Merchandising & Consumer Experience

• Oversee A+ content, PDP SEO, ratings & reviews, and brand storytelling across platforms.

• Ensure consistent creative excellence across retail media, social media, and campaign assets.

• Plan platform-specific hero creatives and carousels for major tentpoles (Prime Day, Big Basket Fest, Blinkit/Zepto sales).

5. Data, Analytics & Insights

• Build integrated media and sales dashboards across e-commerce, q-commerce, and social commerce.

• Monitor competitive share of search, SOV, and benchmark ROAS against peers.

• Provide post-campaign analysis and translate insights into future media plans.

6. Capability Building & Org Training

• Train marketing & sales teams on performance media, retail media, and social commerce fundamentals.

• Develop internal playbooks & SOPs for Amazon advertising, q-commerce activations, and shoppable content.

• Embed performance marketing KPIs into cross-functional planning processes.

Key Performance Indicators (KPIs)

• % Growth in e-commerce & q-commerce GMV vs. LY and plan

• ROAS, ACoS, CTR, CVR vs. benchmarks

• Share of search growth across Amazon and key platforms

• Contribution of social commerce to total sales

• Ratings & reviews improvement, PDP health score

• Number of trained internal stakeholders and adoption of playbooks

Qualifications & Skills

• 6–10 years of experience in performance marketing, retail media, or e-commerce marketing (FMCG or consumer brands preferred).

• Expertise in Amazon Ads, DSP, Meta shoppable ads, and q-commerce media tools.

• Proven track record of driving measurable growth through performance campaigns.

• Analytical mindset, strong Excel/dashboard fluency, and ROI optimization skills.

• Excellent cross-functional collaboration and stakeholder management abilities.

• Experience in team training or capability-building initiatives is a plus.