Maiva is a consumer food and nutrition brand owned by Armaara Innoventures Pvt. Ltd., focused on building better-for-you products for the modern Indian consumer. Our portfolio spans plant-based protein shakes and powders, almond and oat beverages, and other functional food and beverage categories.

We are building Maiva as an omnichannel consumer brand, with a presence across our own D2C platform, Amazon, leading quick-commerce platforms and contemporary retail. As we scale, digital customer acquisition and performance marketing are becoming increasingly important growth engines for the business.

Our approach combines strong product innovation, clean-label formulation and brand building with data-driven performance marketing. We have an ambitious growth roadmap and are looking to strengthen the senior strategic thinking behind how we scale Meta and other digital acquisition channels.

About the Role

Maiva is looking for a senior Meta Ads / Performance Marketing leader to work with us as a fractional strategic advisor. This is not a day-to-day media buying or campaign execution role.

We already have an in-house performance marketing team and creative team responsible for execution. We are looking for someone with substantial experience scaling D2C businesses who can act as a senior external advisor to review our Meta account, challenge our thinking and guide our growth strategy.

The engagement would primarily involve a weekly strategic review of approximately 1–2 hours, along with periodic account analysis and guidance to our internal team.

We are specifically looking for someone who has operated at a senior level and has personally been responsible for meaningful Meta advertising budgets and D2C growth.

What You Will Help Us With

You will work directly with the founders and our internal marketing team to review and advise on areas including:

- Meta Ads account and campaign strategy
- Scaling strategies and budget allocation
- Campaign architecture and consolidation
- Broad, Advantage+ and audience strategies
- Creative testing frameworks and creative strategy
- Identifying creative fatigue and new testing opportunities




- Performance diagnosis across CPM, CTR, CPC, CVR, CAC and ROAS
- Attribution and measurement
- Meta-reported performance vs actual business performance
- New-customer acquisition and incremental growth
- Ecommerce and marketing P&L; considerations
- Identifying issues or opportunities that the internal team may be missing
- Reviewing experiments and helping determine what should be tested next

The objective is not for you to operate the account yourself, but to bring senior-level pattern recognition and strategic oversight to the team executing it. Who We Are Looking For

This role is intended for proven and senior experienced performance/growth marketing professionals who have already led meaningful D2C businesses or advertising accounts.

Ideally, you will have:

- 8+ years of overall experience in performance marketing, growth marketing or ecommerce
- 5+ years of substantial Meta Ads experience with monthly ad spends
- Significant experience working with D2C / ecommerce businesses and scaling D2C brands
- Managed businesses at various stages from early to late stage startups to established brands and companies
- Personally owned Meta strategy for multiple brands rather than only executing campaigns
- Experience managing and scaling meaningful monthly Meta advertising budgets
- Previous leadership responsibility such as:
- Head of Performance Marketing
- Head of Growth
- Performance Marketing Director
- Ecommerce Head
- VP / Growth Leader
- Paid Social Lead
- Agency Founder / Partner
- Experience managing or reviewing the work of other media buyers/performance marketers
- Strong understanding of both media buying and creative strategy
- Strong understanding of attribution, analytics and ecommerce unit economics




- Ability to look beyond platform ROAS and evaluate the actual commercial impact of advertising

Experience with FMCG, food & beverage, nutrition, supplements, beauty, personal care or other repeat-purchase consumer businesses would be particularly relevant.

Experience working inside a D2C brand and owning growth or ecommerce P&L; would also be highly valued.

Who This Role Is Probably Not For

This may not be the right fit if your experience has primarily been:

- Executing campaigns based on instructions from a senior strategist
- Managing relatively small advertising accounts
- Freelance campaign setup and optimization without broader D2C growth responsibility
- Primarily lead-generation advertising rather than ecommerce/D2C
- Platform operations without responsibility for business outcomes

We are specifically looking for someone who has already operated at a senior strategic level and can bring experience from having seen multiple D2C businesses and Meta accounts at meaningful scale.

Engagement Structure The initial engagement would likely include:

- Approximately 1–2 hours of strategic review each week
- Review of the Meta Ads account and relevant performance data before/around meetings
- Discussion with founders and our internal performance/creative teams
- Guidance on priorities, testing plans, scaling and performance issues
- Occasional asynchronous inputs when important questions arise

If there is a strong fit, we would be interested in developing this into an ongoing fractional advisory relationship.

Application Process

Because this is a senior advisory role, we have a short application questionnaire covering your:

- D2C experience
- Industries and product categories worked on
- Seniority and leadership experience
- Areas of responsibility
- Meta advertising budgets handled
- Brands/accounts managed
- Growth and performance experience
- Ecommerce / marketing P&L; responsibility

The questionnaire is primarily factual and should take only a few minutes to complete. Shortlisted candidates will have a discussion directly with the founders.

📌 Fractional Meta Ads Strategy Advisor (India)
🏢 Armaara Innoventures
📍 India