Role & responsibilities

1. Influencer-Led Advertising Strategy

- Develop digital advertising strategies centred around influencer and creator-generated content.
- Identify influencers and content formats that have strong potential for paid amplification.
- Analyse influencer content performance and identify winning creatives.
- Convert organic influencer content into high-performing paid advertisements.
- Build a systematic process for testing, scaling and optimising creator-led ads.
- Work closely with the Influencer Marketing team to align influencer campaigns with paid media objectives.

2. Paid Media Management

- Plan, execute and optimise paid campaigns across:
- Meta Instagram & Facebook
- Google Ads
- YouTube
- Other relevant digital advertising platforms

- Manage campaign budgets and allocation based on performance.
- Optimise campaigns for sales, conversions, traffic, engagement and customer acquisition.
- Monitor ROAS, CAC, CPA, CTR, CPC, CPM, CVR and revenue.
- Identify opportunities to scale winning campaigns while maintaining profitability.

3. Creative Strategy & Testing

- Develop creative briefs based on influencer content and consumer insights.
- Work with influencers, content creators and the creative team to develop performance-driven content.
- Test different:
- Hooks
- Creators
- Scripts
- Formats
- CTAs
- Product benefits
- Offers
- Video lengths

- Establish a structured creative testing framework.
- Identify winning creatives and scale them across campaigns.

4. Performance Analysis





- Analyse campaign and creative-level performance on a daily/weekly basis.
- Identify which influencers, creatives, audiences and products are driving the best results.
- Prepare performance reports with actionable insights.
- Track influencer-led sales and customer acquisition wherever attribution is available.
- Use data to continuously improve campaign strategy and ROI.

5. Audience & Consumer Strategy

- Develop audience segments based on demographics, interests, behaviour and purchase patterns.
- Build and optimise retargeting campaigns using website visitors, video viewers, social engagement and customer data.
- Develop strategies for new customer acquisition as well as repeat purchases.
- Understand consumer behaviour in the perfume, beauty and lifestyle categories.

6. E-Commerce & Sales Growth

- Work closely with the E-Commerce team to drive traffic and conversions on Amazon, D2C website and other marketplaces.
- Develop campaigns around new product launches, offers, festive periods and major sales events.
- Ensure advertising strategy supports overall revenue and profitability objectives.
- Monitor landing pages, product pages and conversion funnels and recommend improvements.

7. Influencer & Agency Coordination





- Coordinate with Influencer Marketing, Creative and external agencies.
- Brief agencies on campaign objectives, budgets, target audiences and expected KPIs.
- Review campaign performance and ensure agencies deliver against agreed targets.
- Maintain strong understanding of influencer trends and emerging creators.

Key Skills & Competencies

- Robust hands-on experience in Meta Ads and Google Ads.
- Strong understanding of performance marketing and paid social advertising.
- Excellent understanding of influencer/creator-led advertising.
- Strong creative judgement and ability to identify high-performing content.
- Data-driven approach with strong analytical skills.
- Excellent knowledge of ROAS, CAC, CPA, CTR, CPC, CPM and conversion rate.
- Strong Excel / Google Sheets and reporting skills.
- Good understanding of digital funnels and customer acquisition.
- Ability to manage multiple campaigns and budgets simultaneously.
- Strong communication and coordination skills.

Qualification & Experience

- Graduate in Marketing, Digital Marketing, Business Management, Mass Communication or a related field.
- 3–6 years of experience in performance marketing / digital advertising.
- Hands-on experience with Meta Ads Manager and Google Ads is mandatory.
- Experience in FMCG, perfume, beauty, cosmetics, fashion or lifestyle brands will be preferred.
- Experience working with influencer-generated content and creator-led campaigns will be an added advantage.

📌 Digital Ad Strategist Influencer Led (Mumbai)
🏢 Freedom Fragrances
📍 Mumbai