Company Description YadaSutra Ayurveda is a doctor-led Indian Ayurvedic mother and baby care brand with over a century of traditional legacy. The company specializes in pregnancy care, postpartum wellness, baby care, and Ayurvedic personal care products that blend authentic formulations with modern quality standards. Built for today’s mothers, YadaSutra combines clinical Ayurvedic expertise, trusted ingredients, and community-driven care to support families through every stage of parenthood.

Products are available through www.yadasutra.com and major e-commerce platforms such as Amazon, Flipkart, and FirstCry. The brand’s vision is to become India’s most trusted Ayurveda provider for mother and baby care.

Role Description This is a full-time, in office Performance Marketing Specialist role based in Kochi.The Performance Marketing Specialist owns NVPL’s paid digital media across Meta, Google, YouTube and marketplace ad platforms, with direct accountability for lead volume, cost per qualified lead and return on ad spend. The role plans, launches, optimises and reports on campaigns that drive consultation bookings and product sales for the YadaSutra Ayurveda brand across all branches.

The incumbent works closely with the in-house marketing team, external creative and media agencies, the Customer Relationship Executive (CRE) team and branch operations to ensure that every rupee of media spend translates into measurable, traceable business outcomes.

KEY RESPONSIBILITIES

A. Campaign Planning & Execution

- Plan, set up and launch paid campaigns on Meta Ads, Google Ads (Search, Performance Max, Display), YouTube and relevant marketplace ad platforms.
- Translate branch-level and product-level business targets into monthly media plans with defined budgets, channels and expected outcomes.
- Build and maintain audience segments, custom and lookalike audiences, keyword sets, negative keyword lists and placement exclusions.
- Run structured A/B tests on creatives, copy, audiences, landing pages and bidding strategies, and document learnings for reuse.
- Maintain a campaign calendar aligned with seasonal demand, treatment packages, product launches and branch-level promotions.

B. Budget, Bid & ROAS Management





- Allocate and pace monthly media budgets across channels, branches and campaigns; prevent overspend and under-delivery.
- Monitor cost per lead, cost per qualified lead, cost per acquisition and return on ad spend daily, and reallocate spend toward best-performing segments.
- Reconcile platform spend against invoices and support Finance with monthly media spend documentation.
- Flag budget variances and scaling opportunities to the reporting manager with supporting data.

C. Tracking, Analytics & Reporting

- Implement and maintain conversion tracking – Meta Pixel, Google Ads conversion tags, GA4 events, call tracking and UTM taxonomy.
- Ensure every lead source is correctly attributed from ad click through to CRE follow-up and final consultation or sale.
- Publish weekly performance dashboards and a consolidated monthly report covering spend, leads, conversion rate, CPL and ROAS by channel and branch.
- Analyse the full funnel with the CRE team to identify drop-offs between lead capture, contact, consultation and conversion.

D. Creative & Landing Page Collaboration

- Brief the in-house design, content and videography team on creative requirements, formats and messaging angles.
- Review creatives for platform compliance and for adherence to YadaSutra brand guidelines and Ayurveda advertising norms.
- Coordinate landing page creation and optimisation with the web team; recommend improvements based on bounce, scroll and form-completion data.
- Maintain a library of tested creatives, hooks and offers with performance data attached.

E. Coordination & Compliance

- Act as day-to-day point of contact for external media and creative agencies; review their deliverables against agreed scope and performance commitments.
- Coordinate with branch teams to align campaign geography, offers and appointment capacity.




- Ensure all advertising complies with the Drugs and Magic Remedies (Objectionable Advertisements) Act, ASCI codes, AYUSH advertising guidelines and platform health-claim policies.
- Maintain documented records of campaign approvals, creative sign-offs and spend authorisations.

TECHNICAL SKILLS

- Meta Ads Manager and Google Ads – advanced, including campaign structure, bidding strategies and audience architecture.
- Google Analytics 4, Google Tag Manager, Looker Studio or equivalent dashboarding tools.
- Working knowledge of CRM and lead-management workflows, and of marketplace advertising (Amazon, Flipkart, quick-commerce) is desirable.
- Strong spreadsheet skills for budget models, cohort analysis and performance reporting.
- Basic familiarity with landing page builders and conversion rate optimisation principles.

KEY PERFORMANCE INDICATORS

- Cost per qualified lead against monthly target.
- Return on ad spend by channel and by branch.
- Lead-to-consultation conversion rate in coordination with the CRE team.
- Budget pacing accuracy – actual spend within the approved variance of plan.
- Tracking integrity – percentage of leads with complete and correct source attribution.
- Timeliness and accuracy of weekly and monthly performance reporting.

Qualifications

- Strong Communication skills to collaborate with cross-functional teams and present campaign insights clearly.
- Proficiency in Market Research to analyze trends, audience behavior, and competitor activities for performance optimization.
- Experience in Sales and Customer Service to understand customer journeys and enhance conversion and retention through marketing initiatives.
- Ability to develop and execute Marketing Strategy, including campaign planning, budgeting, and performance tracking.
- Hands-on experience with digital advertising platforms (e.g., Google Ads, Meta Ads), analytics tools, and marketing dashboards.
- Data-driven mindset with strong numerical and analytical skills for interpreting KPIs and ROI.
- Bachelor’s degree in Marketing, Business, Communications, or a related field; experience in D2C or consumer brands is an advantage.
- Interest in or familiarity with Ayurveda, maternity, and baby care markets is beneficial.

📌 Performance Marketing Specialist (Kochi)
🏢 YadaSutra
📍 Kochi