Assistant Manager - SEM

Bakingo; India; On-site; INR 1,200,000 - 2,000,000; Full time

Job summary

Bakingo is seeking an Assistant Manager – Performance Marketing to own brand and performance campaign execution across Meta and YouTube. You will bridge media buying and brand strategy, running reach and frequency campaigns to build awareness and sharpen ad creatives with performance signals.

You will collaborate with brand and creative teams, analyze metrics such as VTR, CTR, CPCV, and provide data-driven feedback.

Qualifications

• 3–6 years hands-on experience in performance or brand marketing.
• Experience running campaigns on Meta Ads Manager and YouTube/Google Ads.
• Bachelor's degree in Marketing/Business; MBA preferred.
• Strong audience-building and analytics skills.
• Ability to translate data into actionable feedback.

Responsibilities

• Plan, execute, and manage campaigns across Meta and YouTube.
• Set up Reach & Frequency campaigns for brand awareness.
• Build and refine custom, lookalike, and interest audiences.
• Provide structured, data-backed feedback on creatives.
• Track campaign health and flag anomalies in real time.
• Design and run structured A/B tests.
• Coordinate with brand and creative teams for alignment.
• Prepare and present performance reports to marketing leadership.
• Maintain relationships with Meta and Google account teams.

Skills

Campaign management

Audience building

Analytical skills

Creative feedback

Cross-functional collaboration

Communication

Education

Bachelor's degree in Marketing or Business

MBA is a plus

Tools

Meta Ads Manager

YouTube Ads

GA4

Excel/Sheets

Job description

We are looking for a Assistant Manager – Performance Marketing to own brand and performance campaign execution across Meta and YouTube.

This role sits at the intersection of media buying and brand strategy — you'll run reach & frequency campaigns to build brand awareness, architect audiences that reach the right consumers, and work closely with the brand and creative teams to sharpen ad creatives using performance signals like VTR, hook rate, and hold rate.

Key Responsibilities

• Campaign Management: Plan, execute, and manage brand and performance campaigns across Meta (Facebook & Instagram) and YouTube, aligned to brand and business objectives.
• Reach & Frequency: Set up, run, and optimize Reach & Frequency (R&F) campaigns for brand awareness and consideration objectives, managing pacing, budgets, and delivery.
• Audience Strategy: Build, test, and continuously refine custom, lookalike, and interest/behavioral audiences across Meta and YouTube to maximize relevance and efficiency.
• Creative Feedback: Partner closely with the brand and creative teams, providing structured, data-backed feedback on ad creatives using metrics such as VTR (View-Through Rate), Hook Rate, Hold Rate, thumb‑stop ratio, and CTR.
• Performance Monitoring: Track campaign health across reach, frequency, GRPs, ad recall lift, and view‑through metrics; flag anomalies and course‑correct in real time.
• Testing & Optimization: Design and run structured A/B tests across creatives, messaging, and audience segments to identify what drives the strongest brand impact.
• Cross‑functional Collaboration: Work with brand, content, and design teams to align campaign timing and creative rollout with the brand calendar and key launches.
• Reporting: Prepare and present regular performance reports and insights to marketing leadership, translating data into clear recommendations.
• Platform Relationships: Manage relationships with Meta and Google/YouTube account teams to stay ahead of new ad formats, betas, and platform best practices.

What We're looking for :

• Experience: 3–6 years of hands‑on experience in performance or brand marketing, with proven experience running campaigns on Meta Ads Manager and YouTube/Google Ads.
• R&F Expertise: Strong, demonstrable understanding of Reach & Frequency planning, buying, and optimization for brand campaigns.
• Audience Building: Hands‑on experience building custom audiences, lookalike audiences, and interest/behavioral targeting at scale.
• Metrics Fluency: Solid grasp of video ad metrics — VTR, hook rate, hold rate, CPCV, CPM — and the ability to translate them into actionable creative feedback.
• Analytical Skills: Comfortable working with Meta Ads Manager, Google/YouTube Ads, GA4, and Excel/Google Sheets for reporting and analysis.
• Communication: Excellent written and verbal communication skills, with the ability to give clear, structured, and constructive creative feedback to brand teams.
• Industry Background: Prior experience with a D2C, e‑commerce, or consumer brand is strongly preferred.
• Education: Bachelor's degree in Marketing, Business, or a related field; MBA is a plus.

What You'll bring

• A performance mindset paired with genuine brand sensibility — you care as much about creative quality as you do about metrics.
• Comfort operating in a fast‑paced, high‑ownership D2C environment with quick iteration cycles.
• A collaborative style — you enjoy working closely with creative teams rather than just handing them a scorecard.