Performance Marketing Specialist, Meta

Secret Alchemist; Mumbai; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Secret Alchemist is seeking a hands-on Performance Marketing professional to own daily Meta Ads execution and optimization. You will manage campaigns across the SKU portfolio, balancing budgets, bids, and audiences to achieve ROAS while coordinating with the Performance Marketing Lead on strategy.

You will push creative rotation, monitor frequency and CPM, and run structured A/B tests to scale successful efforts.

Qualifications

• 2–4 years of hands-on Meta Ads management with ROAS as the primary optimization metric, ideally in a D2C or e-commerce brand.
• Comfortable in Meta Ads Manager: campaign structuring, budget/bid strategy, audience testing, and creative testing.
• Working knowledge of Meta Pixel, CAPI, and GA4 event tracking.

Responsibilities

• Own hands-on execution of Meta campaigns: set up, launch, and manage across the SKU portfolio.
• Optimize budgets, bids, and audiences daily to hit ROAS, CPR, and CAC targets.
• Cap weekly spend increases 20–30% WoW based on funnel data and performance signals.
• Rotate and refresh creative; monitor frequency and CPM, treating fatigue signals seriously.
• Push CTR toward target range (1.6–1.8%) to drive purchases within held spend.
• Run structured A/B tests on creative, copy, and audiences; scale based on results.

Skills

Meta Ads management

ROAS optimization

Campaign structuring

Budget/bid strategy

GA4 event tracking

Data-driven decision making

Performance reporting

Tools

Meta Ads Manager

Meta Pixel

CAPI

GA4

Job description

Own hands-on execution of Secret Alchemist's Meta Ads account, day to day. You'll run and optimise campaigns against ROAS as the North Star, working closely with the Performance Marketing Lead on strategy while you own the daily grind of budgets, creative rotation, and reporting.

WHAT YOU'LL DO

Campaign Management

• Set up, launch, and manage Meta campaigns (Advantage+, ASC, retargeting, catalog sales) across the SKU portfolio.
• Optimise budget allocation, bids, and audiences daily against ROAS, CPR, and CAC targets.
• Cap weekly spend increases at 20-30% WoW per SA's own funnel data, since scaling spend too fast collapses conversion rate.
• Rotate and refresh creative proactively, watch frequency and CPM (alert threshold Rs 220 CPM) and treat rising frequency as a fatigue signal under Advantage+ delivery.
• Push CTR toward the 1.6-1.8% target range, the single largest lever for more purchases at held spend.
• Run structured A/B tests on creative, copy, and audiences; kill and scale based on results, not gut feel.
• Coordinate with the design/content team to keep a steady pipeline of fresh ad creative and hooks.

Tracking & Reporting

• Maintain accurate conversion tracking: Meta Pixel, CAPI, GA4 events.
• Publish weekly and monthly performance reports (spend, ROAS, CPR, CAC, funnel drop-off) with clear next-step recommendations to the Performance Marketing Lead.
• Flag SKU-level spend/ROAS divergence early (e.g. a high performer getting cut, a launch SKU going inactive) before it drags blended ROAS down.

WHAT WE'RE LOOKING FOR

Must-Haves

• 2-4 years of hands-on Meta Ads management, with ROAS as your primary optimisation metric, ideally at a D2C or e-commerce brand.
• Comfortable in Meta Ads Manager: campaign structuring, budget/bid strategy, audience and creative testing.
• Working knowledge of Meta Pixel, CAPI, and GA4 event tracking.
• Strong with numbers, can read a funnel report and know whether the problem is traffic, CTR, or conversion.
• Fast-moving and hands-on; this is an execution-heavy IC role, not a strategy-only seat.

Good to Have

• Exposure to Google Ads or other paid channels alongside Meta.
• Experience in the fragrance, beauty, or personal care category.