Marketplace Advertisement Lead

Experience Level: 6–8 Years

Location: Department: Performance Marketing / E-Commerce

Reports To: Head of E-Commerce / VP of Marketing

About the Role

We are looking for a data-driven, strategic, and execution-focused Marketplace Advertisement Lead to head our paid growth efforts across major mass e-commerce marketplaces and quick commerce channels.

In this role, you will lead a team of advertising specialists to scale brand presence, optimize ad spend, and hit ambitious ROAS (Return on Ad Spend) and revenue targets. You will be responsible for end-to-end advertising strategies on platforms like Amazon, Flipkart, Blinkit, Zepto, and Swiggy Instamart, leveraging advanced automation tools and building granular reporting mechanisms.

Key Responsibilities

1. Strategic Planning & Business Projections

• Monthly & Quarterly Business Plans: Formulate detailed performance marketing plans, projecting Ad Spend, Target Revenue, ROAS, ACOS (Advertising Cost of Sales), and TACoS (Total Advertising Cost of Sales).

• Budget Allocation: Strategically allocate ad budgets across platforms (Mass Marketplaces vs. Quick Commerce) depending on campaign objectives, seasonality, and product lifecycle.

• Scenario Modeling: Build forecast models predicting performance impact based on variable inventory, promotional events, and budget adjustments.

2. Multi-Channel Campaign Strategy

• Mass Marketplaces (Amazon & Flipkart):

• Oversee Sponsored Products, Sponsored Brands, Display/DSP, Video Ads, and PLA/PCA campaigns.

• Optimize keywords, bid strategies, negative targeting, and match types for high-intent queries.

• Quick Commerce (Blinkit, Zepto, Swiggy Instamart):

• Design hyper-local ad strategies taking into account Dark Store inventory and geographic demand patterns.

• Manage search banners, sponsored keywords, brand day takeovers, and impulse-driving category placements.

3. Team Leadership & Operations

• Manage, mentor, and guide a team of Ad Specialists and Execution Executives.

• Establish daily/weekly operating rhythms for campaign execution, bid optimization, and keyword harvesting.

• Set clear KPIs for direct reports and ensure operational excellence across all ad platforms.

4. Automation, Tools & Analytics

• Implement and leverage ad automation tools (e.g., Pacvue, Perpetual, Intentwise, Sellics, or custom internal rule engine software) for automated bidding and budget capping.

• Build comprehensive cross-channel dashboards (using tools like Power BI, Tableau, or Looker Studio) tracking metrics like share of voice (SOV), organic vs. paid ratio, click-through rates (CTR), and conversion rates (CVR).

• Conduct deep-dive root cause analyses for performance dips or spikes across channels.

Required Skills & Qualifications

• Experience: 6–8 years of hands-on experience managing paid marketplace advertising for D2C or FMCG/CPG/ Home brands.

• Platform Expertise: Proven track record of managing scaling budgets on Amazon, Flipkart, Blinkit, Zepto, and Swiggy Instamart.

• Leadership: Demonstrated experience managing a team of performance marketing executives.

• Tool Expertise: High proficiency with ad automation software, Amazon Marketing Cloud (AMC), Flipkart Ad Manager, and BI reporting tools.

• Analytical Rigor: Advanced Excel/Google Sheets skills (Pivot Tables, VLOOKUP/XLOOKUP, forecasting formulas) and the ability to turn complex metrics into actionable insights.

• Commercial Acumen: Clear understanding of unit economics, margin structures, inventory constraints, and cross-channel cannibalization risks.

Key Performance Indicators (KPIs)

• Topline Growth: Paid revenue driven across mass and quick commerce channels.

• Efficiency: Overall TACoS targets and Blended ROAS goals.

• Organic Uplift: Improvement in organic ranking driven by targeted ad placements (Share of Voice).

• Budget Accuracy: Variance between projected monthly projections vs. actual delivery.