Drape Divaa
Website:
drapedivaa.com
Job details:
We are a fast-growing fashion and lifestyle e-commerce brand based in Kolkata, seeking a sharp, data-driven content & e-commerce management executive to spearhead our performance marketing and digital growth strategy. In this role, you will not execute campaigns directly. Instead, you will act as the internal strategic lead, managing external digital agencies, auditing performance, and ensuring maximum ROI on every marketing rupee spent. Reporting directly to the founder, you will have complete ownership of performance outcomes, turning data into actionable strategies that scale our brand.
Key Responsibilities
- Performance marketing & agency oversight:
- Agency management: Act as the primary point of contact for external agencies handling Meta Ads, Google Ads, and SEO. Set clear KPIs, lead monthly/quarterly reviews, and hold them strictly accountable for targets.
- Strategic campaign briefs: Translate brand goals into highly structured campaign briefs for the agency, defining target audiences, core messaging angles, and budget parameters.
- Data auditing & budget allocation: Independently audit agency ad accounts (campaign structures, bidding strategies, keyword match types). Recommend fluid monthly budget shifts across channels based on real-time ROAS and MER (Marketing efficiency ratio).
- Creative strategy & pipeline: Bridge the gap between data and creative. Analyze which visual hooks, ad formats, and copy angles are converting, and direct the creative team to build a pipeline of high-performing assets.
- Attribution & tracking safeguards: Regularly audit GA4, ad managers, and backend platform data to catch tracking mismatches early, ensuring clean data for all strategic decisions.
- Retention & conversational commerce (In-house channels):
- Lifecycle marketing strategy: Architect the high-level strategy for email and WhatsApp marketing. Define the segmentation, customer journeys (welcome flows, abandoned cart drops), and broadcast calendars.
- Campaign direction: Write performance-driven briefs for the design and content teams, specifying the layout logic, copy direction, and clear Call-to-Actions (CTAs) for every broadcast.
- Analytics & optimization: Track open rates, click-through rates (CTR), and direct revenue from retention channels, constantly A/B testing subject lines, hooks, and send times.
- Website performance, CRO & SEO:
- Conversion rate optimization (CRO): Deep-dive into user behavior using tools like Microsoft Clarity, Hotjar, or PageSpeed Insights. Identify checkout friction points, drop-offs, or layout flaws, and propose UX/UI fixes.
- Merchandising & health audits: Conduct routine audits of the storefront to ensure seamless navigation, accurate pricing, functioning discounts, and optimized product discoverability (filters, search tags).
- SEO & GSC independent analysis: Independently pull and interpret data from Google Search Console and Google Analytics. Critically review agency SEO reports, track high-intent keyword rankings, and ensure organic traffic is actively growing.
- Tech coordination: Document website issues clearly and coordinate directly with web developers to ensure technical bugs and speed optimizations are deployed swiftly.
- Intelligence, reporting & collaboration:
- Cross-functional inventory alignment: Collaborate closely with the inventory and production teams to map marketing pushes against stock availability, ensuring we don’t waste ad spend on low-stock items.
- Unified performance reporting: Deliver sharp mid-month and end-of-month performance dashboards comparing actual metrics against targets across all channels. Provide deep-dive analysis on why metrics fluctuated, not just what they are.
- Competitor & market intelligence: Actively track competitor ad libraries, email structures, pricing strategies, and trending aesthetics to ensure our brand maintains a distinct edge.
About Company: Drape Divaa is an e-commerce company based in Kolkata, dealing mainly in accessories. Our product range includes everything from bindis and blouses to jewelry. We are well-established among most of the best fashion influencers in the country like Shreya Jain, Dolly Jain, Komal Pandey, Shrima Rai, etc.
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