Plaay
Website:
shopplaay.com
Job details:
Location: India (Remote)
Compensation: Approx AED 6K (based on experience), plus performance incentives
Start Date: Immediate
Company Description
Plaay is a Dubai-based premium, clean-label chocolate brand built on a simple belief: indulgence without regret or negotiations.
We're not just selling chocolate—we're building a new category of emotionally safe indulgence. With strong traction across quick-commerce platforms and our own D2C channel, we are now focused on scaling efficiently with sharp, data-driven decision-making.
About the Role
This is not a typical performance marketing role.
You won’t just run ads—you’ll own how revenue is generated online.
- You’ll work across ads, website, email, and marketplaces—connecting everything into one system.
Responsibilities
Performance Marketing (Ads)
Manage and optimise campaigns across Meta, Google, and TikTok (as we scale), along with platform ads including but not limited to Amazon, Noon, and Talabat.
- Drive efficiency: ROAS, CAC, contribution margin
- Test continuously: creatives, audiences, funnels
- Build tracking: daily / weekly / monthly performance
- Analyse platform performance: keywords, competitors, categories
Website Performance (Shopify)
- Track funnel: Product → ATC → Checkout → Purchase
- Identify drop-offs: browsing, low ATC, checkout exits
- Ensure tracking/events are correctly set up
Go deeper into behaviour:
- Upsells, variant switching, bundle performance
Then turn insights into action:
- Landing page improvements
- Offer optimisation
- Funnel fixes
- Shopify technical hygiene: plugin management, speed checks, theme health, and coordination with developers for fixes
- Use CRO tools (Hotjar / Clarity) for heatmaps, user recordings, and checkout funnel analysis
Work with developers/designers to execute and maintain site hygiene.
Email Marketing & Lifecycle
Email is a revenue channel, not just communication.
- Track campaigns + automated flows
- Identify gaps: missing flows, weak sequences
- Improve: copy, structure, timing, segmentation
Ensure flows reflect behaviour:
- e.g. browse → abandon → targeted follow-up
Creative Briefing & Content
- You will own the creative brief end-to-end.
- Brief designers and UGC creators on ad creatives, landing page visuals, and email assets
- Own the content calendar for seasonal pushes (Ramadan, summer, back-to-school, year-end)
- Review performance of creatives and translate learnings into the next brief
Marketplace Growth (Noon, Talabat, Amazon, etc)
Own performance across all platforms-from ads to conversion.
- Manage ads (search + display)
- Track ROI, keywords, competitors
- Analyse category performance (snacks vs chocolate, truffles vs bars)
- Manage Amazon Vendor Central & Seller Central operations: listings, case logs, promotions setup, PO management, chargebacks, and account health
- Own backend SEO and keyword optimisation for all new and existing SKUs
- Cover UAE and KSA markets (and other GCC markets as we expand)
Improving conversion through:
Make decisions on:
- Where to scale
- Where to cut
Amazon (A+ Content & Brand Store)
Own how Plaay shows up on Amazon beyond ads.
- Optimise A+ content & Brand Store
- Analyse product page conversion & content performance
- Improve structure, storytelling, and navigation
Analytics & Customer Journey
Build structured reporting across ads, website, email, and platforms.
- Track: ROAS, CAC, AOV, LTV, conversion rates
- Turn insights into actions-not just reports
Most importantly:
- Identify gaps across the funnel
- Connect Ads → Website → Email → Platforms
→ If users aren't converting, you figure out why-and fix it.
Tools You'll Work With
Shopify, Klaviyo, Meta Ads Manager, Google Ads, GA4, TikTok Ads, Amazon Seller/Vendor Central, Noon Seller Center, Talabat Partner Portal. Experience with Hotjar/Clarity, Triple Whale, or similar analytics tools is a plus.
Qualifications
- 3–5 years of hands-on performance marketing experience
- Strong experience across: Meta, Google, Tik Tok & Marketplace Ads
- Understanding of funnels, attribution, conversion optimisation
- Experience with Shopify / D2C brands preferred
- Prior experience running Amazon/Noon ads in MENA is a strong advantage
- Analytical and detail-oriented mindset
- Comfortable working across platforms
- High ownership and accountability
- Strong written English and availability to overlap with GST (UAE) working hours
The Ideal Candidate
- Thinks in profit, not just revenue
- Obsessed with why things work or don't
- Proactively finds and fixes gaps
- Connects data across channels
Engagement Terms
- Full-time, remote engagement
- 60-day paid probation period with clear performance milestones
- Weekly check-ins and monthly performance reviews
Application Process (Mandatory Task)
We do not review applications without this.
Part 1: Website Analysis (D2C)
Visit: www.shopplaay.com
- What are the top 3 reasons a user may not convert?
- If you had AED 10,000/month, how would you allocate it across Meta & Google? Why?
- What are 3 specific changes you would make to improve conversion rate?
- What metrics would you track weekly?
- What is a good vs bad ROAS for this business—and why?
Part 2: Quick Commerce Thinking
- Talabat ROAS = 2.2 vs Noon ROAS = 9.5 — where do you scale and why?
- What platform-specific metrics would you track?
- How would you improve conversion without increasing spend?
- How would you decide whether to continue or stop investing on a platform?
Part 3: Analytical Thinking
Given:
- Spend: AED 20,000
- Revenue: AED 60,000
- Gross Margin: 30%
- Is this a good campaign? Why?
- What more data would you need?
- What would you do next?
Submission Guidelines
- Max 2–3 pages
- No generic answers
- Show clear thinking
📩 Submissions to: rashishah@shopplaay.com with rashi@shopplaay.com & sakshi@nutritioninsync.com in cc.
Click on Apply to know more.