CSG
Website:
vercel.app
Job details:
Job Description: SEO And Performance Marketing Consultant
Company: Fressil
Engagement Type: Consultant / Freelance (Retainer or Project-Based)
Location: Remote / Coimbatore with periodic in-person reviews
Reporting To: Founder / Marketing Head
About the Role
We are looking for an SEO and Performance Marketing Consultant to lead lead-
generation and customer-acquisition efforts across Meta platforms (Instagram,
Facebook) and organic search, for an upcoming kids food ware/drinkware brand.
The ideal candidate understands both the technical mechanics of paid social
advertising and the trust-driven, parent-focused nature of marketing to families.
Key Responsibilities
- Plan, execute, and optimize lead-generation campaigns across Instagram
and Facebook (Meta Ads Manager), including geo-targeted campaigns for
specific cities and delivery zones.
- Own full-funnel strategy — awareness, consideration, and conversion —
tailored to a low-frequency-purchase, trust-driven product category.
Set up and manage tracking infrastructure: Meta Pixel, Conversions API,
UTM parameters, and GA4, to ensure accurate CPL/CPA reporting.
Build and manage retargeting audiences (site visitors, cart abandoners, past
customers) to drive repeat purchases.
- Develop and test ad creatives, including influencer/UGC-style content,
optimized for Reels and Feed placements.
- Run SEO efforts in parallel — on-site optimization, content strategy (e.g.,
parenting-focused blogs), and keyword targeting relevant to kids' feeding/food
ware products.
- Manage geo-targeting strategy aligned with our actual delivery/serviceable
zones — city-level, radius-based, or ZIP-level as appropriate.
Provide regular performance reporting with clear breakdowns of CPM,
CPC, CPL, CPA, ROAS, and conversion rates — not just vanity metrics
(reach, impressions, likes).
- Recommend and manage budget allocation across campaigns, platforms,
and funnel stages.
- Stay current on platform changes (iOS privacy updates, Meta algorithm shifts,
new ad formats) and adjust strategy accordingly.
Required Experience and Skills
- Minimum 3+ years running paid campaigns on Meta Ads Manager, with demonstrable lead-generation and e-commerce experience.
- Proven experience with D2C, parenting, FMCG, or consumer product brands (kids category experience is a strong plus).
- Strong working knowledge of:
o CPM, CPC, CPL, CPA, ROAS, CTR, conversion rate, retargeting, and funnel strategy
o Meta Pixel and Conversions API setup
o Native lead forms vs. landing page campaigns
o Reels vs. Feed placement strategy
Working knowledge of SEO fundamentals — on-page optimization, content strategy, basic technical SEO.
Comfortable working with India-specific ad benchmarks and geo-targeting nuances (Tier 1 vs. Tier 2/3 cities, delivery-zone-based targeting).
Ability to present clear, jargon-free reporting to non-technical stakeholders.
Nice to Have
- Experience with WhatsApp-integrated lead forms.
- Experience with influencer whitelisting/UGC ad campaigns.
- Familiarity with e-commerce platforms (Shopify, WooCommerce) and their ad
- integrations.
- Prior experience marketing to parents or in the baby/kids product space
- specifically.
What Success Looks Like (KPIs shall be defined
jointly)
- Cost Per Lead (CPL) within an agreed benchmark range for the category and
- geography.
- Improving lead-to-sale conversion rate over time (not just lead volume).
- ROAS targets met or exceeded on paid campaigns.
- Steady growth in organic (SEO-driven) traffic and rankings for category-
- relevant search terms.
- Transparent, on-time reporting with clear attribution.
Engagement Details
Duration: [6 month trial, renewable]
Budget for ad spend management: To be decided
Consulting fee structure: Retainer / Performance-based / Hybrid — to be
decided
Reporting cadence: To be decided
How to Apply / Next Steps
Interested candidates should share:
1. 2–3 case studies or dashboards from past campaigns (ideally in D2C,
parenting, or FMCG categories), including CPL, CPM, CPC, and conversion
data.
2. A brief note on how they would approach geo-targeting and funnel strategy for
a kids foodware/drinkware brand.
3. Availability and proposed engagement structure (retainer/project-based).
Click on Apply to know more.