Head - Digital Growth Marketing - FMCG/Retail

Growth Head would work closely with the business head to help shape the digital growth strategies for our brand Sprig across performance, branding, social and SEO within defined ROI. Engage in advertising on various Digital Platforms directly as well as through coordination with Digital Advertising Agency / Partners. Should have team handling capabilities.

Roles & Responsibilities:

- Drive Digital Marketing on Biddable media - Facebook, Google, Search, DV360 for us.

- Should be able to scale & strategize for performance from Facebook as well as Google channels - Instagram, FB Network, Search, UAC & YouTube. Initiate & integrate new whitelisted product developments, data-driven optimization strategy. Strategize on the A/B test required for improvising the account performance.

- Can drive all kinds of campaigns - be it prospecting, Conversions or Branding across channels

- Facebook: Strong understanding of the Interests & behavioural targeting, Custom audience, Re-marketing, and various pricing and reach models on Facebook (CPC Model).

SEO:

- Lead the overall Content Marketing effort, SEO analysis and recommendations and drive organic growth in traffic

- Analyse keywords on a regular basis expanding the existing organic reach, competitive benchmarking and cross-channel analysis to arrive at targeted keyword sets.

- Use inputs from keyword research analysis to employ a bottoms up approach to widen the organic opportunity.

- Analyze SEO reports and provide intelligent synthesis, interpretation and appropriate action plans based on insights.

- Provide competitor backlink analysis and suggest recommendations for internal and external linking along with ensuring outreach execution.

- Lead comprehensive technical site audits on desktop and mobile to identify gaps like Multiple Domains correct indexing, AMP pages best practices, page indexing, text to HTML ratio, broken links, etc. and create recommendations. Also, drive the execution of optimization plans with the relevant teams.

- Lead in-depth link analysis by evaluating multiple link data points and properties. Categorize the links as positive or negative impact links and create action plans around link building or removal. Also, drive the execution of the optimization plan.

Affiliates:

- Identifying prospective affiliates, working with the Creative team to develop affiliate assets and marketing tools, maintaining affiliate relationships, performing affiliate payout reconciliation, technical pixel placements and ensuring our affiliates perform to our sales and brand expectations.

- Improving efficiency and RoI of our remarketing campaigns (both in-house and with external partners).

- Keeping track of networks/publishers and keep a strong check on potential fraud activities like cookie stuffing etc.

- Defining event calendar for brand.com and integrating the same with all traffic channels like Social Media, Display/Text Ads, and online campaigns

- Optimize marketing automation and lead nurturing processes through Email & Mobile Based Marketing.

- Understanding of SEO optimization opportunities such as creation of new nodes, content optimization and back linking to increase Free Search Traffic for the company

- Partnering with product and technology team to build a roadmap and executing projects that lead to increased engagement from active customers as well as lapsed customers

Tools expertise:

- Should have strong knowledge of Google analytics, Google Ads platform, GTM, Branch/Appsflyer (optional)

- Experience working with SEO tools like Search Console, Screaming frog, Semrush, Afrefs, etc & analytics tools like Google Analytics, Omniture