Performance Marketing Executive
Crocodile — Men's Apparel | Asst. Manager Level
SPRVL Group | Coimbatore
Role Overview
Brand: Crocodile (Men's Apparel — Multi-channel)
Channel Mix: D2C Webstore · 44 LFS · 39 LFD · 6 Marketplaces (Amazon, Flipkart, Myntra, Ajio, Meesho, Nykaa Man)
Reports To: E-Commerce Head
Works Closely With: Meta Agency · Google Team (In-house) · BiteSpeed (Retention) · Clickpost (Logistics) · Inventory & Category Team · Tech/Dev
Level: Assistant Manager — Performance Marketing
Role Mandate
Own end-to-end performance marketing outcomes for Crocodile's D2C and marketplace channels. Read metrics, detect anomalies early, connect findings across Meta, Google, retention, and logistics — and drive weekly optimisation cycles with each team. Serve as the connective tissue between the agency, internal teams, tech, and management.
Core Responsibilities
Meta Ads (via Agency)
- Own daily and weekly read of DSR (Daily Spend Report) — ROAS, CPA, CTR, CVR, A2C Rate, C2C, AOV
- Identify funnel anomalies: High CTR + Low A2C → LP issue; High A2C + Low Purchase → checkout friction
- Coordinate with agency on creative refresh, audience expansion, CBO/ABO restructuring
- Manage budget split across TOF, MOF, BOF, Catalog/DPA, and EOSS campaigns
- Flag creative fatigue (frequency >3 for cold audience) and trigger rotation
- Track attribution windows and ensure consistency in reporting
Google Ads (In-house Team)
- Coordinate with in-house Google team — PMax, Shopping, Search, Display, YouTube
- Cross-read Google CVR vs Meta CVR to isolate site issues vs channel-specific drops
- Monitor brand search volume trends to gauge offline-online spillover from LFS/LFD
- Align Google and Meta calendar — avoid cannibalisation during peak sale periods
Retention & CRM — BiteSpeed
- Manage WhatsApp and email flows on BiteSpeed — welcome, abandoned cart, post-purchase, win-back
- Track retention metrics: repeat purchase rate, days between orders, RFM cohort movement
- Design and A/B test retention sequences; escalate high-impact wins to E-com Head
- Coordinate with tech/dev for BiteSpeed widget placement and trigger logic on Shopify
Logistics & SLA — Clickpost
- Monitor shipment SLA breach alerts on Clickpost daily
- Track RTO rates by courier, zone, and product category — flag if RTO >15%
- Coordinate EDD (Estimated Delivery Date) API accuracy and update on Shopify PDP
- Escalate breach patterns to ops and tech for rule engine reconfiguration
Inventory & Category Alignment
- Cross-check ad spend allocation with live inventory depth before scaling campaigns
- Alert category team when top-performing SKUs go out of stock mid-campaign
- Participate in weekly assortment review — flag categories with high traffic but low conversion
- Suggest pause/redirect of spend away from out-of-stock or low-depth product groups
Tech & Dev Coordination
- Raise and track Shopify/website improvement tickets — checkout CVR fixes, page speed, EDD widget
- Follow up weekly on task completion; escalate blockers to E-com Head
- Ensure Pixel, GA4, and Clarity are firing correctly — flag tracking gaps immediately
Reporting & Management Communication
- Prepare weekly performance dashboard for E-com Head: Spend, Revenue, ROAS, CPA, Orders
- Present monthly insights to management — connect the dots across Meta, Google, retention, and logistics
- Flag underperformance early with root cause and recommended action, not just the number
KPIs You Will Own (Crocodile)
Metric What to Track Healthy Benchmark
ROAS (Meta) Revenue / Ad Spend >3x (Warning <2x)
CPA Spend / Purchases <₹500 (Poor >₹900)
Checkout CVR Purchases / Sessions >1.5% (Warning <0.8%)
RTO Rate Returns / Dispatches <15% by courier zone
Repeat Purchase Rate BiteSpeed cohort Target >25% (90-day)
A2C Rate Add-to-Cart / Clicks >8% (Poor <5%)
SLA Breach % Breached / Total Shipments <5% of shipments
What We're Looking For
- 2–4 years in performance marketing — D2C fashion/retail preferred
- Hands-on Meta Ads Manager: CBO, ABO, Catalog, Advantage+, funnel diagnostics
- Comfortable reading Google Ads — coordinate with in-house team, not manage solo
- BiteSpeed or similar WhatsApp/retention tool experience is a plus
- Understands Shopify analytics, GA4, Microsoft Clarity basics
- Comfortable with Clickpost or any logistics dashboard — SLA monitoring
- Strong at connecting dots across channels and translating data into team-ready actions
- Structured communicator — can present a weekly status to management confidently
Performance Marketing
Job Types: Full-time, Permanent
Pay: ₹35,000.00 - ₹45,000.00 per month
Benefits:
- Paid sick time
- Paid time off
Work Location: In person
