Performance Marketing Executive

About Sollak Designs

Sollak Designs is a contemporary jewellery brand creating premium, everyday jewellery designed for modern women.

We are building a strong D2C business and are looking for a Performance Marketer who can take ownership of growth, not someone who simply knows how to operate an Ads Manager account.

The role requires someone who understands the relationship between media buying, creative, products, offers, website conversion, customer acquisition and profitability.

The RoleAs a Performance Marketer, you will own the day-to-day performance marketing function for Sollak Designs across Meta and Google.

You will be responsible for driving profitable customer acquisition, identifying winning products and creatives, scaling campaigns, and continuously improving the customer acquisition funnel.

Your core question should always be:

How do we acquire more customers profitably?

Key Responsibilities

1. Meta Ads

• Plan, launch and manage Meta campaigns for customer acquisition, retargeting and retention.
• Manage campaign budgets and daily pacing.
• Develop and execute creative testing frameworks.
• Test different hooks, angles, formats, products, offers and audiences.
• Analyze campaign, ad set and creative-level performance.
• Identify winning combinations and scale them systematically.
• Monitor CPM, CTR, CPC, LPV, ATC, IC, CVR, CPA, ROAS and MER.
• Continuously identify reasons for performance fluctuations.
• Manage retargeting audiences based on website behaviour and engagement.
• Develop strategies for new customer acquisition and customer reactivation.

2. Google Ads

• Manage Google Search, Shopping and Performance Max campaigns.
• Conduct keyword and search-term analysis.
• Optimize product feeds and campaign structures.
• Manage budgets, bids and search intent.
• Identify high-intent jewellery searches and new acquisition opportunities.
• Monitor CPA, ROAS, conversion rate and revenue contribution.

3. Product & Creative Analysis

At Sollak, creative performance and product performance are closely connected.

You will be expected to identify:

• Which products generate the highest demand.
• Which products generate profitable purchases.
• Which products have high CTR but low conversion.
• Which products have high ATC but low purchase rates.
• Which creative angles drive sales.
• Which hooks attract attention but fail to convert.
• Which product benefits should be highlighted.
• Which products should receive more or less advertising budget.

You will work closely with the creative team to develop performance-driven creative briefs.

4. Website & Conversion Analysis

Analyze the complete funnel:

Ad → Landing Page → Product Page → ATC → Checkout → Purchase

Identify conversion bottlenecks and work with the team to improve them.

You should regularly analyze:

• Landing Page View Rate
• Product Page Conversion Rate
• Add-to-Cart Rate
• Checkout Rate
• Purchase Conversion Rate
• AOV
• CAC
• Revenue per Session
• Device-wise conversion
• Product-wise conversion
• New vs returning customer behaviour

5. Shopify & Analytics

• Analyze Shopify sales and customer data.
• Track product-level revenue and profitability.
• Identify top-performing and underperforming SKUs.
• Analyze customer acquisition and repeat purchase behaviour.
• Work with GA4 and Google Tag Manager.
• Monitor Meta Pixel and Conversion API data.
• Identify tracking discrepancies between Shopify, Meta and Google.
• Maintain accurate marketing dashboards and reporting sheets.

6. Reporting & Decision Making

Prepare weekly and monthly performance reports.

But this is important:

We don't need reports that only show numbers. We need someone who can explain the numbers.

Every report should answer:

What happened?

Why did it happen?

What worked?

What didn't work?

What did we learn?

What are we changing next?

7. Profitability

You will be responsible for understanding the economics behind the advertising.

You should be comfortable working with:

• Revenue
• Net Revenue
• COGS
• Gross Margin
• Contribution Margin
• CAC
• New Customer CAC
• AOV
• ROAS
• MER
• Break-even ROAS
• Repeat Purchase Rate

The objective is not simply:

Get higher ROAS.

The objective is:

Acquire more customers while maintaining healthy unit economics.

Key KPIs

Your performance will primarily be evaluated on:

• Revenue generated through paid channels
• Customer acquisition cost
• New customer acquisition
• MER
• ROAS
• Contribution margin
• Conversion rate
• AOV
• Creative testing velocity
• Winning creative identification
• Budget efficiency
• Growth in profitable revenue

Requirements

• Must Have 1 to 3 years of hands-on performance marketing experience.
• Strong Meta Ads experience.
• Working knowledge of Google Ads.
• Experience with D2C / e-commerce brands.
• Strong understanding of Shopify.
• Strong understanding of performance marketing metrics.
• Good command of Google Sheets / Excel.
• Strong analytical thinking.
• Ability to manage and optimize campaigns independently.
• Strong communication skills.
• PreferredExperience with jewellery, fashion, beauty or lifestyle D2C brands.
• Experience managing ₹5L+ monthly ad budgets.
• Experience with GA4.
• Experience with Google Tag Manager.
• Experience with Meta CAPI.
• Experience with Google Merchant Center.
• Experience with Looker Studio.
• Understanding of CRO and landing page optimization.
• Experience with creative testing frameworks.

Who We're Looking ForWe want someone who is curious, analytical and commercially minded.

Someone who sees a campaign dropping and asks:

Why?

Someone who sees a product performing well and asks:

Can we scale it?

Someone who sees a high CTR but poor sales and asks:

Where is the funnel breaking?

Someone who sees a good ROAS and asks:

Is this actually profitable?

You should be comfortable taking ownership, testing hypotheses, working with imperfect data and making decisions quickly.

Not a Good Fit If,

• You only know how to launch campaigns.
• You depend on someone else to tell you what to optimize.
• You judge performance purely on ROAS.
• You make major decisions based on one day's data.
• You randomly change campaigns without a hypothesis.
• You cannot work comfortably with numbers and spreadsheets.
• You don't understand the difference between traffic and profitable customer acquisition.
• You see creative as someone else's problem.

What You'll Work With

Platforms

• Meta Ads
• Google Ads
• Shopify
• GA4
• Google Tag Manager
• Google Merchant Center
• Meta Business Manager
• Google Sheets
• Looker Studio

Teams

You will work closely with:

• Founder / Management
• Creative Team
• Social Media Team
• Shopify / Website Team
• Operations Team