FMCG - Digital Marketing & Growth Executive -

Experience: 2 to 5 Years
Industry: Retort Food / Food / FMCG / D2C
Employment Type: Full-Time
Location: Mumbai / Hybrid
Travel: As required ( Should be comfortable to travel )

About the Role

We are looking for a Digital Marketing & Growth professional with 25 years of experience, preferably in the Retort Food, Food, FMCG, Beverage or D2C industry.

The role will focus on building the brand digitally, increasing product awareness, generating demand and contributing directly to online and offline sales growth.

The ideal candidate should understand both digital marketing and the food consumer and be comfortable using data, content, performance marketing, influencers and AI tools to drive business results.

Key Responsibilities

Digital & Growth Strategy

• Develop and execute digital marketing strategies aligned with business and sales targets.
• Build campaigns to increase brand awareness, product discovery, customer acquisition and repeat purchases.
• Identify digital opportunities to grow the brand across consumer and trade channels.
• Study competitors, market trends and consumer behavior.

Social Media & Content

• Manage Instagram, Facebook, YouTube and other relevant digital platforms.
• Create and execute content calendars around:
• Products and new launches
• Recipes and serving ideas
• Festivals and occasions
• Offers and promotions
• Food trends
• Customer stories and testimonials
• Work with designers, photographers, video creators and agencies to produce engaging content.
• Build a strong and consistent digital identity for the brand.

Performance Marketing

• Plan, execute and optimize Meta, Google and other paid digital campaigns.
• Run campaigns for awareness, lead generation, website visits and sales.
• Track and improve CTR, CPC, CPA, conversion rate and ROAS.
• Test different audiences, creatives, offers and messaging to improve performance.
• Allocate marketing budgets based on campaign performance.

E-commerce & Quick Commerce

Work closely with the sales/e-commerce team to improve visibility and sales through relevant channels such as:

• D2C website
• E-commerce marketplaces
• Quick-commerce platforms such as Blinkit, Zepto, Swiggy Instamart, etc., where applicable
• Online food platforms and other digital channels

Responsibilities may include:

• Product listings and digital merchandising
• Product descriptions and images
• Online promotions and offers
• Campaign planning
• Conversion optimization
• Monitoring online sales and product performance

Food & Consumer Marketing

• Understand food consumption habits, purchase occasions and consumer preferences.
• Develop campaigns around convenience, taste, quality, nutrition, value and other relevant product propositions.
• Identify opportunities for recipe-based marketing and meal/occasion-led campaigns.
• Develop campaigns for festivals, family occasions, parties, quick meals and other relevant consumption occasions.

Influencer & Creator Marketing

• Identify and collaborate with relevant food bloggers, chefs, home chefs, nutrition/food creators and micro-influencers.
• Plan influencer campaigns and product integrations.
• Track reach, engagement, traffic and conversions from collaborations.

Retail & Trade Support

• Work with the sales team to create digital campaigns supporting distributors, retailers and modern trade.
• Develop location-specific campaigns to create demand around available products/outlets.
• Support product launches and promotions in specific markets.

Analytics & Reporting

• Track digital marketing and sales performance.
• Use tools such as GA4, Meta Ads Manager, Google Ads and Search Console.
• Prepare weekly/monthly performance reports.
• Analyse customer behaviour, campaign performance and sales data.
• Recommend actions based on data and ROI.

AI-Enabled Marketing

• Use AI tools for:
• Content creation
• Campaign ideation
• Consumer research
• Competitor analysis
• Ad copy and creatives
• Content calendars
• Marketing automation
• Data analysis
• Experiment with new AI tools to improve marketing productivity and campaign effectiveness.

Required Skills

• 2–5 years of hands-on experience in Digital Marketing / Growth Marketing.
• Experience in Retort Food, Food, FMCG, D2C or Consumer Brands preferred.
• Strong hands-on knowledge of Meta Ads and Google Ads.
• Good understanding of social media, content and influencer marketing.
• Experience with e-commerce/quick-commerce is a strong advantage.
• Knowledge of SEO, GA4 and digital analytics.
• Strong understanding of customer acquisition and conversion.
• Good communication and copywriting skills.
• Strong analytical and problem-solving ability.
• Comfortable working with sales and business teams.
• Knowledge of Canva and AI marketing tools is an advantage.

Preferred Candidate Profile

We would especially value candidates who have:

• Worked with food/FMCG brands.
• Managed performance marketing campaigns with measurable ROI.
• Experience with D2C, e-commerce or quick-commerce.
• Worked with food influencers/creators.
• Experience launching or scaling consumer products.
• Demonstrated ability to convert digital activity into leads, customers and sales.

Key Performance Indicators

Success in this role will be measured through:

• Digital reach and brand awareness
• Customer acquisition
• Website/e-commerce traffic and conversions
• Online sales growth
• ROAS and campaign ROI
• Social media engagement and community growth
• Influencer campaign performance
• New customer and repeat customer growth
• Contribution of digital campaigns to overall sales

Qualifications

Bachelor’s degree in Marketing, Business, Mass Media, Communications or a related field.

Portfolio / proven campaign results will be highly valued.

Ideal Candidate

A hands-on digital marketer who understands food consumers, knows how to create demand, can run performance campaigns and is commercially focused on generating actual sales — not just likes and followers.