Assistant Manager - Digital Marketing

The Assistant Manager – Digital Marketing will be responsible for planning, executing, monitoring, and optimizing digital marketing initiatives across the Skechers India brand website, e-commerce platforms, paid media channels, and other relevant digital touchpoints.
The role will focus on driving website traffic, improving customer acquisition and conversion, maximizing return on advertising spend (ROAS), and contributing to online sales and revenue growth. The incumbent will work closely with the CRM, Web Development, Content Marketing, E-commerce, and Sales teams, along with external agencies and marketplace partners, to deliver integrated campaigns aligned with brand priorities and commercial objectives.
The position requires a strong combination of digital marketing expertise, e-commerce platform knowledge, analytical capabilities, and project management skills to deliver measurable business outcomes.

Designation: Assistant Manager

Role: Digital Marketing

Department: Marketing & VM
Location: Mumbai (Andheri East)
Reporting To: Senior Manager

Key Roles and Responsibilities

A. Digital Marketing Campaign Management

• Plan, execute, monitor, and optimize digital marketing campaigns across Google Ads, Meta Ads, search engines, social media, display advertising, and other relevant digital channels.
• Manage paid search, Performance Max, Product Listing Ads (PLA), and other performance marketing campaigns to drive qualified traffic, conversions, and revenue.
• Develop and continuously optimize ad creatives, copy, audience targeting, bidding strategies, and landing pages to improve campaign effectiveness.
• Monitor campaign performance against defined KPIs, including ROI/ROAS, cost per acquisition (CPA), conversion rates, traffic, and revenue.
• Ensure efficient utilization of advertising budgets and achievement of monthly performance targets.

B. Website and E-commerce Marketing

• Manage digital marketing activities for the Skechers India brand website, with a focus on traffic acquisition, conversion optimization, and online revenue growth.
• Collaborate with the Web Development and Content Marketing teams to ensure timely execution of website updates, promotional campaigns, product launches, and seasonal initiatives.
• Monitor website performance, customer journeys, and conversion funnels to identify opportunities for improving the overall customer experience.
• Coordinate the implementation of landing pages, promotional content, product campaigns, and other website marketing requirements.
• Support website merchandising and digital initiatives in alignment with brand guidelines and business priorities.

C. E-commerce Marketplace Marketing

• Plan and execute digital marketing activities across e-commerce partner platforms, including Amazon, Flipkart, and other relevant online marketplaces.
• Manage marketplace advertising campaigns, including sponsored ads, product ads, and keyword-based campaigns, to improve product visibility and sales performance.
• Track advertising expenditure, sales contribution, campaign efficiency, and ROAS to achieve monthly marketplace performance targets.
• Monitor seller account health, product listings, catalog performance, inventory availability, and other relevant operational metrics in coordination with internal teams and marketplace partners.
• Identify opportunities to improve product discoverability, marketplace conversion rates, sales performance, and overall account effectiveness.
• Collaborate with e-commerce and sales teams to align promotional activities, advertising investments, and revenue targets.

D. Analytics, Reporting and Optimization

• Measure and report the performance of digital marketing campaigns against established objectives, budgets, and KPIs.
• Analyze data from Google Analytics, advertising platforms, CRM tools, and marketplace dashboards to generate actionable insights.
• Prepare regular performance reports covering traffic, conversions, revenue, advertising spend, ROI/ROAS, and other relevant business metrics.
• Evaluate the end-to-end customer journey across multiple digital channels and customer touchpoints.
• Conduct performance analysis, identify trends, and recommend optimization strategies to improve campaign efficiency and business outcomes.
• Use data-driven insights to support budget allocation, campaign planning, and continuous improvement.

E. SEO and Website Optimization

• Support on-page and off-page SEO initiatives to improve organic visibility, keyword rankings, and website traffic.
• Conduct keyword research, competitor analysis, and keyword opportunity assessments.
• Coordinate technical SEO and website optimization requirements with the Web Development team.
• Monitor organic search performance and recommend improvements to website content, metadata, landing pages, and site structure.
• Use tools such as Google Search Console, SEMrush, and Google Analytics to evaluate performance and identify opportunities.

F. CRM and Cross-functional Collaboration

• Work closely with the CRM team to support customer acquisition, engagement, retention, and repeat-purchase initiatives.
• Collaborate with Content Marketing and Creative teams to develop campaign assets, promotional content, and communication aligned with brand guidelines.
• Coordinate with Sales and E-commerce teams to ensure marketing campaigns support business priorities and revenue goals.
• Manage external agencies, platform representatives, and other partners to ensure timely and effective campaign delivery.
• Coordinate campaign timelines, budgets, deliverables, and dependencies across internal and external stakeholders.

G. Project and Budget Management

• Manage multiple campaigns and projects simultaneously while ensuring timely execution and adherence to approved budgets.
• Track advertising expenditure, campaign milestones, and deliverables to ensure accountability and efficiency.
• Identify opportunities to improve processes, campaign workflows, and cross-functional coordination.
• Ensure accuracy, consistency, and attention to detail across campaign execution, reporting, and platform management.

Educational Qualification

• Bachelor's degree in Marketing, Business Administration, Communications, Digital Marketing, or a related discipline.
• A postgraduate qualification or certification in Digital Marketing, Performance Marketing, Analytics, or E-commerce will be an added advantage.

Work Experience

• Approximately 3–5 years of relevant experience in digital marketing, performance marketing, e-commerce marketing, or a related field.
• Hands-on experience managing Google Ads and Meta Ads campaigns, including budget management, targeting, bidding, and performance optimization.
• Experience managing advertising campaigns on Amazon and Flipkart or other e-commerce marketplaces.
• Demonstrated experience in analyzing campaign performance, managing advertising budgets, and delivering measurable business results.
• Experience in retail, fashion, footwear, lifestyle, or consumer brands will be preferred.

Technical Skills and Competencies

Digital Marketing and Advertising

• Hands-on proficiency in Google Ads, Meta Ads Manager, paid search, display advertising, and performance marketing.
• Understanding of marketplace advertising, including Amazon Ads and Flipkart Ads.
• Knowledge of campaign optimization, audience targeting, keyword bidding, conversion tracking, and budget management.
• Understanding of SEO fundamentals, SEM, and digital customer acquisition strategies.

Analytics and Reporting

• Proficiency in Google Analytics 4 (GA4), advertising platform dashboards, and performance reporting.
• Strong Microsoft Excel skills, including data analysis, reporting, and spreadsheet-based performance tracking.
• Ability to interpret campaign data and translate insights into actionable recommendations.
• Understanding of KPIs such as ROAS, ROI, CPA, CTR, CPC, conversion rate, and revenue contribution.

Technology and Marketing Tools

• Working knowledge of CRM platforms and marketing automation tools.
• Familiarity with SEMrush, Google Search Console, and WordPress.
• Basic knowledge of HTML and CSS will be an advantage.
• Understanding of website analytics, conversion tracking, landing page optimization, and e-commerce platforms.

Communication and Project Management

• Strong written and verbal communication skills.
• Effective coordination and stakeholder management capabilities.
• Ability to manage multiple projects, prioritize tasks, and meet tight deadlines.
• Strong organizational skills and attention to detail.

Desired Experience and Additional Advantages

The following capabilities will be considered advantageous:

• Experience in on-page and off-page SEO for static and dynamic websites.
• Strong keyword research, competitor analysis, and organic traffic optimization skills.
• Experience in managing Google Ads campaigns, keyword bids, spending limits, and account performance metrics.
• Hands-on experience with Amazon Ads, including sponsored product campaigns and campaign performance optimization.
• Experience with Flipkart Ads and other marketplace advertising platforms.
• Exposure to marketing automation, customer segmentation, lead nurturing, and CRM-led campaigns.
• Understanding of website content management, basic HTML/CSS, and conversion rate optimization.
• Experience working with external digital marketing agencies and cross-functional teams.

Personal Attributes

• Passion for the retail, fashion, footwear, and lifestyle industry.
• Customer-centric mindset with an understanding of digital consumer behavior.
• Self-motivated, proactive, and capable of working independently.
• Strong analytical thinking and a solution-oriented approach.
• Highly organized, with excellent attention to detail.
• Ability to manage competing priorities and deliver results within defined timelines.
• Collaborative approach with strong interpersonal and stakeholder management skills.
• Innovative mindset with a focus on continuous improvement, customer engagement, and loyalty.
• Commercial awareness and a results-oriented approach to achieving marketing and business objectives.

Key Performance Indicators (KPIs)

Performance in this role will be evaluated against agreed business objectives and campaign targets, including:

• Achievement of monthly digital advertising ROI/ROAS targets.
• Contribution to website and e-commerce revenue growth.
• Efficiency of advertising expenditure and achievement of budget targets.
• Improvement in website traffic, conversion rates, and customer acquisition efficiency.
• Marketplace advertising performance and sales contribution across Amazon, Flipkart, and other partner platforms.
• Improvement in organic search visibility and website performance.
• Timely and effective execution of marketing campaigns and promotional activities.
• Accuracy and timeliness of campaign reporting and performance analysis.
• Effective coordination with internal teams, external agencies, and marketplace partners.

Note: Specific targets will be established in line with the annual marketing plan, channel budgets, and business objectives.

Expected Contribution to the Business

The Assistant Manager – Digital Marketing will play a critical role in strengthening Skechers India's digital marketing capabilities and supporting its online business growth. The position will ensure consistent execution of marketing initiatives, improve the efficiency of advertising investments, strengthen e-commerce marketplace performance, and enable data-driven decision-making.

By filling this vacancy, the Digital Marketing team will be better positioned to manage its operational responsibilities, execute strategic initiatives effectively, and achieve its annual marketing and commercial objectives without placing an unsustainable workload on existing team members

About Skechers

Skechers, a global Fortune 500® company, develops and markets a diverse range of lifestyle and performance footwear, apparel, and accessories. Serving over 180 countries and territories, Skechers connects customers to products through department and specialty stores, e-commerce and digital stores, and through our more than 5,300 Skechers retail locations.