Ethnic Fashion eCommerce Digital Marketing Specialist

E-COMMERCE PERFORMANCE MARKETING EXPERT – META/INSTAGRAM + GOOGLE ADS I am launching a new Indian ethnic-fashion e-commerce brand focused initially on sarees. The website will have online payments, COD, shipping integration, product catalogue, analytics, Meta Pixel/CAPI, Google Analytics, Google Ads tracking and Google Merchant Center. I am looking for an experienced E-COMMERCE PERFORMANCE MARKETING SPECIALIST to manage Meta/Instagram Ads + Google Ads and build a customer-acquisition system. GOAL: Build and scale the brand toward ₹3–5 lakh/month revenue initially, with a long-term target of ₹10L and ₹20L+ monthly revenue. This is NOT a guaranteed-revenue project. I want a data-driven marketer who can TEST → ANALYZE → OPTIMIZE → SCALE. BUSINESS: • Product: Sarees / ethnic fashion • Price range: approximately ₹999–₹2,999 • Market: India / Pan-India • Payment: Prepaid + COD • Future products: Kurtis, ethnic sets, dupattas, jewellery, blouses, lehengas, etc. META / INSTAGRAM ADS: Create and manage campaigns using: • Reels • Stories • Feed • Carousel • Catalogue/Product Ads • UGC • Model videos • Product demonstration videos • Collection ads • Retargeting Test different: • Products • Creatives • Audiences • Locations • Offers • Pricing • Landing pages The goal is to identify winning products and creatives and reduce customer acquisition cost over time. GOOGLE ADS: Manage: • Google Shopping • Search Ads • Merchant Center • Performance Max when sufficient data exists • Remarketing Focus on high-intent searches related to sarees and ethnic fashion. FIRST 30 DAYS: WEEK 1: • Audit website • Check Meta Pixel/CAPI • Check GA4 • Check Google Ads conversion tracking • Check Merchant Center • Check product feed • Check checkout/payment tracking • Check mobile UX • Check page speed • Identify conversion issues WEEK 2: Launch controlled Meta + Google campaigns and test multiple products, creatives, audiences and offers. WEEK 3: Analyze: • CTR • CPC • Add to Cart • Checkout • Purchases • CPA • ROAS • AOV • Conversion rate Pause weak campaigns and scale winners. WEEK 4: Provide a detailed performance report and Month 2 scaling strategy. REVENUE MODEL: Example: ₹1,500 AOV: ₹3L revenue = approximately 200 successful orders ₹5L revenue = approximately 334 successful orders ₹2,000 AOV: ₹3L revenue = approximately 150 successful orders ₹5L revenue = approximately 250 successful orders I want the freelancer to improve AOV using: • Bundles • Upsells • Cross-sells • Multi-product offers • Prepaid incentives ADVERTISING BUDGET: Initial planned budget: approximately ₹30,000–₹50,000/month. The freelancer must recommend the appropriate starting budget and explain how the budget should be allocated between Meta and Google. Do NOT simply promise a fixed ROAS or revenue number. COD + RTO: COD is important for this business. Track: • COD orders • Prepaid orders • COD conversion • COD cancellations • RTO • Delivered orders • Returns • Prepaid percentage Help improve prepaid orders using legitimate incentives such as prepaid discounts/free shipping. Help reduce RTO using: • COD verification • WhatsApp/OTP confirmation • Pincode analysis • High-risk order controls • Customer communication • Prepaid incentives INSTAGRAM ORGANIC STRATEGY: Create a weekly content strategy for: • Reels • Stories • Product launches • New arrivals • Customer reviews • UGC • Saree styling • Wedding/festive styling • Behind-the-scenes • Offers • Best sellers Also optimize the Instagram profile, bio, highlights and website CTA. CONTENT/CREATIVE STRATEGY: Provide: • Weekly content calendar • Reel concepts • Ad hooks • UGC concepts • Product video requirements • Ad copy • CTA recommendations Example creative angles: “Looks like a ₹3,000 saree — available for ₹1,499.” “3 sarees for your next wedding.” “Trending sarees under ₹1,499.” The freelancer should explain why creatives are being tested. RETARGETING: Create appropriate retargeting campaigns for: • Website visitors • Product viewers • Add-to-cart users • Checkout users • Instagram engagers • Video viewers • Previous customers GOOGLE MERCHANT CENTER: Manage and optimize: • Product feed • Product titles • Descriptions • Images • Prices • Availability • Categories • Attributes • Feed errors ANALYTICS: Track and report: • Ad Spend • Revenue • Orders • CPA • ROAS • AOV • Conversion Rate • Add to Cart • Checkout • Prepaid % • COD % • RTO % • Return % • Best Products • Best Creatives • Best Locations WEEKLY REPORT: Every week I want an actionable report covering: 1. What worked? 2. What failed? 3. Best products? 4. Best creatives? 5. Which campaigns should be scaled? 6. Which campaigns should be stopped? 7. Total spend? 8. Revenue? 9. CPA? 10. ROAS? 11. What should we change next week? I do NOT want only screenshots from Ads Manager. I want analysis and clear recommendations. CONVERSION OPTIMIZATION: Continuously identify improvements to: • Product pages • Images • Offers • Trust elements • Reviews • CTAs • Bundles • Checkout • Prepaid incentives • Landing pages TOOLS/EXPERIENCE: Preferred experience with: • Meta Ads Manager • Google Ads • Google Analytics 4 • Google Tag Manager • Google Merchant Center • Meta Pixel + CAPI • Shopify/WooCommerce • Looker Studio • Microsoft Clarity/Hotjar • Google Search Console IDEAL FREELANCER: I am NOT looking for someone who only boosts Instagram posts. I need someone experienced in: • D2C e-commerce • Fashion/ethnic wear • Meta Ads • Google Ads • COD/RTO • Conversion optimization • Performance marketing • Scaling e-commerce brands Indian e-commerce experience is strongly preferred. APPLICATION QUESTIONS: 1. How many e-commerce brands have you managed? 2. Have you worked with Indian fashion/ethnic brands? 3. What was the largest monthly ad budget you managed? 4. What ROAS and CPA did you achieve? 5. Have you worked with COD-heavy businesses? 6. Have you reduced RTO for any client? 7. Do you manage both Meta and Google Ads? 8. Can you set up/verify Pixel + CAPI? 9. Can y