Performance Marketer for E-commerce Skincare Brand

Title
Performance Marketing Manager or Agency for Ecenci (ecenci.com). Shopify Skincare. Google Ads, Meta Ads, TikTok Ads. Setup and Ongoing Management

Website
ecenci.com

Project Summary
Ecenci is a newly launched Shopify skincare brand with about 5 SKUs. We ship within the United States. We are looking for an experienced performance marketer or small agency to own paid advertising across Google Ads, Meta Ads, and TikTok Ads, including tracking setup, campaign launch, optimization, and weekly reporting.

Creatives
Product images and UGC videos will be provided later by our team. You must still lead creative direction by telling us what creatives you need, what angles to test, and you will write ad copy, hooks, and scripts.

Budget
Budget is not fixed and can be adjusted based on your proposal, experience, and scope. We prefer a phased approach with milestones so we can start small, verify quality, then expand and increase budget.

Scope of Work
A. Tracking and Technical Setup
1. GA4 setup and verification
2. Google Tag Manager setup
3. Google Ads conversion tracking for Purchase, Add to Cart, Begin Checkout
4. Meta Pixel and Conversions API setup with verified events
5. TikTok Pixel and events setup with verified events
6. Product feed setup for Google Merchant Center and Meta catalog if needed
7. UTM structure and naming conventions for clean reporting

B. Campaign Build and Management
1. Google Ads: Search and Shopping or Performance Max when appropriate, plus remarketing
2. Meta Ads: prospecting and retargeting with a structured testing approach
3. TikTok Ads: testing and retargeting
4. Weekly optimization and budget allocation across channels
5. Landing page and funnel feedback to improve conversion rate on Shopify

C. Creative Direction and Copy
1. Provide a creative brief that tells us what UGC to film (angles, hooks, formats, examples)
2. Write ad copy and scripts for testing
3. Organize creative tests and tell us what to produce next
4. You are not responsible for filming UGC at the start, but you must lead the creative testing plan

D. Reporting and Communication
1. Weekly report including spend by platform, CPA, ROAS, conversion rate, AOV, and top winners and losers
2. Clear list of changes made and why
3. Next week plan with priorities and tests
4. Clear and consistent communication is required

PHASED PLAN AND MILESTONES (HOW WE WILL WORK)

Phase 0. Free pre audit inside your proposal (required)
Before we hire, include:
1. Three issues you see on ecenci.com that could reduce conversions
2. Your first five tracking checks for Shopify across GA4, Meta, TikTok
3. Which platform you would start with first and why

Phase 1. Foundation and controlled launch (paid trial)
Timeline: 7 to 14 days
Budget: propose a fixed price for Phase 1

Goal
Verify tracking is correct and launch a controlled test on one primary channel to generate clean data. Phase 1 is not just creating ad accounts.

Phase 1 deliverables
1. Tracking verification with proof
A. GA4 on Shopify
Confirm ecommerce events and Purchase value are recorded correctly. Provide proof using GA4 Realtime screenshots.

B. Meta Pixel and Conversions API
Confirm Pixel and Conversions API are active. Verify events: ViewContent, AddToCart, InitiateCheckout, Purchase. Confirm Purchase includes value and currency. Provide proof using Meta Events Manager screenshots.

C. TikTok Pixel
Verify events: ViewContent, AddToCart, InitiateCheckout, Purchase. Confirm Purchase includes value and currency. Provide proof using TikTok Events Manager screenshots.

D. Google Ads conversions
Create conversion actions for Purchase, AddToCart, BeginCheckout. Provide proof of correct setup.

Verification requirement
Run one test order and confirm Purchase appears in GA4 and in the primary ad platform event manager.

2. Launch on one primary channel only
Choose ONE primary channel for Phase 1: Meta OR Google.
Build campaigns with naming conventions, UTMs, prospecting, and retargeting.
TikTok will be expanded in Phase 2 after UGC volume is available.

3. Creative direction and copy package
Deliver a creative brief and copy package:
Ad angles and hooks to test
Scripts and on screen text ideas
Primary text, headlines, descriptions, and CTAs
Compliance note: no medical claims

4. Reporting and Phase 2 roadmap
Provide one weekly report at the end of Phase 1 including:
Spend, CPA or CAC, ROAS
CTR, CPC, conversion rate, AOV
Top ads and audiences
What changed and why
Phase 2 recommendation with budget allocation

Phase 1 acceptance criteria
Phase 1 is approved only if:
Purchase tracking is verified with proof
Campaigns are live on the primary channel
Creative brief and copy package are delivered
Weekly report is delivered with clear next steps

Phase 2. Expansion and scaling (monthly retainer)
Timeline: 30 days and ongoing monthly
Budget: propose monthly retainer options for managing 2 channels and 3 channels

Phase 2 responsibilities
1. Expand to additional channels
If Phase 1 starts with Meta:
Add Google Ads after tracking is stable and early winners exist.
Add TikTok after sufficient UGC volume is available.

If Phase 1 starts with Google:
Add Meta Ads after tracking is stable.
Add TikTok after sufficient UGC volume is available.

2. Full funnel campaign structure
Build and optimize:
Prospecting and retargeting per channel
Audience and offer testing
Budget allocation improvements
Bidding and optimization based on performance

3. Ongoing creative testing system
Weekly creative testing plan:
What new creatives are needed
What angles to iterate
What to pause and what to scale
Updated scripts and copy for each new test

4. Conversion rate and Shopify funnel improvements
Provide data based recommendations:
Product page improvements
Checkout friction points
Bundle and offer suggestions
Retargeting improvements

5. Weekly reporting and monthly review
Weekly report with metrics and actions.
Monthly review with what worked, what failed, budget allocation, and next month testing roadmap.

Requirements
1. Proven Shopify ecommerce results (skincare or beauty experience preferred)
2. Must show 2 to 4 case studies with screenshots of spend and results (CPA or ROAS)
3. Strong tracking skills: GA4, GTM, Meta Conversions API, TikTok Pixel
4. Shopify experience, including product feeds
5. Must follow compliant advertising practices for skincare. No medical claims.

Proposal must include
1. Summary of relevant experience for Shopify ecommerce
2. 2 to 4 case studies with screenshots and results
3. Your recommended first 14 day testing plan and budget split
4. Your proposed Phase 1 price and the exact deliverables you will complete
5. Your Phase 2 monthly retainer pricing for managing 2 channels and 3 channels, and what is included
6. Confirmation you can verify Purchase events and provide weekly reporting

Screening Questions
1. What is your first week checklist for tracking setup on Shopify across GA4 and Meta
2. What do you do if ads get clicks but there are no purchases
3. What ad spend do you recommend for testing in the first 14 days and why
4. What is your approach to creative testing for skincare
5. Share a sample weekly report format you use

Access and Security
We do not share passwords. Access will be granted only via Shopify collaborator access and platform user invites.

Start Date
Immediate