Performance Marketing Specialist

The Performance Marketing Specialist will be responsible for planning, executing, optimizing, and scaling paid digital marketing campaigns aimed at generating qualified leads, maximizing Return on Ad Spend (ROAS), and driving overall business growth. This role demands a strong analytical mindset, proficiency in digital advertising platforms, and the ability to translate marketing data into actionable insights. The specialist will work closely with Creative, Sales, and Business Development teams to ensure campaigns align with company goals and deliver measurable outcomes.

Key Responsibilities

Paid Media Strategy & Campaign Management:
Develop and implement effective paid marketing campaigns across platforms such as Meta Ads, Google Ads, LinkedIn Ads, and others. Define campaign objectives focused on lead generation, conversions, brand awareness, and revenue goals. Manage advertising budgets to maximize ROI and optimize campaign structures, audience segmentation, bidding strategies, and ad placements. Ensure campaigns are synchronized with marketing calendars and business priorities.

Campaign Optimization & Performance Improvement:
Continuously monitor campaign metrics including Cost per Lead (CPL), Cost per Acquisition (CPA), Click-Through Rate (CTR), Conversion Rate, ROAS, and Cost per Click (CPC). Conduct A/B testing on ad creatives, headlines, calls-to-action, audience segments, and landing pages. Identify opportunities to enhance campaign efficiency and improve conversion rates.

Analytics & Tracking:
Set up and maintain tracking tools such as Meta Pixel, Google Analytics 4 (GA4), Google Tag Manager (GTM), Conversion API (CAPI), and UTM tracking to ensure accurate measurement of campaign performance. Analyze user behavior and campaign data to generate actionable insights supporting marketing decisions.

Lead Generation & Funnel Optimization:
Design high-converting lead generation campaigns and optimize customer acquisition funnels. Enhance landing page performance through Conversion Rate Optimization (CRO). Collaborate with the Sales team to improve lead quality and monitor lead-to-customer conversion rates.

Creative Collaboration:
Work alongside graphic designers, video editors, and content writers to develop compelling creative assets. Recommend improvements based on campaign data and ensure all creatives adhere to platform best practices, brand guidelines, and campaign objectives.

Reporting & Business Insights:
Prepare detailed weekly, monthly, and quarterly performance reports. Present findings to management and provide recommendations based on market trends, audience insights, competitor activities, and campaign results. Support marketing strategy with data-driven advice.

Market Research & Innovation:
Stay informed about emerging digital marketing trends and competitor strategies. Explore new advertising platforms and opportunities, recommending innovative initiatives to enhance business performance.

Required Qualifications
- Bachelor’s degree in Marketing, Business Administration, Digital Marketing, or a related field.
- Professional certifications such as Google Ads, Meta Blueprint, Google Analytics, or HubSpot are advantageous.

Experience
- 2 to 4 years of hands-on experience in performance marketing.
- Proven track record managing high-budget paid advertising campaigns.
- Experience in both B2B and B2C marketing preferred.
- Background in software houses, technology companies, or digital marketing agencies is highly desirable.

Technical Skills
- Proficiency with Meta Ads Manager, Google Ads, LinkedIn Campaign Manager.
- Experience using Google Analytics 4 (GA4), Google Tag Manager (GTM), Meta Pixel, Conversion API (CAPI), and Google Search Console.
- Familiarity with Looker Studio and CRM platforms such as HubSpot, Salesforce, or Zoho.
- Strong skills in Microsoft Excel or Google Sheets.
- Expertise in Landing Page Optimization (CRO) and UTM tracking.

Core Competencies
Analytical thinking, strategic planning, data-driven decision making, problem solving, effective communication, time management, attention to detail, adaptability, collaboration, and strong business acumen.

This position is suited for a mid-senior level professional seeking to contribute to a dynamic marketing team and drive impactful digital campaigns.