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, expertise in various digital advertising platforms, and the ability to translate marketing data into actionable business insights. The specialist will work closely with Creative, Sales, and Business Development teams to ensure campaigns are aligned with organizational goals and deliver measurable outcomes.

Key Responsibilities

Paid Media Strategy & Campaign Management
Develop and execute high-performing paid marketing campaigns across platforms such as Meta Ads, Google Ads, LinkedIn Ads, and other relevant channels. Set campaign objectives focused on lead generation, conversions, brand awareness, and revenue targets. Efficiently allocate and manage advertising budgets to maximize ROI. Optimize campaign structures, audience segmentation, bidding strategies, and ad placements. Ensure campaigns are in sync with marketing calendars and business priorities.

Campaign Optimization & Performance Improvement
Continuously monitor campaign performance using key 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 (CTAs), audience segments, and landing pages. Identify opportunities to enhance campaign efficiency and improve conversion rates.

Analytics & Tracking
Configure and maintain tracking tools such as Meta Pixel, Google Analytics 4 (GA4), Google Tag Manager (GTM), Conversion API (CAPI), and UTM tracking. Ensure accurate tracking of all marketing campaigns and analyze user behavior to generate actionable insights that support marketing decisions.

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

Creative Collaboration
Work closely with graphic designers, video editors, and content writers to develop creative assets that perform well. Recommend creative improvements based on campaign data and ensure all assets adhere to platform best practices, brand guidelines, and campaign objectives.

Reporting & Business Insights
Prepare and present weekly, monthly, and quarterly performance reports to management. Provide recommendations based on market trends, audience insights, competitor activities, and campaign performance. Support marketing strategy with data-driven insights.

Market Research & Innovation
Stay informed about emerging digital marketing trends and monitor competitor advertising strategies. Research new advertising opportunities and platforms, 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 is preferred. Background working in a software house, technology company, or digital marketing agency is highly desirable.

Technical Skills
Proficiency with Meta Ads Manager, Google Ads, LinkedIn Campaign Manager, Google Analytics 4 (GA4), Google Tag Manager (GTM), Meta Pixel, Conversion API (CAPI), Google Search Console, Looker Studio, CRM platforms (HubSpot, Salesforce, Zoho), Microsoft Excel/Google Sheets, Landing Page Optimization (CRO), and UTM tracking.

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

This role offers the opportunity to contribute significantly to business growth through data-driven marketing strategies and cross-functional collaboration in a dynamic environment.