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 insights. The specialist will work closely with Creative, Sales, and Business Development teams to ensure campaigns align with organizational goals and deliver measurable outcomes.

Key Responsibilities

- Develop and manage high-performing paid marketing campaigns across platforms such as Meta Ads, Google Ads, LinkedIn Ads, and others.
- 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 to improve performance.
- Align campaigns with marketing calendars and business priorities.

- 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 to identify improvement opportunities.
- Identify and implement strategies to enhance campaign efficiency and conversion rates.

- Configure 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 campaign measurement.
- Analyze campaign performance and user behavior to generate actionable insights that support marketing decisions.

- Develop and optimize high-converting lead generation campaigns and 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.

- Partner with graphic designers, video editors, and content writers to create effective creative assets.
- Recommend creative improvements based on campaign data and ensure all assets comply with platform best practices and brand guidelines.

- Prepare and present weekly, monthly, and quarterly performance reports to management.
- Provide data-driven recommendations based on market trends, audience insights, competitor activities, and campaign results to support marketing strategy.

- Stay informed about emerging digital marketing trends and monitor competitor advertising strategies.
- Research new advertising opportunities and platforms, recommending innovative initiatives to improve business performance.

Required Qualifications

- Bachelor’s degree in Marketing, Business Administration, Digital Marketing, or a related field.
- 2 to 4 years of hands-on experience in performance marketing, with proven success managing high-budget paid advertising campaigns.
- Experience in both B2B and B2C marketing environments is preferred.
- Prior work experience 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, and Looker Studio.
- Experience using 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 and strategic planning.
- Data-driven decision making and problem-solving abilities.
- Effective communication and time management skills.
- Attention to detail, adaptability, and strong collaboration skills.
- Solid business acumen to align marketing efforts with organizational goals.

Professional certifications in Google Ads, Meta Blueprint, Google Analytics, or HubSpot are considered an advantage.