Position Summary

The Performance Marketing Specialist is responsible for planning, executing, optimizing, and scaling paid digital marketing campaigns to generate qualified leads, maximize Return on Ad Spend (ROAS), and drive business growth. The role requires a strong analytical mindset, expertise in digital advertising platforms, and the ability to convert marketing data into actionable business insights.

The incumbent will collaborate closely with the Creative, Sales, and Business Development teams to ensure campaigns align with organizational objectives and deliver measurable results.

Key Responsibilities

1. Paid Media Strategy & Campaign Management

• Develop and execute high-performing paid marketing campaigns across Meta Ads, Google Ads, LinkedIn Ads, and other relevant advertising platforms.
• Plan campaign objectives based on lead generation, conversions, brand awareness, and revenue targets.
• Allocate and manage advertising budgets efficiently to maximize ROI.
• Optimize campaign structures, audience segmentation, bidding strategies, and ad placements.
• Ensure campaigns align with marketing calendars and business priorities.

2. Campaign Optimization & Performance Improvement

• Continuously monitor campaign performance using key marketing metrics.
• Optimize campaigns based on:
  • Cost per Lead (CPL)
  • Cost per Acquisition (CPA)
  • Click-Through Rate (CTR)
  • Conversion Rate
  • Return on Ad Spend (ROAS)
  • Cost per Click (CPC)
• Conduct A/B testing on:
  • Ad creatives
  • Headlines
  • Calls-to-Action (CTAs)
  • Audience segments
  • Landing pages
• Identify opportunities to improve campaign efficiency and conversion performance.

3. Analytics & Tracking

• Configure and maintain:
  • Meta Pixel
  • Google Analytics 4 (GA4)
  • Google Tag Manager (GTM)
  • Conversion API (CAPI)
  • UTM Tracking
• Ensure accurate tracking of all marketing campaigns.
• Analyze campaign performance and user behavior.
• Produce actionable insights to support marketing decisions.

4. Lead Generation & Funnel Optimization

• Develop high-converting lead generation campaigns.
• Optimize customer acquisition funnels.
• Improve landing page performance through Conversion Rate Optimization (CRO).
• Collaborate with the Sales team to improve lead quality.
• Monitor lead-to-customer conversion performance.

5. Creative Collaboration

• Partner with graphic designers, video editors, and content writers to develop high-performing creative assets.
• Recommend creative improvements based on campaign data.
• Ensure creative assets follow platform best practices.
• Align advertising creatives with brand guidelines and campaign objectives.

6. Reporting & Business Insights

• Prepare weekly, monthly, and quarterly performance reports.
• Present campaign performance to management.
• Provide recommendations based on:
  • Market trends
  • Audience insights
  • Competitor activities
  • Campaign performance
• Support marketing strategy with data-driven recommendations.

7. Market Research & Innovation

• Stay updated with emerging digital marketing trends.
• Monitor competitor advertising strategies.
• Research new advertising opportunities and platforms.
• Recommend innovative marketing initiatives to improve business performance.

Required Qualifications

• Bachelor's degree in Marketing, Business Administration, Digital Marketing, or a related field.
• Professional certifications in Google Ads, Meta Blueprint, Google Analytics, or HubSpot will be considered an advantage.

Experience

• 2–4 years of hands-on experience in Performance Marketing.
• Proven experience managing high-budget paid advertising campaigns.
• Experience in both B2B and B2C marketing is preferred.
• Experience working in a software house, technology company, or digital marketing agency is highly desirable.

Technical Skills

• 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)
• UTM Tracking

Core Competencies

• Analytical Thinking
• Strategic Planning
• Data-Driven Decision Making
• Problem Solving
• Communication Skills
• Time Management
• Attention to Detail
• Adaptability
• Collaboration
• Business Acumen