Performance Marketing & Ads Specialist – Job Description
Role Overview
We are looking for a data-driven and growth-focused Performance Marketing & Ads Specialist who can manage and scale paid acquisition across digital channels while optimizing for real business outcomes such as activated users, revenue growth, customer acquisition cost (CAC), and retention.
The ideal candidate should have strong hands-on expertise in Google Ads, Meta Ads, analytics, attribution, conversion tracking, remarketing, and funnel optimization. The role requires someone who can combine technical execution with strategic thinking to continuously improve campaign efficiency and customer quality.
This role will work closely with product, design, content, analytics, and CRM teams to drive sustainable user growth and improve marketing ROI.
Key Responsibilities
- Plan, launch, manage, and optimize paid campaigns across Google Ads, Meta Ads, YouTube, Display Networks, and remarketing channels.
- Manage Search, Display, Video, Performance Max, Retargeting, Lead Generation, and App Promotion campaigns.
- Optimize campaigns for qualified users, activated customers, revenue, ROAS, CAC, and retention quality.
- Analyze full-funnel user journeys and identify drop-off points.
- Work with product and landing page teams to improve conversion rates.
- Conduct A/B testing for creatives, landing pages, ad copy, CTAs, and audience segments.
- Implement and manage tracking systems using Google Tag Manager (GTM), Google Analytics 4 (GA4), Meta Pixel, Conversion APIs (CAPI), and event tracking systems.
- Ensure accurate attribution and conversion tracking across platforms.
- Build and maintain UTM structures and campaign tracking frameworks.
- Monitor campaign data integrity and troubleshoot tracking issues.
- Build audience segmentation and retargeting strategies for both B2B and B2C campaigns.
- Create remarketing funnels for non-converted users, abandoned users, inactive users, and repeat engagement.
- Coordinate with CRM/lifecycle teams for re-engagement campaigns.
- Build dashboards and performance reports using GA4, Looker Studio/Data Studio, and ad platform reporting tools.
- Analyze channel performance, cohort behavior, CAC trends, and campaign profitability.
- Coordinate with content, design, product, analytics, and CRM teams to improve marketing performance.
Required Skills & Qualifications
- 4–5 years of hands-on experience in performance marketing or growth marketing.
- Strong expertise in Google Ads, Meta Ads, Google Analytics 4 (GA4), Google Tag Manager (GTM), Meta Pixel, and conversion tracking systems.
- Strong understanding of Performance Max campaigns, attribution models, conversion APIs, remarketing funnels, funnel optimization, audience segmentation, UTM tracking, and landing page optimization.
- Experience in scaling campaigns while maintaining profitability.
- Strong analytical, reporting, and decision-making skills.
- Experience with Looker Studio/Data Studio is preferred.
- Experience in fintech, SaaS, marketplaces, payments, or internet platforms is a plus.
