Performance Marketing Specialist

Role purpose

Plan, execute and optimise paid advertising campaigns across assigned client accounts. Manage campaign budgets, conversion tracking, analytics and reporting to achieve agreed marketing objectives.

Experience: Minimum 3 years of hands-on experience in paid digital advertising.

Roles and responsibilities

• Plan, launch and manage Google Ads and Meta Ads campaigns for lead generation, awareness and website traffic.
• Develop campaign structures, keyword strategies, audience targeting and budget allocations.
• Manage location targeting, bids, placements, search terms and exclusions.
• Monitor campaign performance and optimise spending, CPL, CPA and conversions.
• Set up and manage GA4, Google Tag Manager, Meta Pixel and conversion tracking.
• Track website enquiries, form submissions, purchases and other relevant conversion actions based on client objectives.
• Apply consistent UTM tagging and troubleshoot missing or duplicate conversions.
• Brief content and design teams on advertising requirements.
• Test ad copy, creatives, audiences and landing pages to improve results.
• Review lead quality and conversion feedback received through Client Servicing.
• Build and maintain Looker Studio dashboards.
• Prepare monthly reports covering spend, reach, impressions, clicks, CTR, CPC, conversions, CPL, CPA and ROAS where applicable.
• Highlight key findings and recommend campaign and budget improvements.
• Handle multiple client accounts while maintaining accuracy and meeting deadlines.
• Follow each client's approved messaging, consent and data-handling processes.

Required skills

• Strong hands-on knowledge of Google Ads and Meta Ads Manager.
• Campaign planning, keyword research, audience targeting and budget optimisation.
• Practical experience with GA4 events, key events, traffic analysis and conversion funnels.
• Google Tag Manager implementation, debugging and tag validation.
• Google Ads conversion tracking, Meta Pixel and UTM tagging.
• Looker Studio dashboard creation and performance analysis.
• Proficiency in Excel or Google Sheets and presentation tools.
• Understanding of creative testing and landing-page optimisation.
• Ability to independently identify and resolve campaign and tracking issues.
• Ability to adapt campaigns to different brands, audiences and objectives.

Added advantages

• Experience with LinkedIn Ads, Snapchat Ads, Reddit Ads, Microsoft Ads, ChatGPT advertising opportunities where available, and other advertising platforms.
• Knowledge of Conversions API, CRM integrations and offline conversion tracking.
• Experience handling healthcare and education accounts.