Performance Marketing Specialist

Job Summary:

We are seeking a highly analytical and results-driven Performance Marketing Specialist to manage and optimize paid advertising campaigns across Google Ads and Meta Ads (Facebook & Instagram). The ideal candidate will have hands-on experience with performance-based ad platforms, a deep understanding of user acquisition funnels, and the ability to translate data into actionable growth strategies.

Key Responsibilities:

- Plan, execute, and optimize paid campaigns on Google Ads (Search, Display, YouTube, PMAX) and Meta Ads (Facebook/Instagram, Advantage+ Campaigns)

- Monitor KPIs like CTR, CPC, CPM, CVR, ROAS, CAC, and drive continuous improvements

- Develop audience strategies including remarketing, lookalike audiences, and custom intent segments

- Conduct A/B testing on creatives, landing pages, and campaign structures

- Optimize performance across the marketing funnel: impressions clicks installs/purchases

- Prepare performance reports and dashboards using tools like Google Analytics, Data Studio, or Excel

- Collaborate with content, design, and product teams for campaign alignment

- Stay updated with platform changes, trends, and best practices in digital advertising

Mandatory Skills:

- 2+ years of experience managing Google Ads and Meta Ads campaigns

- Strong command of campaign types: Search, Display, YouTube, PMAX, Advantage+

- Solid grasp of key performance metrics (CPC, CPM, CTR, ROAS, etc.)

- Ability to analyze data and generate actionable insights

- Experience in campaign budgeting, pacing, and bid strategy management

- Familiarity with tools: Google Analytics, GA4, Google Tag Manager, Meta Events Manager

- Knowledge of keyword research, negative keyword strategies, and audience segmentation

- Proficiency in Excel or Google Sheets for data handling

Preferred/Bonus Skills:

- Experience with App install campaigns, Firebase, or MMPs (like Adjust, Appsflyer)

- Understanding of ASO (App Store Optimization) principles

- Certification in Google Ads and/or Meta Blueprint

- Knowledge of retention marketing (email, push, SMS)

- Familiarity with SQL, Looker Studio, or basic scripting for automation