Performance Marketing Analyst

Paid Media Strategy & Planning:

- Build and manage acquisition strategy across Meta Ads and Google Ads.

- Develop campaign plans aligned to business goals such as leads, consultations, bookings, patient acquisition, and revenue growth.

- Identify high-value audiences, market opportunities, and growth levers.

- Allocate budgets effectively across channels, campaigns, and funnel stages.

- Design testing roadmaps for audiences, creatives, offers, and landing pages.

Campaign Setup & Execution:

End-to-end campaign setup, launch, and management across:

- Meta Lead Generation

- Meta Conversion Campaigns

- Google Search Ads

- Google Display / Remarketing

- YouTube Ads

- Performance Max

- Configure tracking infrastructure including GA4, Meta Pixel, GTM, UTMs and conversion APIs.

- Maintain campaign hygiene, naming conventions, and QA standards.

- Ensure compliance with healthcare advertising policies and platform guidelines

Monitoring, Spend Management & Optimization:

- Monitor campaign performance daily and weekly.

- Track ad spend against budgets and targets.

- Identify overspend, underdelivery, inefficiencies, or drop-offs early.

Optimize for:

- Cost Per Lead (CPL)

- Customer Acquisition Cost (CAC)

- Return on Ad Spend (ROAS)

- Conversion Rate

- Qualified Lead Volume

- Reallocate budgets toward best-performing campaigns.

- Refresh creatives, audiences, bids, and keyword strategy regularly

Reporting & Analytics:

- Deliver weekly and monthly performance reports to leadership.

- Build dashboards in GA4, Looker Studio, or similar tools.

- Present insights, trends, and actionable recommendations.

- Track full-funnel performance from click to lead to customer.

- Measure channel contribution to revenue and pipeline.

Cross-Functional Collaboration:

- Work with designers, developers, content teams, and account managers.

- Recommend landing page and funnel improvements.

- Ensure strong handoff between marketing and sales / operations teams.

- Contribute to growth experiments and new acquisition ideas.