Performance Marketing Specialist

As a Performance Marketing Executive, you are the engine behind our paid growth. Your primary mission is to manage the full lifecycle of Meta (Facebook and Instagram) and Google (Search, PMax, and UAC) campaigns with a singular focus: maximising ROAS. This is a hands-on execution role. You will be responsible for maximising the complexities of Meta Ads Manager and Google Ads to build, monitor, and scale campaigns. You won't just "set" budgets; you will aggressively optimise them by analysing real-time data to lower CAC and improve conversion quality.

Responsibilities:

• Google Ads Expertise (Search, PMax, and UAC): Search and PMax: You are expected to manage high-intent Search campaigns (keyword harvesting and match-type optimisation) alongside Performance Max (PMax). For PMax, you must understand how to feed the "black box" with high-quality audience signals and creative assets.
• App Growth (UAC): Deep experience with Universal App Campaigns is critical. This includes optimising for "in-app actions" rather than just installs and managing asset groups (text, video, and image) to lower your CPI and CAC.
• Bidding Strategies: Hands-on knowledge of when to use tCPA (Target Cost Per Acquisition) vs tROAS (Target Return on Ad Spend) based on the stage of the campaign.
• Meta Ads Proficiency: Campaign Architecture: You should be proficient in setting up Advantage+ Shopping Campaigns (ASC) and manual structures.
• Creative Analysis: Since Meta is now "creative-led", you must be able to analyse which "hooks" and "formats" (Reels vs. statics) are converting and provide feedback to the design team.
• Audience Scaling: Moving beyond basic interest targeting to leverage broad targeting and lookalikes (LAL) effectively.
• Dashboard and Data Insights Identify Patterns: Instead of saying "sales are down", you find the why. (Meta CPMs spiked by 20%, or PMax is over-indexing on low-quality Display placements. ).
• Attribution Management. Understand the gap between what Meta reports and what GA4 placements show and adjust. You must be able to explain "Blended ROAS" to the team.

Requirements:

• Meta Ads: Hands-on campaign setup, Advantage+ scaling, and creative-led optimisation.
• Google Search: Keyword research, RSA optimisation, and bidding (tCPA/tROAS) management.
• Google PMax and UAC: Strategic asset management and app install/event optimisation.
• Data Analysis: Proficiency in Excel/Google Sheets (Pivots, Data Cleaning).
• ROAS Focus: Daily monitoring of CAC, LTV, and blended marketing efficiency.
• Creative Insights: Analysing hook/hold rates to drive design briefs.