About the role
The candidate will have responsibilities across the following functions:
Paid Advertising Management:
- Manage campaign budgets efficiently to ensure maximum ROAS.
Lead Generation and Customer Acquisition:
- Develop strategies to generate qualified leads and reduce customer acquisition cost (CAC).
- Build conversion funnels for lead generation, app installs, subscriptions, or e-commerce purchases.
- Improve conversion rates across landing pages and ad creatives.
Campaign Optimisation:
- Conduct A/B testing for ad creatives, landing pages, target audiences, ad copies, and conversion funnels.
- Continuously optimise CTR, CPC, CPA, CPL, and ROAS, analytics, and reporting.
- Track campaign performance using Google Analytics, Google Tag Manager, Looker Studio, and Microsoft Excel.
- Generate weekly/monthly performance reports.
- Analyse attribution models and customer journeys.
Funnel and Retargeting Strategy:
- Create retargeting campaigns for website visitors, abandoned carts, and inactive leads.
- Build audience segmentation strategies for better personalisation.
Collaboration:
- Work closely with creative/design teams, content teams, sales teams, and product teams.
- Coordinate with developers for tracking pixels, API integrations, and conversion tracking setup.
Requirements:
- Strong expertise in Google Ads and Meta Platforms Ads.
- Knowledge of performance metrics (CAC, CPL, CPA, ROAS, LTV).
- Experience with Google Analytics and Google Tag Manager.
- Understanding of conversion tracking setup.
- Strong analytical and problem-solving skills.
- Budget allocation and optimisation expertise.
- Basic knowledge of landing page optimisation.
- Excellent communication skills.
Preferred Qualifications:
- Certifications in Google Ads and Meta Platforms Blueprint.
- Experience in D2C, SaaS, healthcare, education, or agency environments.
- Knowledge of marketing automation tools.
- Familiarity with CRM platforms such as HubSpot or Salesforce.
KPIs / Success Metrics:
- Customer Acquisition Cost (CAC).
- Return on Ad Spend (ROAS).
- Cost Per Lead (CPL).
- Conversion Rate.
- Revenue Growth.
- Lead Quality.
- Customer Lifetime Value (LTV).