Paid Media Specialist

Key Responsibilities:

About the Role

We are looking for a results-driven Paid Media Specialist to lead and manage our performance marketing campaigns across Google, Meta (Facebook & Instagram), and Twitter (X). This role is ideal for someone with strong analytical skills, campaign execution experience, and a deep understanding of digital marketing funnels.

Key Responsibilities

Strategy & Planning

• Develop and execute performance-driven paid media strategies aligned with business goals.
• Conduct audience research, competitor analysis, and digital funnel mapping.
• Forecast campaign budgets, performance metrics, ROI, and growth projections.

Campaign Management

• Plan, launch, and manage ad campaigns across:
• Google Ads: Search, Display, YouTube, Performance Max
• Meta Ads: Lead Generation, Conversion, App Install
• Twitter/X Ads: Website Clicks, Engagement, Follower Growth
• Collaborate with creative/content teams to develop high-performing ad creatives and compelling copy.

Optimization & Performance Tracking

• Monitor campaign metrics (CPC, CTR, CPL, ROAS, CAC) and optimize daily.
• Run A/B tests for creatives, audience segments, ad placements, and landing pages.
• Set up and maintain conversion tracking using tools like Google Tag Manager, Facebook Pixel, and GA4.

Skills Required:

Must Have

Hands-on experience with:

• Google Ads (Search, Display, YouTube, Performance Max)
• Meta Ads (Lead Gen, Conversion, App Install)
• Twitter/X Ads (Engagement, Website Clicks, Followers)
• Deep understanding of digital marketing funnels, CAC, ROAS, CPL, LTV
• Proficiency in GA4, Facebook Pixel, UTM tracking, and Google Tag Manager
• Daily campaign optimization mindset and analytical rigor

Should Have

• Proven experience in managing paid campaigns across multiple platforms
• Strong knowledge of lead generation, retargeting, and audience segmentation
• Familiarity with UTM tagging, GA4 setup, and attribution models
• Proficiency in Excel/Google Sheets for campaign analysis and reporting

Nice to Have

• Experience in EdTech or FinTech domains
• Ability to brief design teams with copy hooks and creative formats
• Familiarity with Google UAC and Meta App Install campaigns
• Canva or basic editing skills for quick creative variations
• Exposure to programmatic platforms, influencer or affiliate campaigns
• Basic understanding of SEO, email marketing, and organic social as part of a full-funnel approach

Additional Skills

• Strong data analysis skills with pivot tables, lookups, and dashboards
• Ability to present performance reports and insights to internal stakeholders