Performance Marketer

Role & responsibilities

performance marketing specialist

Core Responsibilities:

1. Paid Acquisition & Funnel Ownership

• Manage and scale paid campaigns across Meta, Google, YouTube, and LinkedIn.
• Own the full conversion funnel from ad impression to enrolled student.
  

2. Brand Building through Organic & Paid Media

• Build our brand presence through consistent, compelling social media efforts.
• Collaborate with the branding and marketing teams to execute high-impact growth playbooks.
  

3. Lead Generation

Meta & LinkedIn Focus

• Design and execute full-funnel lead generation strategies tailored for Meta (Facebook/Instagram) and LinkedIn.
• Run A/B tests on ad creatives, copy, formats (carousel, video, lead-gen forms) and audience segments to maximize lead quality and volume.
• Develop and manage

  retargeting strategies

  using Meta Pixel and LinkedIn Insight Tag to re-engage warm leads and reduce CPL.
• Build custom and lookalike audiences based on CRM data, website traffic, and in-platform engagement.
• Leverage

  lead-gen ad formats (native forms)

  on both platforms to drive seamless conversions with minimal drop-off.
• Optimize lead flow into CRM or marketing automation tools (e.g., HubSpot, Zoho, or similar) and ensure lead quality benchmarks are met.
• Track

  source-level lead attribution

  to understand platform ROI and lifecycle progression from MQL to SQL.
• Coordinate drip campaigns and retargeting ads based on user intent signals (video views, form fills, page visits).

Campaign Execution - Meta

• Plan and execute

  multi-objective campaigns

  (traffic, engagement, lead generation, and conversion) across Meta Ads Manager.
• Monitor daily campaign health CTRs, CPMs, conversion rates and troubleshoot underperforming ad sets.
• Use breakdowns (age, placement, creative) and dynamic creative testing to inform optimization.
• Incorporate Instagram Stories/Reels and Facebook Video Ads to drive awareness + top-of-funnel leads.
  

Campaign ExecutionLinkedIn

• Build

  profession-specific targeting matrices

  (by industry, job title, skills, company size, etc.) to reach high-intent professional audiences.
• Run

  Sponsored Content

  ,

  Message Ads

  , and

  Lead Gen Forms

  for B2B-style acquisition funnels.
• Position the program as an upskilling investment for working professionals via thought leadership and credibility-building content.
• Analyze lead quality metrics: job seniority, company type, engagement depth to fine-tune LinkedIn campaign ROI.

Campaign Execution—YouTube

• Launch

  YouTube Ads

  (skippable, non-skippable, bumper, and discovery) to capture top-of-funnel traffic and convert engaged viewers.
• Use

  custom intent and affinity audiences

  to target finance learners and professionals exploring upskilling options.
• Leverage YouTube remarketing to re-engage viewers who watched course-related content but did not convert.
• Embed

  lead capture CTAs

  in YouTube videos and use

  YouTube Form Ads (via Google Ads)

  for direct lead generation.
• Analyze

  view-through rates

  , watch time, and drop-off patterns to enhance ad scripting and visual storytelling.

Conversion & Analytics

• Build integrated dashboards to monitor campaign KPIs (CPL, ROAS, conversion rate) across all platforms.
• Implement real-time tracking and optimization cycles: Launch Measure Learn Iterate.
• Collaborate with sales/CRM teams to ensure

  lead quality

  ,

  follow-up velocity

  , and

  conversion success

  .

Preferred candidate profile

• Proficient in

  Meta Ads Manager

• Skilled in

  Google Analytics

• Hands-on with

  LinkedIn Campaign Manager

• Working knowledge of

  YouTube Studio

  
  

Experience:

• Minimum

  2+ years

  of experience in performance marketing roles.
• Demonstrated success in reducing CAC while maintaining or improving lead quality.
• A strong

  portfolio of high-converting ad creatives

  and campaign success stories.