Performance Marketing Manager

CAC/ROAS/LTV

• Strategy & planning:

  Translate revenue/lead targets into channel plans, budgets, and forecasts; set guardrails (CAC/ROAS/MER, payback).

• Channel ownership:

• Search:

  Google/Bing—keyword strategy, negatives, SKAG/STAG structures, PMax, Shopping/Feeds.

• Paid social:

  Meta, TikTok, LinkedIn/Twitter—audiences, creative rotation, CAPI, offline conversions.

• Display/programmatic:

  Remarketing, prospecting, brand safety, DV360 (or network).

• Affiliates/influencers:

  Recruit, negotiate, track, and optimise to incremental lift.

• App UA:

  Apple Search Ads, Google UAC, SKAdNetwork setup, MMP alignment.

• Analytics & measurement:

  Own attribution and tracking (GA4/GTM, MMPs like AppsFlyer/Adjust). Build dashboards for

  CAC, ROAS, LTV:CAC, CVR, CTR, CPA, AOV, MER

  , cohort retention, and funnel drop-off.

• Experimentation:

  A/B and multivariate tests (ads, audiences, bids, landing pages), geo holdouts/incrementality, and learning agendas with clear decision criteria.

• Creative & messaging:

  Write briefs, partner with design/UGC creators, run concept and format tests (static vs video; hooks; angles).

• CRO & landing pages:

  Hypothesis backlog, test velocity, page-speed and UX checks (VWO/Optimizely/LaunchDarkly; Hotjar/Clarity).

• Lifecycle & remarketing:

  Build retargeting and CRM-triggered audiences (email/SMS), cart and lead-recovery flows.

• Governance:

  Ensure policy compliance (platform policies), consent & privacy (Consent Mode v2, GDPR/CCPA where relevant), brand safety, and accurate data collection.

• Collaboration:

  Work with Sales/Product/Data/Finance on promos, pricing tests, attribution alignment, and forecasting.

• 3–6 years in performance marketing with

  hands-on

  platform management (no “only-agency oversight”).
• Deep experience with

  Google Ads, Meta Ads

  ; working knowledge of TikTok, LinkedIn, and at least one of DV360/Display networks.
• Strong analytics: GA4, GTM (including server-side preferred), Looker/Tableau/Power BI; Excel/Sheets (pivots, lookups); basic SQL a plus.
• Familiarity with feeds (GMC, Feedonomics), pixels/SDKs, CAPI, offline conversions, and attribution models (last-click vs data-driven/MMM basics).
• Clear, concise communicator; comfortable owning targets and presenting to leadership.

• Efficiency:

  CAC / CPA, ROAS, LTV:CAC, payback period.

• Scale & quality:

  Spend to plan, incremental revenue/leads, pipeline (for B2B), qualified rate.

• Conversion:

  CTR, CVR, AOV, bounce rate, landing-page conversion uplift.

• Testing cadence:

  # tests/month, win rate, impact documented.

• Data quality:

  Tracking uptime, attribution accuracy, consented traffic share.

• Google Ads, Bing, Meta, TikTok, LinkedIn, DV360; GA4, GTM (server/client), AppsFlyer/Adjust (if app), Looker/Tableau/Power BI; VWO/Optimizely, Hotjar/Clarity; Feedonomics/Channable; CRM/ESP (HubSpot/Klaviyo/Salesforce).