Performance Marketing Manager

Strategy & Planning

• Define and lead the digital performance marketing roadmap aligned with overall brand/business goals.
• Develop a media mix strategy using data-driven decision making across channels (Google Ads, Meta, Programmatic, etc.).
• Forecast monthly, quarterly, and annual marketing budgets, targets, and ROAS (Return on Ad Spend).
• Identify new growth opportunities, emerging platforms, and channels to test.

Campaign Management

• Plan, execute, and optimize performance marketing campaigns (Search, Display, Video, Shopping, Social, etc.).
• Create and manage ad copies, audience targeting strategies, and creative briefs.
• Build A/B testing plans across channels (creative, copy, landing pages, audience segments).
• Ensure timely campaign rollouts with pixel setup, tracking implementation, and QA.

Analytics & Reporting

• Own campaign KPIs: 

  CTR, CVR, CAC, ROAS, LTV, CPM, CPC

  , etc.
• Monitor and analyze daily/weekly/monthly performance reports using tools like GA4, Google Data Studio, Excel dashboards, etc.
• Provide actionable insights and recommendations to improve campaign performance.
• Maintain benchmark dashboards across platforms and revise media strategy accordingly.

Budget & ROI Management

• Ensure efficient budget allocation to maximize ROI while maintaining brand presence.
• Identify and eliminate underperforming campaigns or audiences quickly.
• Constantly improve Cost Per Acquisition (CPA) and customer lifetime value (CLV) metrics.
• Run incrementality tests to determine real impact of campaigns on business.

Collaboration & Stakeholder Management

• Work closely with creative, content, tech, sales, and CRM teams to align messaging and targeting.
• Coordinate with media agencies or channel partners to execute high-impact campaigns.
• Present monthly/quarterly performance reviews to senior leadership with insights and actionables.
• Collaborate with product or tech teams to improve landing page experiences and conversion flows.

Martech, Tools & Innovation

• Implement and manage tracking infrastructure: pixels, GTM, UTM structure, event tagging, etc.
• Use and evaluate tools like Google Ads, Meta Ads Manager, DV360, SEMrush, HubSpot, MoEngage, Mixpanel, etc.
• Stay updated on algorithm changes, policy updates, and new betas on all major ad platforms.
• Advocate for automation and AI tools to enhance targeting, bidding, and reporting efficiency.

SEO & Organic Growth Synergy

• Coordinate with SEO team to align paid and organic strategies for shared keyword opportunities.
• Help boost organic rankings through retargeting and strategic bidding.

Key KPIs to Track

• CAC (Customer Acquisition Cost)
• ROAS (Return on Ad Spend)
• CTR (Click-Through Rate)
• Conversion Rate
• LTV (Customer Lifetime Value)
• Cost per Lead / Sale / App Install
• Retargeting Performance
• Funnel Drop-off Rates
• Bounce Rates from Landing Pages
• Monthly Campaign Efficiency Scorecard