Performance Marketing Specialist

Job Description

About HardyPaw HardyPaw is on a mission to improve the lives of pets and their owners by offering top-quality wellness and grooming products via our fast-growing e-commerce store. As a digitally native brand, we are laser-focused on growth, retention, and performance — and we’re looking for a data-obsessed Performance Marketer to help scale our paid media efforts across platforms. Role Summary We’re seeking a results-driven Performance Marketing Specialist with 5+ years of experience in e-commerce marketing. In this role, you’ll be responsible for planning, executing, and optimizing paid campaigns across Meta (Facebook/Instagram), Google Ads, TikTok, and other performance channels. You’ll bring a strong analytical mindset and a creative eye for building ad funnels that convert – all while staying aligned with HardyPaw’s brand tone and audience. Key Responsibilities Paid Media Strategy & Execution Own and manage end-to-end performance campaigns across: Meta Ads (FB/IG) – Retargeting, Prospecting, Dynamic Catalog Ads Google Ads – Search, Shopping, Display, and Performance Max TikTok Ads, YouTube, and emerging DTC platforms as applicable Develop full-funnel media strategies: cold traffic, retargeting, and post-purchase nurture flows. Data Analysis & Optimization Monitor campaign performance daily with KPIs including ROAS, CPA, CTR, CVR, and LTV. Perform A/B testing on ad creatives, headlines, audiences, and landing pages. Use insights to adjust bidding strategies, budgets, and targeting in real-time. Audience & Funnel Management Build and segment high-performing custom and lookalike audiences. Optimize customer acquisition cost (CAC) by refining funnel stages from ad click to checkout. Collaborate with retention/CRM teams to align acquisition with post-purchase engagement. Creative Direction & Ad Production Brief and collaborate with designers, UGC creators, and copywriters to produce high-converting ad creatives. Use insights to continuously iterate on creative strategy – especially for video and mobile-first formats. Stay ahead of creative trends in pet and wellness advertising. Budgeting & Forecasting Manage monthly and quarterly budgets efficiently. Forecast ad spend, revenue, and performance outcomes across channels. Maximize ROI while testing and scaling new opportunities. Collaboration & Communication Work closely with the SEO, content, and product teams to ensure a cohesive brand message across paid and organic efforts. Report campaign insights and learnings to stakeholders in a clear, actionable format. Qualifications 5+ years of experience in e-commerce performance marketing (DTC/Shopify brands preferred). Proven success managing 5- to 6-figure monthly ad budgets with strong ROAS. Expertise in Meta Ads Manager, Google Ads, and TikTok Ads Manager. Strong analytical skills – ability to work with GA4, attribution tools, and Shopify reports. Familiarity with UGC, DPA (dynamic product ads), and landing page optimization.