Performance Marketing Specialist

In this role as a Performance Marketer at HardyPaw, you will be at the forefront of scaling the paid media efforts across various platforms to enhance the lives of pets and their owners through top-quality wellness and grooming products. Your primary focus will be on growth, retention, and performance to drive the brand forward. **Key Responsibilities:** - **Paid Media Strategy & Execution** - Own and manage end-to-end performance campaigns across Meta (FB/IG), Google Ads, TikTok, and other platforms. - Develop comprehensive media strategies including cold traffic, retargeting, and post-purchase nurture flows. - **Data Analysis & Optimization** - Monitor campaign performance daily using KPIs such as ROAS, CPA, CTR, CVR, and LTV. - Conduct A/B testing on ad creatives, headlines, audiences, and landing pages for continuous optimization. - **Audience & Funnel Management** - Build and segment custom and lookalike audiences to optimize customer acquisition cost. - Collaborate with retention/CRM teams to ensure alignment between acquisition and post-purchase engagement. - **Creative Direction & Ad Production** - Collaborate with designers, UGC creators, and copywriters to develop high-converting ad creatives. - Continuously iterate on creative strategy, especially focusing on video and mobile-first formats. - **Budgeting & Forecasting** - Efficiently manage monthly and quarterly budgets while maximizing ROI. - Forecast ad spend, revenue, and performance outcomes across channels for informed decision-making. - **Collaboration & Communication** - Work closely with SEO, content, and product teams to maintain a consistent brand message. - Provide clear and actionable campaign insights to stakeholders. **Qualifications:** - 5+ years of e-commerce performance marketing experience, preferably with DTC/Shopify brands. - Proven track record of 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 with proficiency in GA4, attribution tools, and Shopify reports. - Familiarity with UGC, DPA (dynamic product ads), and landing page optimization. Location: Mohali (Note: Any additional details about the company were not provided in the job description.),