Senior SMM & Performance Marketing Specialist

Role Overview: We are seeking a Senior Social Media & Performance Marketing Specialist to drive high-impact digital campaigns across paid media and social platforms. This role requires a strategic thinker and hands-on executor who can lead paid advertising efforts with a data-driven mindset, enhance brand visibility, and generate quality leads for our study abroad programs. ______________ Key Responsibilities: 1. Performance Marketing & Campaign Execution o Plan, execute, and optimize high-performing paid ad campaigns across Google Ads, Facebook, Instagram, LinkedIn, and other digital channels. o Manage full-funnel campaigns focused on lead generation, nurturing, and conversion. o Drive ROI-focused strategies through A/B testing, audience segmentation, bidding strategies, and landing page optimization. 2. Social Media Strategy & Content Alignment o Develop and oversee the execution of a cohesive social media strategy aligned with brand goals and campaign KPIs. o Coordinate with design/content teams to deliver creatives tailored for paid and organic campaigns. 3. Analytics, Reporting & Insights o Monitor and analyze performance metrics using platforms such as Google Analytics, Facebook Ads Manager, LinkedIn Campaign Manager, etc. o Generate actionable insights and detailed reports to guide strategic decision-making. o Continuously improve conversion rates and lower CPL (Cost Per Lead) through iterative campaign refinement. 4. Platform & Trend Adaptation o Stay up to date with platform algorithm changes, ad policies, and emerging trends. o Recommend and implement new channel opportunities (e.g., YouTube Ads, programmatic display, influencer collaborations) to broaden campaign reach. 5. Budget Management o Own the digital media budget, ensuring efficient allocation and maximum return on ad spend (ROAS). o Forecast monthly ad spends, monitor pacing, and make real-time adjustments to maximize impact Requirements: • 4–5 years of hands-on experience in social media marketing and paid performance campaigns, ideally within the education, edtech, or study abroad sector. • Proficient in platforms like Meta Ads Manager, Google Ads, LinkedIn Campaign Manager, and programmatic tools. • Strong understanding of audience targeting, retargeting strategies, and campaign funnel design. • Excellent grasp of performance metrics (CTR, CPL, ROAS, etc.) and experience in using data for optimization. • Familiarity with tools like Google Analytics, Tag Manager, SEMrush, or Ahrefs. • Strategic mindset with creative sensibilities to deliver performance and brand resonance. • Excellent communication and collaboration skills to work cross-functionally with sales and creative teams. ______________ Preferred: • Experience in the overseas education industry. • Knowledge of CRM and marketing automation tools (e.g., HubSpot, Zoho, or Mailchimp).