Performance Marketing & Digital Growth Specialist

Role Overview

1. Paid Media Strategy & Execution

• Develop and execute performance marketing strategies aligned with monthly lead and revenue targets.
• Plan, launch, and optimize paid campaigns across Meta, Google, TikTok, and other relevant channels.
• Monitor and improve key metrics including CPL, CPA, ROAS, and lead quality.
• Conduct structured A/B testing across creatives, audiences, landing pages, and funnels.
• Manage and allocate budgets effectively across campaigns and brands.
• Maintain daily performance dashboards and proactively optimize underperforming campaigns.

2. Conversion & Funnel Optimization

• Identify drop-off points across the digital funnel and implement corrective strategies.
• Improve lead-to-enrollment conversion rates in collaboration with admissions/sales teams.
• Enhance CRM integration and ensure accurate lead tracking and attribution.
• Support landing page optimization and performance-driven content alignment.

3. Automation & Remarketing

• Build and manage retargeted funnels across paid platforms.
• Develop structured email and WhatsApp automation flows.
• Implement abandoned inquiry follow-ups and lead nurturing sequences.
• Ensure full-funnel visibility from click to conversion.

4. Social Media Performance Management

• Oversee Instagram, Facebook, and other social platforms with a performance-first approach.
• Align content strategy with paid acquisition objectives.
• Coordinate with content and design teams to develop high-converting creatives.
• Monitor engagement trends and digital reputation indicators (e.g., review trends).
• Support short-form performance content creation (including occasional on-camera presence if required).

5. Analytics & Reporting

• Set up and manage tracking infrastructure (Meta Pixel, GA4, GTM).
• Ensure accurate attribution and data integrity.
• Prepare structured weekly and monthly performance reports.
• Present actionable insights and growth recommendations to management.

Key Performance Indicators (KPIs)

• Monthly qualified paid leads vs. target
• Cost per Lead (CPL) and acquisition efficiency
• Lead-to-enrollment conversion rate
• ROAS and revenue contribution
• Funnel optimization improvements
• Reporting accuracy and timeliness
• Social growth and engagement performance

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Digital Media, Communications, or a related field.
• Demonstrated experience structuring performance dashboards and executive-level reporting.
• Proven ability to analyze performance data and implement optimization strategies independently.
• Strong understanding of A/B testing frameworks and campaign experimentation methodologies.
• 3–5+ years of hands-on experience in performance marketing and paid digital campaigns.
• Proven success managing and scaling paid advertising budgets.
• Strong expertise in Meta Ads Manager and Google Ads.
• Solid understanding of full-funnel marketing, CRM systems, and lead flow architecture.
• Experience with marketing automation tools and remarketing strategies.
• Strong analytical mindset with the ability to translate data into growth strategies.
• Experience improving lead quality — not just lead volume.
• Familiarity with GA4, GTM, conversion tracking, and troubleshooting attribution issues.
• Experience with WhatsApp automation tools is a plus.
• Strong copywriting and creative direction skills for performance ads.
• Comfortable working in a fast-paced, growth-driven environment.
• Strong communication skills with confidence in stakeholder reporting and occasional on-camera content if required.