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The Performance and Growth Specialist is responsible for driving digital growth and revenue generation across the organization through strategic performance marketing initiatives. This role oversees the planning, execution, and optimization of paid advertising campaigns to generate qualified leads and direct digital sales. The position is responsible for the complete technical setup and management of analytics and tracking tools, ensuring accurate performance measurement, reporting, and actionable insights. The role also manages marketing budgets, KPI tracking, forecasting of returns on investment, competitor analysis, and the development of creative direction and messaging to maximize campaign effectiveness, business growth, and market competitiveness.

Job Description

Performance Marketing & Digital Growth

• Plan, execute, and optimize paid advertising campaigns across digital platforms to drive qualified leads, direct digital sales, and measurable business growth.
• Develop performance marketing strategies aligned with organizational revenue targets, campaign objectives, and market opportunities.
• Manage campaign structure, audience targeting, bidding strategies, A/B testing, and continuous optimization to improve conversion rates and return on investment.
• Monitor market trends, customer behavior, and competitor activity to identify growth opportunities and maintain market competitiveness.
• Collaborate with internal stakeholders to align digital campaigns with brand positioning, sales priorities, and overall business objectives.

Analytics, Tracking & Performance Reporting

• Set up, manage, and maintain analytics, conversion tracking, tags, pixels, and reporting tools to ensure accurate campaign measurement.
• Track key performance indicators including leads, conversion rates, cost per lead, cost per acquisition, revenue contribution, and return on advertising spend.
• Prepare regular performance reports, dashboards, and management summaries with clear insights, recommendations, and corrective actions.
• Analyze campaign data to identify trends, performance gaps, customer segments, and opportunities for improvement.
• Ensure data accuracy, proper attribution, and reliable reporting across all paid digital channels and lead generation activities.

Budget Management, Forecasting & Creative Direction

• Manage campaign budgets efficiently, monitor spend allocation, and recommend budget adjustments based on performance and expected returns.
• Forecast campaign outcomes, revenue contribution, and return on investment to support planning and decision-making.
• Develop creative direction, advertising messaging, and campaign briefs that improve engagement, lead quality, and sales conversion.
• Coordinate with design, content, sales, and management teams to ensure campaigns are launched on time and aligned with business priorities.

Key Performance Indicators (KPIs):

• Lead Generation: Achieve agreed qualified lead targets through paid digital campaigns and performance marketing activities.
• Digital Sales Growth: Support measurable revenue growth from direct digital channels and campaign-driven conversions.
• Return on Advertising Spend: Maintain campaign performance within approved ROI and ROAS targets.
• Cost Efficiency: Optimize cost per lead and cost per acquisition in line with approved campaign benchmarks.
• Tracking Accuracy: Ensure 100% proper setup and monitoring of analytics, conversion tracking, tags, and campaign reporting tools.
• Reporting Timeliness: Submit accurate weekly and monthly performance reports with clear insights and recommended actions.
• Budget Control: Manage paid advertising spend within approved budgets while maximizing campaign effectiveness.

Educational, Skills and Experience:

Required Education and Experience

1. Bachelor’s degree in Marketing, Business Administration, Digital Marketing, Communications, or a related field.
2. Minimum of 3-5 years of experience in performance marketing, digital advertising, lead generation, campaign analytics, or digital growth roles.
3. Hands-on experience managing paid advertising campaigns across platforms such as Google Ads, Meta Ads, LinkedIn Ads, or similar digital advertising channels.
4. Experience with analytics, tracking tools, campaign reporting, budget management, and ROI forecasting is required.

Additional Eligibility Qualifications

1. Strong understanding of performance marketing, digital funnels, conversion optimization, and campaign lifecycle management.
2. Ability to analyze campaign data, interpret performance trends, and convert insights into practical growth recommendations.
3. Knowledge of analytics and tracking tools such as Google Analytics, Google Tag Manager, Meta Pixel, dashboards, and CRM reporting tools.
4. Strong budgeting, forecasting, and KPI tracking skills with focus on return on investment and cost efficiency.
5. Ability to conduct competitor analysis, market research, and customer behavior analysis to support campaign planning.
6. Creative thinking with the ability to develop campaign messaging, advertising angles, and briefs that support lead generation and sales conversion.
7. Excellent communication and coordination skills to work effectively with marketing, design, content, sales, and management teams.
8. Strong attention to detail, reporting accuracy, problem-solving skills, and ability to manage multiple campaigns and deadlines.

Work Conditions:

• Standard working hours: 8:00 AM – 4:00 PM (Sunday to Thursday).
• May be required to monitor campaign performance, urgent digital issues, or time-sensitive campaign launches outside regular working hours when needed.
• Occasional coordination with internal departments, external agencies, media platforms, or regional offices may be required.
• Role requires regular use of digital advertising platforms, analytics tools, reporting dashboards, and campaign management systems.