Job Title
Performance Marketing Lead
Reports To
Product & Digital Marketing Lead
Role Purpose
Performance Marketing Lead is responsible for planning, executing, and optimizing performance-based marketing campaigns across various digital channels. Proven track record in performance marketing, strong analytical background and deep understanding of the travel and lifestyle industry to achieve our business objectives is required.
Key Accountability
- Media management
- Identify strategies and tactical plans for channels across SEM, social media, affiliate marketing, programmatic advertising channels, optimise media investments to drive measurable results.
- Increase brand visibility, platform traffic, conversions for different online channels (Search, Social, Display, etc).
- Recommend benchmarks, KPI estimates & media recommendations for campaigns.
- Campaign Performance Optimisation:
- Campaign structuring, targeting, display network, and other facets of paid media in accordance with business goals.
- Monitor and analyze campaign performance metrics : CPC, CPA, ROAS, and conversion rates.
- Design and drive execution of plans, including budget management, media buys and strategies based on performance data.
- Conduct A/B testing and other techniques to enhance campaign effectiveness.
- Provide strategic recommendations from search keyword opportunities & brand target audience.
- Market Research, Data Analysis and Reporting:
- Prepare detailed monthly performance reports and dashboards with actionable insights. Generate weekly performance & digital reporting tracking major metrics, and revenue.
- Provide plans to leverage first party, third-part data, algorithms and Ai across performance campaigns.
- Benchmark competitor performance and analyze market trends in traveler's behavior, media consumption trends, and competitive landscape in the travel sector.
- Refine performance marketing strategies based on research insights.
- Troubleshoot performance & analytics issues.
- Collaboration:
- Coordinate within marketing teams to align performance marketing efforts with marketing strategies and brand goals, and to develop effective ad creatives and landing pages.
- Vendor Management:
- Negotiate contracts to enhance campaign performance and build relationships with media agencies, and partners.
Qualifications & Working Experience
- Degree in Marketing or Business Administration with 5 years' work experience in related field.
- Expertise in digital advertising platforms and analytics tools like Adobe analytics, Google analytics, Google Ads, Facebook Ads, and other analytics platforms.
- Strong analytical skills with experience in data analysis.
- Proficiency in performance marketing metrics and KPIs.
- Ability to work collaboratively in a fast-paced, dynamic environment.
- Familiarity with marketing automation tools and CRM systems.
