Performance Marketing Specialist (App & Web)

About the Role:

We are looking for a results-driven Performance Marketing Specialist to manage and optimize paid acquisition and retention campaigns across Meta and Google for both web and mobile app platforms. This is a hands-on execution role where you will independently build, launch, optimize, and analyze campaigns while driving business growth through efficient media spend.

Key Responsibilities:

- Plan, execute, and optimize paid campaigns across Meta Ads and Google Ads.

- Manage campaigns for:

1. Website conversions

2. App installs

3. In-app purchase campaigns

4. Remarketing & retargeting

5. Google Shopping & Performance Max (PMax)

- Manage product feeds through Google Merchant Center.

- Build and optimize audience segments including interest, custom, lookalike, and retargeting audiences.

- Own campaign tracking and attribution using:

1. Meta Pixel & Conversions API (CAPI)

2. Google Tag Manager & GA4

3. Mobile Measurement Platforms (AppsFlyer, Adjust, or Branch)

- Monitor and optimize app campaigns considering iOS ATT, SKAdNetwork (SKAN), and attribution limitations.

- Maintain clean UTM structures and campaign tracking for accurate reporting.

- Partner with the creative team to test ad creatives, messaging, formats, and offers.

- Plan channel budgets, monitor spend pacing, and optimize campaigns to achieve ROAS, CAC, and CPO targets.

- Prepare regular performance reports with actionable insights and optimization recommendations.

Required Skills & Experience:

- 24 years of hands-on experience managing Meta Ads and Google Ads campaigns for eCommerce businesses or performance marketing agencies.

- Strong expertise in:

1. Meta Ads Manager

2. Google Ads

3. Google Ads Editor

4. Google Merchant Center

- Experience running:

1. Website conversion campaigns

2. App install campaigns

3. App purchase campaigns

- Hands-on experience with Mobile Measurement Platforms (AppsFlyer, Adjust, or Branch).

- Good understanding of:

1. GA4

2. Meta Pixel & CAPI

3. Attribution models

4. UTM tracking

5. iOS ATT & SKAdNetwork

- Experience with audience segmentation, remarketing, and funnel optimization.

- Ability to plan media budgets and optimize campaign performance.

- Strong analytical skills with a solid understanding of ROAS, CAC / CPA, CTR, CVR, AOV, and CPC.

Success in This Role:

- Well-structured and accurately tracked campaigns.

- Continuous optimization to improve campaign performance and reduce acquisition costs.

- Data-driven decision-making backed by regular testing and analysis.

- Clear, transparent reporting with actionable recommendations.

Preferred Background:

- Experience with eCommerce or consumer internet businesses.

- Prior experience in a performance marketing agency is an advantage.

What We're Looking For:

- Strong ownership and accountability.

- Excellent analytical and problem-solving skills.

- Attention to detail and data accuracy.

- Ability to thrive in a fast-paced, high-growth environment.

- Strong communication and stakeholder management skills.