Responsibilities

• Own and manage lead generation-focused Google Ads campaigns, including Search, Display, YouTube, and Performance Max, from initial structure through ongoing optimization.
• Build campaigns from the ground up including keyword research, account structure, bidding strategies, ad copy, extensions, and landing page alignment.
• Optimize campaigns against core performance marketing metrics including Customer Acquisition Cost (CAC), Cost per Lead (CPL), Return on Ad Spend (ROAS), Marketing Efficiency Ratio (MER), and conversion rate.
• Monitor performance trends and apply data-driven optimizations across keywords, audiences, bidding strategies, and creative performance.
• Use GA4 and advertising platform data to analyze user behavior, conversion paths, and campaign performance.
• Ensure accurate conversion tracking and attribution, working with internal teams to maintain reliable measurement.
• Leverage AI-driven capabilities within advertising platforms including smart bidding, predictive audience signals, and automated optimization tools to improve campaign efficiency and insights.
• Design and execute structured testing frameworks, including A/B and multivariate tests across ads, audiences, bidding strategies, and landing pages.
• Identify opportunities to improve conversion performance, partnering with design, development, and content teams on landing page improvements, messaging alignment, and testing initiatives.
• Develop and execute structured testing programs across ads, audiences, and landing pages to continuously improve performance.

Requirements

• Education and Experience:
• - Bachelor’s degree in Marketing, Communications, Business, Analytics, or a related field (or equivalent professional experience).
• - 5–8 years of hands-on experience managing performance-driven, lead-generation digital campaigns
• - Demonstrated success building, optimizing, and scaling performance marketing campaigns that drive qualified leads or revenue outcomes.
• - Strong working knowledge of GA4, campaign attribution, and digital performance analytics.
• - Experience managing campaigns across multiple Google Ads formats including Search, Display, YouTube, and Performance Max.
• - Practical experience applying conversion rate optimization (CRO) principles to paid traffic and landing pages.
• Behavioral Competencies:
• - Performance Mindset : Focused on measurable outcomes such as CAC, ROAS, conversion rates, and lead quality.
• - Analytical & Data Driven : Comfortable analyzing complex datasets and translating insights into strategic improvements.
• - Ownership & Accountability : Takes responsibility for campaign performance and continuously seeks optimization opportunities.
• - AI & Technology Fluency : Demonstrates curiosity and comfort leveraging automation, machine learning tools, and AI-assisted platforms to improve marketing performance.
• - Collaborative Communication : Works effectively across strategy, creative, analytics, and account teams.
• - Adaptability : Thrives in a fast-moving environment where testing, iteration, and continuous learning are expected.