Performance Marketing Lead

Role Purpose

The Performance Marketing Lead will be responsible for planning, executing, optimising, and scaling GenBlu’s paid digital acquisition and performance marketing activities. This role will focus on driving measurable growth in app downloads, new user registrations, activated users, campaign participation, and digital engagement through data-driven media strategies.

The role will work closely with the Head of Growth & Marketing, Growth Manager, CRM / Lifecycle Executive, Social Media & Content Lead, Brand & Creative, Product, Tech, Commercial & Loyalty, and Events & Activation teams to ensure GenBlu’s paid media investments are aligned with business goals and deliver strong performance outcomes.

Key Responsibilities

1. Performance Marketing Strategy

●    Develop and execute GenBlu’s performance marketing strategy across key digital channels to drive user acquisition, activation, engagement, and campaign participation.

●    Translate growth objectives into paid media plans, campaign structures, budgets, forecasts, audience strategies, creative testing plans, and performance targets.

●    Ensure performance marketing supports GenBlu’s wider priorities, including new member growth, app engagement, loyalty participation, merchant campaigns, event activation, and partner-led acquisition.

●    Build a disciplined testing and optimisation approach to improve campaign efficiency and scale high-performing channels.

2. Paid Digital User Acquisition

●    Own paid digital acquisition campaigns to grow GenBlu app downloads, registrations, activated users, and quality members.

●    Plan and manage campaigns across platforms such as Meta, Google, TikTok, app install networks, programmatic channels, and other relevant digital media platforms.

●    Optimise campaigns for cost per install, cost per registration, cost per activated user, conversion rate, and user quality.

●    Support acquisition funnels from ad click to landing page, app store, app download, registration, onboarding, and activation.

3. Campaign Setup, Optimisation & Execution

●    Set up, monitor, and optimise paid media campaigns on a daily and weekly basis.

●    Manage campaign structure, targeting, placements, bidding, budgets, tracking links, audience segments, creatives, and conversion events.

●    Conduct A/B testing on creatives, copy, audience segments, landing pages, offers, calls-to-action, and campaign mechanics.

●    Identify underperforming campaigns early and take corrective actions to improve results.

4. Full-Funnel Performance & Retargeting

●    Develop full-funnel media strategies across awareness, consideration, acquisition, activation, engagement, and reactivation.

●    Build retargeting and remarketing campaigns for users who have clicked, visited, installed, registered, abandoned onboarding, or become inactive.

●    Support campaigns that drive app re-engagement, points earning, rewards redemption, service voucher usage, merchant offer participation, referral actions, and event attendance.

●    Work with CRM and Lifecycle Marketing to align paid media with push notifications, email, WhatsApp, in-app messages, and reactivation journeys.

5. Tracking, Attribution & Analytics

●    Work with Product and Tech to ensure proper tracking, attribution, event tagging, analytics, pixels, SDKs, UTM structures, and conversion measurement are in place.

●    Monitor funnel performance across impressions, clicks, app downloads, registrations, activation, engagement, redemption, and campaign participation.

●    Ensure reporting is accurate and allows the team to understand which channels, audiences, creatives, and campaigns are driving the best business outcomes.

●    Identify tracking gaps and coordinate improvements with relevant internal or external teams.

6. Creative Testing & Content Collaboration

●    Work closely with the Social Media & Content Lead and Brand & Creative team to develop high-performing performance creatives.

●    Provide creative briefs based on campaign objectives, audience insights, platform best practices, and performance learnings.

●    Test different creative formats such as static ads, short-form videos, reels, app explainer videos, merchant offer ads, event ads, referral ads, and partner campaign assets.

●    Share performance insights to help improve future creative direction, messaging, and content strategy.

7. Budget Management & Media Efficiency

●    Manage paid media budgets responsibly and ensure spending is aligned with campaign priorities, growth targets, and performance outcomes.

●    Forecast media requirements for acquisition, engagement, merchant, loyalty, partner, and event campaigns.

●    Optimise budget allocation across channels, campaigns, audiences, and funnels based on performance.

●    Track and report media efficiency, including cost per install, cost per registration, cost per activated user, cost per engaged user, and campaign ROI.

8. Cross-Functional Campaign Support

●    Support Commercial & Loyalty campaigns by driving paid media visibility for merchant rewards, points campaigns, dealer promotions, and partner-funded offers.

●    Support Events & Activation by promoting roadshows, rider gatherings, dealer events, CubPrix, MotoGP, and community activities through paid digital channels.

●    Support Ecosystem Partnership campaigns by activating co-branded campaigns, referral programmes, partner database retargeting, and joint acquisition initiatives.

●    Support Product and Tech teams by providing insights on funnel drop-offs, app onboarding issues, tracking needs, and user journey improvements.

9. Reporting, Insights & Recommendations

●    Prepare regular performance reports covering paid media performance, funnel conversion, budget utilisation, key learnings, and optimisation actions.

●    Present clear insights and recommendations to the Head of Growth & Marketing and relevant stakeholders.

●    Maintain campaign dashboards, trackers, test logs, media plans, and post-campaign reports.

●    Use data to continuously improve campaign performance and guide future growth decisions.

Ideal Candidate Profile

The ideal candidate is a data-driven performance marketer who understands how to turn paid media into measurable user growth. They should be comfortable managing campaigns hands-on, analysing performance, testing creatives and audiences, and improving acquisition efficiency across multiple digital platforms.

They should also understand that performance marketing is not only about buying media, but about improving the full user journey from ad impression to app install, registration, activation, engagement, and retention.

Required Experience

●    Minimum 5-8 years of experience in performance marketing, paid media, user acquisition, app marketing, digital marketing, or growth marketing.

●    Hands-on experience managing paid campaigns across Meta, Google, TikTok, app campaigns, and other relevant digital media platforms.

●    Proven experience optimising campaigns for app installs, registrations, conversions, leads, active users, or measurable business outcomes.

●    Strong understanding of campaign tracking, attribution, pixels, SDKs, UTM structures, conversion events, and funnel analytics.

●    Experience with consumer apps, loyalty platforms, e-wallets, marketplaces, fintech, mobility, retail, telco, lifestyle, or community platforms is an advantage.

●    Strong analytical skills and ability to translate performance data into practical recommendations.

●    Experience working with creative, content, CRM, product, tech, and commercial teams.

●    Comfortable managing media budgets, campaign dashboards, test plans, and performance reports.

●    Agency management experience is an advantage, but hands-on platform experience is preferred.