Performance Marketing Specialist

Total Experience- 3 to 5 years

Location- Chennai (Alwarpet)

Mode of Interview- Face to Face Interview

Role & responsibilities :

Paid Media Execution

• Own campaign architecture across Google Search, Display, Performance Max, YouTube pre-roll, Meta (Feed, Reels, Lead Ads), and LinkedIn (Sponsored Content, Message Ads, Lead Gen Forms)
• Build campaigns from the ground up: keyword research, match type strategy, audience layering, bid logic, and budget pacing
• Run separate strategies for different verticals; a fintech software buyer and an eLearning buyer behave differently online and campaigns need to reflect that
• Manage retargeting sequences across the funnel with distinct messaging for cold audiences, warm audiences, and high-intent visitors

Budget and Bid Management

• Manage monthly budgets across platforms, allocated by vertical and campaign objective
• Make active pacing decisions: shift budget toward what is working, pull back on what is not, and course-correct within the week
• Maintain CPL and cost-per-qualified-lead targets by channel; when targets are breached, identify the cause and respond

Copy and Creative Briefing

• Write ad copy : headlines, descriptions, and CTAs, tailored to specific buyer roles
• Brief designers with precision: the format, the hook, the focal point, what the creative needs to stop the scroll, and what the CTA needs to drive
• Test creative variables systematically with a documented hypothesis before each test

Conversion and Landing Page Thinking

• Review landing pages with a conversion lens, flag drop-off points, and brief improvements to content and design
• Work with the web team to ensure UTM structures are clean, forms are tracking correctly, and paid clicks are attributed accurately
• Set up offline & Enhanced Conversions
• Diagnose whether a performance problem is a traffic issue or a conversion issue before recommending a fix

Analytics and Attribution

• Own GA4, GTM , LinkedIn Insight Tag, Meta Pixel, and CRM reporting; ensure tracking is intact and data is trustworthy
• Build and maintain a weekly performance dashboard covering spend, CPL, quality lead volume, and conversion to pipeline
• Connect campaign data to CRM outcomes to understand which campaigns produce leads that move through the sales funnel

Cross-functional Work

• Sync regularly with sales to get lead quality feedback; if campaigns are generating leads that sales is rejecting, treat it as a targeting problem and own the fix
• Support ABM-style campaigns targeting specific accounts and sectors: coordinate audience lists, personalise messaging, and track account-level engagement
• Work with the content team to align paid distribution with content releases, product announcements, and demand cycles