Performance Marketing Manager

Roles and responsibilities

• Support marketing team members with strategic expertise, setting up and monitoring paid campaigns
• Monitor paid performance and budgets across the Marketing team
• Build on automation and AI to improve paid performance
• Develop Canonical's adtech stack to industry leading standard
  

What we are looking for in you

• Proficiency with all ad platforms (Google, LinkedIn, Facebook...)
• Track record in performance marketing in a B2B environment
• Experience in ad automation would be greatly appreciated
• Ability to work with at least one of the following languages: Python, JS, SQL
• Experience in data analysis
• Exceptional interpersonal skills and aptitude for forging trusting relationships across diverse, cross-functional teams
• Proven ability to prioritise and differentiate what matters from the noise, meeting deadlines without sacrificing quality
• A growth mindset - someone who is not afraid to think big and take on risks
• Engagement with the latest trends in marketing technology
• Willingness to travel up to 4 times a year for internal events

• 1. Campaign Strategy and Planning

• Develop Campaign Strategies: Design comprehensive performance marketing strategies for various channels (e.g., paid search, paid social, display advertising, programmatic, affiliate marketing) to meet business goals such as lead generation, sales, or brand awareness.
• Goal Setting: Define clear, measurable objectives (e.g., conversions, clicks, CPA, ROAS) for campaigns to ensure they align with business priorities.
• Target Audience Segmentation: Develop audience targeting strategies based on customer demographics, behaviors, interests, and purchase intent.
• Budget Planning: Set and manage campaign budgets across different channels, ensuring optimal allocation of resources for maximum performance.

• 2. Campaign Execution and Optimization

• Campaign Management: Oversee the execution of paid campaigns across various digital platforms like Google Ads, Facebook Ads, Instagram, LinkedIn, TikTok, and Programmatic.
• Ad Creative and Copy: Collaborate with the creative and design teams to develop ad creatives and copy that resonate with the target audience and are optimized for performance.
• A/B Testing: Conduct A/B tests on ad creatives, landing pages, audience segments, and bidding strategies to continuously improve campaign performance.
• Bid Management and Optimization: Use automated bidding strategies and manual adjustments to control costs and ensure campaigns deliver the best ROI. This includes setting proper bid strategies based on the campaign's goals (CPC, CPA, ROAS).

• 3. Performance Tracking and Reporting

• Monitor Campaign Metrics: Track key performance metrics such as CPC (Cost per Click), CPA (Cost per Acquisition), ROAS (Return on Ad Spend), CTR (Click-through Rate), and Conversion Rate to assess the effectiveness of campaigns.
• Data Analysis: Use data and analytics to monitor campaign performance and generate actionable insights for ongoing optimization.
• Reporting and Insights: Prepare weekly and monthly performance reports for stakeholders, highlighting results, insights, and recommendations. These reports should include ROI analysis and forecasts.
• Cross-Platform Analytics: Use tools like Google Analytics, Facebook Ads Manager, and Google Data Studio to track campaign performance across platforms and provide a holistic view of marketing efforts.

• 4. Budget and Cost Management

• Budget Optimization: Regularly assess campaign performance and reallocate budget across channels to maximize ROI and meet the campaign's performance goals.
• Cost Control: Manage and optimize campaign spending, ensuring that the cost of acquiring a customer or generating a lead stays within profitable limits.

Desired candidate profile

1. Digital Advertising Expertise

• Paid Media Knowledge: In-depth understanding of paid media platforms, including Google Ads, Facebook Ads, Instagram, LinkedIn, Twitter, and TikTok. Experience with programmatic advertising, affiliate marketing, and display advertising is also beneficial.
• Bidding and Budgeting: Strong knowledge of various bidding models (CPC, CPM, CPA, ROAS) and experience in budget management across multiple digital marketing channels.
• Retargeting and Remarketing: Ability to develop and optimize retargeting strategies to reach people who have previously interacted with the brand.

2. Analytical Skills

• Data-Driven Decision Making: Comfort with analyzing large datasets and deriving actionable insights. Experience using analytics tools such as Google Analytics, Google Data Studio, and platform-specific dashboards.
• A/B Testing: Expertise in designing, running, and analyzing A/B tests to optimize ads, landing pages, and bidding strategies.
• Metrics and Reporting: Proficiency in tracking and reporting on key performance metrics, providing insights that help optimize campaigns and improve overall ROI.

3. Creative and Strategic Thinking

• Creative Briefing: Ability to work closely with creative teams to craft compelling ad creatives that align with the campaign’s objectives.
• Strategic Planning: Ability to align paid media campaigns with broader marketing strategies, ensuring that efforts contribute to overall business growth.
• Problem Solving: Strong problem-solving skills to address campaign performance issues quickly and effectively.

4. Project Management

• Time Management: Ability to manage multiple campaigns across different channels, ensuring they are executed on time and within budget.
• Team Collaboration: Ability to work cross-functionally with design, content, data, and sales teams to ensure the success of campaigns.
• Leadership: Ability to lead a team of performance marketers and manage their development and growth.

5. Technical Tools and Platform Knowledge

• Ad Platform Proficiency: Expertise in Google Ads, Facebook Ads Manager, Instagram Ads, LinkedIn Ads, Twitter Ads, TikTok Ads, and other digital advertising platforms.
• Analytics and CRM Tools: Proficient in using tools like Google Analytics, Facebook Insights, Google Tag Manager, HubSpot, and CRM systems to track, analyze, and optimize campaigns.

Experience and Qualifications

1. Experience

• Mid-Senior Level: Typically requires 3 to 7 years of experience in performance marketing, digital advertising, or related roles.
• Proven Track Record: Demonstrable experience managing successful performance marketing campaigns with measurable results in a fast-paced environment.
• Industry Experience: Experience in specific industries (e.g., e-commerce, SaaS, consumer goods) may be preferred, depending on the company's needs.