Digital Paid Media Specialist

Reporting Line : Director, Marketing

Role Overview

The specialist works closely with Marketing, Product, and Creative teams to build data-driven campaigns that align with business goals.

Key Responsibilities

• Develop and implement paid media strategies across Meta, Google, TikTok, Programmatic, and other performance channels.
• Build, launch, and optimise campaigns for awareness, traffic, lead generation, and conversions.
• Conduct A/B tests across creatives, audiences, placements, and bidding strategies.
• Manage budgets daily, ensuring optimal pacing and ROI.

• Analyse campaign performance and continuously refine targeting, bidding, and creatives to maximise results.
• Maintain healthy CAC, ROAS, and lead-quality metrics across channels.
• Identify trends and insights to improve overall digital performance.
• Troubleshoot campaign delivery issues and implement corrective actions.

• Brief the creative team with data-backed inputs for static, video, UGC, and story-based content.
• Build and optimise custom audiences, lookalikes, remarketing segments, and funnel-based targeting.
• Explore new ad formats, audience behaviours, and emerging platform features.

• Ensure proper tracking through Meta Pixel, Google Tag Manager, UTM parameters, conversion APIs, and server-side tracking.
• Develop weekly and monthly performance dashboards with actionable insights.
• Monitor attribution, user paths, and channel contribution.

• Work closely with Marketing, Product (IDA), Sales, and Creative teams to align campaigns with business objectives.
• Recommend new performance channels, ad tech, and automation tools.

• Allocate daily and monthly ad spends efficiently across campaigns.
• Forecast budget performance and propose scaling opportunities.

Skills & Requirements

• Strong experience with Meta Ads Manager & Google Ads (Search, Performance Max, Display).
• Experience with TikTok Ads, Snapchat, or other emerging paid channels is a plus.
• Proficiency with Google Analytics, GA4, GTM, and conversion tracking.
• Strong understanding of attribution models and performance metrics.
• Excel/Sheets proficiency for reporting and budget management.

• Highly analytical, data-driven thinker with strong problem-solving ability.
• Creative mindset with an understanding of what makes ads convert.
• Ability to work in a fast-paced, performance-focused environment.
• Strong communication skills for reporting insights and collaborating with teams.

• 2–5 years of hands-on experience in paid media or performance marketing.
• Proven track record of delivering strong ROAS, conversions, and CAC improvements.
• Experience in e-commerce, travel, hospitality, fintech, or marketplaces is an advantage.

• Lower CAC month-on-month
• Improved ROAS and revenue contribution
• Higher lead quality and conversions
• Efficient budget pacing
• Strong attribution visibility and tracking accuracy
• Scalable and repeatable paid campaigns