Main Responsibilities and Required Skills for Performance Marketing Manager
A Performance Marketing Manager is responsible for analyzing, evaluating, and optimizing the performance of marketing campaigns. They analyze conversion metrics and make recommendations to improve key metrics. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Performance Marketing Managers.
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Main Responsibilities of Performance Marketing Manager
The following list describes the typical responsibilities of a Performance Marketing Manager:
Achieve
Achieve quarterly bookings growth and ROI goals.
Align
Align all campaigns with the organizational growth objectives.
Align marketing initiatives with overall business goals.
Allocate
Allocate budgets and analyze and recommend modifications to ad spends.
Analyze
Analyze conversion metrics and make recommendations.
Analyze PPC campaign performance data and provide actionable insights for optimisation.
Assist in
Assist in the development of long-term strategic priorities, plans and roadmaps for digital adoption.
Assist the development of local specific paid ads assets to maximize conversion.
Build
Build and mentor a team of 4 juniors (and build the team as we continue to grow).
Build and run A / B tests across landing pages and the homepage.
Build audience management strategy and playbook, making full use of first party data.
Build new Affiliate relations in order to scale the channel and drive exposure and efficiency.
Build new ideas for acquisition and retention via our performance marketing channels.
Build out robust reporting infrastructures for regular stakeholder analysis and review.
Build out tests to prove out hypotheses and recommend performance optimizations.
Build the future and think ahead with a short term and long-term plan.
Build weekly reports on performance and create effective dashboards to showcase trends.
Campaign
Campaign management across key channels including Facebook, Google Adwords, and other partners.
Capture
Capture, report and visualize key success metrics for customers.
Collaborate with
Collaborate and work with other functions of the marketing department as well as Sales and SDRs.
Collaborate closely with internal teams to drive various initiatives.
Collaborate cross-functionally with other members within the organization.
Collaborate directly with the games teams regarding marketing initiatives and game integrations.
Collaborate with communications, product and tech teams to drive SEO strategy.
Collaborate with internal channel team to achieve goals and ROI targets.
Collaborate with the brand marketer for SEO.
Communicate
Communicate and collaborate effectively across growth and creative teams.
Communicate and collaborate effectively across growth, branding and design teams.
Communicate weekly updates, progress reports, timelines, and results.
Compose
Compose appealing ad copy & brief designers to avoids creatives fatigue.
Conduct
Conduct keyword research and write copy for ads.
Contribute to
Contribute campaign concepts and insights.
Contribute to strategic documents that help align multiple teams at Square.
Contribute to the development and execution of onboarding and results delivery processes.
Cook
Cook related category JD paid media strategy, incl.
Cook related category Tmall paid media strategy, incl.
Correct
Correct and accurate tracking of all activity from paid channels.
Create
Create a clear testing and optimisation plan for creative and content.
Create and manage digital campaigns on Facebook, Instagram, Google and other platforms.
Create and set up of the campaigns.
Create / manage campaigns across a variety of channels.
Create, manage, run and optimize our Facebook and Instagram ad campaigns.
Define
Define and execute test and learn methods for continuous optimisation.
Define, implement and manage our social media strategy, in alignment with business goals.
Deploy
Deploy successful marketing campaigns and own their implementation from ideation to execution.
Design
Design, plan, execute, and measure the success of those experiments.
Determine
Determine ongoing optimal structure of performance marketing team (in-house vs agency).
Determine reporting requirements and monitor campaign performance.
Develop
Develop a comprehensive integrated digital marketing strategy for our B2C platform SaveBetter.com.
Develop and manage digital prospecting and remarketing campaigns for Google search and paid social.
Develop a scientific approach to ongoing optimisation and testing.
Develop, own, and execute key digital channel strategies in order to drive revenue.
Develop recommendations to directors and senior business leads to make key business decisions.
Develop SEO, PPC and other e-commerce related marketing plans and tactical initiatives.
Devise
Devise the performance marketing strategy and roadmap, from budget to KPIs.
Discover
Discover approaches and ways to decrease the risk of click fraud.
Drive
Drive brand awareness growing organic traffic, brand search, and direct traffic leveraging all paid.
Drive campaigns from planning to execution to meet key performance metrics.
Drive down CPA across all paid channels and regions.
Drive down CPL's and CP QSO's across campaigns and regions.
Drive innovation, embracing A / B testing to intelligently guide channels towards new audiences.
Drive internal innovation and vision using your knowledge of the media landscape.
Enhance
Enhance website user experience.
Ensure
Ensure correct tracking and analytics setup.
Ensure robust tracking and web analytics to understand user journeys and inform attribution.
Ensure that a robust ‘test and learn' strategy is in place to help drive optimisation.
Evaluate
Evaluate emerging technologies.
Execute
Execute campaigns across all biddable media that drive a positive ROI.
Execute paid media to deliver on set plans.
Execute performance marketing campaigns across channels to meet objectives and KPIs.
Guide
Guide and manage teams to ensure that deliverables are completed on time.
Help
Help plan and own execution of effective paid social and paid search strategies that are measurable.
Help run and create games which bring joy to millions of players all over the world.
Help support consideration and acquisition campaigns on digital, mobile and offline channels.
Help support weekly and monthly reporting of channel metrics, goals, and other KPIs.
Identify
Identify and outperform conversion goals through the management of paid digital campaigns.
Identify automation opportunities throughout the Customer Success process.
Identify high-priority experiments.
Identify opportunities on site structure and content to drive increasing rates of conversion.
Identify the optimal buying platforms to meet campaign objectives.
Identify trends and insights, and optimize spend and performance based on the results.
Identify user behaviour trends and make appropriate recommendations / changes to campaigns.
Improve
Improve lead conversion rates on FBN's key interest forms and awareness level content.
Improve spend and cost ratios from external partners.
Improve standard of performance from PPC partner.
Input
Input on and review the execution of campaigns by agency partners.
Integrate
Integrate brand and product strategy and collaborate on creative development.
Interact with
Interact with our customers on a weekly basis via email and video calls.
Launch
Launch the company's marketing in new markets and organize localization efforts.
Leverage
Leverage internal and external data in order to drive Sales leads through paid channels.
Maintain
Maintain and enforce the company brand standards.
Maintain and monitor key metrics across all channels including budgeting, LTV, and CAC.
Maintain partnerships with media agencies and vendors.
Make
Make recommendations on which partners to support.
Manage
Manage all Display, Search, SEO and Social acquisition channels.
Manage a significant monthly paid budget across Paid Search and Paid Social, targeting EMEA and AMER.
Manage budgets effectively between channels and campaigns to maximize ROAS.
Manage campaigns and ads creation directly in Google Ads and Facebook Ads Manager.
Manage key paid mobile user acquisition channels.
Manage Nested's Facebook ads and Google ads accounts (with support from agencies).
Manage performance marketing spend to ensure achievement of commercial goals.
Manage the channel budget and report on weekly / monthly / quarterly performance and OKR targets.
Manage through a P&L lens.
Manipulate
Manipulate and analyse large, complex data sets turning them into actionable business insights.
Maximize
Maximize the provided budget for digital ad-buying and SEO.
Measure
Measure and report on the performance of marketing campaigns, gain insight and assess against goals.
Monitor
Monitor competition and provide suggestions for improvement.
Monitor competitors activity and react fast if necessary.
Monitor performance metrics such as CPA, ROAS, CTR and others for live digital campaigns.
Monitor web analytics dashboards and key reporting tools, pointing out key areas of importance.
Optimize
Optimize and manage to budget and ROI goals for each channel.
Optimize campaigns through continuous A / B & multivariate testing.
Optimize spend across paid channels including paid search, retargeting and paid social.
Oversee
Oversee and approve marketing material, from website banners to hard copy brochures and case studies.
Oversee design and development of the website.
Oversee performance marketing related activities for all of our customers.
Own
Own 1st party audience targeting segmentation and suppression strategy to ensure minimal overlap.
Own and execute campaigns on Google, Bing, and Yahoo for the purpose of driving MQLs.
Own creative direction for copy and image assets.
Ownership
Ownership to define strategies and drive key initiatives.
Own
Own new Social platform testing from planning, implementation, reporting & recommendations.
Own our martech stack and evaluate emerging technologies.
Performance
Performance Monitoring & Insights.
Perform
Perform other growth / marketing tasks as needed.
Perform regular and ad-hoc performance analyses and deep dives.
Plan
Plan budgets & monitor bids.
Plan monthly paid media budget distribution to meet companies acquisition volume and cost goals.
Present
Present insights and results of campaigns and plans to senior leadership.
Present performance to advertisers within weekly / biweekly or quarterly calls and meetings.
Produce
Produce detailed PPC reports as required detailing the impacts made by your work.
Provide
Provide customer and market feedback to the product team to help build features and solutions.
Provide daily / weekly / quarterly reports, make sure right tracking and analyzing performance.
Provide input to predictive models that drive company growth.
Provide insights and analytical reports to monitor all campaign performances.
Provide thought leadership and perspective for adoption where appropriate.
Recommend
Recommend and test new channels.
Renew
Renew content and creatives every 1 - 2 weeks, working closely with our designer.
Report
Report directly to the C-Level and enable metrics-driven strategic decisions.
Report findings and make strategic recommendations to senior business stakeholders.
Report on the performance of two of our biggest channels to marketing and the wider business.
Represent
Represent our company at conferences and industry events.
Research
Research and analyze competitor advertising tactics.
Run
Run statistically significant experiments.
Set
Set specific objectives and social media KPIs.
Set targets and budgets across digital media channels based on the analysis.
Set up
Set up dashboards and management reporting cadences.
Share
Share digital marketing best practices and strategies.
Stay up to date on
Stay abreast of industry news and support with POVs and thought leadership.
Stay abreast of industry trends and best practices in Performance Marketing.
Stay abreast of industry trends and best practises in Performance Marketing.
Stay up to date on the industry, platforms, and changes as they roll out.
Stay up to date with PPC ads and SEM trends.
Strategize
Strategize and execute experiments to continuously improve key metrics across campaigns.
Structure
Structure campaigns and ad groups, and determine the best settings for each.
Support
Support Head of Media across various ad hoc projects as required.
Support new business requests, slide creation and competitor analysis.
Support with SEO efforts across content and technical areas.
Take
Take a data driven approach to managing campaigns and derive insights on strategy and performance.
Take an active role in thought leadership through writing blogs, articles, and whitepapers.
Test
Test and establish new channels through which to deliver leads including direct mail.
Track
Track and regularly report on campaign and channel KPIs and ROI to management team.
Track record of managing programs, time and people efficiently.
Track performance in reporting and dashboards.
Understand
Understand the China EC media landscape.
Update
Update spreadsheets with statistical, financial and non-financial information.
Use
Use a data-driven approach to find campaign insights to optimise and scale activities.
Use data analytics to apply insights into the marketing optimisation process.
Use marketing tools to gather important data (social media, web analytics etc).
Work with
Work closely with multiple teams in Marketing, Sales, Growth, Product, Design and Engineering.
Work closely with product and engineering teams to improve email reporting in the Genus AI Dashboard.
Work closely with the other teams and stakeholders to ensure acquisition goals are met.
Work collaboratively with the Amazon Marketplace team to share insights and learnings.
Work with both in house and agency creative teams to produce high performing creative.
Work with Head of Growth on new platform testing to decrease dependency on existing channels.
Work with marketing artists to develop a creative strategy and to prioritize creative pipeline.
Work with the creative team to develop digital assets.
Work with VP of Brand Marketing to help establish our overall advertising strategy.
Write
Write content for marketing ads, campaigns and landing pages.
Write creative briefs to define program objectives and KPIs, optimizing campaigns to maximize ROI.
Most In-demand Hard Skills
The following list describes the most required technical skills of a Performance Marketing Manager:
Facebook
B2B
Business
Facebook Ads Manager
Linkedin
Google
SEM
Social Media
Most In-demand Soft Skills
The following list describes the most required soft skills of a Performance Marketing Manager:
Written and oral communication skills
Analytical ability
Attention to detail
Self-starter
Creative
Organizational capacity
Problem-solving attitude
Team player
Adaptable to changes
Flexible
Results-oriented
Self-motivated
Energetic
Interpersonal skills
Work independently with little direction
Autonomous
Curious
Planning
Time-management
Confident
Critical thinker
Data-driven thinking
Entrepreneurial mindset
Work ethic
