Performance Marketing Specialist

Karachi, Sindh, Pakistan

Full Time

Experienced

Role Summary

The Performance Marketing Specialist drives measurable results by executing and optimizing digital campaigns across paid channels. This role focuses on lead generation, retargeting, and pipeline growth through precision-targeted campaigns, ensuring alignment with Codup’s GTM strategy and Ideal Customer Profile (ICP). In addition to paid media execution, this role now includes a community insights function to keep the team informed of industry trends, competitor movements, and evolving best practices.

Key Responsibilities

Campaign Development and Management
- Design and execute paid advertising campaigns on platforms like Google Ads, LinkedIn Ads, and programmatic display.
- Develop audience segments and targeting strategies based on ICP characteristics and campaign goals.
- Implement A/B testing to refine creative, copy, and targeting for optimal performance.
ABM Alignment
- Collaborate with the Marketing Operations & ABM Specialist to create personalized ads for Tier 1 accounts.
- Retarget ABM prospects with tailored content, such as case studies and whitepapers, to move them down the funnel.
- Use CRM and marketing analytics to track and adjust campaigns targeting ABM accounts.
Demand Generation and Retargeting
- Launch campaigns to attract high-quality leads, focusing on manufacturing, distribution, and other key verticals.
- Set up retargeting campaigns to re-engage website visitors and nurture them toward conversion.
- Coordinate with content and social teams to amplify high-value assets like webinars and whitepapers through paid promotions.
Event and Content Amplification
- Support event marketing efforts with paid campaigns to drive registrations, booth visits, and post-event engagement.
- Promote content marketing assets, such as blogs, podcasts, and whitepapers, through LinkedIn and Google Ads.
Budget Management
- Allocate campaign budgets effectively across platforms to maximize ROI.
- Monitor spend and adjust allocations to ensure campaigns remain within budget while achieving performance goals.
Performance Tracking and Reporting
- Use analytics tools like Google Analytics, HubSpot, and campaign platform dashboards to track key metrics such as CTR, CPL, and ROAS.
- Provide weekly and monthly performance reports with actionable insights for optimization.
- Identify and implement improvements to maximize lead quality and pipeline impact.

New Responsibility: Industry Insights & Community Role

Trend Monitoring & Thought Leadership

Actively monitor the tech, SaaS, and eCommerce marketing landscape to stay ahead of digital advertising and funnel-building trends.
Engage with online marketing communities (e.g., LinkedIn groups, Reddit, industry Slack groups, Product Hunt, GrowthHackers) to extract relevant insights and emerging tactics.

Competitor & Market Intelligence

Conduct structured competitor research on a monthly basis, covering paid campaign strategies, offers, ad creatives, landing pages, and channel usage.
Benchmark Codup’s performance and positioning against competitors and provide actionable insights for optimization.

Internal Presentations

Prepare and deliver at least two monthly presentations to the marketing team and leadership, summarizing:
- Competitive landscape shifts
- Emerging tools or ad trends
- High-performing strategies adopted by peer companies
Use these sessions to foster team-wide learning and drive continuous innovation.

Skills & Competencies

Technical Expertise:
- Proficiency in Google Ads, LinkedIn Ads, and programmatic display platforms (e.g., RollWorks or similar tools).
- Strong understanding of conversion tracking, pixel management, and campaign attribution models.
Analytical Skills:
- Experience with campaign analytics tools (e.g., Google Analytics, HubSpot dashboards) to track and interpret performance data.
Audience Targeting:
- Expertise in audience segmentation, retargeting, and crafting campaigns that align with ICP.
Creative Optimization:
- Familiarity with creating and testing ad copy, visuals, and CTAs to improve engagement and conversion rates.
- Market Awareness
  - Demonstrated ability to stay up to date on industry developments, competitor activities, and marketing trends.

Collaboration:
- Ability to work closely with content, ABM, and event marketing teams to align campaigns with broader GTM initiatives.

Qualifications

3–5 years of experience in performance marketing or paid media roles.
Proven track record of managing successful digital campaigns with measurable ROI.
Familiarity with B2B marketing and demand generation strategies.

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