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Job Summary:
A Performance Marketing Manager specializing in Paid Search, Affiliates, and Social Media DR (Direct Response) channels is a crucial role for driving measurable results.
Key Responsibilities:
Paid Search (PPC) Management:
* Strategy & Planning: Developing and executing comprehensive paid search strategies aligned with our business objectives (leads, sales, brand awareness).
* Campaign Setup & Optimization: Creating, managing, and optimizing campaigns across search engines (Google Ads, Bing Ads, etc.). This includes keyword research, ad copy creation, bid management, targeting, and A/B testing.
* Budget Allocation & Management: Strategically allocating and managing PPC budgets to maximize ROI and achieve performance targets.
* Performance Analysis & Reporting: Tracking, analyzing, and reporting on key metrics (click-through-rate, conversion rate, cost per action, return on advertising spend) to identify areas for improvement and provide data-driven insights.
* Staying Current: Keeping up to date with the latest paid search trends, algorithm updates, and best practices.
Affiliate Marketing Management:
* Program Development & Management: Recruiting, onboarding, and managing affiliate partners.
* Relationship Building & Communication: Developing and nurturing relationships with high-performing affiliates.
* Campaign Support & Materials: Creating marketing materials and providing support to affiliates to maximize their promotional efforts.
* Performance Tracking & Optimization: Monitoring affiliate performance, ensuring compliance with program rules, and optimizing campaigns for better results.
* Commission Structure Management: Setting and managing commission rates and payment processes.
Social Media Direct Response (DR) Marketing:
* Campaign Strategy & Execution: Developing and executing social media advertising campaigns focused on driving specific actions (website visits, purchases, sign-ups, app installs).
* Platform Expertise: Deep understanding of social media advertising platforms (Facebook Ads, Instagram Ads, TikTok Ads, LinkedIn Ads, etc.).
* Audience Targeting & Segmentation: Identifying and targeting the right audiences for each campaign based on demographics, interests, behaviour, and other relevant factors.
* Creative Development & Testing: Working with creative teams (or creating themselves) to develop compelling ad creatives (images, videos, copy) and conducting A/B testing to optimize performance.
* Performance Measurement & Optimization: Continuously monitoring, analyzing, and optimizing campaign performance to improve key metrics and achieve desired outcomes.
General Performance Marketing Responsibilities:
* Cross-Channel Strategy: Developing integrated strategies that effectively leverage all three channels (paid search, affiliates, social media DR) to maximize overall performance.
* Data Analysis & Reporting: Using data analytics tools (Google Analytics, platform-specific analytics) to track performance, identify trends, and make data-driven decisions. Generating regular reports and dashboards to communicate performance insights to stakeholders.
* Budget Allocation & Optimization: Allocating budget across different channels based on performance, potential ROI, and strategic priorities.
* Collaboration & Communication: Working closely with other marketing teams (content, SEO, brand) to ensure cohesive campaigns and messaging. Communicating effectively with stakeholders around campaign performance and strategy.
* Vendor Management: Managing relationships with external vendors (affiliate networks, ad agencies, technology providers).
Essential Criteria:
1. Analytical Prowess: Strong ability to analyze data, identify trends, and draw actionable insights. Proficiency in using analytics tools (Google Analytics, platform-specific dashboards).
2. Technical Proficiency: Hands-on experience with relevant advertising platforms (Google Ads, Facebook Ads, etc.) and marketing technologies.
3. Marketing Acumen: Solid understanding of marketing principles, including targeting, segmentation, messaging, and conversion optimization.
4. Communication Skills: Excellent written and verbal communication skills, including the ability to present data and insights clearly and concisely.
5. Project Management Skills: Ability to manage multiple campaigns simultaneously, prioritize tasks effectively, and meet deadlines.
6. Problem-Solving Skills: Ability to identify and resolve issues quickly and efficiently.
7. Adaptability & Learning Agility: Staying up to date with the latest trends, best practices, and algorithm changes in the digital marketing landscape.
8. Experience: Proven track record of successfully managing paid search, affiliate marketing, and social media DR campaigns.
9. Certifications (Preferred): Google Ads certifications, platform-specific certifications (Facebook Blueprint, etc.).
VALUES:
Fun, Empowerment, Adaptability, Teamwork and Maximo's Employee Leadership Behaviours.
Fun: A fun workplace makes for a relaxed and supportive working environment. It's important not to take ourselves too seriously and maintain perspective (balance).
Empowerment: Enabling employees to take ownership of their work and contribute to meaningful decision making. At its core it's about trusting employees to do the right thing for the business based on data driven results.
Adaptability: The willingness to change your behaviour or how we do things as needed to adjust to, and remain flexible in, a changing environment. It's about having a growth mindset, continually challenge yourself, processes and assumptions.
Teamwork: Collaborative effort of two or more people for a common purpose. It's about setting aside personal agendas for the good of the team, practising open communication, trust and constructive criticism, whilst being kind and respectful to one another.
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