Digital Media and Performance Marketing Specialist

The Digital Media and Performance Marketing Specialist is responsible for planning, executing, and optimizing paid media campaigns across multiple digital channels. This role focuses on performance-driven advertising, ensuring maximum ROI through data-driven media buying strategies. The ideal candidate has hands-on media buy experience with platforms like Meta, Google, TikTok, X, programmatic platforms, etc. Key Duties and Responsibilities: Media Buying and Campaign Management: · Plan, execute, and optimize advertising campaigns across digital media platforms. · Manage budget allocations, bidding strategies, and ad placements to maximize performance. · Implement A/B tests on creatives, audience targeting, and ad formats to improve efficiency. · Track, monitor, and adjust campaigns in real-time for optimal results. Performance Analysis and Optimization: · Analyze campaign data and key performance indicators (KPIs) such as CTR, CPC, ROAS, and CPA. · Provide weekly and monthly reports with actionable insights and recommendations. · Optimize landing pages, ad copy, and audience segments to improve conversions. · Work with analytics tools (Google Analytics, Meta Business Suite, etc.) to track users behavior. Audience Targeting and Segmentation: · Develop audience segmentation strategies using first-party data, lookalike audiences, and behavioral targeting. · Utilize targeting and remarketing strategies to re-engage potential customers. · Optimize campaigns based on customer journey insights. Creative Strategy and Collaboration: · Work closely with the content and design teams to develop high-performing ad creatives. · Provide feedback on ad formats, copy, and visuals based on campaign performance. · Keep up with ad platform updates, new ad formats, and best practices. Budget and Cost Management: · Manage campaign budgets effectively to achieve maximum efficiency. · Forecast digital media spend and expected returns based on historical performance. · Ensure digital ad spend aligns with overall marketing objectives and ROI targets. Tech and Automation: · Leverage automation tools for campaign management (e.g., Google Ads Scripts, Meta automated rules). · Implement tracking pixels, conversion APIs, and event tracking for accurate measurement. · Stay updated on changes in iOS, Android App tracking, cookie policies, and data privacy regulations. Requirements Knowledge and Experience · Bachelor’s degree in Marketing, Advertising, Business, or a related field. · 3+ years of experience in digital media buying, with a focus on performance marketing. · Proficiency in paid media platforms (Google Ads, Meta Ads, TikTok Ads, DV360, etc.). · Strong understanding of bid strategies, audience segmentation, and conversion tracking. · Experience with Google Analytics, Meta Business Suite, and UTM tracking. · Ability to analyze data and optimize campaigns for maximum ROI. · Knowledge of programmatic advertising, retargeting, and attribution modeling is a plus. · Certifications in Google Ads, Meta Blueprint, or programmatic platforms are a bonus. · Language proficiency - English & Kiswahili (written & spoken) · Experience in the betting, fintech, or e-commerce industries. · Knowledge of affiliate marketing and SEO · Familiarity with AdTech tools (e.g., Google Tag Manager, Looker Studio, DSPs).