A Performance Marketing Specialist is someone who drives a company’s growth by planning, executing, and optimizing digital marketing campaigns. They focus on measurable results like lowering lead costs and increasing ROI by analyzing performance data and refining strategies. 

This role involves identifying key campaign metrics, reporting outcomes, and helping decision-makers understand the impact of online advertising through creative, data-driven ad content and targeted messaging.

Responsibilities

• Plan and execute all digital acquisition activities (for mobile app and website) using ads platforms including SEM, social media, display advertising campaigns, affiliate marketing, programmatic, etc.
• Work on a budget to reach maximum KPI keeping the CAC at the optimum level.
• Manage communication with multiple vendors and third-party trackers in order to achieve acquisition objectives.
• Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs).
• Identify trends and insights, and optimize spend and performance based on the insights.
• Utilize the strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points.
• Do campaign acquisition fraud monitoring and take actions to minimize the fraud numbers.
• Plan and create a small-scale A-B test campaign to optimize campaign and creative performance better.
• Suggest new digital channels that have the potential to increase new user numbers in an efficient way.

Requirement and Skills

• Bachelor's degree (or higher) in any related field with a strong quantitative background.
• Proven working experience in digital marketing (Min 2 years), and extensive experience in managing in-house digital performance marketing at technology companies (such as e-commerce, online travel, mobile gaming, etc) is preferable.
• Highly proficient in using digital ads platforms such as Facebook Ads, Google Ads, Twitter Ads
• Have experience in managing Ad Networks for acquisition campaigns.
• Have a basic understanding of organic acquisition such as App Store Optimization (ASO) and Search Engine Optimization (SEO).
• Experience in setting up platform integration (for mobile app and website) with third parties (ex-Google, Facebook, Sizmek, Appsflyer) for campaign set-up and tracking purposes.
• Creative in identifying target audiences and devising digital campaigns that engage consumers the most.
• Have a good understanding of mobile attribution tools (e.g. Appsflyer).
• Understand the basics of mobile app install fraud methods and its monitoring tool (e.g Appsflyer Protect 360).
• Have a basic understanding of Google Analytics.
• Strong analytical skills and data-driven thinking.
• Up-to-date with the latest trends and best practices in online marketing and measurement.
• Being able to generate meaningful reports using tools such as Google Data Studio would be a plus.
• Experience in handling programmatic ad buying would be a plus.

Job Description Examples

Sample 1: Senior Performance Marketing Specialist (E-commerce)

Location: Jakarta, Indonesia

Job Brief

Our rapidly growing online marketplace is looking for a data-obsessed Senior Performance Marketing Specialist to scale paid acquisition channels and sharpen our growth engine.

Responsibilities

• Own multi-million-rupiah monthly budgets across Google, Meta, TikTok, and native ad networks
• Lead end-to-end campaign strategy, execution, and post-campaign analysis
• Build automated dashboards to share results with cross-functional teams
• Collaborate with Product and Creative to develop landing pages that improve conversion rates

Requirements

• Four or more years in performance or growth marketing at an e-commerce or B2C tech firm
• Proven record of driving double-digit MoM growth while maintaining positive ROI
• Advanced Excel or SQL skills, plus familiarity with BI tools (e.g., Power BI, Looker)
• Strong stakeholder management and presentation abilities

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Sample 2: Performance Marketing Manager (Fintech App)

Location: Singapore (Remote possible)

Job Brief

We seek a Performance Marketing Manager who blends creativity with analytical rigor to grow user adoption for our mobile payments platform.

Responsibilities

• Plan and optimize paid user-acquisition funnels on Meta, Google UAC, and programmatic DSPs
• Define cohort-level CAC and LTV targets in collaboration with Finance and Data Science
• Conduct incrementality tests to separate organic uplift from paid impact
• Oversee agency partners and negotiate media contracts

Requirements

• Three or more years running mobile-first campaigns with seven-figure monthly impressions
• Deep knowledge of mobile attribution models (last click, SKAdNetwork, probabilistic)
• Comfortable interpreting SQL queries and working with product analysts
• Google Ads and Meta Blueprint certifications are preferred

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Sample 3: Growth Marketing Analyst (Mobile Gaming Startup)

Location: Remote / Hybrid

Job Summary

An early-stage gaming studio needs a Growth Marketing Analyst passionate about player acquisition and retention.

Responsibilities

• Manage UA campaigns on ironSource, Unity Ads, and Reddit
• Coordinate creative testing sprints with motion-graphics designers
• Track post-install events to optimize ROAS at the ad-set level
• Present weekly insights on player behavior and monetization trends

Requirements

• One to two years in paid UA or growth analytics (internships count)
• Experience with Appsflyer, Adjust, or Kochava
• Fluency in English plus working knowledge of at least one data-visualization tool
• Enthusiasm for mobile gaming trends and community engagement

FAQ about Performance Marketing Specialist

1. Do Performance Marketing Specialists only handle paid advertising?

Not necessarily. While Performance Marketing Specialists primarily focus on paid advertising, such as PPC, display, social media, and affiliate campaigns, their role can also touch on organic strategies when it supports overall performance goals. They may be involved in tasks like conversion rate optimization, landing page testing, and funnel analysis, all aimed at driving measurable, ROI-focused results.

2. Can Performance Marketing Specialists work part-time or remotely?

Yes, this job can be done part-time or from home. Many companies allow remote work because most of the tasks are online. Some people also work as freelancers or consultants, managing ads and reports from different places and at flexible hours.

3. What metrics do Performance Marketing Specialists focus on?

They check numbers like click-through rate (CTR), conversion rate, cost per acquisition (CPA), return on ad spend (ROAS), and customer acquisition cost (CAC). These numbers help them know if the ads are working well or if they need to change the strategy.

4. Do Performance Marketing Specialists need coding skills?

Not really. Most of the work uses tools and dashboards with no coding needed. But knowing a little bit of HTML or JavaScript can be useful, especially when setting up tracking codes or solving small problems on websites.

5. Is certification essential for this role?

It’s not a must, but it helps. Getting certificates from platforms like Google or Meta shows that the person understands how to use those tools. It also gives more trust to employers, especially for people who are new in the field.

6. What tools do Performance Marketing Specialists use daily?

They often use tools like Google Analytics, Google Ads, Facebook Ads Manager, SEMrush, or Ahrefs. They may also use platforms like Appsflyer for tracking mobile campaigns and Looker Studio or other dashboard tools to make reports.

7. What distinguishes a great Performance Marketing Specialist from a good one?

A great specialist always looks at the data to find new ways to improve results. They like to test different ideas, learn new tools, and work well with teams like design or content. They don’t just follow plans—they try to make better plans based on what they learn.

8. Is the role of a Performance Marketing Specialist stressful?

It can be stressful sometimes, especially when there are deadlines or high targets. Campaign results can change fast, so they need to act quickly. But with good time management and support from the team, the job can be manageable.

9. How is success measured in this role?

Success is usually based on how well the specialist meets the main KPIs, such as ROAS, CAC, and overall conversion goals. Regular reporting and campaign adjustments are expected to show that the marketing budget is used effectively and helps the business grow.

10. What is the typical career path for a Performance Marketing Specialist?

Many people start as junior marketers or assistants. After getting more experience, they can become managers or team leads. Some move on to higher roles like Head of Marketing or start their own marketing business. Learning new skills over time helps them grow faster.

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