Performance Marketing Executive

Job Title: Performance Marketing Executive
Company: Global Surf Digital Media
Location: Infopark, Kochi
Experience: 2–3 years

Job Responsibilities
1. Campaign Build & Management
• Build, launch, and manage paid campaigns across Google Ads (Search, Performance
Max, Shopping, Display, YouTube), Meta Ads (Facebook, Instagram), and LinkedIn Ads,
in line with the account strategy set by the Digital Strategist.
• B2B lead generation: structure campaigns for qualified enquiries — LinkedIn Lead Gen
Forms, company and job-title targeting, Google Search on buyer-intent terms, and leadform quality controls.
• Retail / e-commerce: manage Google Merchant Center product feeds, Shopping and
Performance Max campaigns, Meta catalogue and Advantage+ Shopping campaigns,
and remarketing to cart and product viewers
• Run pre-launch QA on every campaign — tracking, URLs, targeting, budgets, and
creative approvals — before anything goes live.
2. Optimization & Testing
• Optimize campaigns weekly: bidding strategies, audiences, negative keywords, searchterm reviews, placements, and budget reallocation across campaigns and platforms.
• Plan and run structured A/B tests on creative, copy, audiences, and landing pages, and
document what was tested, the result, and the decision taken.
• Maintain a weekly optimization log per account, so every change is traceable to a
reason and an outcome.
• Turn performance data into creative briefs for the Creative Studio — which hooks,
formats, and messages are winning, and what to produce next.
3. Tracking & Measurement
• Set up and maintain conversion tracking using Google Tag Manager and GA4, including
Meta Conversions API, Google Enhanced Conversions, LinkedIn Insight Tag, and Consent
Mode.
• Verify that every conversion is firing correctly at launch and after any website change,
and flag tracking gaps to the Digital Strategist and Development team immediately.
• For B2B accounts, support the flow of lead data back to client CRMs and offline
conversion imports, so campaigns optimize toward qualified leads, not form fills.
4. Budget Planning & Pacing
• Prepare media plans, budget splits, and forecast scenarios for the Digital Strategist to
review and present to clients.
• Monitor daily spend and pacing against approved budgets, and flag over- or underdelivery early.
5. Reporting
• Deliver weekly execution updates (work completed, issues, next steps) and monthly
performance reports per GS Digital’s reporting standards, using platform data, GA4, and
Looker Studio / Zoho Analytics.
• Report on business outcomes — cost per qualified lead, ROAS, CPA, revenue — and
keep vanity metrics (impressions, clicks, raw CTR) in context.
• Support the Digital Strategist in client performance reviews with clear, accurate analysis
and recommendations
6. AI-Assisted Delivery
• Use platform automation (Performance Max, Advantage+, smart bidding) with judgment
— knowing when to rely on it and when to constrain it.
• Adopt and maintain agency AI workflow standards for research, ad copy drafting,
analysis, and reporting as they evolve, and log AI tool usage against client deliverables
as required by delivery protocols.
Required Skills & Qualifications
• 2–3 years of hands-on paid media experience, agency-side preferred, managing live
budgets across multiple client accounts.
• Proven hands-on experience with Google Ads and Meta Ads Manager; working
experience with LinkedIn Campaign Manager.
• Experience running both lead-generation and e-commerce campaigns, including Google
Merchant Center, Shopping / Performance Max, and Meta catalogue campaigns.
• Strong working knowledge of Google Tag Manager and GA4, and familiarity with Meta
Conversions API and Enhanced Conversions.
• Strong analytical skills — comfortable with spreadsheets, campaign data, and drawing
clear conclusions from them.
• Excellent written English — this role produces client-facing reports and updates for GCC
clients.
• Comfortable working with technical, industrial, and built-environment sectors
(construction, engineering, manufacturing, real estate); prior exposure is an advantage,
not a prerequisite.
• Bachelor’s degree in marketing, Business, or a related field, or equivalent demonstrated
experience