Performance Marketer

Company Description Digital Wolf is a collaborative team of innovative digital marketers focused on helping businesses succeed in a competitive online environment. The company specializes in tailored digital marketing strategies that align with each client’s unique goals and growth plans. By combining cutting-edge technology with data-driven insights, Digital Wolf designs campaigns that maximize performance and return on investment. A strong customer-centric approach ensures long-term partnerships, continuous optimization, and measurable results for clients across industries.

Role Description This is a full-time, on-site Performance Marketer role based in Kolkata. The Performance Marketer will plan, execute, and optimize paid digital campaigns across channels such as search, social, and display to drive measurable business outcomes. Day-to-day responsibilities include managing ad platforms, monitoring campaign performance, analyzing key metrics, and implementing A/B tests to improve conversion rates and cost efficiency. The role involves collaborating with cross-functional teams to refine targeting, messaging, and landing pages, while preparing performance reports and recommendations for continuous improvement. The Performance Marketer will also stay updated on industry trends and platform updates to identify new growth opportunities.

Key Responsibilities

1. Campaign Strategy and Planning

• Understand client/business objectives, target audience, offerings, funnel and conversion goals.
• Develop performance marketing strategies based on business objectives and available budgets.
• Plan campaign structures, audience strategy, creatives, messaging, placements and budgets.
• Define relevant KPIs and benchmarks before campaign launch.
• Develop full-funnel strategies across awareness, consideration, lead generation, conversion and remarketing, wherever relevant.

2. Campaign Execution

• Independently set up, launch and manage campaigns across Meta Ads and Google Ads.
• Manage campaign objectives, targeting, placements, budgets, bidding, ad sets/ad groups and creatives.
• Set up and monitor conversion events, pixels/tags and other relevant tracking requirements.
• Coordinate with creative and content teams to ensure campaigns have the right assets and messaging.
• Conduct campaign launches, checks and troubleshooting independently.

3. Campaign Optimization

• Monitor campaigns regularly and identify performance trends, anomalies and opportunities.
• Optimize campaigns based on CPL, CPA, ROAS, CTR, CPC, CPM, conversion rate and other relevant metrics.
• Conduct audience, creative, placement, budget and bidding optimization.
• Run structured A/B tests and document learnings.
• Identify underperforming campaigns and take corrective action instead of simply increasing or decreasing budgets.
• Scale campaigns when performance and business economics support it.

4. Tracking & Analytics

• Understand campaign tracking, conversion tracking and attribution fundamentals.
• Work with tools such as GA4, Google Tag Manager, Meta Pixel/Events Manager and UTM tracking.
• Analyse user journeys and conversion funnels to identify drop-offs.
• Ensure campaign data is reliable before drawing performance conclusions.

5. Reporting & Insights

• Prepare regular performance reports and dashboards.
• Go beyond reporting numbers to explain why performance changed and what should be done next.
• Present campaign performance, key learnings, challenges and optimization recommendations to internal teams and clients.
• Connect advertising metrics with actual business outcomes such as qualified leads, sales, revenue and customer acquisition cost.

6. Client & Team Collaboration

• Communicate campaign strategy, performance and recommendations clearly to clients.
• Understand client requirements and proactively identify opportunities or concerns.
• Coordinate with social media, creative, content and design teams for campaign requirements.
• Manage multiple campaigns/accounts while maintaining timelines and performance standards.
• Take ownership of assigned accounts with minimal supervision.

Required Skills

• 3–6 years of hands-on experience in performance marketing.
• Strong hands-on experience with Meta Ads Manager.
• Strong hands-on experience with Google Ads.
• Experience managing campaigns from planning to reporting.
• Strong understanding of lead generation and conversion campaigns.
• Good understanding of campaign tracking and attribution.
• Strong analytical and problem-solving skills.
• Ability to interpret performance data and derive actionable insights.
• Strong Excel/Google Sheets skills.
• Good communication and presentation skills.
• Ability to manage multiple accounts/campaigns simultaneously.
• Strong understanding of digital marketing funnels and customer journeys.

Good To Have

• Experience with Google Analytics 4, Google Tag Manager and Looker Studio.
• Experience with CRM integration and lead-quality tracking.
• Experience with lead-generation businesses such as education, real estate, healthcare, B2B or services.
• Experience with remarketing and full-funnel campaigns.
• Experience working in a digital marketing agency environment.