Digital Performance Specialist at MiWay Insurance Limited

What will you do?

• The Digital Performance Specialist drives measurable growth across digital channels through data-led optimisation, campaign management, and actionable performance insights. This role ensures digital platforms (paid, owned, and earned media) consistently meet or exceed lead generation, conversion, and revenue targets.
• You will analyse performance daily, spot high-impact opportunities, run rapid experiments, and implement improvements while staying ahead of evolving search and AI trends, including Generative Engine Optimization (GEO).
• What will make you successful in this role?

Key Responsibilities

Performance Marketing an Campaign Management

• Plan, launch, monitor, and optimise performance campaigns across major platforms including Google Ads, Meta (Facebook/Instagram), Microsoft Advertising (Bing), LinkedIn, TikTok, X, Spotify and YouTube.
• Manage budgets, daily pacing, bidding strategies, and ROI/ROAS to maximise efficient spend and returns.
• Design and execute A/B and multivariate tests on creatives, audiences, placements, messaging, and landing pages.
• Scale winning campaigns and quickly pause or pivot underperformers.

Data Analysis and Reporting

• Own daily/weekly performance dashboards and deliver clear, actionable insights to stakeholders.
• Analyse core metrics (e.g., CTR, CPC, CPA, ROAS, conversion rates, P-Factor (CAC), incrementality) across channels.
• Produce regular performance reports (weekly/monthly) with data-backed recommendations for marketing, sales, and executive teams.
• Track cross-channel attribution and run incrementality tests to prove true business impact.

SEO, GEO and Website Optimisation

• Apply strong traditional SEO principles alongside Generative Engine Optimization (GEO) techniques to improve visibility in AI-driven generative search engines (e.g., ensuring accurate citations, rich representation in AI overviews and chat responses).
• Conduct keyword research, competitor analysis, on-page optimisation, and performance tracking for both classic search and generative engines.
• Collaborate with content, UX, and development teams to enhance site speed, mobile experience, user journeys, schema markup, and conversion pathways.

Conversion Rate Optimisation (CRO)

• Work with development team to identify funnel drop-off points, friction areas, and user behaviour patterns using heatmaps, session recordings, and analytics.
• Assist with CRO experiments (landing page tests, form optimisations, content variations, UX/UI improvements).
• Measure uplift in conversion rate, micro-conversions, and overall revenue impact.

Stakeholder Collaboration

• Partner closely with brand, content, product, technology, sales, and creative teams to align campaigns with overarching business objectives.
• Manage relationships with external agencies, media vendors, and tech partners to ensure high-quality deliverables and performance accountability.

Tool and Platform Management

• Expertly use core analytics and tracking tools: Google Analytics 4, Google Tag Manager, Search Console, Looker Studio (for dashboards). 
• Set up and maintain robust tracking, tagging, event measurement, and conversion frameworks (including consent-mode/privacy-compliant tracking).
• Stay current with emerging AI-powered tools for bid optimisation, creative generation, predictive analytics, and performance automation.

Key Skills and Competencies

• Strong analytical mindset with proven ability to turn complex data into clear, business-focused insights and recommendations.
• Proficiency in major digital advertising platforms (Google Ads, Meta, LinkedIn, Microsoft Advertising) and analytics tools. 
• Proficient in Excel for data analysis, pivot table creation, and custom reporting to complement tools like Google Analytics, Looker Studio, and platform-native dashboards.
• Deep understanding of SEO, Generative Engine Optimization (GEO), SEM, paid social, programmatic principles, and cross-channel attribution.
• Experience with A/B testing platforms, CRO tools, and dashboard/visualisation software.
• Excellent attention to detail; ability to manage multiple campaigns and deadlines simultaneously.
• Strong communication and presentation skills – able to explain performance stories to non-technical stakeholders.
• Growth mindset, adaptability to rapid platform/AI changes, and comfort working under pressure in a fast-paced environment.
• Commercial acumen – understanding how digital performance ties directly to revenue and business goals.

Qualifications and Experience

• Bachelor’s degree in Marketing, Digital Marketing, Data Analytics, Business, or a related field.
• 3–5+ years of hands-on experience in digital performance marketing, paid media, or a closely related role (exceptional candidates with 2+ years and strong results considered).
• Certifications in Google Ads, Google Analytics, Meta Blueprint, or similar highly advantageous.
• Experience with AI-driven marketing tools, privacy-first strategies (e.g., cookieless tracking, first-party data), and incrementality testing preferred.