Performance Marketing Strategist at ShopriteX

Role Purpose

The purpose of the Performance Marketing Strategist role is to drive the agency’s commercial performance by managing and measuring the performance of campaigns in order to optimise marketing activities, build brand awareness and increase return on investment. The role ensures proper campaign execution by identifying and resolving cross-channel gaps, tracking ad spend, identifying opportunities to reduce wastage and adjusting ad budgets based on the performance of campaigns. The Performance Marketing Strategist uses data (current and historical), business objectives and goals (across products and lines of business) and overall user experience to make informed recommendations that will have a substantial impact on performance. The role further collaborates with client partnership, data science and insights, experience design, creative and media teams to deliver performance-driven, digital solutions for clients.

Role Description

• Work in collaboration with media (display and search) and creative heads to ensure strategic performance marketing thinking translates into creative excellence.
• Liaise with the marketing sciences and data analytics teams around performance and insights of performance marketing efforts.
• Proactively identify conversion breakdowns on client’s sites by analysing clickstream data and purchase funnel metrics; develop and test new methodologies, technologies, or approaches to find potential conversion improvement opportunities.
• Lead conversion rate optimization programs, including identifying, evaluating and prioritizing optimizations, for increasing conversion rates and revenue generated from site content, e-mail marketing, digital marketing, SEO/SEM and promotions.
• Communicate results and insights up to senior management and director level, transferring learnings cross-functionally and how to integrate them into future experiments.
• Manage, execute, and optimize Paid Search / Pay Per Click (PPC), Display/Retargeting, Video campaigns, and other performance-based platforms.
• Build out reporting in Excel/Google Sheets, Tableau, and/or Data Studio to track account performance.
• Deliver timely reporting and recommendations to the agency leadership team.
• Brainstorm and execute ideas for post-click opportunities and improvements for data tracking/handling to further enable paid channel growth.
• Monitor PPC trends, best practices, and techniques to ensure correct account spend/growth and to identify new opportunities.
• Proactively investigate campaign issues and formulate actionable solutions based on findings.
• Manage monthly performance marketing budgets across channels/regions.
• Maintain and optimize audience targeting lists.
• Work closely with Account Managers in auditing, shaping and guiding performance marketing programs for both enterprise B2B and B2C clients.
• Analyze customer and market data, research and trends, and digital media best practices to identify opportunities for disruptive, innovative solutions.
• Develop insights, trends, and recommendations from a reporting dashboard (monthly/quarterly).
• Collaborate with the Account Management team to develop integrated strategies and roadmaps that deliver on specific business objectives, clearly forecasting performance impact – whether for incrementality, lead generation, experience-driven or any other performance marketing goal.
• Contribute to business reviews and presentations that demonstrate the impact on marketing efforts.
• Review and monitor campaign performance, analysing data and providing insights to internal teams relating to optimizations and renewal/upsell opportunities.
• Create custom and semi-custom campaign reports for all Strategic-level campaigns as needed (this includes monthly, quarterly, and campaign end reports as needed on an account by account basis).
• Collaborate with and deliver optimization suggestions to Paid Media Managers taking into consideration client goals and feedback, trends, and more.
• Partner with internal teams during campaign set up phase, initial campaign QA and ongoing campaign health checks.
• Participate in internal and external meetings as necessary, bringing subject matter expertise to conversations about a delivery, performance, capabilities, and more.
• Assist in the development of case studies by identifying applicable accounts and campaigns, compiling necessary information, and working with internal teams for completion.
• Set acquisition and growth targets for marketing teams spread across offline and online channels such as social, search, paid search, mobile, display, etc.
• Allocate and modify budgets for efficient spending.
• Tweak strategies and budgets based on current performance to maximize ROI.
• Direct and manage agency performance on various channels to achieve goals and ROI targets.
• Scope out and identify new platforms, tools and systems to improve performance.
• Identify pain points to creatively improve non-performing areas.

Qualifications and experience

• Degree or Diploma in Marketing, Media or related – (essential).
• +4 years experience in performance marketing campaign development and optimisation, with a proven track record of effectively driving day-to-day tactical execution of the strategy and meeting expectations for channel growth and optimisation – (essential).
• Experience in ROI and/or CPA optimization techniques – (essential).
• Experience with consumer research and customer analytics including design, management, interpretation and strategic application – (essential).
• Experience with audience targeting, dynamic creative optimization (DCO), conversion rate optimization and AB testing – (essential).
• Experience with performance-based platforms and working with large data sets via data structuring and visualization tools (e.g., Tableau) – (essential).
• Experience with marketing technology vendors such as Google and Adobe – (essential).
• Proficiency in MS Office with advanced PPT and Excel skills – (essential).
• Experience in a retail omnichannel environment - (highly desirable).

Key competencies and work ethic

• Passionate about the customer and obsessed with the latest consumer products and trends and making customers’ lives easier.
• Analytical and data-driven with strong problem-solving skills - Develops integrated performance digital strategies by maintaining a multi-channel customer-centric approach; in parallel, links all initiatives to business results and understands how to measure success accordingly.
• Commercial awareness – Good working knowledge of commercial mechanics and approaches on how to drive value and leverage business insights and analytics to identify and exploit incremental business opportunities.
• Flexible – Responds quickly and decisively to change, anticipating and initiating opportunities. Curious and inclined to learn, ask questions and understand why.
• Resilient – Able to work in a fast-paced environment, manage ambiguity and adapt as the business evolves. Able to organise, prioritise and reorder workload in a rapidly changing environment.
• Planning and organising - including planning, deadline management and attention to detail. Is organised with a focus on execution, quality and improving processes.
• Excellent communication skills – Able to communicate effectively, convert complex concepts into simple, well-articulated messages, deliver compelling presentations and articulate performance strategy, rationale and ideas.
• Self-motivated and driven with strong integrity - take accountability for actions and mistakes.
• Collaborative partnering – Builds relationships both internally and externally. Adopts a range of styles to deal with conflict and challenges. Open and honest and comfortable giving and receiving feedback. Thinks and acts independently as well as collaboratively.
• Innovative and solution-orientated – Thinks outside of the box. Sound judgment, quick decision-making and the ability to generate both short and long term solutions that serve the flow of work and meet deadlines.
• Results-oriented and quality-focused, setting stretch goals for self and others, while remaining focused and working tenaciously towards meeting and exceeding expectations within quality standard