Senior Performance Marketing Manager
The Senior Performance Marketing Manager is responsible for driving development and execution of acquisition strategies for the business/brand across all marketing channels. The Senior Performance Marketing Manager reports directly to the Head of Performance Marketing.
The position of Senior Performance Marketing Manager is best suited for an individual who has worked in both offline and online marketing acquisition positions and who has a passion for taking on the challenging acquisition campaigns, with especially strong skills in Display, Paid Social, Paid Search, and Affiliate Marketing.
Objectives and Responsibilities of the Senior Performance Marketing Manager
Strategy: The Senior Performance Marketing Manager is tasked with developing departmental strategic marketing plans. The Senior Performance Marketing Manager leads the development of campaign strategies as well as the execution of outbound and inbound elements that support the business’s overall strategies and objectives. The Senior Performance Marketing Manager applies his expertise in leading the creation of marketing strategies approaches that encompass and leverage the buying agendas and value propositions created by Portfolio Marketing.
In this capacity, the Senior Performance Marketing Manager integrates a mix of thought leadership, relationship marketing, demand generation, channel enablement, and communications. He also leads the formulation of strategies and approaches for the purpose of ensuring that messages are well timed and coordinated in the marketplace. The Senior Performance Marketing Manager localizes program and campaign approaches based on the day-to-day market observation and with consideration of competing brand promotions and campaigns.
Opportunities: The Senior Performance Marketing Manager is also tasked with developing new marketing leads through the conversion of onsite traffic through landing pages, calls-to-action, and lead generation content. At this capacity, the Senior Performance Marketing Manager also manages event, digital, and social media specialties in order to provide input to the planning driven by campaign managers and to maximize on the potential of those campaigns. He also identifies and executes new online channels that could be leveraged, optimized, and eventually drive acquisition and profitability for the business.
Analytics: The Senior Performance Marketing Manager plays an analytical role through the measurement of marketing results and optimizing programs and campaigns in order to convert leads to consumers. In this capacity, the Senior Performance Manager derives independent optimization plans through the in-depth analysis of large sets of information and data. In conjunction with senior performance marketing management, he also develops and drives campaign and program budgets to an expected ROI, with a vision of meeting and preferably exceeding program objectives.
Additionally, the Senior Performance Manager analyses the purchasing patterns, online traffic, and performance for the purpose of understanding the effectiveness and detailed performance of each campaign. It is also his duty to conduct competitor analyses and report the findings to senior performance marketing management and key company stakeholders. At this capacity he also consistently supports the marketing team with ‘test and learn’ approaches to paid media.
Collaboration: The position of the Senior Performance Marketing Manager is also a collaborative role and, as such, he works closely with several other departments within the business. For example, he works closely with the analytics department in order to develop a strong understanding of the business’s consumer segmentation strategy and identify opportunities that will lead to growth and enhancement of marketing initiatives in online channels.
In addition, the Senior Performance Manager works with the content department in the creation of display and video campaigns across various platforms as well as supporting SEO and SEM departments with up-to-date ad technologies, hence ensuring, optimal performance of these departments.
Required Qualifications of the Senior Performance Marketing Manager
Education: The Senior Performance Marketing Manager must have a bachelor’s degree in a business related discipline, for example, Marketing, Information Technology, Business Administration, Computer Science, or any other related field. A working experience of the equivalent is also acceptable for this position.
Experience: The Senior Performance Marketing Manager must also have had experience of at least 5 years and demonstrate a passion for online marketing, particularly in PPC channels and Display. His experience will be inclusive of having worked in a marketing or sales capacity, preferably working as a Performance Marketing Manager in a fast-paced and dynamic environment. A suitable candidate will also have had experience with lead nurturing, email marketing, web analytics, and marketing automation.
Analytical skills: The Senior Performance Marketing Manager will have to demonstrate a sound understanding of direct response metrics as well as an ability to measure campaign ROI and a proven track record of assessing tangible results for a business. The candidate must have an ability to develop creative campaigns and programs that will lead to the generation of traffic and convert visitors into leads, and ultimately convert those visitors into consumers. The Senior Performance Marketing Manager will also have a successful track-record of working within paid social campaigns such as Facebook ads.
He will also have an ability to conduct data-driven tracking for campaign performance and providing insight to senior performance marketing management and stakeholders and an ability to successfully collaborate with other professionals within a business in order to convey the value of the business/product outward to prospective partners.
Communication: A Senior Performance Marketing Manager must have exceptionally good communication skills. These skills are necessary both in written and verbal form and will be especially useful in the drawing and presenting of reports on various research and analyses to senior performance marketing management and key stakeholders. He must have the ability to convey even the most complex concepts in a clear, concise, and easily understandable manner in addition to being able to clearly defend his research and analyses conclusions and proposals convincingly.
Additionally, as mentioned, this position is highly collaborative and the effective execution of functions in a cross-functional setting is highly dependent on the clarity with which information is conveyed, therefore, making it a necessity for the Senior Performance Marketing Manager to possess superior communication skills.
Analytical Skills: The Senior Performance Marketing Manager must also have strong analytical skills, with an ability to draw insights and analyze large data sets. The Senior Performance Marketing Manager will also display a commercially-driven ability to work towards marketing metrics and determine departmental budgetary allocations.
A suitable candidate for this position must also be proficient working with Google Analytics, Adwords tools and social media advertising platforms, for example, LinkedIn, Facebook, and Twitter. He will also be proficient in other online marketing channels and interactions such as CRM, SEO, and SEM.
Ms Office/Software: The Performance Marketing Manager must also be extremely proficient in Ms Excel, Ms Word, and PowerPoint for the purpose of creating visually and verbally engaging reports and presentations for senior performance marketing management, collaborating personnel, and key stakeholders. As a bonus, the candidate for the position will have exceptional mathematical skills.
Interpersonal Skills: There are certain interpersonal skills that the Senior Performance Marketing Manager must possess in order to facilitate the effective execution of his functions. He must have strong attention to detail, be self-motivated and inspire the same in others, have excellent problem-solving skills, have strong business acumen, work well in collaborative settings, have an ability to prioritize and meet deadlines when working on multiple projects, and an ability to stay composed in stressful or uncertain situations.
People Skills: The Senior Performance Marketing Manager must also have excellent people skills, having a flexible and approachable attitude with an ability to form strong and meaningful relationships especially when externally engaging consumers and prospective consumers.
This will earn him the trust and faith of his juniors who will willingly follow in his leadership as well as the trust and faith of cross-functional personnel and senior performance management personnel who will have high regard and consideration for his judgment and strategic inputs.