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Performance Marketer — Job Description

Part of the eDariba Marketing Team docs. Read the Marketing Brief first. Related docs for this role: 02-workflow.md · 03-kpis.md

Role summary​

Runs eDariba's paid ads and owns tracking across the whole funnel. Plans the ads strategy, launches and optimizes campaigns, and makes sure every visit, signup and payment can be measured and reported.

Channels: Meta (Facebook & Instagram) · Google Ads · TikTok Ads

Reports to: Marketing Manager Review & follow-up: All work is submitted to the Marketing Manager for review and approval before it goes live. The Marketing Manager follows up on progress. Works closely with: Social Media Specialist (image ad designs), AI Video Producer (video ads), SEO Content Writer (landing pages), Email Marketing Specialist (lists & retargeting)

Key responsibilities​

1. Ads strategy

  • Build the ads strategy for each channel: audiences, offers, funnel stages and budget split.

2. Running campaigns

  • Launch and manage campaigns on Meta, Google and TikTok.
  • Test audiences, creatives and messages, and scale what works.
  • Brief the creative team on the ads we need.

3. Budget management

  • Spend the budget efficiently and move it toward the best-performing campaigns.

4. Funnel tracking

  • Set up and maintain tracking for the full funnel, from ad click to payment, using:
    • GA4 (events & conversions)
    • Yandex Metrica and Microsoft Clarity (user behavior, heatmaps, session recordings)
    • Ad pixels and conversion tracking
  • Make sure all links follow our UTM naming rules.

5. Dashboards & reporting

  • Build and maintain dashboards in Looker Studio.
  • Share weekly and monthly performance reports with clear next steps.

Required skills​

  • Hands-on experience running ads on Meta, Google and TikTok.
  • Strong analytics skills: can read data, find the problem and act on it.
  • Solid tracking knowledge: GA4 events, pixels, conversion setup, UTMs.
  • Can build clear dashboards and explain results simply.
  • Understands funnels, CAC, CPL and ROAS.

Tools​

PurposeTools
AdsMeta Ads Manager, Google Ads, TikTok Ads Manager
Tracking setupGoogle Tag Manager, Meta Pixel & Conversions API, TikTok Pixel
AnalyticsGA4, Yandex Metrica, Microsoft Clarity
DashboardsLooker Studio
OtherUTM builder, Google Sheets

Nice to have​

  • B2B / SaaS lead generation experience.
  • Experience with click-to-WhatsApp campaigns.
  • Basic landing page building and A/B testing.