Cross-Channel Performance Strategist

The Cross-Channel Performance Strategist develops and executes strategies to drive performance and effectiveness of paid marketing campaigns across Programmatic, Meta, and Google Ads. They optimize campaigns, increase conversion rates, and improve ROI (Return on Investment). The role requires staying updated with industry trends, platform algorithms, and best practices to ensure success across Search, Performance Max, YouTube, Meta, and Programmatic channels.

Note: This role requires working night shift hours from 6:30 PM to 3:30 AM.

Key Responsibilities

• Develop and execute cross-channel strategies to drive traffic, increase conversions, and achieve business goals across Programmatic, Meta, and Google Ads.
• Manage Google Ads campaigns, including Search, Performance Max (PMax), and YouTube, optimizing keyword strategy, bidding, asset groups, audience signals, and creative variations to maximize ROAS and meet client KPIs.
• Plan, build, and optimize Meta Ads campaigns across Facebook and Instagram, leveraging audience segmentation, lookalikes, custom audiences, dynamic creative, and Advantage+ campaigns.
• Set up, run, and optimize programmatic campaigns across display, video, and native channels, including bid strategy, creative rotation, audience targeting, contextual targeting, and viewability monitoring.
• Implement and maintain Google Tag Manager (GTM) deployments, including triggers, variables, tags, dataLayer configuration, and custom events for accurate data capture.
• Set up, audit, and maintain Google Analytics 4 (GA4) properties, including event configuration, conversion tracking, audience setup, custom dimensions, and cross-channel attribution.
• Conduct keyword research and audience analysis across Search, social, and programmatic channels to identify high-performing opportunities.
• Continuously monitor and optimize campaigns to improve metrics like click-through rates (CTR), conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS).
• Write compelling ad copy and provide creative direction aligned with channel best practices and campaign objectives.
• Collaborate with marketing and web development teams to optimize landing pages and conversion paths for better user experience and conversion rates.
• Design and execute A/B tests for ad variations, audience segments, creative assets, landing page layouts, and campaign strategies, implementing data-driven optimizations.
• Track and analyze campaign performance metrics, generate reports, and provide insights and recommendations to stakeholders.
• Stay updated on cross-channel paid media trends, platform updates, algorithm changes, and industry best practices.
• Monitor and manage budgets effectively across Programmatic, Meta, and Google Ads to achieve desired results.
• Collaborate with cross-functional teams, including marketing, design, development, and data analytics, to align strategies with broader marketing initiatives.

Requirements

• A Bachelor's degree in marketing, business, or a related field with 3–8 years of experience in cross-channel performance strategy and optimization.
• Proven experience in managing and optimizing paid campaigns across Google Ads (Search, Performance Max, YouTube), Meta Ads (Facebook, Instagram), and Programmatic DSPs.
• Hands-on experience with Google Tag Manager (GTM) implementation, including container setup, tags, triggers, variables, and dataLayer configuration.
• Proficiency with Google Analytics 4 (GA4), including property setup, event tracking, conversion configuration, audience definition, and cross-channel attribution analysis.
• Strong analytical skills to interpret data and make data-driven decisions across multiple channels.
• Proficiency in using paid media tools and platforms, such as Google Ads, Meta Ads Manager, programmatic DSPs, Google Analytics, Google Tag Manager, and bid management software.
• Understanding of platform algorithms, audience targeting, bid strategies, and attribution models across Search, social, and programmatic.
• Experience with A/B testing and conversion rate optimization (CRO) methodologies.
• Excellent written and verbal communication skills to present complex data and insights to non-technical stakeholders.
• Ability to work independently and manage multiple projects simultaneously in a fast-paced environment.
• Detail-oriented and highly organized, with a focus on delivering high-quality work within deadlines.
• Knowledge of SEO principles and how they align with paid strategies is a plus.
• Willingness to work night shift hours (6:30 PM – 3:30 AM).