Job Specification: Digital Marketing Specialist (Paid Media Focus)

Overview

We are seeking a Digital Marketing Specialist with a strong understanding of the digital ecosystem and hands-on experience managing paid performance channels such as Google Ads and Meta Ads. The ideal candidate is analytical, detail-oriented, and comfortable working in fast-paced environments where efficiency, optimisation, and measurable results matter. Experience in retail or e-commerce environments is a strong advantage.

Key Responsibilities

Paid Media Campaign Execution & Optimisation

• Plan, build, execute, and optimise paid media campaigns across Google, Meta, and other digital acquisition platforms (TikTok, LinkedIn, programmatic, etc.).
• Manage full-funnel paid strategies—from awareness to conversion—with clear KPI alignment.
• Conduct A/B testing across audiences, creatives, and campaign structures.
• Ensure accurate tracking, tagging, and attribution using GA4, GTM, and platform pixels.

Digital Ecosystem Understanding

• Leverage and understand how all paid digital channels work together within the broader ecosystem (paid social, paid search, remarketing, marketplaces, CRM, website journeys, and content touchpoints).
• Collaborate with creative and content teams to ensure ads align with messaging and audience intent.
• Stay informed of platform changes, algorithm shifts, and new ad formats.

Reporting, Measurement & Insights

• Build, maintain, and deliver weekly, monthly, and campaign-based performance reports.
• Analyse performance metrics such as ROAS, CPA, conversion rates, CTR, and audience performance.
• Convert data into insights that can inform campaign optimisation and digital strategy.
• Present performance summaries and recommendations to internal stakeholders.

E-commerce & Retail Support (Advantageous)

• Support promotional calendars, product launches, and campaign rollouts with relevant, real-time paid media activation.
• Optimise campaigns toward online sales, store traffic, and omnichannel performance.
• Collaborate with e-commerce teams regarding stock levels, product feeds, and offer messaging where relevant.

Cross-Functional Collaboration

• Collaborate with agencies, media partners, or internal specialists when needed.
• Support forecasting and budget allocation with performance insights.

Required Skills & Experience

Technical Skills

• 5+ years of hands-on experience in Google Ads (Search, Display, YouTube) and Meta Ads Manager.
• Strong understanding of campaign setup, optimisation levers, audience segmentation, bidding strategies, and attribution.
• Experience with GA4, Google Tag Manager, Looker Studio, and platform-specific reporting dashboards.
• Strong analytical mindset with the ability to interpret data and build meaningful insights.

Soft Skills

• Highly organised with strong attention to detail.
• Excellent communication skills, able to translate complex data clearly.
• Proactive, solution-oriented, and comfortable working with multiple stakeholders.
• Thrives in a fast-paced and performance-driven environment.

Advantageous Experience

• Previous experience in retail or e-commerce.
• Familiarity with product feeds, DPA (Dynamic Product Ads), and remarketing structures.

Qualifications

• Bachelor’s degree in Marketing, Digital Marketing, Communications, Business, or related field (or equivalent experience).
• Google Ads or Meta Blueprint certifications are an advantage.