Performance marketing analyst

Role -Performance marketing analyst Exp- 3 to 5 Years Location -Chennai Responsibilities: Paid Media Execution Own campaign architecture across Google Search, Display, Performance Max, YouTube pre-roll, Meta (Feed, Reels, Lead Ads), and LinkedIn (Sponsored Content, Message Ads, Lead Gen Forms) Build campaigns from the ground up: keyword research, match type strategy, audience layering, bid logic, and budget pacing Run separate strategies for different verticals; a fintech software buyer and an eLearning buyer behave differently online and campaigns need to reflect that Manage retargeting sequences across the funnel with distinct messaging for cold audiences, warm audiences, and high-intent visitors Budget and Bid Management Manage monthly budgets across platforms, allocated by vertical and campaign objective Make active pacing decisions: shift budget toward what is working, pull back on what is not, and course-correct within the week Maintain CPL and cost-per-qualified-lead targets by channel; when targets are breached, identify the cause and respond Copy and Creative Briefing Write ad copy : headlines, descriptions, and CTAs, tailored to specific buyer roles Brief designers with precision: the format, the hook, the focal point, what the creative needs to stop the scroll, and what the CTA needs to drive Test creative variables systematically with a documented hypothesis before each test Conversion and Landing Page Thinking Review landing pages with a conversion lens, flag drop-off points, and brief improvements to content and design Work with the web team to ensure UTM structures are clean, forms are tracking correctly, and paid clicks are attributed accurately Set up offline & Enhanced Conversions Diagnose whether a performance problem is a traffic issue or a conversion issue before recommending a fix Analytics and Attribution Own GA4, GTM , LinkedIn Insight Tag, Meta Pixel, and CRM reporting; ensure tracking is intact and data is trustworthy Build and maintain a weekly performance dashboard covering spend, CPL, quality lead volume, and conversion to pipeline Connect campaign data to CRM outcomes to understand which campaigns produce leads that move through the sales funnel Cross-functional Work Sync regularly with sales to get lead quality feedback; if campaigns are generating leads that sales is rejecting, treat it as a targeting problem and own the fix Support ABM-style campaigns targeting specific accounts and sectors: coordinate audience lists, personalise messaging, and track account-level engagement,Work with the content team to align paid distribution with content releases, product announcements, and demand cycles