Channel Performance Strategist

The Cross-Channel Performance Strategist is responsible for developing and executing strategies to drive the performance and effectiveness of paid marketing campaigns across Programmatic, Meta, and Google Ads. They are experts in cross-channel paid advertising and utilize their knowledge to optimize campaigns, increase conversion rates, and improve ROI (Return on Investment). The Cross-Channel Performance Strategist stays up to date with industry trends, platform algorithms, and best practices to ensure the success of campaigns 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: Plan, create, and implement effective campaign strategies across Programmatic, Meta, and Google Ads to drive traffic, increase conversions, and achieve business goals.
• Google Ads campaign management: Plan, build, and optimize Search, Performance Max (PMax), and YouTube campaigns, including keyword strategy, bidding, asset groups, audience signals, and creative variations to maximize ROAS and deliver against client KPIs.
• Meta Ads campaign management: Plan, build, and optimize campaigns across Meta platforms (Facebook, Instagram) covering objectives from awareness to conversion, leveraging audience segmentation, lookalikes, custom audiences, dynamic creative, and Advantage+ campaigns.
• Programmatic campaign management: Set up, run, and optimize programmatic campaigns across display, video, and native channels, including bid strategy, creative rotation, audience targeting, contextual targeting, inventory selection, and viewability monitoring.
• Google Tag Manager implementation: Implement, configure, and maintain Google Tag Manager (GTM) deployments — including triggers, variables, tags, dataLayer configuration, and custom events — to ensure accurate data capture across all marketing channels and platforms.
• Google Analytics 4 (GA4) management: Set up, audit, and maintain GA4 properties, including event configuration, conversion tracking, audience setup, custom dimensions, and cross-channel attribution to inform optimization decisions.
• Keyword research and audience targeting: Conduct comprehensive keyword research, audience analysis, and targeting strategy across Search, social, and programmatic channels to identify relevant and high-performing opportunities.
• Campaign optimization: Continuously monitor and optimize campaigns across all channels to improve performance metrics such as click-through rates (CTR), conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS).
• Ad copy and creative direction: Write compelling ad copy and provide creative direction that aligns with channel best practices and campaign objectives across Search, social, and programmatic placements.
• Landing page and conversion optimization: Collaborate with the marketing and web development teams to optimize landing pages and conversion paths for better user experience and conversion rates.
• A/B testing: Design and execute A/B tests to evaluate different ad variations, audience segments, creative assets, landing page layouts, and campaign strategies, and implement data-driven optimizations.
• Performance analysis and reporting: Track and analyze campaign performance metrics across channels, generate regular reports, and provide insights and recommendations to stakeholders.
• Stay up to date with industry trends: Keep abreast of the latest cross-channel paid media trends, platform updates (Google Ads, Meta, programmatic DSPs), algorithm changes, and industry best practices to ensure the use of cutting-edge strategies and techniques.
• Budget management: Monitor and manage budgets effectively across Programmatic, Meta, and Google Ads, ensuring optimal allocation of resources to achieve desired results.
• Collaboration and communication: Work closely with cross-functional teams, including marketing, design, development, and data analytics, to align cross-channel strategies with broader marketing initiatives.

• Bachelor's degree in marketing, business, or a related field with 3–8 years of working 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 with the ability 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.
• Excellent 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.
• Strong written and verbal communication skills, with the ability 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).