Performance Marketing Specialist
4 weeks ago
Job Description About HardyPaw HardyPaw is on a mission to improve the lives of pets and their owners by offering top-quality wellness and grooming products via our fast-growing e-commerce store. As a digitally native brand, we are laser-focused on growth, retention, and performance and we're looking for a data-obsessed Performance Marketer to help scale our paid media efforts across platforms. Role Summary We're seeking a results-driven Performance Marketing Specialist with 5+ years of experience in e-commerce marketing. In this role, you'll be responsible for planning, executing, and optimizing paid campaigns across Meta (Facebook/Instagram), Google Ads, TikTok, and other performance channels. You'll bring a strong analytical mindset and a creative eye for building ad funnels that convert all while staying aligned with HardyPaw's brand tone and audience. Key Responsibilities Paid Media Strategy & Execution Own and manage end-to-end performance campaigns across: - Meta Ads (FB/IG) Retargeting, Prospecting, Dynamic Catalog Ads - Google Ads Search, Shopping, Display, and Performance Max - TikTok Ads, YouTube, and emerging DTC platforms as applicable - Develop full-funnel media strategies: cold traffic, retargeting, and post-purchase nurture flows. Data Analysis & Optimization - Monitor campaign performance daily with KPIs including ROAS, CPA, CTR, CVR, and LTV. - Perform A/B testing on ad creatives, headlines, audiences, and landing pages. - Use insights to adjust bidding strategies, budgets, and targeting in real-time. Audience & Funnel Management - Build and segment high-performing custom and lookalike audiences. - Optimize customer acquisition cost (CAC) by refining funnel stages from ad click to checkout. - Collaborate with retention/CRM teams to align acquisition with post-purchase engagement. Creative Direction & Ad Production - Brief and collaborate with designers, UGC creators, and copywriters to produce high-converting ad creatives. - Use insights to continuously iterate on creative strategy especially for video and mobile-first formats. - Stay ahead of creative trends in pet and wellness advertising. Budgeting & Forecasting - Manage monthly and quarterly budgets efficiently. - Forecast ad spend, revenue, and performance outcomes across channels. - Maximize ROI while testing and scaling new opportunities. Collaboration & Communication - Work closely with the SEO, content, and product teams to ensure a cohesive brand message across paid and organic efforts. - Report campaign insights and learnings to stakeholders in a clear, actionable format. Qualifications - 5+ years of experience in e-commerce performance marketing (DTC/Shopify brands preferred). - Proven success managing 5- to 6-figure monthly ad budgets with strong ROAS. - Expertise in Meta Ads Manager, Google Ads, and TikTok Ads Manager. - Strong analytical skills ability to work with GA4, attribution tools, and Shopify reports. - Familiarity with UGC, DPA (dynamic product ads), and landing page optimization.
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