Senior Paid Marketing Specialist

Job Summary: We are seeking an experienced, data-driven Senior Paid Marketing Specialist to lead and optimize paid digital marketing campaigns across search, social media, display, and other performance marketing channels. The successful candidate will develop strategic media plans, manage advertising budgets, analyze campaign performance, and deliver measurable results in customer acquisition, revenue growth, and return on ad spend. This role requires strong analytical skills, hands-on platform expertise, and the ability to collaborate effectively in a fast-paced marketing environment. Key Responsibilities - Paid Campaign Execution: Build, configure, launch, and manage paid advertising campaigns across assigned platforms, including Google Ads, Meta Ads, TikTok Ads, Snapchat Ads, and other relevant channels, ensuring accurate targeting, bidding, tracking, creative assets, and brand safety settings. - Campaign Optimization: Monitor and optimize campaigns on a daily basis, including bids, budgets, audiences, creative rotations, placements, and campaign structures to maintain performance within approved ROAS and CAC targets. - Audience Management: Build and maintain audience segments, lookalike audiences, retargeting lists, and exclusion audiences across assigned platforms, continuously refining targeting based on campaign performance and customer behavior. - Creative Coordination: Develop campaign creative briefs and communicate requirements to Brand and Creative teams. Review delivered assets to ensure alignment with platform specifications, campaign objectives, messaging, and brand guidelines, and coordinate revisions when required. - A/B Testing: Plan and execute structured A/B tests across creative, audiences, landing pages, bidding strategies, placements, and messaging to identify performance improvements and document test methodology and results. - Performance Monitoring & Reporting: Monitor key paid media performance metrics, including ROAS, CAC, impressions, CTR, CPC, conversion rate, and revenue contribution. Prepare regular performance summaries highlighting key trends, insights, and optimization recommendations. - Tracking & Attribution: Ensure campaigns are correctly tagged and configured for accurate conversion tracking and attribution. Monitor tracking performance and promptly escalate any discrepancies or technical issues. - Budget & Pacing Management: Monitor daily campaign spend and budget pacing across assigned channels, identify deviations from approved budgets, and escalate significant pacing issues for timely correction or reallocation. - Platform Compliance & Brand Safety: Ensure all campaigns comply with advertising platform policies, brand safety standards, and campaign requirements. Identify and escalate policy violations, rejected ads, or brand safety risks promptly. - Cross-Functional Collaboration: Work closely with Brand, Creative, E-commerce, Marketing, and other relevant teams to ensure campaigns are aligned with business objectives, creative requirements, promotional priorities, and channel performance goals. - Market & Platform Insights: Stay up to date with advertising platform updates, algorithm changes, industry best practices, competitor activity, emerging paid media tactics, and trends relevant to GCC e-commerce. - Risk Management & Escalation: Proactively identify and escalate tracking failures, budget pacing issues, platform policy violations, brand safety incidents, and other campaign risks to the Team Leader without delay. - Continuous Improvement: Identify and recommend opportunities to improve paid channel performance, campaign setup quality, targeting effectiveness, testing methodologies, and operational processes, with a focus on continuous performance Skills and Qualifications - Experience: Five or more years of experience in paid media, performance marketing, digital advertising, or a related field, with a proven record of managing and scaling paid campaigns. - Education: Bachelor’s degree in marketing, advertising, business, communications, analytics, or a related discipline is preferred. - Paid Advertising Expertise: Advanced knowledge of paid search, paid social, display advertising, retargeting, audience targeting, bidding strategies, and campaign optimization. - Platform Certifications: Google Ads, Google Analytics, Meta Blueprint, or comparable certifications are preferred. - Analytical Ability: Strong ability to analyze marketing data, interpret performance trends, identify opportunities, and make data-driven recommendations. - Tracking and Measurement: Experience with conversion tracking, attribution, pixels, tags, UTM parameters, analytics platforms, and marketing performance dashboards. - Budget Management: Demonstrated ability to manage significant advertising budgets, forecast spend, monitor pacing, and improve campaign profitability. - Communication: Strong written and verbal communication skills, with the ability to present camp