Performance Marketing Manager

at  PingCAP

TiDB is an open-source, cloud-native, distributed SQL database for elastic scale and real-time analytics. Large and high-growth organizations in markets as varied as financial services, logistics, gaming, e-commerce and software as a service have successfully deI will ployed and expanded their TiDB footprint on mission-critical applications.
Our strong open-source community roots (34,000+ stars on GitHub), innovative products and inclusive culture are what draw passionate and dedicated people to our company. Learn more about PingCAP careers and join our team to be at the forefront of innovation and growth.
Role Overview:
The Performance Marketing Manager will own PingCAP’s paid advertising initiatives, focusing on driving qualified traffic and conversions. This role will also lead efforts in conversion rate optimization (CRO) and SEO to improve overall digital performance. Success will require data-driven decision-making, hands-on campaign management, and cross-functional collaboration with demand generation, content, and product marketing teams.

QUALIFICATIONS

• 4+ years of experience in performance marketing, paid advertising, SEO, and CRO, preferably within SaaS or tech industries.
• Expertise in managing campaigns across Google Ads, LinkedIn, and other digital advertising platforms.
• Strong understanding of CRO principles, with hands-on experience conducting A/B testing and optimizing user journeys.
• Proven experience in SEO strategy development, keyword research, and technical SEO.
• Data-driven mindset with proficiency in analytics tools like Google Analytics, Google Tag Manager, and marketing automation platforms.
• Strong project management skills and ability to collaborate with cross-functional teams.
• Familiarity with CRM tools (e.g., Salesforce) and marketing automation platforms (e.g., HubSpot, Marketo).
• Knowledge of open-source technologies, cloud computing, or databases is a bonus.

• Paid Advertising Management:
• Assist in defining our overall paid demand generation strategy across paid search, paid social, programmatic display, and/or sponsored publisher channels.
• Work with 3rd party agencies to plan, launch, and optimize paid media campaigns across platforms such as Google Ads, LinkedIn, Meta and Twitter (X).
• Develop strategies for Account Based Marketing (ABM), retargeting, audience segmentation, and multi-channel advertising to drive lead generation and brand awareness.
• Leverage the customer’s buyer’s journey to architect innovative multi-channel engagement programs that will lead customer prospects from Lead > MQL > IQM > closed won.
• Manage advertising budgets efficiently to maximize ROI and achieve performance targets.
• Continuously test and iterate on ad creatives, copy, and landing pages to improve campaign outcomes.

Conversion Rate Optimization (CRO):

• Analyze website and landing page performance to identify friction points and areas for improvement.
• Design and implement A/B tests and experiments to optimize user experience and increase conversion rates.

• Collaborate with designers and developers to implement changes based on insights from testing and analytics.

Search Engine Optimization (SEO):

• Develop and execute an SEO strategy to improve PingCAP’s organic search rankings and visibility.
• Conduct keyword research, on-page optimizations, and technical SEO audits to enhance site performance.
• Collaborate with content teams to align content creation with SEO goals, ensuring relevance and high search rankings.

• Monitor and report on SEO performance, making adjustments to strategies as needed.

Analytics & Reporting:

• Track and report on the performance of paid campaigns, CRO efforts, and SEO initiatives using tools such as Google Analytics, SEMrush, and ad platforms.
• Provide actionable insights and recommendations to optimize digital strategies and achieve growth objectives.
• Assist in establishing KPIs for paid media, CRO, and SEO efforts and regularly communicate results to stakeholders.