Performance Marketing Specialist

at  Perlego

WHAT WE DO

At Perlego, there are almost 100 of us working hard to make education accessible to all. We believe access to good quality affordable learning unlocks potential. Knowledge should be more accessible, not locked behind sky-high price tags.
We recently expanded our library to make over 1 million books affordable for learners, earned a 100% Gold ASPIRE rating for accessibility and reached over 15 million people. The next stage of Perlego is twofold: 1) expand our support to students and publishers globally, and 2) build a product that goes beyond the book, a platform that helps students study smarter and educators teach more effectively.

WHAT WE’RE LOOKING FOR:

We are seeking two highly motivated and results-driven Performance Marketing Specialists to join our growing Paid & Organic Marketing team approaching the complete in-housing of our activity. In this role you and your counterpart will play a pivotal role in driving the Paid acquisition of direct-to-consumer (DTC) subscribers across multiple markets by running ad campaigns that deliver measurable impact, with a primary focus on our key channel – Paid Search.
The ideal candidate will have a solid background in Digital Advertising, particularly across Google & Bing, with a track record of driving and improving performance defined by CPA and ROAS targets. You will closely work with the Performance Marketing Manager, a fellow Performance Marketing Specialist and the wider team to jointly develop Customer Acquisition strategies, manage the live activity on Paid channels, and analyse performance to optimise results.

REQUIREMENTS

It’s the perfect role for you if you have:

• Essential: Hands-on experience with Google Ads
• Considerable hands-on experience in Paid Search activity delivering conversions (key channel with 50%+ focus) and working knowledge of Paid Social
• Solid understanding of the wider Digital Marketing and multi-channel efforts
• Communication and teamwork skills to effectively work towards common goals
• Problem-solving nature with an interest in generating new commercially viable ideas
• Ability to market our offering by utilising custom targeting and messaging tactics
• Strong analytical capabilities to drive actionable insights for performance improvements that reflect in efficiency and profitability
• Intermediate or advanced reporting and data processing skills, e.g. data v-lookups, pivot table aggregation, Google Ads automation scripts, conditional rules for data grouping and labelling
• Conversion attribution and tracking knowledge
• ️ It’s a big plus if you have:
• Background in D2C (direct-to-consumer) / Subscriptions / eCommerce
• Full-funnel activation experience aiming for awareness, consideration and conversions
• Keen interest in copywriting, creative iteration and user experience
• Working knowledge of GCLID (Click ID) tracking & conversion import methods
• Data visualisation skills, in particular with Google Looker Studio

WHAT SUCCESS LOOKS LIKE IN THIS ROLE:

• After 1 month - acquire a deep understanding of our existing Paid activity and business priorities, campaign structure, bidding, tracking & attribution, reporting methods, regional segmentation, budget allocations and forecasts
• After 2 months - prepare for the complete in-housing of all Paid functions with the guidance of the Performance Marketing Manager and our current Ad Agency partner, working closely in tandem with the fellow Performance Marketing Specialist joining imminently
• After 3 months - fully take over the Paid activity and all hands-on management of our campaigns, establishing new workflow dynamics within your expanded Performance Marketing team
• After 6 months - efficiently operate the channel and develop your own sub-expertise within this discipline by sharing, splitting & streamlining some of the functions with your counterpart, based on your individual career aspirations and areas of interest (e.g. advanced technical side of Paid vs. the creative/user experience/messaging side)

It’s the perfect role for you if you have:

• Essential: Hands-on experience with Google Ads
• Considerable hands-on experience in Paid Search activity delivering conversions (key channel with 50%+ focus) and working knowledge of Paid Social
• Solid understanding of the wider Digital Marketing and multi-channel efforts
• Communication and teamwork skills to effectively work towards common goals
• Problem-solving nature with an interest in generating new commercially viable ideas
• Ability to market our offering by utilising custom targeting and messaging tactics
• Strong analytical capabilities to drive actionable insights for performance improvements that reflect in efficiency and profitability
• Intermediate or advanced reporting and data processing skills, e.g. data v-lookups, pivot table aggregation, Google Ads automation scripts, conditional rules for data grouping and labelling
• Conversion attribution and tracking knowledge
• ️ It’s a big plus if you have:
• Background in D2C (direct-to-consumer) / Subscriptions / eCommerce
• Full-funnel activation experience aiming for awareness, consideration and conversions
• Keen interest in copywriting, creative iteration and user experience
• Working knowledge of GCLID (Click ID) tracking & conversion import methods
• Data visualisation skills, in particular with Google Looker Studi