Digital Marketing Executive

Role OverviewSmartBiz is looking for a hands-on Performance Marketing Executive with strong practical experience in Meta Ads (Facebook & Instagram) and working knowledge of Google Ads . The candidate will be responsible for independently planning, launching, monitoring, optimizing and scaling paid advertising campaigns to generate maximum visibility, qualified leads, conversions and sales . This is a hands-on execution role, not a team management or Head-level position . The selected candidate will personally manage advertising campaigns, budgets, audience targeting, creative testing, retargeting, conversion tracking, performance analysis and campaign optimization. The primary focus will be on improving: Qualified Leads → Sales → CAC → ROAS → Revenue The candidate should be comfortable working with numbers, identifying performance issues, making data-driven decisions and continuously improving campaign results. Key Responsibilities1. Meta Ads – Primary ResponsibilityPlan, create, launch and independently manage campaigns on Meta Ads (Facebook & Instagram) . Develop audience targeting strategies based on customer profiles, interests, behaviours, demographics and purchase intent. Manage prospecting, lead generation, conversion and retargeting campaigns. Monitor campaign performance on a daily basis. Optimize campaigns based on CPL, CTR, CPM, CPC, conversion rate, lead quality, CAC and ROAS . Identify underperforming campaigns, ad sets and creatives and take corrective action. Scale profitable campaigns while controlling advertising costs. Manage campaign budgets and ensure effective utilization of advertising spend. Continuously test new audiences, creatives, ad copies, offers and campaign structures. Implement and optimize retargeting strategies for website visitors, engaged users, leads and existing customers. 2. Lead Quality & Sales PerformanceFocus not only on generating leads but on generating qualified and sales-ready leads . Coordinate with the sales team to understand lead quality and actual conversion performance. Analyse which campaigns, audiences and creatives generate better-quality customers. Connect advertising performance with actual sales wherever data is available. Identify the difference between low-cost leads and high-quality leads. Optimize campaigns based on business outcomes rather than only lead volume. Work towards improving: Cost Per Lead (CPL) Cost Per Qualified Lead Customer Acquisition Cost (CAC) Conversion Rate Return on Ad Spend (ROAS) Revenue generated from advertising 3. Google Ads – Secondary ResponsibilityPlan and manage Google Ads campaigns as required. Work with Google Search Ads, Display Ads, Shopping, Performance Max and YouTube Ads based on business requirements. Conduct basic keyword research and competitor research. Identify high-intent search opportunities. Monitor CPC, CTR, conversion rate, cost per conversion and ROAS. Optimize keywords, search terms, bids, budgets, audiences and campaign settings. Use Google Ads as an additional acquisition channel to scale beyond Meta Ads. 4. Conversion Tracking & AnalyticsEnsure accurate conversion tracking across advertising platforms. Work with Meta Pixel and Meta Conversions API (CAPI) where required. Have practical knowledge of Google Tag Manager (GTM) . Have practical working knowledge of Google Analytics 4 (GA4) . Verify that leads, conversions and important events are being tracked correctly. Identify tracking issues that may affect campaign optimization and reporting. Analyse user behaviour, conversion paths and campaign performance using available analytics data. Coordinate with website/technical teams whenever technical support is required for tracking implementation. 5. Creative Testing & OptimizationWork closely with designers and content teams to develop high-performing ad creatives. Understand what type of creative, messaging and offer works for different audiences. Conduct regular A/B testing of: Ad creatives Ad copies Headlines CTAs Audiences Offers Landing pages Campaign structures Analyse test results and scale winning combinations. Continuously identify new creative angles to avoid ad fatigue. 6. Retargeting & Customer Re-engagementBuild and manage retargeting campaigns for: Website visitors Social media engagers Video viewers Previous leads Existing customers Add-to-cart / high-intent users, where applicable Develop separate retargeting strategies based on customer intent and funnel stage. Improve conversion rates through relevant remarketing campaigns. 7. Budget Management & Campaign ScalingIndependently manage daily and monthly advertising budgets. Allocate budgets towards campaigns, audiences and channels that generate better business results. Identify opportunities to reduce wasted ad spend. Scale profitable campaigns in a controlled and data-driven manner. Maintain a balance between growth, lead quality and advertising efficiency. Make budget recommendations based on campaign performance and business objectives. 8. Performance Reporting & AnalysisPrepare regular campaign performance reports. Track and analyse: Spend Impressions Reach CPM CPC CTR Leads Qualified Leads CPL Conversion Rate CAC ROAS Revenue Clearly identify what is working, what is not working and what action should be taken. Provide practical recommendations for improving campaign performance. Maintain accurate records of campaign performance and testing results. Required Skills & ExperienceMust HaveProven hands-on experience managing Meta Ads / Facebook Ads / Instagram Ads . Practical experience with lead generation and conversion campaigns. Strong understanding of audience targeting, campaign structure and retargeting. Experience managing and optimizing advertising budgets. Strong understanding of CPL, CTR, CPM, CPC, conversion rate, CAC and ROAS . Practical knowledge of Meta Pixel and conversion tracking . Working knowledge of Meta Conversions API (CAPI) is preferred. Working knowledge of Google Ads . Practical knowled