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Marketing Performance Optimization Specialist

2 months ago

Cape Town, Western Cape, South Africa Initiate International Full time
Marketing Performance Analyst Job Description

The Marketing Performance Analyst will be a key player in optimizing customer acquisition efforts across digital and traditional channels at Initiate International. This role involves turning data into actionable insights, ensuring marketing spend delivers the best possible return, and shaping strategic decisions.

Key Responsibilities
  • Delve into data from PPC, SEO, affiliate marketing, paid social, and display advertising channels to measure and evaluate campaigns using CPA, ROAS, and FTD%.
  • Build dynamic dashboards and reports that communicate clear insights to the team, ensuring every cent spent brings results.
  • Spot performance trends across all channels, turning insights into action to boost results.
  • Strategize acquisition improvements, making sure budgets are used wisely and efficiently.
  • Stay on top of campaign metrics, adjusting on the go to ensure growth and profitability are always in focus.
  • Identify high-value customer segments and tweak acquisition strategies to capture them.
  • Break down the customer journey from awareness to conversion and offer insights to reduce drop-offs and boost conversion rates.
  • Work with CRM to ensure retention strategies work hand-in-hand with acquisition efforts.
  • Develop forecasting models to predict marketing performance and customer growth.
  • Support budgeting and forecasting for acquisition efforts, ensuring everything aligns with company goals.
  • Analyze the impact of budget allocation on results and suggest adjustments to optimize spend.
  • Ensure tracking and attribution are set up flawlessly across all channels, collaborating with tech and analytics teams.
  • Use tracking tools to maintain accuracy and continually refine attribution models for full visibility.
  • Manage the tech tools that track, report, and optimize acquisition campaigns.
  • Partner with the marketing team to evaluate new tools and tech for improved efficiency.
  • Lead A/B testing initiatives, using data to prove hypotheses and improve campaign outcomes.
  • Keep a close eye on market trends, competitor activities, and industry changes.
  • Deliver insights that help refine acquisition strategies and give the company a competitive edge.
Requirements
  • Bachelor's Degree in Marketing, Business Analytics, Data Science, or a related field.
  • 3+ years in performance analysis, preferably in digital/acquisition marketing.
  • Advanced skills in Google Analytics, Tableau, Power BI, or similar.
  • In-depth experience with PPC, SEO, paid social, and affiliate marketing, along with a strong grasp of CPA, ROAS, and FTD metrics.
  • Hands-on experience with marketing tools like Salesforce, SEMRush, or SimilarWeb, and tracking technologies.
  • Ability to craft custom reports and dashboards, turning raw data into powerful insights.
  • Strong problem-solving skills, thriving in both independent work and team collaboration.
  • Proven track record in A/B testing, experimentation, and conversion optimization.