Performance Marketing Specialist, Digital Marketing

The Performance Marketing Specialist is responsible for helping Fresh Focus Media develop, execute, measure and continuously improve integrated marketing strategies that support our customers' business objectives. This role combines strategic marketing planning with hands-on campaign execution. The successful candidate will work directly with the Fresh Focus Media team and our customers to understand business goals, identify growth opportunities, develop comprehensive marketing plans and translate those plans into measurable campaigns. The Performance Marketing Specialist will be responsible for paid digital advertising across search engines and social media platforms, including SEM, PPC and Meta advertising. This role will also oversee conversion tracking, campaign analytics, budget management, performance reporting and ongoing campaign optimization. The ideal candidate is analytical, strategic, organized and confident working directly with customers. They must be able to connect marketing activity to meaningful business results while maintaining a high standard of communication, accuracy and strategic quality. Customer Strategy & Marketing Planning Participate in customer discovery, onboarding and strategic planning meetings. Develop a clear understanding of each customer's business, services, products, target audiences, market position, competitors, sales process and growth objectives. Translate customer goals into practical annual, quarterly and campaign-specific marketing plans. Recommend the right combination of marketing channels based on the customer's audience, objectives, budget, market and internal capabilities. Ensure marketing plans consider the full range of appropriate marketing opportunities. Identify dependencies between marketing channels and ensure campaigns work together as part of one coordinated strategy. Regularly evaluate marketing plans and recommend changes based on performance, customer priorities and changing market conditions. Performance Marketing & Paid Advertising Plan, build, launch and manage paid advertising campaigns across Google Ads, Microsoft Advertising, Meta and other approved platforms. Manage search engine marketing and pay-per-click campaigns, including search, display, remarketing and other applicable advertising formats. Develop campaign structures that support accurate budget allocation, testing, reporting and optimization. Create and manage audience segments, geographic targeting, demographic targeting, remarketing audiences and customer-based audiences. Work with the Creative Lead and design team to produce campaign assets that meet platform requirements and support conversion objectives. Optimize campaigns based on cost, lead quality, conversion rate, return on advertising spend and customer objectives. Conduct structured testing of advertisements, audiences, offers, landing pages, messaging and calls to action. Maintain accurate campaign naming conventions, account structures, documentation and change histories. Establish and maintain accurate conversion tracking for websites, landing pages, forms, telephone calls, online purchases, appointment requests and other defined customer actions. Work with Google Analytics 4, Google Tag Manager, advertising pixels, Meta Conversions API and other approved measurement tools. Confirm that campaign tracking, URL parameters, events and conversion goals are functioning correctly before and after campaign launches. Collaborate with website and development resources to implement or correct tracking requirements. Evaluate the complete customer journey from advertisement or campaign engagement through inquiry, qualification and conversion. Identify tracking gaps that prevent Fresh Focus Media or the customer from accurately measuring results. Maintain data integrity and clearly identify circumstances where attribution or reporting may be incomplete. Recommend improvements to landing pages, forms, calls to action, website content and conversion pathways. Improve campaign performance through adjustments to targeting, budgets, bidding, keywords, advertisements, creative, placements, landing pages and conversion pathways. Balance lead volume, lead quality, cost per acquisition and return on investment. Develop structured testing plans and document the purpose, timing and results of each test. Use campaign data to identify emerging opportunities, audience trends and performance risks. Coordinate with content, creative, website, SEO and social media resources when performance improvements require changes outside the advertising platform. Ensure optimization decisions remain aligned with the approved customer strategy and budget. Results & Performance Reporting Prepare accurate, professional and easy-to-understand monthly customer reports. Report on marketing activity, campaign results, budget utilization, lead generation, conversion performance and progress to