Position Overview 

As Mahaana's Performance Marketing Specialist, you will own all paid acquisition channels and drive customer growth while maintaining strict CPA targets. With 40% of the marketing budget under your management, you'll be responsible for scaling user acquisition profitably through Google Ads, Facebook, Instagram, and LinkedIn campaigns. 

Key Responsibilities 

• Own and optimize all paid digital advertising channels (Google, Facebook, Instagram, LinkedIn) 

• Maintain CPA targets: <PKR 2,000 (Q1), <PKR 1,800 (Q2), <PKR 1,500 (year-end) 

• Design, execute, and optimize A/B tests for ad creatives, copy, and landing pages 

• Build and manage conversion tracking infrastructure and attribution models 

• Scale winning campaigns and kill underperforming ones decisively 

• Create detailed audience segments and retargeting campaigns 

• Collaborate with design team on ad creative briefs and testing roadmap 

• Provide weekly performance reports with actionable optimization recommendations 

• Manage monthly advertising budget allocation across channels 

• Stay current on platform updates, new features, and industry best practices 

Required Skills & Qualifications 

• 3-5 years of performance marketing experience with proven results 

• Expert-level proficiency in Google Ads (Search, Display, YouTube) and Facebook Ads Manager 

• Strong analytical skills with Excel/Google Sheets and data visualization 

• Demonstrated experience managing budgets of PKR 500K+ monthly 

• Experience with conversion rate optimization (CRO) and landing page testing 

• Understanding of attribution models and multi-touch conversion tracking 

• Copywriting skills for ad creative and testing 

• Google Ads and Facebook Blueprint certifications preferred 

Preferred Qualifications 

• Previous experience in fintech, banking, or financial services marketing 

• Understanding of Pakistani digital behavior and mobile-first market dynamics 

• Experience with marketing automation tools (HubSpot, Marketo) 

• SQL or basic coding knowledge for advanced analytics 

• Track record of reducing CPA while scaling volume 

Key Performance Indicators (KPIs) 

Primary Metrics 

• Cost Per Acquisition (CPA): <PKR 2,000 (Q1) → <PKR 1,500 (Q4) 

• Monthly new accounts from paid channels: 2,500 (Q1), 4,000 (Q2), 15,000 (year-end) 

• Return on Ad Spend (ROAS): Minimum 3:1 (revenue:cost) 

• Budget utilization: 95-100% monthly spend (no waste, no overspend) 

Channel Performance 

• Google Ads conversion rate: >3% (landing page to signup) 

• Facebook/Instagram click-through rate (CTR): >2% 

• LinkedIn lead generation cost: <PKR 2,500 per qualified lead 

• Retargeting campaign conversion rate: >8% 

Optimization Metrics 

• Number of A/B tests conducted: Minimum 8 per month 

• Campaign optimization frequency: Weekly performance reviews and adjustments 

• New creative tests launched: 4-6 per month 

• Landing page conversion rate improvement: +10% quarter-over-quarter 

90-Day Success Milestones 

• Month 1: Audit existing campaigns, set up tracking infrastructure, launch first optimized campaigns 

• Month 2: Scale winning campaigns, implement retargeting, achieve CPA <PKR 2,000 

• Month 3: Deliver 2,500+ monthly signups, establish systematic A/B testing process 

Compensation & Benefits 

• Performance bonuses: Up to 30% of base salary tied to CPA and volume targets 

• Quarterly bonuses for exceeding acquisition targets 

• Professional development budget for certifications and conferences 

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