Performance Marketing Managers: Driving Measurable Growth Through Data-Driven Campaigns
Performance Marketing Managers are laser-focused on results. Their role is to plan, execute, and optimise paid digital campaigns that deliver tangible returns — from clicks and conversions to revenue and ROI.
Whether it’s managing multi-channel ad spend or refining targeting strategies, Performance Marketing Managers play a critical role in helping businesses grow efficiently and sustainably.
What Does a Performance Marketing Manager Do?
A Performance Marketing Manager leads paid marketing initiatives across digital platforms — such as Google Ads, Meta (Facebook/Instagram), LinkedIn, YouTube, TikTok, and programmatic channels.
Their goal is to drive performance-based outcomes, like leads, sales, or app downloads, using data to make informed decisions and continuously improve results.
They manage budgets, oversee testing strategies, refine audience targeting, and collaborate with creative, analytics, and sales teams to ensure alignment across the funnel.
Key Channels They Manage
Paid Search (SEM) – Google Ads, Bing Ads
Paid Social – Facebook, Instagram, LinkedIn, TikTok, X (Twitter)
Display & Programmatic – Google Display Network, DV360
Video Advertising – YouTube, pre-roll ads
Affiliate Marketing – Partner networks, referral platforms
Shopping Ads & Marketplaces – Google Shopping, Amazon Ads, eBay
Qualifications Needed for a Performance Marketing Manager
Most Performance Marketing Managers hold a degree in:
Marketing
Digital Media
Commerce
Business
Economics, or
A related data or communications field.
Additional certifications in Google Ads, Meta Blueprint, Google Analytics, or HubSpot are highly valued. Strong numerical reasoning, commercial acumen, and testing experience are essential.
Key Responsibilities
Planning and executing paid digital campaigns across multiple platforms.
Managing media budgets and bidding strategies for maximum return.
Running A/B and multivariate tests to improve performance.
Analysing campaign results, producing actionable insights, and reporting to stakeholders.
Working with creative teams to develop compelling ad assets and landing pages.
Identifying audience segments and refining targeting strategies.
Staying up to date with industry trends, platform changes, and algorithm updates.
Driving continuous optimisation across the entire customer acquisition funnel.
Tools and Platforms They Use
Performance Marketing Managers are highly data and platform-driven, often using:
Ad platforms: Google Ads, Meta Ads Manager, LinkedIn Ads, TikTok Ads, YouTube.
Analytics: Google Analytics, Looker Studio, Adobe Analytics, Mixpanel.
Tag management: Google Tag Manager (GTM), Floodlight tags.
A/B testing & CRO tools: Optimizely, VWO, Google Optimize.
CRM & automation tools: HubSpot, Salesforce, Klaviyo.
Spreadsheets & dashboards: Excel, Google Sheets, Looker, Tableau, Power BI.
Attribution tools: Triple Whale, Segment, Wicked Reports, or in-platform models.