Xerago - Specialist - Digital Advertising

Job Description:

- We are looking for a Senior Digital Advertising Specialist to drive end-to-end digital advertising strategy, execution, and performance optimization across leading ad platforms.

- The ideal candidate will possess deep expertise in campaign planning, audience targeting, tracking integrations, and conversion optimization, with exposure to app marketing ecosystems like Firebase.

- The candidate will work closely with internal teams and client stakeholders to ensure data-driven campaign execution and robust platform integrations.

Key Responsibilities:

- Develop full-funnel performance marketing strategies aligned with client objectives (App Install, Lead Gen, Sales, Retention).

- Create audience segmentation strategies using 1st party data, platform insights, and custom audiences.

- Plan and execute App Install Campaigns, Conversion Campaigns, Retargeting Campaigns, and Engagement Campaigns across platforms.

- Set up, manage, and optimize campaigns on Google Ads Manager, Meta Ads (Facebook & Instagram), X (formerly Twitter) Ads.

- Drive CPI, CPL, CPA, ROAS, and other performance metrics.

- Optimize ad creatives, ad copies, audience segments, and bidding strategies for maximum efficiency.

- Lead tracking setup and ensure accurate event tracking across platforms (Google Ads, Meta, X) using tools.

- Ensure end-to-end funnel visibility - from ad click - app install - in-app event (purchase, registration).

- Troubleshoot conversion tracking issues and ensure data consistency across ad platforms and analytics tools.

- Continuously analyze campaign performance and identify optimization opportunities.

- Implement A/B testing across ad copies, creatives, landing pages, and audience segments.

- Adjust bidding strategies, audience overlaps, and platform budgets based on performance insights.

- Provide weekly and monthly performance reports with data-backed insights and recommendations for scaling.

- Collaborate with internal teams (Creative, Analytics, Tech) and external stakeholders to ensure campaign success.

- Provide strategic input during client discussions to align performance goals with business outcomes.

- Advise clients on budget allocation, platform prioritization, and media mix optimization.

Key Skills & Competencies:

- 5-8 years of hands-on experience in performance marketing across Google Ads, Meta, and Twitter Ads.

- Proven expertise in campaign strategy, execution, and optimization across lead generation, app install, and conversion-focused campaigns.

- Strong understanding of conversion tracking ecosystems - Pixel setup, Event tracking, Attribution (across web & app).

- Exposure to Firebase or willingness to upskill for app tracking & in-app event measurement.

- Data-driven mindset - Ability to analyze data, derive actionable insights, and optimize campaign performance.

- Proficiency in A/B testing, audience segmentation, and bidding strategies.

- Excellent communication skills - Ability to present performance insights and recommendations to stakeholders.