Performance Specialist

Job title: Performance Specialist

About the Role The Performance Specialist will lead the optimization of Global66's primary paid acquisition channels, with a focus on Google Ads, followed by Apple Search Ads (ASA) and DSPs. This highly operational, analytical role aims to drive measurable impact on NTUs, CAC, ARPU and Payback through data-driven decision making.

What You'll Do

• Manage and optimize Google Ads campaigns (App Campaigns, Search, Display, YouTube) with a focus on efficient user acquisition (NTUs).
• Analyze metrics at campaign/ad group/asset levels (CTR, CVR, CPI, CAC, ARPU, Payback).
• Evaluate performance by OS (Android/iOS), country, optimization signals, events, search queries and traffic type.
• Conduct deep keyword term analyses to identify expansion opportunities and exclude irrelevant traffic.
• Assess asset performance (videos, text, images) and propose optimization lines.
• Execute daily bid adjustments, exclusions, budgets, OS-based distribution, signals and campaign structure.
• Propose data-driven optimization hypotheses to improve CAC, increase NTUs and maximize budget efficiency.
• Identify controlled scaling opportunities based on saturation, seasonality, learning signals and country performance.
• Create daily/biweekly/monthly reports with actionable insights by campaign, OS, country, asset and query.
• Manage ASA campaigns by country, structure and intention (brand, competitor, generic); adjust bids, negatives and structure according to conversion/cost data.
• Identify growth opportunities in high-intent keywords; develop monthly keyword performance reports.
• Coordinate DSP campaigns (Moloco, Liftoff, etc.) with external agencies or in-house; analyze CTR, CVR, CAC, traffic quality, cohorts and retention.
• Validate incrementalism and avoid channel overlap with Google/Meta; document monthly learnings by country and campaign.
• Build dashboards to monitor Leads, KYC0, KYC1, Funding, NTUs, CAC, ARPU, Payback and cohorts; maintain a living repository of optimization learnings.
• Formulate data-driven hypotheses to improve acquisition and efficiency.

What We're Looking For

• Degree in Commercial/Industrial Engineering, Marketing, Publicity or related field.
• At least 3 years of experience in Digital Marketing or Growth Marketing, or in performance marketing agencies.
• Experience with performance-focused campaigns and mobile apps.
• Experience from running campaigns on Facebook Ads, Google Ads & TikTok Ads.
• Experience with analytics tools for apps (Appsflyer, Adjust or similar).
• Knowledge of programmatic platforms.
• Intermediate knowledge of statistics.

Nice to Have

• Additional statistical knowledge or certifications; multilingual capabilities a plus.

Compensation & Benefits

• Not disclosed in posting.