Performance Marketing Specialist

Please note this is an on-site job in Calgary. Please only apply if you reside in Calgary or the surrounding areas. 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. Primary Responsibilities 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. Conversion Tracking & Analytics 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. Campaign Optimization Review active campaigns regularly and make evidence-based optimization decisions. 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. Recommend when campaigns should be expanded, reduced, paused or repositioned. 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 toward established goals. Present results within the context of the customer’s business objectives. Provide meaningful recommendations instead of simply presenting platform-generated data. Identify the difference between marketing-qualified activity and actual customer outcomes whenever sufficient information is available. Communicate performance concerns, budget risks, tracking problems and missed opportunities promptly. Maintain internal campaign notes, optimization records and supporting documentation. Strategic Quality & Accountability Review marketing strategies and campaigns for completeness, consistency and alignment with customer objectives. Confirm that campaigns are properly tested and reviewed before launch. Maintain strong attention to detail across budgets, targeting, spelling, links, forms, tracking, creative specifications and campaign settings. Protect customer budgets by monitoring advertising spend and addressing irregularities promptly. Evaluate the quality and strategic relevance of campaign leads, not only the volume generated. Identify when customer expectations, campaign objectives or requested deliverables are unclear and seek clarification before execution. Follow Fresh Focus Media’s approval, documentation, quality assurance and customer communication processes. Customer Communication and Collaboration Communicate professionally and confidently with customers in meetings, email communications and performance reviews. Work closely with the Integrated Marketing and Customer Growth Manager to maintain alignment between customer strategy and execution. Collaborate with the Marketing Operations Coordinator to confirm priorities, timelines, approvals and delivery requirements. Work with the Creative Lead to ensure campaign concepts and creative materials support the strategy and intended audience. Coordinate with designers, writers, website specialists, SEO professionals, social media coordinators and external partners. Participate in internal planning, campaign review, quality assurance and results meetings. Required Qualifications Post-secondary education in marketing, advertising, communications, business or a related field, or equivalent professional experience. Demonstrated experience developing and executing marketing campaigns. Hands-on experience managing Google Ads and Meta advertising campaigns. Strong understanding of SEM, PPC, paid social media and digital campaign optimization. Experience with conversion tracking, Google Analytics 4, Google Tag Manager and advertising platform pixels. Experience preparing and presenting marketing performance reports. Ability to analyze campaign data and translate findings into clear recommendations. Understanding of landing pages, conversion rate optimization and lead-generation processes. Knowledge of integrated marketing and the relationship between paid, organic, traditional, referral, print, content, social media and website strategies. Strong written and verbal communication skills. Strong organizational skills and attention to detail. Ability to manage multiple customer accounts, priorities, budgets and deadlines. Ability to work independently while collaborating effectively with a multidisciplinary team. Professional judgment and the ability to identify when an issue requires escalation. Preferred Qualifications Google Ads certifications or comparable platform training. Meta Blueprint certification or demonstrated Meta advertising experience. Experience working within a marketing agency or managing campaigns for multiple businesses. Experience with Microsoft Advertising, LinkedIn Campaign Manager or other paid media platforms. Experience with call tracking, CRM systems, lead attribution and marketing automation. Familiarity with SEO, AEO, GEO, email marketing and organic social media. Experience developing referral, loyalty, partnership or community marketing programs. Experience working with creative teams, website developers and content specialists. Skills and Professional Qualities Strategic thinking supported by data and practical business judgment. A genuine interest in understanding each customer’s business. Accountability for both the quality of the work and the results it produces. Confidence communicating recommendations, challenges and opportunities. Strong analytical and problem-solving abilities. Exceptional attention to detail. The ability to balance creative thinking with measurable performance. The ability to manage competing priorities without losing accuracy. Curiosity and a willingness to continuously learn. Adaptability as platforms, customer needs and marketing practices change. A collaborative and respectful approach to working with customers and team members.

Develop and execute integrated paid digital advertising strategies across search and social platforms to meet customer business objectives. Manage the full campaign lifecycle, including conversion tracking, budget optimization, and professional performance reporting.

Requires post-secondary education in marketing or a related field and demonstrated experience managing Google Ads and Meta campaigns. Candidates must be proficient in GA4, GTM, and analytical reporting with strong communication skills.

Identified from the job description. Confirm important requirements above.

• Google Ads
• Meta Advertising
• SEM
• PPC
• Google Analytics 4
• Google Tag Manager
• Conversion Rate Optimization
• Budget Management
• Performance Reporting
• Strategic Marketing Planning
• Audience Segmentation
• A/B Testing
• Digital Campaign Optimization
• Lead Generation
• Customer Strategy
• Integrated Marketing

• Marketing
• Data & Analytics
• Sales
• Consulting
• Creative & Media

Minimum education

Bachelor’s degree

Minimum experience

2+ years

Apply by

Feb 21, 2027

Posting language

English

Working hours

40 hours per week

Seniority

Entry level

Application method

Direct apply is available