Performance Marketer

Cogent Labs is hiring Performance Marketer for its Lahore office.

Job Type: On-site

Role

The Performance Marketer is responsible for executing the growth marketing strategy by setting up, launching, and optimizing paid advertising campaigns across Meta and Google platforms. This role focuses on tactical execution, building campaigns, creating landing pages, managing marketing automation, and maintaining the CRM, all based on strategic direction from the Head of Growth (CEO). You will be hands-on with the marketing technology stack, ensure campaigns run smoothly, continuously optimize for better performance, and provide valuable feedback to the content team on what creative will work. Success in this role requires strong technical skills with advertising platforms, the ability to learn new marketing tools quickly, excellent attention to detail in campaign setup, and a keen understanding of what ad copy and creative will resonate with audiences. You are the execution engine that brings growth strategies to life.

Requirements (For An Ideal Candidate)

• Paid Advertising Experience: Minimum 1 year of hands-on experience running paid advertising campaigns on Meta (Facebook, Instagram) and Google (Search, Display, YouTube). Must have managed at least $5,000+ per month in ad spend. Proven track record of lead generation campaign performance. Experience with B2B or service-based business campaigns strongly preferred.
• Platform Proficiency: Expert-level knowledge of Meta Ads Manager and Google Ads platforms. Comfortable with campaign structure, targeting, bidding strategies, and optimization techniques. Can navigate platforms efficiently and troubleshoot issues independently. Stays current with platform changes and new features.
• Ad Copy & Creative Judgment: Excellent eye for what ad copy and creative will perform well. Can evaluate headlines, messaging, imagery, and CTAs for conversion potential. Understands direct response principles and what makes ads effective. Provides specific, actionable feedback to creative team. Thinks like a marketer, not just a campaign executor.
• Technical Learning Ability: Fast learner of new marketing tools and platforms. Comfortable with marketing technology and doesn't get overwhelmed by new software. Can read documentation, watch tutorials, and figure things out independently. Adapts quickly to new platforms like Go High Level, landing page builders, analytics tools, etc. Technical aptitude and comfort with software.
• Landing Page Skills: Experience building landing pages using page builders (Unbounce, Leadpages, Webflow, Instapage, or similar). Understands landing page best practices and conversion rate optimization. Can implement designs and ensure technical functionality. Basic HTML/CSS knowledge helpful but not required.
• Marketing Automation Experience: Familiar with marketing automation platforms (Go High Level, HubSpot, ActiveCampaign, or similar). Can build email sequences, workflows, and multi-channel campaigns. Understands automation logic, triggers, and conditions. Experience with lead nurturing and drip campaigns.
• CRM Management: Experience with CRM systems%u2014data management, custom fields, pipelines, reporting. Organized and detail-oriented with data. Understands importance of clean data and maintains it diligently. Can set up integrations and automations within CRM.
• Analytical Skills: Comfortable working with data and metrics. Can analyze campaign performance, identify trends, and make data-driven decisions. Uses spreadsheets for tracking and analysis. Understands key metrics like CTR, conversion rate, cost per lead, ROAS. Thinks quantitatively about marketing.
• Attention to Detail: Meticulous about campaign setup, tracking implementation, and quality control. Catches errors before they become costly mistakes. Double-checks work before launching. Maintains organized documentation and naming conventions.
• Execution Focus: Thrives on executing strategy provided by leadership. Comfortable taking direction and implementing plans. Not looking to own strategy%u2014focused on flawless execution. Reliable and consistent in delivering on assigned tasks.
• Communication Skills: Clear written communication for reporting and team collaboration. Can explain technical issues and performance data simply. Asks good clarifying questions when strategy direction is unclear. Proactive about flagging issues and opportunities.
• Continuous Improvement Mindset: Always looking for ways to optimize and improve. Tests new approaches systematically. Learns from wins and losses. Stays current with marketing trends and best practices. Growth-oriented mindset focused on results.
  
  

Responsibilities

• Campaign Setup & Launch: Set up advertising campaigns in Meta Ads Manager and Google Ads based on strategic direction provided. Create campaign structures, ad sets, targeting parameters, and bidding strategies. Upload ad creative and copy provided by content team. Configure conversion tracking and ensure pixels fire correctly. Double-check all settings before launch. Execute campaign launches on schedule without errors.
• Campaign Optimization: Monitor campaign performance daily and make optimization adjustments. Adjust budgets, bids, and targeting based on performance data. Pause underperforming ad sets and scale winners. Test different audience segments, placements, and creative combinations. Optimize for lead volume and lead quality. Implement A/B tests on targeting, creative, and messaging. Continuously improve campaign efficiency and results.
• Landing Page Building: Build high-converting landing pages using page builders (Unbounce, Leadpages, Webflow, or similar). Implement designs and copy provided by content team. Ensure pages are mobile-responsive, fast-loading, and properly connected to CRM and tracking. Set up forms, thank you pages, and conversion tracking. Create multiple landing page variations for testing.
• Landing Page Optimization: Continuously improve landing page conversion rates through testing and iteration. Implement A/B tests on headlines, copy, layout, forms, and CTAs. Analyze user behavior using heatmaps and analytics. Identify friction points and remove barriers to conversion. Make data-driven improvements based on performance. Test different value propositions and messaging angles.
• Marketing Automation Management: Build and manage marketing automation workflows in Go High Level or similar platforms. Create email sequences, SMS campaigns, and multi-channel nurture flows. Set up triggers, conditions, and automation logic. Ensure automations fire correctly and leads receive proper follow-up. Monitor automation performance and optimize sequences. Build workflows for lead nurturing, appointment reminders, and re-engagement.
• CRM Management: Maintain clean, organized CRM with accurate lead and contact data. Set up custom fields, tags, pipelines, and workflows in Go High Level. Ensure proper lead routing and assignment. Build reports and dashboards for pipeline visibility. Keep CRM integrated with advertising platforms and other tools. Train team members on CRM usage when needed.
• Creative Feedback & Collaboration: Review ad creative and copy from content team before campaigns launch. Provide specific, actionable feedback on what will work vs. what won't based on platform best practices and past performance. Evaluate headlines, images, CTAs, and messaging for conversion potential. Request revisions when needed. Share performance data with content team to inform future creative. Maintain close collaboration loop with content creators.
• Performance Tracking & Reporting: Track campaign performance metrics daily%u2014impressions, clicks, CTR, conversions, cost per lead. Compile weekly performance reports showing spend, leads generated, and campaign efficiency. Flag issues and opportunities to Head of Growth. Maintain accurate tracking of lead sources and attribution. Provide data-driven insights on what's working and what's not.
• Tool & Platform Mastery: Master the marketing technology stack including Meta Ads Manager, Google Ads, Go High Level, landing page builders, analytics platforms, and tracking tools. Stay current with platform updates and new features. Learn new tools quickly as needed. Troubleshoot technical issues independently. Leverage platform capabilities fully to maximize results.
• Budget Management: Manage advertising budgets responsibly within allocated amounts. Monitor daily spend and pacing. Reallocate budget to best-performing campaigns. Ensure spend aligns with plan and doesn't overshoot. Flag budget concerns proactively. Track budget utilization and efficiency.
• A/B Testing Execution: Set up and run A/B tests on campaigns, landing pages, and creative. Ensure tests are structured correctly with proper control/variant setup. Monitor tests for statistical significance. Document test results and learnings. Implement winning variations at scale. Maintain testing calendar and roadmap.
• Lead Quality Management: Monitor lead quality and take action when quality drops. Work with Pre-Sales team to understand which lead sources produce best prospects. Optimize targeting and messaging to improve lead qualification. Filter out junk leads and spam. Ensure paid channels deliver qualified prospects who match ideal customer profile.
• Platform Best Practices: Stay current with Meta and Google advertising best practices, algorithm changes, and policy updates. Implement recommended campaign structures and optimization techniques. Adopt new ad formats and features as they become available. Follow platform guidelines to avoid disapprovals. Participate in platform training and certification programs.
  
  

Results (What Success Looks Like)

• Lead volume targets met %u2014 Consistently deliver 20+ qualified leads per month. No months with significant shortfalls.
• Quarter-over-quarter growth %u2014 Achieve 20% growth in lead volume each quarter through optimization and scaling. Trajectory shows consistent improvement.
• Error-free campaign execution %u2014 Campaigns launch correctly without tracking issues, targeting errors, or technical problems. Attention to detail prevents costly mistakes.
• Efficient campaign management %u2014 Campaigns run smoothly with daily monitoring and quick optimization responses. Issues are caught and fixed promptly.
• High-quality landing pages %u2014 Landing pages are professional, fast-loading, mobile-optimized, and convert at healthy rates. Page performance improves over time through testing.
• Reliable marketing automation %u2014 Email sequences, SMS campaigns, and workflows function correctly. Leads receive timely, appropriate communication. Automation enhances rather than detracts from experience.
• Clean, organized CRM %u2014 CRM data is accurate and current. Reports pull reliable information. Team can trust the data for decision-making.
• Valuable creative feedback %u2014 Content team finds your feedback helpful and specific. Creative performance improves based on your input. Collaboration is smooth and productive.
• Strong tool proficiency %u2014 You're efficient with the marketing tech stack. Problems are solved quickly. New tools are mastered without extensive hand-holding.
• Continuous optimisation mindset %u2014 You're always testing and improving. Performance trends positively month-over-month. You identify opportunities and act on them proactively.