Paid Marketing Specialist

2 hours ago

Manila, National Capital Region, Philippines Workhorse Digital Full time ₱90,000 - ₱120,000 per year

We're hiring a performance-driven Paid Marketing Specialist to own strategy, build, ad copywriting, optimisation, and reporting across Google Ads (Search/Shopping/PMax), Meta, Pinterest, LinkedIn, and other paid social/display channels. You'll translate commercial goals into media plans, craft and test platform-native ad copy, execute flawlessly, and report outcomes with clear, data-led insights.

Responsibilities
  • Strategy: Market & keyword/audience research, forecasting, channel mix, budget allocation, testing roadmap.
  • Build & QA: Account structure, naming, pixels/tags, conversions (GA4/GTM), UTM governance, feed hygiene & Merchant Center.

  • Ad copywriting (core):

  • Write Google RSA headlines/descriptions (pin logic, query mirroring, character limits, QS support).

  • Write Meta/Pinterest/LinkedIn primary text, headlines, descriptions, CTAs tailored to funnel stage and placement.
  • Apply proven DR frameworks (AIDA, PAS, BAB), strong hooks, clear value props, credible proof, and objection handling.
  • Maintain a copy testing matrix (hooks × offers × formats), version control, and naming conventions.
  • Creative & CRO collaboration: Brief designers, align ad copy to landing H1/hero/microcopy; reduce message mismatch; support offer development.
  • Optimisation: Bid/budget pacing, audience architecture (prospecting/retargeting/LLAs), negatives/query mining, creative & copy iteration cadence, LP/CRO collaboration.
  • Measurement & Reporting: GA4 dashboards, weekly WIPs, cohort & funnel analysis, platform vs GA4 reconciliation, incrementality guardrails.
  • Compliance & Hygiene: Brand safety, policy approvals, exclusions, scripts/alerts, documentation.
Must-have experience
  • 5+ years managing multi-channel paid media at meaningful monthly spend with hands-on ad copywriting across Google + paid social.
  • Demonstrable lifts in ROAS/MER (e-com) and reductions in CPL/CPA (lead gen) driven by copy/creative and structure.
  • Proficiency across Google Ads (Search/Shopping/PMax), Meta, Pinterest Ads, LinkedIn Ads; comfortable testing YouTube/Discovery/Programmatic.
  • Analytics: GA4, GTM, event mapping (Purchase/Lead/AddToCart/AddPaymentInfo), Consent Mode v2 basics, UTM discipline.
  • Reporting: Looker Studio/Sheets (pivots, lookups, regex) and exec-ready narrative (what happened, why, what next).
Nice-to-haves
  • Microsoft Ads/Bing, YouTube (in-stream/in-feed), DataFeedWatch/Channable, basic SQL/BigQuery, Hotjar/Clarity, Shopify/Woo/HubSpot.
KPIs you'll own
  • Efficiency: CPA/CPL, ROAS/MER vs target.
  • Scale: Qualified leads or incremental revenue.
  • Copy performance: CTR, hook hold/engagement rate, RSA ad strength/relevance diagnostics, win rate of copy tests.
  • Learning velocity: Number of valid tests/month and documented learnings.
  • Data integrity: Tracking hygiene, low disapprovals, accurate pacing.
What success looks like (7/30/45)
  • 7 days: Access all platforms, audit accounts/feeds/tracking, fix gaps, pause waste, set baselines.
  • 30 days: Run 2–3 copy/offer tests, tighten structure/UTMs/feeds, deliver +10–15% CTR or +5–10% CVR, and -10% CPL or higher ROAS.
  • 45 days: Scale winners across channels, expand tests (LP/offer/format), drive higher ROAS and better conversions at target CPA, adding +5–10% incremental efficiency/scale.
Tooling

Google Ads, Merchant Center, Meta Ads Manager, Pinterest Ads, LinkedIn Campaign Manager, GA4, GTM, Looker Studio, Sheets, Hotjar/Clarity, Slack/Asana/Wrike.

How to apply

Send your CV plus:

  • A brief of your biggest paid media win (goal, constraints, actions, measurable outcome).
  • 2–3 anonymised before/after screenshots showing performance with dates.
  • A one-page 45-day testing plan spanning Google + Meta + Pinterest/LinkedIn, including a copy testing matrix (hooks × benefits × proof).

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