Ads Performance & Growth Analyst

Performance & Growth Analyst - Ads & Monetization

The Objective:

To secure a specialized resource for a 3-month Ramadan-focused contract to ensure all sponsored charity campaigns achieve a minimum $ROAS \geq 2$. This role acts as the operational bridge between Ads, Marketing, and Data to maximize net revenue during our highest-traffic period.

Strategic Criticality:

• ROI-Driven Acquisition: This role will execute and monitor performance marketing campaigns specifically designed to drive qualified traffic to sponsored packages, ensuring the cost of acquisition is significantly lower than the donation revenue generated.
• Integrated Channel Management: Responsible for preparing audience segmentations, precise targeting, and real-time monitoring across Paid (Meta/Google), Owned (Braze CRM), and Earned channels.
• Technical Optimization: Directs the Data/Engineering teams on specific tagging and event mapping in Heap to ensure end-to-end attribution from ad click to donation.

Key Stakeholder Synergies:

• Marketing: Collaborates with the Digital Marketing Manager to align platform-wide efforts with sponsored campaigns, sharing audience insights and supporting platform goals as needed.
• Data & Engineering: Provides structured technical requirements for event tracking, reducing the burden on engineering during the pre-Ramadan "code freeze."
• Sponsors: Delivers granular "Impact Reports" post-campaign to prove value and secure year-over-year retention.

Job Description 

Role: Performance & Growth Analyst (Monetization)

Reporting to: Ads and Monetization Director

Timeline: Immediate start, 3 months initial contract with potential to turn into a FT permanent role. 

Core Responsibilities:

• Campaign Strategy & Execution: Oversee performance marketing campaigns across digital marketing channels. Working with internal experts and external marketing agencies on campaigns' execution.
• Segmentation & Targeting: Build and deploy sophisticated donor audiences in Braze and ad platforms to optimize conversion rates.
• Funnel Analytics: Use Heap and Looker Studio to track and optimize inbound sessions across Paid, Owned, and Earned channels.
• Reporting: Develop real-time dashboards for internal monitoring and professional post-campaign performance reports for charity sponsors.

Required Expertise:

• Expert-level Braze and Looker Studio skills.
• Proven experience in Performance Marketing (Meta/Google Ads) and ROI/CPA modelling.
• Proficiency in Heap Analytics or GA4.