Performance Marketing Specialist

About the role

This role is dedicated to the daily management and strategic optimization of paid digital advertising initiatives. You will be responsible for building, launching, and maintaining high-performing campaigns across a diverse set of channels. The position requires a hands-on approach to managing the full advertising lifecycle from initial setup through ongoing optimization. You will analyze performance metrics rigorously and translate complex data into clear insights for cross-functional stakeholders. The role sits at the center of the company's demand generation engine, directly influencing lead flow and market awareness. You will partner closely with sales and revenue teams to ensure marketing efforts support broader business objectives. The position demands a proactive mindset and a commitment to continuous experimentation. You will act as the primary operator for our paid media stack, ensuring all campaigns adhere to brand and tracking standards.

Key facts

What you'll do

• Execute and oversee paid campaigns on platforms including LinkedIn, Google Ads, Demandbase, Connected TV, and third-party review sites like G2.
• Manage the complete ad creation process, from asset integration and audience definition to tracking implementation, quality checks, and launch.
• Conduct A/B testing on ad creative, messaging, audiences, and landing pages, documenting findings for future application.
• Oversee campaign budgets, monitoring spending pace daily and making necessary adjustments to meet efficiency targets.
• Configure and manage Account-Based Marketing (ABM) campaigns, including account selection, intent data integration, and journey stage alignment using tools like DemandBase.
• Provide regular performance reports to regional stakeholders, developing dashboards and presenting findings.
• Analyze campaign results to identify performance trends, areas needing improvement, and optimization opportunities.
• Maintain consistent UTM parameter usage and collaborate with marketing operations for accurate attribution and reporting.
• Track spending and performance against quarterly objectives, proactively identifying budget risks or reallocation needs.
• Stay informed about updates, beta programs, and new ad formats across paid digital channels.
• Document and update internal resources such as ad specifications, audience lists, budget trackers, and test logs.
• Coordinate with creative and sales teams to ensure alignment between messaging, pipeline targets, and account priorities.
• Support the evaluation and onboarding of new advertising platforms when they align with strategic goals.
• Monitor competitive activity and market shifts to inform testing hypotheses and audience strategies.

Requirements

• A minimum of three years of direct experience in paid digital advertising.
• Hands-on experience managing campaigns in at least three of the following: LinkedIn Campaign Manager, Google Ads, Demandbase, programmatic/CTV platforms, or advertising on review sites (G2, Capterra).
• Demonstrated ability to manage budgets across multiple platforms and optimize for pipeline efficiency metrics like Cost Per Lead (CPL), Cost Per Acquisition (CPA), and Return on Ad Spend (ROAS).
• Experience designing and executing structured A/B tests and translating results into actionable recommendations.
• Strong analytical skills, with proficiency in spreadsheet software, ad platform interfaces, and marketing analytics dashboards.
• Effective communication skills, capable of presenting performance data to audiences without technical backgrounds.
• A high degree of accuracy and attention to detail.
• The ability to work independently and manage multiple priorities in a fast-paced environment.
• A commitment to following documented processes and maintaining organized records for auditability.
• Willingness to adhere to data privacy regulations and company compliance policies in all advertising activities.
• A proven track record of meeting deadlines and delivering measurable results in a digital advertising context.
• Readiness to mentor junior team members on best practices when appropriate.

Nice to have

• Experience with Salesforce reporting and connecting digital campaign data to pipeline impact.

Skills & tools

• LinkedIn Campaign Manager
• Google Ads
• Demandbase
• CTV platforms
• G2, Capterra
• Salesforce reporting
• Spreadsheet software
• Marketing analytics dashboards

Practical notes

• Instructure offers competitive compensation and an employee ownership program.
• The company provides a flexible work culture with remote, hybrid, and in-office options varying by role and location.
• Benefits include generous time off, wellness programs, mental health support, and learning and development resources.
• All full-time employees undergo a background check. Identity verification may be required in accordance with local data privacy laws.