Job DescriptionDigital Marketing Executive – Performance MarketingRole Overview

We are looking for a hands on Digital Marketing Executive specialising in Performance Marketing with strong working knowledge of Meta Ads and Google Ads.

The candidate should have an in depth understanding of campaign platforms, advertising backends, tracking mechanisms, optimisation techniques and performance analytics. This role requires someone who can independently plan, set up, execute, monitor and optimise paid campaigns with a clear focus on generating measurable business results.

The ideal candidate should go beyond simply boosting posts or setting up basic campaigns and should understand the technical and strategic aspects of performance marketing.

Key Responsibilities

- Plan, create, execute and optimise performance marketing campaigns across Meta Ads and Google Ads.
- Independently manage Meta Ads Manager and Google Ads platforms.
- Create and manage campaigns for:
- Lead Generation
- Website Traffic
- Conversions
- Sales
- Remarketing / Retargeting
- Brand Awareness and Reach
- Develop appropriate campaign structures based on the client's objective, target audience and budget.
- Have strong knowledge of audience targeting, custom audiences, lookalike audiences, remarketing and audience segmentation.
- Perform continuous optimisation of campaigns based on CPL, CPC, CTR, CPA, ROAS, Conversion Rate and other relevant KPIs.
- Conduct A/B testing of audiences, creatives, communication, landing pages and campaign structures.
- Manage campaign budgets efficiently and recommend budget allocation based on performance.
- Analyse campaign performance regularly and take corrective action where required.

Meta Ads – Required Knowledge Candidate should have strong hands-on knowledge of:
- Meta Business Manager / Business Suite
- Meta Ads Manager
- Campaign, Ad Set and Ad-level optimisation
- Meta Pixel implementation and troubleshooting
- Conversion Events
- Custom Conversions
- Events Manager
- Custom and Lookalike Audiences
- Retargeting campaigns




- Advantage+ campaigns
- Lead Generation campaigns and lead form optimisation
- Website Conversion campaigns
- Campaign attribution and reporting
- Domain and asset management
- Understanding campaign learning phases and optimisation signals

Google Ads – Required Knowledge Candidate should have hands-on experience with:
- Google Search Ads
- Google Display Network
- Performance Max Campaigns
- YouTube Advertising
- Remarketing Campaigns
- Keyword Research and Keyword Planning
- Search Terms Analysis
- Negative Keywords
- Match Types
- Ad Extensions / Assets
- Conversion Tracking
- Audience Segmentation
- Bid Strategy and Budget Optimisation
- Quality Score and Ad Rank optimisation
- Competitor and keyword analysis

Tracking & Technical Knowledge The candidate must have a good understanding of the backend and technical aspects of digital advertising, including:

- Google Analytics / GA4
- Google Tag Manager
- Meta Pixel
- Google Ads Conversion Tracking
- UTM Parameters
- Event Tracking
- Conversion Tracking
- Remarketing Tags
- Landing Page tracking
- Form Submission tracking
- Basic understanding of website funnels and user journeys
- Ability to identify and troubleshoot tracking discrepancies
- Understanding of attribution models and conversion paths

Knowledge of Meta Conversions API, enhanced conversions and server-side tracking will be an added advantage. Performance Analysis & Reporting

- Prepare regular campaign performance reports.
- Analyse campaign data and provide actionable insights rather than simply reporting numbers.
- Track and evaluate:
- Leads
- Cost Per Lead
- Cost Per Click
- Click-Through Rate
- Cost Per Acquisition




- Conversion Rate
- ROAS
- Reach and Frequency
- Landing Page performance
- Identify underperforming campaigns and recommend optimisation strategies.
- Coordinate with creative, servicing and client teams based on campaign insights.
- Translate campaign data into clear recommendations for improving performance.

Candidate Profile
- Minimum 2–4 years of hands-on experience in Performance Marketing / Digital Advertising preferred.
- Strong practical experience with Meta Ads and Google Ads is mandatory.
- Should have personally managed campaign setup, optimisation and reporting rather than only coordinating with external agencies or teams.
- Strong analytical ability and comfort working with campaign data.
- Good understanding of digital marketing funnels and lead generation campaigns.
- Ability to manage multiple client campaigns simultaneously.
- Should be proactive in identifying campaign issues and finding solutions.
- Valuable communication and reporting skills.
- Should remain updated with changes in Meta, Google Ads, tracking systems and digital advertising technologies.

Preferred Background Experience working in a digital marketing agency / advertising agency environment will be preferred, particularly candidates who have handled multiple client accounts across industries such as:

Real Estate | Healthcare | Travel & Tourism | Retail | Corporate & Service Businesses

Interested candidates may send their updated CV / resume along with their current CTC, notice period and relevant Performance Marketing experience to: [email protected]

Key Expectation

We are specifically looking for a Performance Marketing professional with strong technical understanding of advertising platforms.

- The candidate should be capable of taking ownership of a campaign from strategy and backend setup to execution, tracking, optimisation and final performance reporting, with a clear focus on generating measurable business outcomes.

📌 Digital Marketing Specialist (Kolkata)
🏢 Wavelength Communications
📍 Kolkata