Lapis Communications

Digital Performance Specialist

Role Title: Digital Performance Specialist

Engagement Type: Potential Project-Based role – subject to contract award
Reports To: Senior Digital Account Manager
Collaborates With: Acquisition & Marketing Automation Leads, Agency Creative & Analytics Teams

 

Purpose of the Role

To lead the strategic development, implementation, and optimisation of paid digital campaigns across key platforms—ensuring precise targeting, efficient lead acquisition, audience segmentation, and robust conversion tracking across a diverse range of international markets. These include the United Kingdom, Ireland, Southern Europe, Central and Eastern Europe, the Middle East, Turkey, and Africa. The specialist will be responsible for adapting digital strategy and campaign execution to suit the unique media behaviours and performance goals of each region.

 

Key Responsibilities

  1. Paid Media Execution
    • Plan and manage performance-driven paid campaigns on:
      • Meta (Facebook & Instagram)
      • TikTok
      • LinkedIn
      • Google Display Network (GDN)
      • YouTube
    • Design platform-specific campaign structures that align with the buyer journey (awareness → engagement → conversion), ensuring each channel’s ad setup—campaigns, ad sets, and targeting—supports strategic conversion goals. This includes tailoring delivery frameworks to optimise performance across funnel stages.
    • Localise paid media campaign delivery by adapting platform strategy, targeting parameters, and ad formats to the behavioural norms, platform usage, and preferences of each priority market, including: United Kingdom, Ireland, Southern Europe, Central and Eastern Europe, the Middle East, Turkey, and Africa.
  1. Audience Segmentation & Targeting Strategy
    • Design and refine segmentation frameworks that strategically reach:
      • Primary audience: teachers and education professionals
      • Secondary audience: parents of learners studying English as an additional or second language
    • Recommend platform-specific audience profiles based on:
      • Geo-demographics
      • Behavioural patterns (e.g. educators’ social media habits)
      • Psychographics (motivations, pain points, conversion intent)
    • Collaborate with Creative and Strategy teams to align audience segments with tailored content and channel tactics
  1. Conversion Tracking & Optimisation
    • Coordinate with the internal Marketing Automation Lead to:
      • Sync campaign leads with CRM (e.g. HubSpot)
      • Establish UTM tagging, event tracking, and cross-channel attribution (Meta Pixel, TikTok Pixel, GA4)
    • Optimise campaign delivery through continuous A/B testing and conversion funnel analysis
    • Ensure GDPR-compliant lead capture and data management across all platforms
  1. Performance Reporting & Insight
    • Produce weekly and monthly performance reports with:
      • Platform- and market-specific insights
      • CPL, ROAS, CTR, VTR, and lead conversion analysis
      • Impact of audience segmentation and targeting strategy
    • Recommend budget adjustments and creative optimisations based on data
  1. Strategic Consultation
    • Advise on media mix, platform roles, and content sequencing for maximum impact
    • Provide guidance on creative performance by platform (e.g. Reels, Shorts, TikTok)
    • Identify market trends that could inform targeting or creative development

 

Required Skills & Experience

  • 5+ years of experience in paid media strategy and execution across B2B or B2C, ideally within education or learning-focused campaigns
  • Demonstrated expertise in:
    • Audience segmentation & full-funnel targeting
    • CRM-aligned lead generation campaigns
    • Data tracking and media performance optimisation
  • Strong working knowledge of HubSpot (or equivalent platforms) for marketing automation and lead generation
  • Hands-on experience managing SEM and PPC campaigns, including retargeting and remarketing strategies
  • Advanced hands-on use of:
    • Meta Business Suite
    • TikTok Ads Manager
    • LinkedIn Campaign Manager
    • Google Ads & GA4
  • Ability to track and analyse performance using key metrics, including: CPL, ROAS, CTR, VTR
  • Demonstrated ability to optimise media strategy based on data insights, testing, and channel performance
  • Commitment to GDPR compliance and ethical digital marketing best practices
  • Proven success managing campaigns across multiple international regions, especially within: United Kingdom, Ireland, Southern Europe, Central and Eastern Europe, the Middle East, Turkey, and Africa