PPC TEAM LEAD - PERFORMANCE MARKETING

• **About CMG (Connective Media Group)**
• CMG is a US-based performance marketing agency with a global workforce, specializing in the healthcare sector. We help healthcare brands maximize ROI through data-driven strategies, precision targeting, and measurable results that fuel sustainable growth.
• Agile, entrepreneurial, and results-obsessed, CMG combines deep healthcare knowledge with cutting-edge performance marketing to deliver impact where it matters most: driving client growth and measurable return on investment.
• **Role Overview**
• We're looking for a Paid Media Lead with deep analytical and martech expertise, not a surface-level "campaign optimiser."
• This is a high-impact, hands-on role for someone who thrives on diagnosing bottlenecks, understanding user behaviour through data, building the tracking and analytics stack, and running experiments that drive meaningful business outcomes.
• Reporting to the Head of Digital, you'll own our paid acquisition engine across multiple brands, but equally importantly, you'll shape the measurement, attribution, CRO, and experimentation foundations that allow us to scale profitably.
• If you enjoy combining paid media execution with growth analytics, GTM/GA4 instrumentation, experimentation frameworks, funnel optimisation, and real insight, this is a rare opportunity to build the system from the ground up.
• **Responsibilities**
• Growth Measurement & Analytics
• Build, maintain, and optimise the full tracking and analytics stack (GTM, GA4, consent mode, enhanced conversions, offline conversions).
• Diagnose which growth lever will meaningfully shift performance.
• Own attribution, cohort modelling, CAC/LTV forecasting, and revenue insights across the funnel.
• **Paid Acquisition**
• Lead all paid media channels (Google, Meta, YouTube, Reddit, etc.) with a focus on high-intent acquisition and efficiency.
• Build campaigns end-to-end, from audiences to creative testing, but with a strong emphasis on analytics-driven optimisation rather than surface-level campaign optimisers.
• Reallocate budgets dynamically based on real-time performance, funnel data, and experiment learnings.
• **CRO, Experimentation & Growth Ops**
• Run structured experimentation across landing pages, funnels, UX flows, and pricing, rapid A/B tests, multivariate tests, and behavioural experiments.
• Partner with SEO, Content, Web and CRM to improve conversion rates across the full user journey.
• Build the experimentation backlog, define hypotheses, measure lift, and codify learnings.
• Improve user experience through insights-led recommendations, messaging, and funnel diagnostics.
• Collaborate with creative teams to guide high-impact concepts based on performance data.
• **Optimisation & Automation**
• Build processes, ETLs, dashboards, and automation that make performance visible across the company.
• Continuously improve data quality, measurement integrity, and analytics depth.
• **Requirements**
• 7+ years managing paid acquisition in a B2C or high-volume digital environment, with clear evidence of impact on

Cac/ltv

• Deep analytics and martech expertise, strong proficiency in GA4, GTM, consent mode, attribution, Looker Studio, and ideally SQL/BigQuery.
• Proven track record in CRO (landing page optimisation, funnel audits, UX experiments, messaging tests).
• Hands-on experience building or maintaining a tracking / measurement stack, not just reading reports.
• Strong experimentation muscle: designing hypotheses, running A/B tests, interpreting results, and shipping learnings.
• Comfortable owning budgets and reallocating spend dynamically based on clear data signals.
• Ability to model and explain the "why behind the numbers", translating cohort curves, confidence intervals, and lift into plain English.