Digital Performance Specialist

Lapis Group

Key Responsibilities

• 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.

• 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

• 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

• 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

• 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