The role of the Paid Media & Digital Marketing Specialist is to have ownership of our performance marketing and analytics ecosystem across the client's companies.
This role is responsible for continuous auditing, rebuilding and optimising our GA4 analytics setup, GTM tags and Google Ads account structure. Then managing and scaling an annual paid media budget across Google Ads and paid social channels.
This is a hands-on execution role, working closely with the Head of Marketing. The focus is analytics, performance, structure, optimisation, and reporting.
Essential Duties and Responsibilities
Analytics and Measurement (GA4, GTM and Audience Behaviour)
- Audit the current GA4 implementation across all business verticals and digital touchpoints
- Redesign and implement a clean, scalable GA4 event and conversion framework
- Ensure accurate tracking of:
- Leads, bookings, purchases and key funnel events
- Cross-domain and multi-brand journeys
- Paid media attribution and conversion paths
- Implement and maintain cookie-based tracking frameworks to understand:
- User behaviour before and after visiting our websites
- Audience engagement across paid media platforms
- Retargeting and remarketing eligibility across channels
- Configure and manage:
- First-party cookie strategies
- Google Tag Manager and tracking tags
- GA4 audiences based on behavioural and intent signals
Ensure tracking complies with applicable privacy and consent requirements while maintaining data usefulness
Identify tracking gaps, data inconsistencies, and attribution issues and resolve them
Google Ads (Primary Channel)
- Conduct a full audit of existing Google Ads accounts
- Rebuild account structure to best-practice standards:
- Campaign architecture
- Conversion alignment
- Keyword strategy and match types
- Bidding strategies
- Manage and optimise performance across:
- Search
- Performance Max
- Display and remarketing
- Own budget pacing, efficiency, and ROAS/CAC targets
- Run structured testing programs (ad copy, bidding, audiences, landing page performance)
Paid Social (Secondary Channel)
- Manage and optimise paid social spend (Meta and other platforms as required)
- Implement full-funnel strategies:
- Prospecting
- Retargeting
- Conversion optimisation
- Work with provided creative assets to ensure alignment with platform best practices
Budget Ownership & Performance Management
- Allocate spend strategically based on performance and commercial priorities
- Monitor daily, weekly, and monthly performance against agreed KPIs
- Flag risks, opportunities, and required pivots early
Reporting & Insights
- Build clear, decision-ready reporting dashboards
- Deliver regular performance reporting to AU stakeholders covering:
- Spend vs budget
- Conversions, CPA, ROAS
- Channel and campaign-level insights
- Translate data into clear recommendations, not just metrics
General Knowledge, Skills, and Experience Requirements
- 6+ years experience in paid media and performance marketing
- Strong hands-on experience with GA4 auditing and implementation
- Proven experience rebuilding and scaling Google Ads accounts
- Experience managing large monthly budgets (AU$50k+ per month or equivalent)
- Strong understanding of conversion tracking, attribution, and funnel optimisation
- Excellent analytical and problem-solving skills
- Clear written and spoken English
- Experience supporting Australian or international brands
- Experience managing multi-brand or multi-account structures
- Google Ads and/or GA certifications
- Experience working with Australian agencies
