Funnel & Performance Marketing Specialist (024-1436)

This is the core of the role. You'll be expected to personally build, launch and improve complete marketing funnels, not simply plan them or manage someone else doing the implementation.

• Build and optimise landing pages, sales pages, booking pages, application forms and complete customer acquisition funnels.
• Develop new offer flows and funnel variations, taking concepts from initial idea through to live implementation.
• Write and refine conversion-focused sales copy, headlines, calls to action and messaging across the customer journey.
• Map customer journeys and identify friction points that prevent prospects from progressing towards a booking or purchase.
• Rapidly launch and split-test landing pages, offers, messaging, layouts and other funnel elements.
• Build the automations and integrations needed to connect each stage of the funnel.
• Monitor conversion performance and implement improvements based on actual user behaviour and sales outcomes.
• Use AI-assisted tools to accelerate research, copywriting, development and experimentation.

You should be comfortable independently taking a funnel from concept to launch without needing a developer or another marketer to build it for you.

Meta Ads will be a core competency and a major part of your day-to-day responsibilities. Google Ads and other paid channels are secondary.

• Independently set up, manage and optimise Meta advertising campaigns across Facebook and Instagram.
• Develop testing strategies for creative concepts, hooks, messaging angles, offers, audiences and campaign structures.
• Manage advertising budgets and make informed decisions about campaign scaling, optimisation and spend allocation.
• Analyse campaign performance to understand which ads generate qualified leads, bookings and actual sales.
• Work with creative assets and develop ad copy, scripts and briefs that align with the offer and target audience.
• Test new creative directions and messaging variations based on performance data.
• Diagnose underperforming campaigns and implement changes to improve acquisition efficiency and commercial results.
• Collaborate with the team responsible for video production and creative execution where needed.

Experience with Google Ads and other relevant advertising platforms is beneficial, but the ability to manage Meta Ads hands-on is essential.

A major priority is understanding how marketing activity translates into sales. You'll be responsible for implementing and maintaining the tracking infrastructure that makes this possible, working closely with the reporting and finance function.

• Implement and troubleshoot tracking across advertising platforms, landing pages, booking systems, CRM workflows and sales processes.
• Configure and maintain UTMs, Meta Pixel, Conversions API (CAPI) and relevant conversion events.
• Set up CRM integrations and workflows to preserve lead and campaign data throughout the customer journey.
• Connect advertising sources and funnel activity with downstream outcomes, including bookings, attendance and closed sales, wherever technically possible.
• Track which campaign, ad, landing page variation and follow-up sequence contributed to a lead's progression through the funnel.
• Identify tracking gaps, attribution inconsistencies, duplicate events and data-quality issues.
• Work with the reporting and finance team member to validate data and ensure marketing performance can be evaluated against actual commercial outcomes.
• Use attribution insights to identify which campaigns, offers and funnel experiences are producing the most valuable customers.

The goal is not simply to report on clicks, leads or cost per lead. It's to understand as much of the journey as possible between the initial ad interaction and the final sale.

Important: You won't own the broader finance or company-wide reporting function. Your responsibility is to ensure the marketing systems, tracking and attribution data are reliable and useful for decision-making.

Your immediate priority will be improving the complete call funnel, from initial lead generation through to booked appointments, attended calls and closed sales.

• Map and optimise the customer journey from ad click to lead capture, appointment booking, call attendance and sale.
• Identify and address bottlenecks affecting lead quality, booking completion, show rates and sales conversion.
• Build sophisticated pre-call nurture sequences that educate prospects, build trust, reinforce the value of the offer and establish genuine urgency before their appointment.
• Develop follow-up sequences for leads who have not booked, abandoned or incomplete bookings, rescheduling requests and no-shows.
• Create automated email and SMS workflows that respond appropriately to different prospect behaviours and stages of the customer journey.
• Personalise follow-up based on prospect actions, engagement, booking status and other relevant CRM information.
• Test different nurture approaches, messaging, timing and content to improve appointment attendance and prospect readiness.
• Review performance across each stage of the call funnel and implement targeted improvements.
• Collaborate with the wider team to understand sales outcomes and use that feedback to improve lead quality and funnel performance.

This requires a deeper understanding of lead nurturing than simply setting up appointment reminders. You'll need to know how to build a sequence that helps prospects understand the offer, overcome objections, build confidence and arrive at a sales conversation better informed and more prepared.

Strong, hands-on GoHighLevel experience is a core requirement. You should be comfortable building and managing the systems yourself, rather than relying on another team member for technical implementation.

• Build and optimise funnels, landing pages, forms and booking pages within GoHighLevel.
• Create and maintain automated workflows, email sequences, SMS sequences and behavioural follow-ups.
• Configure CRM pipelines, contact management, lead stages and appointment booking systems.
• Build automations triggered by lead actions, booking status, attendance, inactivity and other relevant events.
• Set up and troubleshoot integrations between GoHighLevel, advertising platforms and other tools.
• Maintain accurate contact records, campaign data and workflow logic to support attribution.
• Test workflows and integrations to ensure leads progress through the correct customer journey.
• Identify opportunities to simplify processes, improve automation and increase the speed of implementation.

You should have demonstrable experience using GoHighLevel to build functioning marketing systems, not just basic familiarity with the platform.

We value marketers who use AI to increase their speed of execution and make experimentation more efficient. You'll be encouraged to use AI tools to move from ideas to working implementations quickly.

• Use Claude to support research, offer development, funnel strategy, sales copywriting, messaging analysis and workflow design.
• Use AI to develop and refine hypotheses, explore creative angles and identify opportunities for conversion improvements.
• Leverage Lovable and similar AI-assisted development tools to build and iterate on landing pages, web experiences and funnel components where appropriate.
• Use AI-assisted workflows to accelerate implementation, troubleshoot issues and reduce repetitive manual work.
• Rapidly prototype and test new offers, funnel variations and customer experiences.
• Apply sound judgement to review, test and validate AI-generated outputs before deploying them.

Experience with Claude and Lovable is a strong advantage. More importantly, you should be able to demonstrate that you use AI practically to build, test and implement, rather than relying on it solely for ideas or basic copywriting.

• Develop clear hypotheses about what is limiting funnel or campaign performance.
• Prioritise tests based on their likely commercial impact and ease of implementation.
• Execute A/B tests across landing pages, booking flows, offers, creative, messaging and nurture sequences.
• Measure the impact of changes using reliable tracking and relevant conversion metrics.
• Document learnings and apply successful improvements across relevant campaigns and funnels.
• Balance speed of execution with disciplined testing and sound measurement.
• Communicate findings, tracking issues and optimisation opportunities to the wider team.

The emphasis is on implementing improvements and validating their impact, rather than producing recommendations that someone else must execute.

• Proven, hands-on experience building and optimising complete marketing funnels.
• Demonstrated ability to independently build landing pages, booking pages, forms, automations and customer journeys.
• Strong practical experience managing Meta Ads campaigns, including budgets, creative testing, optimisation and performance analysis.
• Strong, hands-on experience with GoHighLevel, including funnels, workflows, CRM pipelines, booking systems and email/SMS automation.
• Experience with conversion tracking, UTMs, pixels, CAPI and marketing platform integrations.
• Understanding of end-to-end attribution and how to connect leads and customer journeys with downstream sales outcomes.
• Experience building and optimising call funnels, including lead nurturing, booking conversion and show-rate improvement.
• Strong sales copywriting skills and the ability to develop messaging that moves prospects towards a desired action.
• Experience with A/B testing, conversion rate optimisation and data-driven experimentation.
• Ability to diagnose funnel bottlenecks and personally implement solutions.
• Commercial awareness and an understanding of the relationship between acquisition costs, lead quality, conversion rates and revenue.
• Ability to work autonomously, troubleshoot technical issues and move quickly without constant supervision.

• Experience working with coaching, education, consulting, mentorship or other businesses that sell through high-ticket booked sales calls.
• Experience with businesses selling both high-ticket offers and low-ticket digital products.
• Experience optimising established funnels with multiple stages, follow-up sequences and sales outcomes.
• Proficiency with Claude and Lovable for practical marketing implementation and rapid development.
• Experience with Google Ads and other paid advertising channels.
• Experience with sales CRM integrations, advanced workflow automation and multi-touch attribution.
• Familiarity with sales processes and the ability to use feedback from sales teams to improve lead quality and conversion.

In this role, success will be measured by the quality and effectiveness of the acquisition systems you build and improve.

• Funnels are built and launched quickly: New landing pages, booking flows, automations and offer variations move from concept to implementation without unnecessary dependencies.
• Meta Ads drive commercial outcomes: Campaigns are managed and optimised based on lead quality, bookings, sales and acquisition efficiency, not just surface-level engagement metrics.
• The call funnel performs better: Improvements are made across booking rates, show rates, lead quality and sales conversion.
• Pre-call nurture is effective: Prospects receive relevant, well-timed communications that build trust, reinforce value and prepare them for sales conversations.
• Tracking connects marketing to revenue: Campaign, funnel and CRM data provide a clearer picture of which activities contribute to closed sales.
• Testing becomes continuous: Funnel and creative variations are launched, measured and refined regularly.
• GoHighLevel is used effectively: Funnels, workflows, integrations and CRM processes operate reliably and support the complete customer journey.
• AI increases execution speed: Tools such as Claude and Lovable help accelerate research, development, testing and implementation.
• Marketing and finance work together: Reliable tracking and attribution allow the team to make more informed commercial decisions without duplicating the broader reporting function.

You're a hands-on performance marketer and funnel builder who enjoys getting into the detail and making things work.

You don't just understand how funnels should operate. You can build them, connect the systems behind them, launch campaigns, troubleshoot tracking and test improvements yourself. You're equally comfortable writing sales copy, configuring a GoHighLevel workflow, reviewing Meta Ads performance and investigating why leads are failing to book or attend calls.

You think beyond lead generation. You want to know which leads become customers, what influenced their decisions and where the biggest opportunities for improvement exist. You understand that an inexpensive lead is not necessarily a valuable lead, and that the real measure of marketing effectiveness is its contribution to commercial outcomes.

You're also curious about technology and actively look for ways to use AI to work faster. You can move from an idea to a practical implementation, test it in the real world and refine it based on evidence.

Above all, you're an owner-operator: proactive, commercially minded, technically capable and comfortable being accountable for the systems you personally build and optimise.

This role is not suited to someone who primarily manages agencies, delegates technical work or provides strategic recommendations without implementing them.

This is a remote role that will be set up as an independent contractor engagement.

To ensure alignment and transparency, successful candidates will be expected to:

• Disclose any existing ongoing roles or client work
• Reflect this engagement on their LinkedIn profile (clearly marked as “Independent Contractor”)