Performance Marketing Specialist - User Acquisition

As Performance Marketing Specialist you will own the strategy, execution, optimization and performance of paid advertising campaigns across Winvia's iGaming (Real Money Gambling) and Competitions brands.

You will manage campaigns across Google Ads, Meta Ads and TikTok Ads, with opportunities to expand into additional channels. Working independently, you will drive customer acquisition and optimize key metrics including Registrations, CPA, First Time Depositors (FTDs), Purchases and ROAS.

Key Responsibilities

Strategy & Planning

• Develop paid media strategies aligned with acquisition and commercial objectives.
• Plan campaign structure, budgets, targeting and scheduling around promotions and seasonal opportunities.
• Identify new growth opportunities through market research and platform insights.
• Keep up to date with platform changes, policies and best practices.

Campaign Management

• Build, launch and optimize campaigns across Google Ads (Search, Display, Performance Max, YouTube), Meta Ads and TikTok Ads.
• Manage campaign structure, keywords, audiences, bidding, placements, targeting, exclusions and budgets.
• Coordinate the creation of ad creatives with internal teams or external agencies.

Performance Optimization

• Monitor and optimize KPIs including CPC, CTR, CPA, Cost per Registration, Cost per FTD, ROAS, Conversion Rate and Quality Score.
• Identify and resolve performance issues, including creative fatigue, audience saturation, tracking gaps and landing page friction.
• Design and execute A/B tests across creatives, audiences, bidding strategies and placements.
• Scale successful initiatives while reducing wasted spend and improving efficiency.

Creative & Ad Copy

• Write compliant, high-performing ad copy.
• Brief, review and approve creative assets.
• Manage creative testing and refresh cycles.

Budget Management

• Manage paid media budgets and allocate spend to maximize ROI.
• Monitor budget pacing and proactively manage over- or underspend.
• Optimize acquisition costs while maintaining quality and volume.

Tracking & Reporting

• Build and maintain performance reports with clear insights and recommendations.
• Ensure accurate conversion tracking using pixels, Conversions API, offline conversions, UTMs and attribution models.
• Investigate and resolve tracking discrepancies with technical teams.
• Maintain campaign documentation and testing records.

Collaboration

• Work closely with marketing and cross-functional teams to align campaigns with business priorities.
• Communicate campaign performance, risks and opportunities to stakeholders.
• Contribute paid media expertise to acquisition planning.

Experience

Essential

• Proven experience managing large-scale paid advertising campaigns.
• Strong hands-on expertise with Google Ads, Meta Ads and TikTok Ads.
• Demonstrated success driving customer acquisition through CPA, ROAS and volume growth.
• Experience with campaign setup, audience management, bidding strategies and conversion tracking.
• Strong analytical and reporting skills with the ability to turn insights into action.
• Experience identifying and resolving tracking and attribution issues.
• Proven ability to plan and execute A/B testing.
• Strong ad copywriting and creative briefing skills.
• Ability to work independently and own channel performance.

Nice to Have

• Experience in regulated industries such as iGaming, betting or competitions, including advertising compliance.
• Google Ads, Meta Blueprint or equivalent certifications.
• Experience with Microsoft Advertising, programmatic, native, Snapchat or X.
• Experience using AI-assisted creative production tools.