Performance Marketing Specialist

Job Description: Performance Marketing Specialist (Healthcare)

Company: Black Panda Consulting LLP
Experience Required: 5+ Years
Work Mode: Hybrid
Department: Growth / Digital Marketing
Reports To: Growth Lead / Senior Leadership

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About Black Panda

Black Panda Consulting LLP is a growth and operations consulting firm that helps ambitious businesses scale through sharp execution, modern systems, and outcome-driven talent. We work across growth marketing, business operations, consulting, and strategic execution with clients in India and international markets.

We are building a high-performance team that values ownership, intelligence, speed, and commercial impact.

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Role Overview

We are hiring a high-calibre Performance Marketing Specialist with strong expertise in Meta Ads and Google Ads, with a clear focus on healthcare marketing. This is a hands-on hybrid role for someone who can independently build campaigns, manage budgets, monitor performance, optimize outcomes, and report directly against business goals.

The ideal candidate understands healthcare customer journeys, trust-led buying behavior, lead generation funnels, and how to convert ad spend into measurable revenue outcomes.

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Key Responsibilities

Paid Media Strategy & Planning
• Build and manage acquisition strategy across Meta Ads and Google Ads.
• Develop campaign plans aligned to business goals such as leads, consultations, bookings, patient acquisition, and revenue growth.
• Identify high-value audiences, market opportunities, and growth levers.
• Allocate budgets effectively across channels, campaigns, and funnel stages.
• Design testing roadmaps for audiences, creatives, offers, and landing pages.

Campaign Setup & Execution
• End-to-end campaign setup, launch, and management across:
• Meta Lead Generation
• Meta Conversion Campaigns
• Google Search Ads
• Google Display / Remarketing
• YouTube Ads
• Performance Max
• Configure tracking infrastructure including GA4, Meta Pixel, GTM, UTMs, and conversion APIs.
• Maintain campaign hygiene, naming conventions, and QA standards.
• Ensure compliance with healthcare advertising policies and platform guidelines.

Monitoring, Spend Management & Optimization
• Monitor campaign performance daily and weekly.
• Track ad spend against budgets and targets.
• Identify overspend, underdelivery, inefficiencies, or drop-offs early.
• Optimize for:
• Cost Per Lead (CPL)
• Customer Acquisition Cost (CAC)
• Return on Ad Spend (ROAS)
• Conversion Rate
• Qualified Lead Volume
• Reallocate budgets toward best-performing campaigns.
• Refresh creatives, audiences, bids, and keyword strategy regularly.

Reporting & Analytics
• Deliver weekly and monthly performance reports to leadership.
• Build dashboards in GA4, Looker Studio, or similar tools.
• Present insights, trends, and actionable recommendations.
• Track full-funnel performance from click to lead to customer.
• Measure channel contribution to revenue and pipeline.

Cross-Functional Collaboration
• Work with designers, developers, content teams, and account managers.
• Recommend landing page and funnel improvements.
• Ensure strong handoff between marketing and sales / operations teams.
• Contribute to growth experiments and new acquisition ideas.

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Required Qualifications
• 5+ years of hands-on experience in performance marketing.
• Strong expertise in Meta Ads Manager and Google Ads.
• Proven healthcare marketing experience (clinics, hospitals, wellness, diagnostics, telehealth, mental health, healthtech, etc.).
• Strong understanding of paid media economics and growth metrics.
• Experience managing monthly ad budgets with accountability.
• Strong working knowledge of:
• GA4
• Google Tag Manager
• Meta Pixel
• Conversion APIs
• UTM Tracking
• Attribution Reporting
• Excellent analytical skills and commercial judgment.
• Strong communication and stakeholder management skills.
• High ownership mindset with attention to detail.

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Preferred Qualifications
• Experience in Indian and international healthcare markets.
• Experience in multi-location healthcare campaigns.
• Familiarity with CRM systems and lead management workflows.
• Experience with landing page platforms such as WordPress, Webflow, Framer, Unbounce, etc.
• Agency or consulting experience preferred.

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Success Metrics (First 90 Days)
• Campaign systems launched and operating smoothly.
• Accurate tracking and reporting dashboards live.
• Efficient budget pacing and spend control established.
• Improvement in CPL, CAC, and ROAS.
• Increase in qualified leads and booked consultations.
• Clear weekly optimization rhythm in place.

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Why Join Black Panda
• High ownership, high growth environment
• Opportunity to work on serious business problems
• Direct exposure to leadership and strategic decisions
• Performance-first culture with room to grow fast
• Work with ambitious brands in India and global markets