Performance Marketing Specialist

Company: Wati
Location: Remote-first
About Wati:

Wati is an AI-powered customer engagement platform that helps businesses grow through conversations. Trusted by over 16,000 customers globally, Wati offers a unified inbox, no-code automation, and AI-powered tools across channels like WhatsApp, Instagram, Facebook, TikTok, and SMS. We are proudly backed by leading investors and recognized as a Premium Partner by Meta and Google.

About the Role:

As a Performance Marketing Specialist at Wati, you will be responsible for planning, executing, and optimizing paid campaigns across Google Ads, Meta Ads, LinkedIn, and emerging channels. You'll manage the full campaign lifecycle, working across multiple global markets with a focus on driving revenue growth through data-driven strategies and creative execution. This role requires a performance-driven individual who stays ahead of platform changes and can quickly translate data into actionable insights.

What You'll Do:

• Plan, launch, and optimize paid campaigns across Google Ads (Search, PMax, Display, Demand Gen), Meta Ads (Facebook & Instagram), and LinkedIn Ads.
• Own campaign performance end-to-end, including creative briefs, audience targeting, bid strategy, budget allocation, and A/B testing.
• Monitor daily performance, proactively identifying opportunities to improve ROAS, CAC, CTR, and conversion rates.
• Stay current with platform updates, algorithm changes, and industry trends, testing new features and strategies.
• Build and maintain performance dashboards and reports, surfacing actionable insights.
• Collaborate with design and content teams on ad creatives, ensuring strong conversion focus.
• Conduct competitor analysis and ad benchmarking to inform campaign strategy.
• Support budget planning, pacing, and monthly spend reconciliation.
• Align campaign messaging with landing page experience and funnel conversion in collaboration with the growth and product teams.
• Contribute to influencer and creator marketing initiatives, including tracking and attribution.

What You Bring:

• 4-6 years of hands-on experience in performance marketing, managing paid campaigns at scale.
• Deep expertise in Google Ads and Meta Ads, including campaign types, bidding strategies, and audience mechanics.
• Solid working knowledge of LinkedIn Ads and awareness of other paid channels (e.g., TikTok, programmatic).
• Strong analytical skills with experience in GA4, HubSpot, Supermetrics, or similar tools.
• Creative thinking ability to spot trends and recognize effective ad creatives.
• Experience running campaigns across multiple countries and markets simultaneously.
• Strong reporting skills with the ability to present insights clearly.
• Solid understanding of conversion tracking, UTM structures, attribution models, and pixel/tag implementation.
• Comfortable working in a fast-paced, global, remote-first environment with high ownership.
• Experience with SaaS or B2B marketing is a strong plus.

Nice to Have:

• Experience with creator/influencer marketing campaigns.
• Familiarity with WhatsApp Business API or messaging-first GTM strategies.
• Hands-on experience with Looker Studio, Supermetrics, or similar reporting tools.
• Knowledge of SEO and organic growth.
• Experience running campaigns in Africa, LATAM, MENA, or SEA markets.

Tools You'll Use:

• Ad Platforms: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager
• Analytics: Google Analytics 4 (GA4), HubSpot CRM
• Reporting: Looker Studio, Supermetrics, Google Sheets
• Creative: Canva, Figma (for brief reviews)
• Tracking: Google Tag Manager, Meta Pixel, UTM frameworks

Why Wati:

• Ownership from day one with real campaigns and budgets.
• Fast-moving team valuing data, creativity, and speed.
• Work on a product transforming business communication.
• Competitive compensation, remote-first culture, and growth opportunities.
• Direct exposure to senior leadership and strategic input.