Specialist, Performance Marketing - instashop

This is an individual contributor role on the Performance Marketing team. You will own the day-to-day execution of paid campaigns across channels, manage budgets, and drive customer acquisition for instashop.

You will work directly with the Head of Marketing at instashop on Marcomms strategy, incentive tracking, and business performance analysis, but also work as a dotted line with Talabat’s performance marketing lead. This is a hybrid role: part campaign executor, part strategic analyst. You need to be comfortable switching between both.

The team expects you to run lean. That means embedding AI into your workflow, cutting manual steps wherever possible, and operating at a pace that matches the business.

Campaign Execution

• Own end-to-end campaign setup, bidding, and optimisation across Meta, TikTok, and other paid channels.
• Take creatives live, test new formats, and iterate based on performance data.
• Manage daily budget allocation and pacing to hit CAC targets.
• Monitor campaign health and flag issues before they compound.

Performance Analysis

• Analyse campaign performance across the full funnel, from impression to conversion.
• Build and maintain regular performance reports for the Head of Marketing and senior stakeholders across the two main markets (UAE & Egypt)
• Track incentive performance and contribute to business performance reviews.
• Identify CAC efficiency opportunities and bring data-backed recommendations.

Experimentation

• Design and run A/B tests on creatives, audiences, bids, and landing experiences.
• Document test hypotheses, results, and learnings in a structured way.
• Propose new experiments based on platform signals, competitive benchmarks, and your own analysis.

Strategy and Marcomms Collaboration

• Work closely with the Head of Marketing at instashop on marketing communications planning and calendar.
• Support incentive design and tracking, aligning promotional activity with acquisition goals.
• Contribute to quarterly planning with performance data and channel insights.

Platform Depth

• Strong working knowledge of Meta Ads Manager: campaign structures, bidding strategies, Advantage+ campaigns, and creative best practices.
• Working knowledge of TikTok Ads: smart campaigns, TopView, In-Feed, and short-form content performance patterns.
• Familiarity with how short-form content (Reels, TikToks) behaves differently in paid vs organic and how to use that to brief or iterate on creative.
• Working knowledge of other platforms such as Google, Apple Ads, Snapchat etc.
• Understanding of attribution and MMP mechanics: how platforms like Adjust or AppsFlyer measure installs, events, and in-app revenue, and where discrepancies come from.

AI-First Way of Working

• You are expected to use AI tools actively in your day-to-day: for reporting, analysis, brief writing, and workflow automation.
• The goal is to reduce manual overhead, not just stay busy. If you are doing something repetitive that a well-prompted tool can do, you should already be automating it.
• Comfort with prompt engineering and integrating AI outputs into real workflows is a strong plus.

Analytical Rigour

• You can pull data, build a view, and explain what it means without being hand-held.
• You understand incrementality vs. last-touch attribution, and you can have an informed conversation about channel contribution.
• You know what CAC, LTV, ROAS, and CPM mean in practice, not just as definitions.

Speed and Ownership

• You do not wait to be told what is wrong. You monitor, spot it, and fix it or flag it.
• You manage your own workload across campaigns and strategic tasks without dropping either.
• Fast-paced environment is not a cliche here. It is the actual pace of this team.

Qualifications

• 3 to 5 years of hands-on performance marketing experience, with at least 2 years focused on paid social.
• Experience managing and allocating performance marketing budgets across channels and markets with the ability to optimize spend based business objectives.
• Proven track record running Meta and TikTok campaigns, not just setting them up.
• Experience working with MMPs (Adjust, AppsFlyer, or equivalent) and understanding attribution at a platform level.
• Exposure to q-commerce, food delivery, or e-commerce is a strong plus.
• Bachelor's degree in Marketing, Business, or a related field.

Nice to Have

• Experience running campaigns across both brand and performance objectives simultaneously.
• Experience briefing creative teams and giving structured feedback on short-form video assets.
• Hands-on use of AI tools in a marketing context (ChatGPT, Claude, Gemini, or similar).

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