Performance marketer

What does a performance marketer do?

A performance marketer buys paid digital media and judges that spend by results.

In Singapore the job sits in a growth, digital or marketing team, in agencies, e-commerce firms, banks, fintechs and consumer brands.

The work centres on measurable actions such as purchases, sign-ups, app installs and leads. The aim is to show that the ads caused them.

You work with creative designers and copywriters, product and sales teams, data analysts and finance. Channel managers on Google, Meta, TikTok and LinkedIn often report to you or sit beside you.

What the work involves

• Check campaign results each morning and adjust bids, budgets and audiences where something has drifted.
• Brief designers and copywriters on new ad variations, and set up tests to compare them.
• Build and tidy tracking so each sign-up or sale is credited to the right channel.
• Pull data into Looker Studio or spreadsheets and write the weekly report for the marketing lead.
• Meet sales, product or finance to agree targets, spend limits and what counts as a good customer.
• Try new channels or formats on a small test before moving more budget to them.

Pay in Singapore

Back to top

Skills a performance marketer needs

Back to top

Performance marketer job description

A Singapore company is hiring a performance marketer to plan, run and improve paid campaigns across search, social and display.

You will own results against agreed targets and report on them regularly, working with creative, product and data colleagues. Expect to spend much of the week in ad platforms, spreadsheets and dashboards.

Responsibilities

• Plan and run paid campaigns on Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads and similar platforms.
• Set up conversion tracking with Google Tag Manager and GA4, and check that the data is accurate.
• Manage budgets across channels and move spend to the campaigns that reach targets.
• Run structured tests on creative, audiences, landing pages and bidding.
• Work out which channels drive sales, using attribution, incrementality tests and, at larger firms, marketing mix modelling.
• Build dashboards and write regular reports for marketing and senior management.
• Brief creative teams and give feedback based on what the data shows.
• Work with product, sales and finance to link ad results to revenue and customer value.
• Handle agency partners or platform representatives and review their recommendations.
• Keep campaigns within the Personal Data Protection Act (PDPA) and each platform's ad policies.

Requirements

• A diploma or degree in marketing, business, communications, data or a related field, or equivalent work experience.
• Usually 2 to 5 years in paid media, digital marketing or growth for a mid-level role. Entry roles may accept 0 to 2 years.
• Experience running campaigns on Google Ads and at least one social platform such as Meta or TikTok.
• Working knowledge of GA4, Google Tag Manager and a reporting tool such as Looker Studio.
• Comfort with Excel, and for many roles basic SQL.
• Clear writing and the ability to explain results to non-specialists.

Back to top

Performance marketer career path

Most performance marketers start on one channel, then take on more budget, more channels and finally a team.

Titles vary by company, and the steps below are common patterns.

1. Performance marketing executive

   Entry

   Sets up and monitors campaigns on one or two platforms, builds reports and supports a senior marketer.

2. Performance marketing specialist

   Mid

   Owns a channel or a set of campaigns end to end, runs tests and reports results against targets.

3. Senior performance marketer

   Senior

   Manages the full paid mix and its budget, designs measurement and coaches junior staff.

4. Performance marketing manager

   Lead

   Leads a team, sets channel strategy and agrees targets with senior management and finance.

5. Head of growth or performance

   Head

   Owns acquisition across all paid channels and answers for cost and revenue to the leadership team.

The titles are ones commonly used in Singapore; employers may name the levels differently.

Related jobs and their pay

Back to top

Performance marketer interview questions

We wrote these questions from the skills this job needs. They are not an official question bank.

1. How would you set up conversion tracking for a new e-commerce site using GA4 and Google Tag Manager?

   What a good answer covers

   • Defines the key events first, such as purchase and add to cart.
   • Uses a data layer or built-in triggers in Tag Manager.
   • Tests with preview mode and real-time reports before publishing.
   • Links the ad platforms and passes conversions back.
   • Documents the setup for the team.

2. A campaign's platform dashboard shows more conversions than GA4. Why might that happen, and what do you report?

   What a good answer covers

   • Different attribution windows and models.
   • View-through conversions counted by one tool only.
   • Consent, ad blockers and browser limits that cause lost tracking.
   • Duplicate firing of tags.
   • Picks one source of truth and explains the gap to stakeholders.

3. How do you decide between last-click attribution and a data-driven model?

   What a good answer covers

   • Explains what each model credits.
   • Considers volume of conversions and length of the buying cycle.
   • Notes that upper-funnel channels are undervalued by last click.
   • Suggests checking results with an incrementality test.
   • Chooses based on the business question.

4. Walk me through how you would design an incrementality test for a Meta prospecting campaign.

   What a good answer covers

   • Sets a clear question and a primary metric.
   • Creates a holdout group or geographic split.
   • Sets test length and sample size in advance.
   • Keeps campaigns unchanged during the test.
   • Reads the lift and its uncertainty before moving budget.

5. How do you structure a creative test so that the result is clear?

   What a good answer covers

   • Changes one main variable at a time.
   • Gives each variant enough budget and time to learn.
   • Defines the winning metric before launch.
   • Checks audience overlap.
   • Records learnings for the next brief.

6. What do you check when a Google Ads search campaign gets clicks but few leads?

   What a good answer covers

   • Search terms report and negative keywords.
   • Match types and keyword intent.
   • Ad copy against the landing page message.
   • Landing page speed, form length and mobile layout.
   • Conversion tracking accuracy.

7. Which numbers do you look at to judge whether a campaign is profitable?

   What a good answer covers

   • Cost per acquisition against the margin or customer value.
   • Conversion rate and average order value.
   • Return on ad spend, with its limits.
   • Payback period for subscription products.
   • Differences between new and returning customers.

8. What is marketing mix modelling and when is it worth doing?

   What a good answer covers

   • Describes a statistical model of sales against spend and other factors.
   • Useful when user-level tracking is limited or channels overlap.
   • Needs enough history and variation in spend.
   • Guides how to split budget across channels over a quarter or a year.
   • Can be combined with experiments.

1. Your cost per lead has risen for two weeks on a campaign that was stable. How do you investigate?

   What a good answer covers

   • Checks recent changes to bids, budgets, creative or tracking.
   • Looks at auction and audience changes, such as fatigue.
   • Splits results by device, placement and audience.
   • Compares with the landing page conversion rate.
   • Fixes one thing at a time and notes the result.

2. You have a fixed budget and three channels. Finance wants a clear case for where it should go.

   What a good answer covers

   • Starts from the goal and the cost to acquire a customer.
   • Uses past results and test data for each channel.
   • Keeps a small share for testing new options.
   • Sets review points and stop rules.
   • Explains assumptions and risks simply.

3. The sales team says the leads from your campaigns are poor. What do you do?

   What a good answer covers

   • Meets sales to define what a good lead is.
   • Gets lead outcomes back into the ad platform or CRM.
   • Compares lead quality by campaign and audience.
   • Adjusts targeting, form questions or the offer.
   • Agrees a shared report.

1. Tell me about a test that failed. What did you learn?

   What a good answer covers

   • Describes the hypothesis and set-up honestly.
   • States what the data showed.
   • Explains what changed afterwards.
   • Takes ownership of the outcome.
   • Shares the result with the team.

2. How do you explain a drop in results to a senior manager who is not familiar with ad platforms?

   What a good answer covers

   • Starts with the business impact.
   • Gives the likely causes in plain language.
   • Shows what has been checked and what is planned.
   • Uses plain language.
   • Sets a time to follow up.

1. A client wants to upload its customer email list to build ad audiences. What do you check under the PDPA?

   What a good answer covers

   • Whether customers gave consent for this use.
   • The purpose stated when the data was collected.
   • How the list is hashed, shared and stored.
   • Whether any follow-up calls or SMS must be checked against the Do Not Call Registry.
   • Involves the data protection officer.

2. You are asked to advertise a unit trust to Singapore retail investors. What do you check before launching?

   What a good answer covers

   • That the advertiser holds the right licence or exemption.
   • That ad copy meets Monetary Authority of Singapore (MAS) rules on financial ads.
   • That the platform's financial services policy and any verification are met.
   • Gets compliance to sign off the copy.
   • Leaves out any promise of returns.

Common questions about a performance marketer job

Sources