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Glossary – Performance marketer

Performance marketer

Nikiforov Alexander
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What is performance marketing?

A performance marketer is a professional who develops and implements marketing strategies to achieve measurable financial results. The primary goal of such advertising campaigns is to increase sales and enhance business profits. While launching viral ads or maintaining a corporate blog contributes to brand awareness and customer loyalty, quantifying the direct economic impact of such advertising can be challenging.

Companies strive to maximize profits from every ruble spent on advertising. Therefore, they focus on channels whose effectiveness can be easily assessed. This is the essence of performance marketing. The word "performance" translates to "action" or "effectiveness," and the job of a performance marketer is to select promotion channels that lead to real sales and optimize advertising expenses. Performance marketing aims to achieve clear and measurable goals, which helps increase the company's profit.

Responsibilities of a performance marketer

A performance marketer performs numerous tasks, including:

  • Analyzing the target audience and segmenting customers to identify their needs and behavior patterns.
  • Studying competitors' products and advertising campaigns, monitoring market trends.
  • Defining product positioning and developing a unique selling proposition (USP).
  • Planning the customer journey from the first encounter with the brand to purchase and loyalty formation.
  • Participating in media planning and creating a media plan.
  • Launching advertising campaigns using various tools and channels, including messengers, social networks, SEO, and others.
  • Testing different advertising strategies and experimenting with new formats.
  • Analyzing the effectiveness of advertising campaigns to identify factors affecting results.

KPI of a performance marketer

To evaluate the performance of a performance marketer, the following key performance indicators (KPIs) are used:

  • CPA (Cost Per Action) — the cost of a target action (purchase, application, subscription).
  • CR (Conversion Rate) — conversion rate.
  • CAC (Customer Acquisition Cost) — the cost of acquiring one customer.
  • LTV (Lifetime Value) — the lifetime value of a customer.
  • ROMI (Return on Marketing Investment) — return on marketing costs.
  • AOV (Average Order Value) — average check.
  • EPL (Earnings Per Lead) — average earnings per lead.
  • ROAS (Return on Ad Spend) — return on advertising investments.

Key skills of a specialist

A successful performance marketer must possess both personal and professional skills:

Personal qualities (soft skills)

  • Analytical skills to identify patterns in data.
  • Organizational abilities to manage projects.
  • Communication skills to build relationships with clients and colleagues.
  • Creativity to develop unique advertising concepts.
  • Knowledge of English at a B2 level to work with analytical services.
  • Ability to adapt to changes in the market.
  • Presentation skills to defend their ideas and results.

Professional skills (hard skills)

  • Setting up and launching ads in various systems, such as Google Ads and Yandex Direct.
  • Collecting and analyzing data using analytical services.
  • Working with BI systems for data visualization.
  • Knowledge of UX/UI principles for interaction with designers.
  • Ability to create a media plan.
  • Working with CRM systems for client management.
  • Knowledge of advertising laws and labeling rules.

Demand for the profession

Specialists in performance marketing are in demand across many industries. As of the end of 2023, there are over 300 job vacancies on hh.ru for queries like "Performance Marketing" and "Performance Marketer." Most of the offers are concentrated in major cities such as Moscow and St. Petersburg, and many provide opportunities for remote work. The salaries of specialists range from 100,000 rubles, while experienced managers can earn up to 300,000 rubles per month.

Competition among companies is increasing, making the demand for performance marketers even more relevant. Despite a temporary decline in demand for this profession due to the blocking of advertising platforms, interest in these specialists quickly recovered and continues to grow. In most cases, even if the vacancies do not imply remote work, there is a possibility to negotiate a flexible schedule with sufficient qualifications and discipline.

How to become a performance marketer

To succeed in the profession, it is essential to have fundamental knowledge in advertising and marketing. For beginners, internet marketing courses are recommended to help master the basics of the profession. Initially, a career starts with the position of internet marketer, where one can learn to work with digital marketing tools and influence the KPIs of advertising campaigns.

Practical experience and having successful case studies play a crucial role in career development. Case studies demonstrate specific results of work and describe how the specialist solved client problems. It is important that training includes practical sessions using real examples. After completing the courses, one can expect a position as a junior marketer with the opportunity to grow to middle and senior levels, which opens prospects for working with large budgets and managing teams.