Performance Marketing Specialist

PurelyB Sdn Bhd; Petaling Jaya; Hybrid; MYR 56,000 - 67,000; Full time

Job summary

PurelyB is seeking a hands-on Performance Marketing Executive to own our paid media from setup to optimisation across Meta, Google, YouTube, and TikTok. You will work daily in accounts, thinking strategically about customer journeys and how behaviour shifts affect performance.

You will collaborate with the Senior Marketing Manager and Head of Content to ensure paid creative and targeting move forward, driving MER and ROAS while optimizing landing pages and funnels.

Qualifications

• 2-4 years hands-on performance marketing experience with direct account management
• Deep expertise in Meta Ads Manager campaign structure, audiences, and creative testing
• Solid knowledge of Google Ads including Search, Shopping, Performance Max, YouTube
• Comfortable with data: read dashboards, identify key metrics, act quickly
• Understanding ecommerce metrics: ROAS, MER, CAC, LTV, CVR, CTR, CPM
• Experience with Shopify or similar DTC platforms
• Organised, proactive, able to manage multiple campaigns simultaneously

Responsibilities

• Set up, run, and optimise Meta ad campaigns across awareness to conversion objectives
• Build and manage audience segments: cold, lookalikes, retargeting, customers
• Analyse daily performance and adjust without waiting for instruction
• Test creatives and copy variations systematically
• Monitor spend to hit ROAS/MER targets and adjust budgets in real time
• Collaborate with Head of Content to brief paid creatives
• Set up and optimise Google Search, Shopping, Performance Max, and YouTube campaigns
• Optimise product feeds for Google Shopping and improve Quality Scores
• Monitor landing pages and conversion gaps, coordinate CRO efforts
• Build a live dashboard covering all paid channels and revenue attribution
• Weekly performance summaries with insights and actionable steps
• Own landing page testing and A/B test strategy for paid campaigns
• Manage daily pacing and allocation of the paid media budget
• Identify when to scale winning campaigns and when to cut losses

Skills

Meta Ads Manager

Google Ads

Ecommerce metrics

Shopify

Data analysis

Campaign management

Tools

Triple Whale

Polar Analytics

GA4

Shopify analytics

Job description

Are you someone who lives inside Meta Ads Manager and Google Ads, knows exactly what to tweak when ROAS drops on a Tuesday afternoon, and gets genuinely excited by a winning creative? PurelyB is looking for a hands-on Performance Marketing Executive who can own our paid media function end-to-end - setting up campaigns, running them daily, optimising relentlessly, and thinking strategically about what we do next.

This is not a strategy-only role. You will be in the accounts every day. But you will also be expected to think clearly about why something is or is not working, know what to do about it and it is not simply about setting up campaigns. You will be expected to understand our customer persona, customer journey and customer mindset, then make the right adjustments as customer behaviour and performance change.

About PurelyB

PurelyB is a Malaysian DTC wellness brand built on ancestral herbal traditions, modernised for the contemporary woman. We sell primarily through our Shopify website, with growing presence on Shopee, Lazada, and TikTok Shop. Paid performance marketing is one of our most critical growth levers - and we need someone who can own it properly.

The Role

As Performance Marketing Executive, you will own and operate PurelyB's paid advertising function across Meta, Google, YouTube, and TikTok. You will work closely with the Senior Marketing Manager and the Head of Content to ensure our paid creative and targeting strategy is always moving forward.

You are not here to oversee an agency doing the work. You are here to do the work - and do it better.

Key Responsibilities

1. Meta Ads - Your Primary Platform

• Set up, manage, and optimise all Meta (Facebook and Instagram) ad campaigns across awareness, consideration, and conversion objectives
• Build and manage audience segments - cold audiences, lookalikes, warm retargeting, and existing customer lists
• Analyse ad performance daily - identify what is working, what is not, and act on it without waiting to be told
• Manage creative testing rigorously - rotate new creatives, test hooks, formats, and copy variations systematically
• Monitor and manage ad spend to hit MER and ROAS targets, adjusting budgets in real time based on performance
• Work closely with the Head of Content to brief creatives that are built for paid - not just repurposed from organic

2. Google Ads and YouTube

• Set up and manage Google Search, Shopping, Performance Max, and YouTube campaigns
• Conduct keyword research, manage negative keyword lists, and continuously improve Quality Scores and conversion rates
• Optimise product feed for Google Shopping - titles, descriptions, images, and categorisation
• Monitor search term reports and landing page performance to identify and close conversion gaps

3. TikTok Ads

• Set up and manage TikTok paid campaigns in coordination with our TikTok Shop strategy
• Understand how TikTok's algorithm and creative requirements differ from Meta and adapt accordingly
• Brief and test short-form video creatives for paid performance on the platform

4. Reporting and Analysis

• Build and maintain a live performance dashboard covering all paid channels - spend, ROAS, MER, CAC, CTR, conversion rate, and revenue attribution
• Deliver a weekly performance summary to the Senior Marketing Manager - not just numbers, but clear insight on what the numbers mean and what we are doing about them
• Use tools such as Triple Whale, Meta Ads Manager, Google Analytics 4, and Shopify analytics to track the full funnel from ad click to purchase
• Identify trends, anomalies, and opportunities quickly and act on them

5. Landing Pages and Conversion

• Work closely with the Senior Marketing Manager and website developer on landing page performance - flag drop-off points, propose improvements, and test changes
• Understand the difference between sending cold traffic to a PDP versus a dedicated landing page, and know when to push for the latter
• Contribute to A/B testing strategy on landing pages and ad creatives

6. Budget Management

• Own the daily pacing and allocation of the paid media budget across all channels
• Know when to scale spend on a winning campaign and when to cut losses on one that is not working
• Reconcile spend against budget weekly and flag any variances to the Senior Marketing Manager early

What We Are Looking For

Must-Haves

• 2-4 years of hands-on performance marketing experience - you have been in the accounts yourself, not just overseeing an agency
• Deep expertise in Meta Ads Manager - campaign structure, audience building, creative testing, and optimisation
• Solid working knowledge of Google Ads - Search, Shopping, Performance Max, and YouTube
• Comfortable with data - you can read a dashboard, spot what matters, and know what to do next
• Understanding of ecommerce performance metrics - ROAS, MER, CAC, LTV, CVR, CTR, CPM
• Experience working with Shopify or similar DTC ecommerce platforms
• Organised, proactive, and able to manage multiple campaigns simultaneously without dropping the ball

Strong Advantages

• Experience with TikTok Ads Manager
• Familiarity with attribution tools such as Triple Whale, Polar Analytics, or similar
• Experience in consumer goods, wellness, beauty, or lifestyle brands
• Basic understanding of SEO and how organic and paid work together
• Experience briefing creative teams for paid ad performance - knowing what makes a good hook, thumbnail, and CTA

What we are NOT looking for: someone who manages agencies, someone who produces strategy decks without being able to execute them, or someone who needs significant hand‑holding to set up and optimise a campaign. This role requires genuine technical depth in paid media.

Compensation and Structure

Base salary: RM5,000 - RM6,000 per month, depending on experience.

This role may also have a junior operations or marketing assistant reporting to them over time, as the function grows - so an ability and willingness to mentor and delegate as the team scales is a plus.

What You Will Get

• Direct ownership of a meaningful paid media budget with real commercial impact
• A fast-moving, collaborative team where your work is seen and valued immediately
• A brand that people genuinely love, with strong organic momentum to support your paid work
• Hybrid working - Kota Damansara office with remote flexibility
• The chance to grow alongside a brand expanding into Southeast Asia and the US