Performance Marketing Manager, B2B

We are seeking a highly skilled B2B Performance Marketing Manager to join our team. As a Performance Marketing Manager, you will define, build, launch, and scale our global digital marketing efforts. Leveraging data insights from across Salesforce, DemandBase, and Ad Platforms, you will optimize campaigns to drive strategic focus across paid channels, ensuring a seamless experience for prospects and merchants interacting with Shopify.

Your role will involve strategy, planning, coordination, optimization, and scaling of our Paid Media activity and channel marketing plans to acquire new merchants. You will develop frameworks for digital audience segmentation, forecast B2B sales pipelines, and analyze performance marketing campaigns to provide actionable insights for strategy enhancement. Collaborating with multiple global teams, including Commercial Marketing, Regional Marketing, UX, Sales, Merchant Success, Growth Marketing, Events, Content, Web, and Product Marketing, as well as external partners, you will manage and optimize channel strategies.

To excel in this role, you should have recent hands-on experience across various performance marketing channels for B2B. You enjoy working with data and thrive on building and optimizing cross-functional, user-focused digital media campaigns. Your understanding of the marketing funnel enables you to deliver the right messaging at each stage, with a focus on short and long-term conversion goals. You are adept at managing internal and external stakeholders to drive new strategies and opportunities. Balancing foundational elements with aspirational goals, you embrace experimentation and try new things, and aren’t afraid to be curious or inquisitive.

Responsibilities

• Work closely with internal activation teams and an external partner agency to ensure accurate execution of new campaigns, as well as ongoing and rigorous optimisation including but not limited to Google Search and Display and relevant Social Media channels.
• Collaborate closely with the digital performance marketing teams to develop, enhance and implement testing strategies that optimize campaign performance and conversion rates throughout the entire funnel from awareness to acquisition.
• Utilize analysis tools (i.e. SQL) and support from Data Science teams to extract, manipulate, and analyze multiple large datasets to identify trends, patterns, leading indicators and insights related to B2B marketing channels & campaigns.
• Collaborate with cross-functional teams across growth marketing, commercial marketing, data science and product to continuously inform and upgrade our automated lead qualification systems, ROAS models, and Multi-Touch Attribution systems.
• Conduct in-depth data analysis to measure the effectiveness of marketing campaigns and channels, identify areas for improvement, and optimize initiatives that help accelerate growth for Shopify.
• Accelerate the team’s efforts to develop robust incrementality and elasticity strategies across all purchase funnel stages, including developing power analysis models to inform both the feasibility and costs of our ambitious plans.
• Perform segmentation analysis to identify target audiences and develop personalized marketing strategies for different Shopify customer segments.
• Work directly across multiple advertising partners to accelerate insight generation from on & off-platform datasets, conducting analysis to identify market trends, benchmark performance, and recommend strategies to stay ahead of the market.
• Generate regular reports and dashboards to track key performance indicators (KPIs) and provide actionable insights to stakeholders.

Qualifications

• Proven experience as a Performance Marketing Manager, preferably in a B2B environment.
• Strong in-platform experience with Google Ads, LinkedIn Ads, Meta Ads, and other relevant performance marketing channels.
• Proficiency in data analysis tools like Excel, Google Analytics, Looker/Data Studio, and SQL for working with large datasets, including Salesforce and DemandBase.
• In-depth knowledge of performance marketing KPIs, with the ability to track, analyze, and report on campaign performance.
• Excellent analytical skills, with the ability to interpret complex data and provide actionable insights.
• Strong communication and collaboration skills, with experience working cross-functionally to optimize campaign and demand generation efforts.
• Strong problem-solving skills, attention to detail, and the ability to manage multiple projects independently.
• Experience in B2B performance marketing and a good understanding of how a typical B2B sales and marketing funnel works.
• Familiarity with marketing automation platforms and CRM systems is desirable.
• Knowledge of Python or R programming languages is a plus.