Job role model · Paid Media
Performance Marketing Executive
v1.0Runs paid search and paid social against a return target, week to week.
Runs the paid channels and reports against a return target.
Reference ROLE-PAD-001 · Due for review 2027-03-31
Essential to the role
3 capabilities. A level belongs to the skill, not to the person — and a missing record is not a claim that someone lacks the skill.
Search is the channel you own.
L2 CaterpillarL2 looks like this: You build and run a search campaign — structure, keywords, negatives, bids and ad copy — to a stated return target.
Social spend needs creative that is tested, not guessed.
L2 CaterpillarL2 looks like this: You build a paid social campaign: the audience, the creative angles and the test that decides between them.
You are judged on return, so you own the numbers.
L2 CaterpillarL2 looks like this: You build a report that answers the business question, marks its caveats, and recommends the next move.
Desirable
Worth holding, but the role can be done without them.
L1 LarvaL1 looks like this: You can write a campaign objective with an audience and a measure attached.
L1 LarvaL1 looks like this: You can state a hypothesis and the measure that would settle it.