Marketing Performance Optimisation Manager

About The Night Sky

The Night Sky was founded by Ciara, Eoin and Kevin in 2017 and we were the first mover in custom / personalised star constellation maps, which are printed on paper/canvas with optional frames. The business grew to >€10m within 18-months and in July 2021, we extended our product range to include jewellery, where customers are able to have personalised star constellations engraved on bracelets and pendants.

The Night Sky sells 100% direct to consumer online, and we’ve sold over 900k Night Skies in 171 countries, with the USA, Australia and UK making up our top markets, with 85% share of sales.

We’ve completed a full strategic and tactical review, with proven eCommerce growth consultancy, The Growth Foundation, which delivered a plan that sets an objective to double annual revenue within the next 3-years, and identified and number of key hires to deliver our plan, with this role being one of them.

This is a career-defining role; allowing the right candidate to make their mark, learn while doing, and work to propel The Night Sky into a household name, famous for producing premium products for millions of consumers.

Reporting to our Head of Performance Marketing, the Performance Optimisation Manager plays a crucial role in driving revenue growth and maximising return on ad spend / reducing customer acquisition costs for The Night Sky. This role sits at the intersection of brand, creative, and performance marketing, acting as the key liaison between internal teams and our external performance marketing agency.

Main Accountabilities include…

Agency Management: Develop and maintain a strong working relationship with the external performance marketing agency, ensuring clear communication, alignment on campaign objectives, and efficient execution of strategies across all platforms:

• Establish clear communication channels: Schedule regular meetings (weekly/bi-weekly) with the agency to discuss performance, upcoming campaigns, and any roadblocks. Utilise project management tools and shared documents to ensure transparency and efficient communication.
• Define clear objectives and KPIs: Collaborate with the agency and Head of Performance Marketing to set specific, measurable, achievable, relevant, and time-bound (SMART) goals for each campaign. This ensures everyone is working towards the same outcomes.
• Develop a strong understanding of the agency's processes and workflows: Familiarise yourself with their internal team structure, reporting methods, and campaign management tools. This will facilitate smoother collaboration and efficient execution of strategies.
• Provide constructive feedback and guidance: Regularly review campaign performance and provide the agency with actionable feedback. Offer insights and suggestions for optimisation based on data analysis and industry best practices.
• Foster a collaborative and trusting relationship: Build rapport with the agency team and encourage open communication. This will create a more productive and enjoyable working environment.

Campaign & Creative Testing: Work closely with the agency / internal creative team to develop and execute a robust testing roadmap across all channels / platforms and website landing pages. Analyse results, identify winning trends, and provide actionable insights to optimise campaign performance and drive continuous improvement.

• Develop a comprehensive testing plan: Collaborate with agency / internal creative team to create a structured testing roadmap that outlines the hypotheses, testing variables (e.g., ad copy, visuals, landing page elements), target audiences, and timelines.
• Implement a rigorous testing methodology: Ensure A/B tests are conducted with statistical significance and that results are properly analysed to identify winning variations.
• Continuously iterate and refine: Based on test results, implement changes to campaigns and landing pages to optimise performance. Maintain a "test and learn" approach to continuously improve results.
• Stay up-to-date with industry best practices: Research and experiment with new testing methodologies and tools to stay ahead of the curve.
• Document and share learnings: Maintain a centralised repository of test results and insights to inform future campaigns and share knowledge with the wider team.

Website Optimisation: Collaborate with internal brand and creative teams to ensure landing pages are optimised for conversions, aligning with campaign messaging and user experience best practices.

• Develop a deep understanding of the customer journey: Analyse user behaviour on the website to identify areas for improvement and optimise the user experience.
• Communicate campaign objectives and target audiences: Clearly convey the goals of each campaign to the brand and creative teams to ensure landing pages are aligned with the messaging and target audience.
• Provide specific recommendations for optimisation: Based on data analysis and user research, offer concrete suggestions for improving landing page elements such as headlines, copy, calls to action, and visuals.
• Conduct user testing: Gather feedback from real users on landing page design and usability to identify areas for improvement.
• Stay informed about UX/UI best practices: Keep abreast of the latest trends in website design and user experience to ensure landing pages are optimised for conversions.

Performance Analysis & Reporting: Monitor key performance indicators (KPIs) such as ROAS, conversion rates, and customer acquisition cost (CAC). Provide regular reports to the Head of Performance Marketing on campaign performance and identify opportunities for improvement.

• Establish a clear reporting framework: Define the key metrics to be tracked, reporting frequency (daily, weekly, monthly), and data visualisation tools to be used.
• Utilise analytics platforms effectively: Leverage tools like Google Analytics, Google Ads, and Facebook Ads Manager to gather data and generate insightful reports.
• Analyse data to identify trends and insights: Go beyond simply reporting numbers and delve deeper into the data to uncover meaningful patterns and opportunities for optimisation.
• Present findings in a clear and concise manner: Communicate performance insights to the Head of Performance Marketing in a way that is easy to understand and actionable.
• Proactively identify areas for improvement: Don't just report on what happened, but also provide recommendations for how to improve campaign performance in the future.

Budget Management: Assist the Head of Performance Marketing in managing the performance marketing budget, ensuring efficient allocation of resources and maximising ROI across existing and planning for new / channel expansion:.

• Develop a strong understanding of the budget allocation process: Familiarise yourself with how the budget is allocated across different channels and campaigns.
• Track spending and monitor budget pacing: Keep a close eye on campaign spending to ensure it stays within allocated limits and identify any potential overspending or underspending.
• Analyse ROI for each campaign and channel: Evaluate the return on investment for different campaigns and channels to identify areas where budget can be reallocated for greater efficiency.
• Provide recommendations for budget optimisation: Based on performance data and analysis, offer suggestions for adjusting budget allocation to maximise overall ROI.
• Stay informed about industry benchmarks: Research and compare performance metrics and budget allocation strategies with industry benchmarks to identify opportunities for improvement.

This role is for you if you have:

• 3-5 years of experience in a performance marketing role, within an e-commerce / gifting environment.
• Proven track record of developing and executing successful digital marketing campaigns across Meta, Google and burgeoning digital platforms
• Strong understanding of performance marketing principles and best practices, including campaign setup, targeting, bidding strategies, and measurement.
• Experience with A/B testing and other optimisation techniques, with a data-driven approach to decision-making.
• Able to work in a high-performance environment and deliver against challenging deadlines;
• Willingness to learn new approaches and adapt to different working styles;
• Intellectual and emotional intelligence; you understand how to maximise output in conversion activity where a blend of skills and experience are required (data analysis vs creative visual merchandising and UX are quite different approaches)
• You are independent and self-directed but able to work and lead a team of creative individuals;
• A quick learner who can process lots of information and prioritise action;
• Are passionate about The Night Sky and its potential to offer customers better products and a better shopping experience.

We would love to respond to every application however due to the volume of applications we receive this isn't always possible. If you have not heard within 2 weeks of applying, please assume on this occasion that your application has not been shortlisted. We may retain your CV to contact you about future employment opportunities that are being managed by The Growth Foundation Talent.

The Growth Foundation Talent is deeply committed to building a diverse & inclusive workplace and welcomes applications from all sections of the community.