Performance marketing executive: how to train and review the role
Plans, runs and optimises paid campaigns on search, social and display for clients, sets up tracking, monitors spend and results, prepares reports and recommends changes. Reports to the performance lead or media head.
Not sure what you need? Tell us about your business in six short steps and we will come to the first meeting prepared.
Share your requirementsWho usually fills this role
Usually graduates with digital marketing courses or experience. Some come from sales or analytics. Test spreadsheet skill, understanding of ad platforms, tracking setup and honesty in reporting. Give an anonymised campaign sheet and ask what they would change and why.
Skills ladder
Stage 1
New joiner
- Sets up campaigns from a plan under review
- Monitors spend and delivery daily
- Pulls simple platform reports
Stage 2
Independent
- Builds campaigns, audiences and ads
- Sets up conversion tracking and checks it
- Optimises bids, budgets and creatives with notes
- Prepares clear weekly reports
Stage 3
Senior or lead
- Plans strategy across channels
- Diagnoses tracking and attribution problems
- Manages client expectations with data
- Coaches juniors
Training path
First weeks
- 1
Platform and account access
The lead explains account structure, access rules and budget limits. The executive audits one live account with a checklist.
- 2
Campaign setup under review
The executive builds campaigns in draft and the lead reviews targeting, budget and ads before launch.
- 3
Reporting basics
The executive builds the standard report from exports. Errors in numbers are corrected.
First year
- 1
Tracking and measurement
The lead teaches pixel and tag setup, events and testing. The executive tests tracking on a live site and documents results.
- 2
Optimisation routine
A weekly routine covers search terms, audiences, creatives and budgets. Each change is logged with the reason and later effect.
- 3
Client communication
The executive explains results in plain language in client calls with the lead present.
Towards senior
- 1
Strategy and budgets
The executive builds a plan across channels for a client with goals and risks. The lead challenges assumptions.
- 2
Troubleshooting
The executive investigates a sudden drop in results and writes a diagnosis. Accuracy of cause is reviewed.
- 3
Coaching
The executive reviews a junior's setup against a checklist.
Performance review
Weekly check on live accounts with the lead, a monthly one-to-one, and a written half-yearly review with account examples. Keep notes of agreed actions and revisit them at the next review.
What to measure
| Measure | How it is seen |
|---|---|
| Campaign setup quality | Audit structure, targeting and ads |
| Tracking accuracy | Test events and compare platform data with site data |
| Optimisation discipline | Review change logs for reasons and results |
| Reporting honesty | Compare reports with raw exports |
| Budget control | Check pacing, overspend and approvals |
| Client communication | Collect client comments |
Evidence to bring
- Account audits
- Change logs
- Weekly reports
- Tracking test sheets
- Budget approvals
Questions to ask in the review
- Which account worries you?
- What change helped most and why?
- Where is tracking unreliable?
- What did you do when results dropped?
- How do you explain poor results?
- What platform changes do you follow?
- What skill do you want next?
Pitfalls
- Rewarding only high reported results
- Giving ad budgets without checks
- Ignoring tracking
- No training on platform changes
Questions about this role
Set it in contracts with clients. Confirm with your adviser.
Use daily caps, approvals and daily checks.
Avoid guarantees; discuss ranges and assumptions honestly.