Performance Marketing Analyst — WebPocket OÜ

July 2024–present · Tartu, Estonia / remote · Part-time · Primary professional engagement

• Plan and evaluate digital advertising metrics by channel, product, audience, and customer journey stage: CPA, CPL, ROAS, ROI, CAC, retention, conversion rate, and LTV, within the scope of work described in her professional profile.
• Analyze Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, affiliate, and programmatic channels. Compare visitor behavior, traffic quality, and commercial outcomes.
• Configure and verify conversion measurement, GTM/GA4 accuracy, ad parameters, and the relationship between traffic and business goals.
• Develop reporting frameworks, KPIs, dashboards, and analytical recommendations for leadership, marketing, and product teams.
• Research user journeys, segments, landing pages, creative performance, attribution, and causes of lost conversions. Support hypothesis testing and A/B tests.
• Work with data, SQL, BI visualization, reporting, and forecasting scenarios as stated practice areas. No unsubstantiated data warehouse volumes or experimental results are asserted.

Work arrangement: Part-time at the same WebPocket OÜ, alongside the Web Application Architect position.