Performance Marketing Executive

Who we are? Silverfin is a cutting-edge cloud software solution built by accountants, for accountants. Founded in 2013, Silverfin was created to solve the frustrations of manual, error-prone processes in analysing financial data and compliance. From day one, we’ve been a cloud-first platform with an open API architecture, leveraging structured data to transform how accountants work. Our mission is simple: to enhance and support the accountancy profession through AI and automation, ensuring accountants remain relevant and respected in the future of finance. In 2023, Silverfin became part of the Visma Group, joining one of Europe’s leading providers of cloud software. This partnership strengthens our ability to innovate and expand our impact within the accountancy industry. Today, Silverfin is trusted by over 1000+ firms across 19 countries. Our clients include all of the Big 4 accounting firms, as well as leading global networks like BDO, PKF, Baker Tilly, Grant Thornton, and Moore. Headquartered in Ghent, with a 2nd office in South of Belgium (Mont-Saint-Guibert) and offices in London, Luxembourg, Gouda (NL). We’re a team of over 200 people - including a diverse remote engineering team working across multiple time zones - all working together to drive innovation in accounting. How would you support our success? Your role As our Performance Marketing Specialist at Silverfin, you will be the first dedicated performance marketer, leading paid media execution end-to-end across all active markets. This is a hands-on role with plenty of opportunity to shape and develop how performance marketing works at Silverfin. You will build and optimise campaigns, identify opportunities to improve performance and use data to guide where our investment can have the greatest impact. This is a build-from-the-ground-up opportunity. Paid social CPL varies across our regions, media performance needs a proper rebuild, `brand awareness and conversion have room to grow. Our agency partners have supported us so far, but we believe this is the right moment to build more expertise in-house, with someone who can lead the work end to end. If you like stepping into a situation with real room to build something meaningful and shape what comes next, this role is the perfect fit. You will work closely with the demand generation team and the regional field marketers (BE-FR, BE-NL, UK, DK, LU), and cross-functional partners in web, product marketing, and RevOps to rebuild our top funnel pipeline from the ground up. This role is crucial in driving Silverfin’s growth by ensuring the best performance of digital media buying channels and coherent user journey to improve conversion rate of marketing leads. What would you do to drive our success? Your responsibilities Paid Media Execution & Channel Strategy Lead LinkedIn Ads campaigns end-to-end - audience architecture, creative briefing, bidding strategy, and ongoing optimisation - inhouse. Manage Google Ads (Search, Display, Performance Max) across all active regions with a focus on high-intent, lower-CPL acquisition. Balance Brand and Demand Generation paid media for our ABM approach Introduce and grow B2B intent platforms and content distribution channels as a complementary MQL channel. Support Ads for retargeting and brand amplification; explore brand funnel reach Manage agencies with clear accountability : set KPIs, challenge media plans, and retain or replace based on measurable performance. Budget Reallocation & ROAS Management Diagnose channel efficiency across regions and build the case for shifting budget from underperforming paid social to paid search and intent platforms. Manage multi-market paid media budgets with discipline and transparency — track pacing daily, reallocate promptly when performance shifts, and report against CPL, CAC, and ROAS targets. Build bottoms-up media plans with clear assumptions and present the rationale confidently to leadership. Tracking Ensure our tracking infrastructure is firing properly: implement Google Tag Manager, pixel frameworks, and Conversion API (CAPI) across all active channels and regions Establish post-cookie, multi-touch re-engagement models that are GDPR-compliant across EU and UK markets Partner with Marketing Ops to ensure lead progression is clearly traceable from media channels and agency activity through HubSpot and, later, Salesforce Analytics, Reporting & Data Build and maintain real-time performance dashboards (Looker Studio or equivalent) giving marketing teams weekly visibility on CPL, ROAS, CAC, and channel contribution to pipeline. Monitor daily campaign metrics and deliver monthly reports with diagnosis and next steps. Use GA4, SQL, or advanced spreadsheet analysis to answer performance questions independently and turn data into actionable insights. Conversion Rate Optimisation & Trial Conversion Audit landing pages, ad-to-page message match, and audience qualification quality. Run structured A/B and multivariate tests across landing pages, ad creatives, and CTAs to systematically rebuild conversion rates. Partner with web and product teams on trial onboarding UX — surface the data on where drop-off occurs and co-own the solution. Cross-Functional Collaboration Coordinate with regional field marketers to localise performance campaigns across BE-FR, BE-NL, UK, Denmark,Luxembourg and Key Accounts. Provide feedback to content and creative team on ad assets grounded in performance data — what’s working, what angle to test next, what the audience responds to. What would success look like? Your performance & accountability Reduce paid social CPL materially within 90 days - through channel reallocation, audience refinement, or budget shift to higher-performing channels. Reshape LinkedIn campaign management in-house and establish documented benchmarks that support objective assessment of agency performance. Establish a live performance dashboard used by marketing leadership to track weekly CPL, ROAS, CAC, and pipeline contribution by channel. Launch B2B intent platforms and content distribution channels within the first six months, generating clearly attributed MQLs. Increase paid search as a share of overall performance, achieving a lower CPL than current paid media benchmarks across at least two regions. What will support your success? Experience and Qualifications 3-5+ years of hands-on experience managing performance marketing or paid media campaigns - with experience across both strategy and direct execution. Proven track record of running LinkedIn Ads campaigns independently, with measurable B2B pipeline impact. Advanced mastery of Google Ads Manager and LinkedIn Campaign Manager Experience managing multi-market paid media budgets at scale (€50k+ monthly) with accountable ROI. B2B SaaS experience strongly preferred - with understanding of longer sales cycles, MQL-to-SQL conversion dynamics, and account-based approaches. Experience working with or managing external paid media agencies - with the confidence to set clear expectations, review performance, and give constructive direction based on results A degree in marketing, business, data, or a related field - or equivalent practical experience. You have experience running paid media across Benelux, UK&I and other European markets. Skills and knowledge Experience with Google Tag Manager implementation, pixel frameworks, and Conversion API (CAPI). Experience with dashboard and reporting tools: Looker Studio, PowerBI, or equivalent - able to build channel performance views for marketing leadership. SQL or advanced Excel/Google Sheets for ad-hoc performance analysis and independent data exploration. Understanding of GDPR implications for paid tracking, consent management, and cross-border data activation across EU and UK markets. Knowledge of CRO methodology: structured A/B testing, statistical significance, landing page optimisation. Experience with B2B intent platforms and content syndication: how to activate and measure review syndication as an MQL channel. Familiarity with HubSpot or Salesforce for CRM-connected attribution and lead pipeline reporting. Fluency in performance metrics: ROAS, CAC, LTV, CPL, MQL contribution - and how to present them clearly to non-technical stakeholders. Attitude and personality-related traits Hands-on - willing and able to build and run campaigns directly Clear and transparent – communicates openly about performance, including what is working and where improvements are needed. Data-informed and action-oriented – uses evidence to guide decisions and tests strong hypotheses without waiting for perfect certainty. Strong agency management – sets clear performance expectations, challenges recommendations constructively, and uses industry benchmarks to assess results. Curious and forward-looking – keeps up with paid media developments, platform changes, and emerging formats, and brings new ideas proactively. Structured and self-organised – manages multiple campaigns and markets effectively, communicates blockers early, and follows through on commitments. Growth mindset - treats every campaign as a learning opportunity; captures what worked and why, and shares those learnings to strengthen future performance. We care for you Be part of something bigger