Location: Lisbon / Oeiras, Portugal

Working model: Hybrid / Office-based

Target start: October 2026

About the role

At Xcoins we are looking for a Senior Performance Marketing Specialist in Lisbon, Portugal, and are looking for an experienced, hands-on Senior Performance Marketing Specialist to lead and scale paid acquisition. Your core focus will be paid search and performance marketing, with Google Ads at the centre of the role. Experience with AdRoll, ChatGPT Ads and other emerging paid media channels will also be highly valued. You will work closely with marketing, product, development and analytics teams to ensure that campaigns are producing measurable and profitable business growth.

What you'll be responsible for

Own and optimise Google Ads campaigns across Search, Performance Max, YouTube, Display and Demand Gen where appropriate.
Develop search strategies covering keyword selection, match types, negative keywords, search-term analysis, bidding and audience targeting.
Manage and scale meaningful advertising budgets while maintaining disciplined performance and profitability.
Identify opportunities for marginal scaling rather than simply increasing spend.
Build and optimise paid acquisition campaigns through AdRoll and other relevant performance advertising platforms.
Evaluate, test and develop opportunities through ChatGPT Ads and emerging AI-driven advertising channels as these become commercially relevant.
Monitor campaign performance against CAC, CPA, ROAS, conversion rate, payback period and revenue/profitability targets.
Own the quality of conversion data and work with analytics/development teams to ensure accurate measurement.
Implement, audit and troubleshoot GA4 and Google Tag Manager setups.
Work with conversion tracking, Enhanced Conversions and offline conversion imports where applicable.
Investigate attribution, tracking discrepancies and data-quality issues and translate findings into practical fixes.
Analyse landing pages and conversion funnels to identify friction and recommend CRO and landing-page tests.
Produce clear performance reporting and turn data into actionable recommendations.
Contribute to the development of a scalable paid acquisition function as our Lisbon operation grows.

What we're looking for

Essential

4–8+ years of hands-on experience in Google Ads, paid search, performance marketing or a closely related discipline.
Demonstrable experience personally managing meaningful advertising budgets.
Strong, practical expertise in Google Search Ads and modern Google Ads campaign types.
Strong understanding of bidding, search-term management, negatives, audiences, account structure and campaign scaling.
Hands-on experience with GA4 and Google Tag Manager.
Strong knowledge of conversion tracking, attribution and marketing data quality.
Commercial understanding of CAC/CPA, ROAS, conversion rate, payback and marginal economics.
Ability to diagnose underperformance and make changes based on data rather than simply following platform recommendations.
Experience working cross-functionally with developers, product teams and other marketing specialists.
A genuinely hands-on approach: you are comfortable getting into the account, analysing the data and making changes yourself.

Highly desirable

Experience with AdRoll or comparable programmatic/retargeting platforms.
Experience in crypto, fintech, forex/trading, iGaming/gambling, or another regulated or restricted advertising environment.
Experience working with advertising policies, account restrictions, compliance requirements and approval challenges.
Experience with offline conversion imports and/or Enhanced Conversions.
Strong landing-page and CRO knowledge.
Experience testing new acquisition channels and determining whether they can scale profitably.
Working knowledge of SEO, including keyword research, Google Search Console and on-page/technical fundamentals.
Experience in a regulated or advertising-restricted sector would be a significant advantage, particularly: Crypto/Fintech/iGaming / gambling

Candidates from other sectors will absolutely be considered if they can demonstrate strong paid-search expertise, sophisticated measurement and a proven ability to scale acquisition profitably.

Target start date: October 2026.

How to apply

Please submit your CV

Senior Performance Marketing Specialist

Job Description