Project Summary
Seeking an experienced SEO and paid social growth marketer to execute and optimize performance marketing for a trust‑based book product and supporting resource ecosystem.
The product serves parents, educators, counselors, and schools and operates on a multi‑touch decision cycle. This role requires experience designing, tracking, and optimizing funnels where conversion occurs across multiple sessions and interactions.
Target funnel behavior: content exposure → return visit → curriculum access → download → purchase
Project Objectives
The objective of this engagement is to drive measurable, incremental performance improvements, not awareness‑only activity.
Primary success metrics include:
- Qualified traffic growth attributable to SEO and paid social
- Engagement depth indicators (return sessions, scroll depth, time on site)
- Mid‑funnel conversions (curriculum views, gated access, downloads)
- Assisted and direct book sales
- Cost efficiency and scalability based on test‑and‑learn results
Scope of Responsibilities - You will be responsible for:
- Developing and executing SEO‑informed paid social strategies
- Managing creative testing frameworks (messaging hypotheses, audience segmentation, iteration cycles)
- Designing and optimizing multi‑step conversion funnels
- Collaborating with the website team to align traffic with existing site architecture (HUB / Pillar / Spoke / Product pages)
- Establishing clear KPIs and performance reporting tied to business outcomes
This engagement begins with a defined testing phase and may expand based on results.
Measurement & Analytics Requirements (Mandatory)
Applicants must demonstrate the ability to:
- Configure GA4 for event‑level tracking of engagement, gated access, downloads, and purchases
- Use Google Tag Manager to deploy and validate event tracking beyond default pageviews
- Build and analyze multi‑touch funnels for trust‑based, long‑decision products
- Track assisted conversions, return users, and cross‑session behavior
- Communicate results in plain language tied to business impact, not dashboards alone
Applicants without practical experience implementing and analyzing these systems should not apply.
Required Technical & Platform Experience
- Paid performance experience on Meta (Facebook / Instagram)
- Strong understanding of SEO content strategy, keyword intent, and internal linking for conversion support
- Experience with retargeting, exclusions, and audience sequencing
- Familiarity with attribution constraints and incrementality testing
- Ability to work within established brand and messaging parameters (ethical, non‑sensational positioning)
Required Proof of Experience
Proposals must include:
- At least one verifiable case study demonstrating ROI (metrics required)
- Description of funnel design, tracking setup, and optimization approach
- Clear explanation of what actions drove results and how success was measured
Proposals lacking quantitative evidence will not be reviewed.
Proposal Requirements
Please include:
- Summary of relevant experience
- 1–2 ROI‑based case studies (metrics required; screenshots acceptable)
- Suggested 30‑day testing approach for a multi‑touch funnel
- How you would track and optimize the funnel:
read → return → curriculum access → download → purchase - Rate structure and availability
Engagement Terms
- Hourly or project‑based proposals accepted
- Initial phase: controlled test engagement
- Ongoing contract possible based on performance
- Budget is flexible for demonstrable expertise and results
Context
The product is a children’s book supported by curriculum and resource materials. It is not an impulse purchase and should not be marketed as one. Campaigns must prioritize accuracy, trust, and long‑term performance measurement.
Final Note
This role is suited for marketers who prioritize measurement, testing, and incremental improvement.
Applicants focused primarily on awareness metrics or generic campaign execution should not apply.
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