Performance Marketing Freelancer

Company Description:
1-2-Taste is transforming the B2B food ingredients industry through a digital, AI-managed marketplace that optimizes how ingredients are sourced, sold, and innovated. Business customers can easily find and order a broad range of food ingredients from trusted suppliers. The platform is built on transparency in pricing, reliable delivery, and efficient supply chain management. This combination of technology and service quality makes 1-2-Taste a distinctive player in the global food ingredients market and an engaging environment for performance-driven marketing professionals.
Role Description
Drive qualified lead generation and conversion growth through performance marketing campaigns, while ensuring accurate, reliable and actionable tracking and analytics across all digital channels.
The ideal candidate should be equally strong in Performance Marketing and Marketing Analytics, with hands-on expertise in Google Tag Manager (GTM), Google Analytics 4 (GA4), conversion tracking, event tracking, debugging and data validation.
Key Result Areas (KRAs)
Increasing qualified leads
Campaign ROI - Efficient advertising spend
Conversion Optimisation - Improving conversion rates
Tracking & Measurement - Accurate and reliable marketing data
Analytics & Reporting - Clear performance visibility and actionable insights
Data Quality- Ensuring consistency between website activity, GTM and GA4
1. Performance Marketing
Manage and optimise Google Ads, Meta Ads and LinkedIn Ads campaigns.
Plan and execute campaigns based on lead generation and business objectives.
Optimise targeting, audiences, budgets, bidding and campaign structures.
Monitor CPL, conversion rates, ROAS and overall campaign performance.
Identify opportunities to improve lead quality and reduce acquisition costs.
Conduct A/B testing of campaigns, audiences, landing pages and creatives.
2. Google Tag Manager (GTM) – Advanced Expertise
Take complete ownership of Google Tag Manager containers and tracking implementation.
Create, configure and manage Tags, Triggers and Variables based on business and marketing requirements.
Implement tracking for key website interactions such as:
Form submissions
CTA/button clicks
Product/category page visits
Sample requests
Contact/lead forms
Downloads
Outbound clicks
Scroll depth and engagement events
Other important user journeys and conversion actions
Maintain a clear and structured GTM container with proper naming conventions and documentation.
Manage GTM versions, workspaces and publishing processes.
Identify and troubleshoot duplicate, missing or incorrectly configured tags.
Ensure that tracking implementations do not negatively impact website performance.
3. Google Analytics 4 (GA4) – Advanced Expertise
Take ownership of GA4 configuration, events, parameters, conversions and reporting.
Configure and manage GA4 events and relevant event parameters.
Define and maintain a clear measurement framework for the website and marketing campaigns.
Configure relevant conversions/key events in GA4.
Ensure important user actions and business outcomes are properly captured.
Analyze user journeys, acquisition sources, engagement and conversion behaviour.
Create and maintain relevant GA4 explorations, reports and audiences.
Ensure campaign data such as source, medium, campaign and other relevant parameters are captured correctly.
4. Tracking Validation, Testing & Debugging
This is a critical responsibility of the role.
Test every major tracking implementation before and after deployment.
Use GTM Preview/Debug mode, GA4 DebugView and browser developer tools to validate tracking.
Verify that the correct event is triggered when a user performs the intended action.
Verify that the correct parameters and values are being passed with each event.
Cross-check that the data fired through Google Tag Manager is correctly received and recorded in GA4.
Identify discrepancies between:
Website → GTM → GA4 → Advertising Platforms
Test whether conversions are being recorded correctly and only once.
Identify and resolve duplicate events, missing events, incorrect parameters and incorrectly firing tags.
Perform regression testing whenever changes are made to the website, GTM or GA4 configuration.
Regularly audit the tracking setup to ensure data accuracy and consistency.
Maintain a tracking QA checklist and document any issues, fixes and changes made.
5. Conversion & Campaign Tracking
Implement and validate conversion tracking for Google Ads, Meta and LinkedIn.
Ensure UTM parameters and campaign tracking are correctly implemented.
Verify that campaign source/medium/campaign information is correctly attributed in GA4.
Ensure leads generated through different channels can be accurately identified and attributed.
Troubleshoot discrepancies between advertising-platform conversions and GA4 conversions.
Continuously improve the accuracy of attribution and conversion measurement.
6. Analytics & Reporting
Maintain marketing dashboards and performance reports.
Track key metrics including MQLs, leads, CPL, conversion rate, ROAS and campaign performance.
Provide insights rather than simply reporting numbers.
Identify trends, anomalies and tracking issues proactively.
Highlight actionable recommendations for improving campaign and website performance.
Ensure reporting data is based on properly validated tracking.
Technical Skills Required
Must-Have
Strong hands-on experience with Google Tag Manager (GTM).
Strong hands-on experience with Google Analytics 4 (GA4).
Advanced understanding of GTM containers, Tags, Triggers and Variables.
Strong understanding of GA4 Events and Event Parameters.
Experience implementing and testing conversion tracking.
Experience debugging GTM and GA4 tracking issues.
Ability to validate data flow from website → GTM → GA4 → advertising platforms.
Strong understanding of UTM parameters and campaign attribution.
Experience with Google Ads conversion tracking.
Experience with Meta Pixel and LinkedIn Insight Tag.
Ability to independently identify and fix tracking discrepancies.
Strong analytical and problem-solving skills.
Good to Have
Understanding of Google Search Console.
Basic understanding of JavaScript/dataLayer.
Experience with CRM and marketing automation integrations.
Experience with server-side tracking/conversion APIs.
Experience working with B2B lead-generation websites.
Ideal Candidate
We are looking for someone who is not just a campaign manager, but a hands-on performance marketer who understands how data is generated, captured, validated and used to make marketing decisions.
The candidate should be comfortable asking:
“Did the user action actually fire?” → “Did GTM capture it correctly?” → “Did GA4 receive it correctly?” → “Was the correct parameter passed?” → “Was the conversion recorded correctly?” → “Can we trust the number in the report?”
The candidate should be capable of independently setting up, testing, debugging and validating the complete tracking ecosystem without relying solely on developers or external analytics teams.
KPI Owned
KPI Target / Expectation
MQL Generation Increasing
Cost per Lead Optimized
ROAS High
Conversion Rate Improving
Tracking Accuracy High
Conversion Data Integrity 100% validated
Reporting Accurate and actionable
Reporting / Supervision
Reports to: Head of Digital Marketing

Work arrangement
No