Digital Specialist

Overview

Who are we? MiWay is a direct financial services company. We are passionate about service excellence, convenience and offering our clients superior value products. Our Vision is to be a world-class direct financial services business that offers a complete array of services under one convenient umbrella – all managed online. We are positive that with the right people on board, we will continue to grow and give our clients the freedom to do things their way – free from worry and most importantly at peace with all the “what-ifs” of the world.

Company values that every employee subscribes to are:
Energy, Freedom, Accountability and Attitude. The ideal candidate is one who has the courage to be bold and subscribes to MiWay’s core values! Do you have a positive attitude, love a challenge, treat your colleagues with respect and look for solutions, not problems? If yes, then MiWay is the place for you!

Digital Performance Specialist

Department:
Marketing

Reports to:

Head of Digital Marketing

Location:

Kosmosdal, Centurion

Employment Type:

Full-time

Salary:
Competitive, commensurate with experience (plus performance-based bonus)

The Digital Performance Specialist drives measurable growth across digital channels through data-led optimisation, campaign management, and actionable performance insights. This role ensures digital platforms (paid, owned, and earned media) consistently meet or exceed lead generation, conversion, and revenue targets. You will analyse performance daily, spot high-impact opportunities, run rapid experiments, and implement improvements while staying ahead of evolving search and AI trends, including Generative Engine Optimization (GEO).

Key Responsibilities

• Performance Marketing an Campaign Management
• Plan, launch, monitor, and optimise performance campaigns across major platforms including Google Ads, Meta (Facebook/Instagram), Microsoft Advertising (Bing), Linked In, Tik Tok, X, Spotify and You Tube.
• Manage budgets, daily pacing, bidding strategies, and ROI/ROAS to maximise efficient spend and returns.
• Design and execute A/B and multivariate tests on creatives, audiences, placements, messaging, and landing pages.
• Scale winning campaigns and quickly pause or pivot underperformers.
• Data Analysis and Reporting
• Own daily/weekly performance dashboards and deliver clear, actionable insights to stakeholders.
• Analyse core metrics (e.g., CTR, CPC, CPA, ROAS, conversion rates, P-Factor (CAC), incrementality) across channels.
• Produce regular performance reports (weekly/monthly) with data-backed recommendations for marketing, sales, and executive teams.
• Track cross-channel attribution and run incrementality tests to prove true business impact.
• SEO, GEO and Website Optimisation
• Apply strong traditional SEO principles alongside Generative Engine Optimization (GEO) techniques to improve visibility in AI-driven generative search engines (e.g., ensuring accurate citations, rich representation in AI overviews and chat responses).
• Conduct keyword research, competitor analysis, on-page optimisation, and performance tracking for both classic search and generative engines.
• Collaborate with content, UX, and development teams to enhance site speed, mobile experience, user journeys, schema markup, and conversion pathways.
• Conversion Rate Optimisation (CRO)
• Work with development team to identify funnel drop-off points, friction areas, and user behaviour patterns using heatmaps, session recordings, and analytics.
• Assist with CRO experiments (landing page tests, form optimisations, content variations, UX/UI improvements).
• Measure uplift in conversion rate, micro-conversions, and overall revenue impact.
• Stakeholder Collaboration
• Partner closely with brand, content, product, technology, sales, and creative teams to align campaigns with overarching business objectives.
• Manage relationships with external agencies, media vendors, and tech partners to ensure high-quality deliverables and performance accountability.
• Tool and Platform Management
• Expertly use core analytics and tracking tools:
  Google Analytics 4, Google Tag Manager, Search Console, Looker Studio (for…