Job Details

Senior Performance Marketing Manager Geo-Fencing & Retail Localization

Smartdept. is searching for a Senior Performance Marketing Manager Geo-Fencing & Retail Localization for a retail consumer products client. The ideal candidate will come with 5+ years of performance marketing experience, including at least 2+ years focused specifically on geo-fencing and location-based retail campaigns. This is a project-based, fully remote, 36 month contract opportunity with the possibility of extension or conversion to full-time staff.

This role will lead the strategy, execution, and optimization of hyper-local, geo-fenced retail media campaigns designed to drive measurable in-store traffic and sales lift across national big box retail partners. The ideal candidate thinks beyond ZIP codes and works at the store-radius levelleveraging foot traffic analytics, retail sales data, and advanced geo-targeting platforms to connect digital ad spend directly to in-store performance.

What You'll Do:

Strategy & Planning

• Develop geo-fenced campaign roadmaps aligned with retail sales data, seasonal trends, and promotional calendars
• Identify top-performing store locations and define optimal targeting radii using trade area, demographic, and foot traffic data
• Build structured testing frameworks for radius size, creative variations, bid strategies, and dayparting at the store level
• Execute competitive conquesting strategies targeting around competitor store locations

Campaign Execution & Management

• Launch and manage geo-fenced campaigns across:
• Social: Facebook/Instagram (radius targeting), TikTok, Snapchat
• Search: Google Local Campaigns, Local Inventory Ads (LIA)
• Programmatic: GroundTruth, Simpli.fi, PlaceIQ, Verve or similar
• Implement multi-location campaigns across dozens to hundreds of retail locations
• Utilize dynamic creative optimization (DCO) and localized messaging by neighborhood demographics
• Manage budget allocation strategies for both small (550 stores) and scaled (100+ stores) rollouts

Measurement, Analytics & Attribution

• Establish attribution models connecting digital spend to in-store traffic and sales
• Implement Google Ads store visit tracking and Facebook offline conversions
• Analyze foot traffic data using platforms such as Placer.ai, SafeGraph, or similar
• Track and report on:
• Store visit lift
• Attributable in-store sales
• ROAS by location
• Cost per store visit
• Adjust bids and budget allocation based on store-level performance data
• Conduct A/B testing at the location or store-cluster level

Cross-Functional Collaboration

• Partner with creative teams to localize messaging while maintaining brand consistency
• Align digital geo-targeting with retail promotions, seasonal events, and regional activations
• Manage relationships with geo-fencing and attribution platform vendors

What You'll Need:

Education/Experience: Bachelor's degree in Marketing, Analytics, Business, or related field preferred 5+ years of performance marketing experience required Minimum 2+ years hands-on geo-fencing/location-based marketing experience

Core Technical Expertise

• Advanced experience with geo-fencing platforms (GroundTruth, Simpli.fi, PlaceIQ, Verve or similar)
• Deep knowledge of Facebook/Instagram radius targeting and Google Local Campaigns
• Experience with Google Local Inventory Ads (LIA)
• Familiarity with attribution platforms such as Rockefeller, NinthDecimal, or similar
• Ability to analyze store-level sales data and map revenue performance to specific targeting radii
• Experience managing multi-location campaigns at scale using platforms like Skai, Kenshoo, Smartly, or equivalent

Retail-Specific Experience

• Demonstrated experience targeting big box retailers (e.g., Walmart, Walgreens, CVS, or similar multi-location brands)
• Experience executing competitive conquesting campaigns
• Proven drive-to-store measurement success with documented ROAS and store visit lift

Data & Analytical Skills

• Trade area analysis and radius optimization (beyond default 1-mile targeting)
• Daypart and time-of-day targeting by store performance
• Bid optimization by individual store or region
• Experience conducting location-level A/B testing
• Ability to build dashboards and performance reporting for leadership

Nice-to-Have Skills:

• Experience with weather-triggered or event-based geo-targeting
• SQL or advanced data analysis experience
• Google Local Ads and Meta Blueprint certifications
• Experience scaling geo programs nationally

Success Metrics:

Strong candidates will be able to demonstrate:

• Increased in-store traffic by X% in geo-fenced markets
• $Y in attributable in-store sales driven by digital campaigns
• Z:1 ROAS on location-based advertising
• Reduced cost per store visit through refined targeting and optimization