Performance Executive — Paid Search

About Us

Alike is building the world's first truly unified travel platform, combining AI intelligence and peer trust, to establish a new, fragmentation-free way of sharing, discovering, planning, and booking travel. Alike brings together the travel stages of inspiration, planning, booking, in-trip support and memories sharing in one seamless experience. Powered by its modular Infinity platform, Alike's AI twin "Eia" works in tandem with a rapidly growing travel creator community to deliver truly personalised, unified travel journeys at scale. By making travel experiences social and unified, Alike aims to help everyone travel like the people they like.

The Role

As Performance Executive — Paid Search, you will be the hands-on owner of all Google Search, Shopping, Demand Gen, Video and TTD campaigns across Alike's product portfolio — London Tourist Pass (LTP), Singapore Tourist Pass (STP), Abu Dhabi Pass (ADP), and Alike Holidays.

This is an execution role with clear ownership. You will manage live campaigns daily — budgets, bids, keywords, negative lists, Quality Score improvements — and you will be expected to understand the numbers deeply enough to flag issues before they become problems. You report to the Performance Marketing Manager (Stuti) and work closely with the Senior Manager on strategy.

Key Responsibilities

Campaign Management — Google Search

• Manage and optimise all Google Search campaigns across LTP, STP, ADP, and Holidays on a daily basis
• Own keyword strategy — build, expand, and refine keyword lists; manage match types; maintain negative keyword hygiene
• Monitor and improve Quality Score across all campaigns — ad relevance, landing page experience, and expected CTR
• Manage Search Impression Share — identify Lost IS due to Budget vs Rank, and take specific actions to recover rank losses
• Manage Smart Bidding strategies (tCPA, tROAS, Maximise Conversions) — understand when to use which, and when to intervene manually
• Write, test, and iterate ad copy — structure RSAs for maximum ad strength, run copy experiments across themes

Campaign Management — TTD & Shopping

• Own TTD (Things To Do) feed campaigns — manage product feed quality, bid optimisation, and CTR improvement
• Monitor Shopping and TTD campaign performance daily; identify and flag anomalies in impression volume or conversion rate
• Work with the product/tech team to flag and resolve feed issues (stock-outs, missing attributes, suppressed listings)

Campaign Management — Video Campaigns

• Own YouTube campaign strategy across formats (In-Stream, In-Feed, Shorts, Video Reach) — select the right format per funnel stage (awareness vs. consideration vs. retargeting)
• Manage audience targeting — build and refine Custom Intent, In-Market, Affinity, and Remarketing audiences by product (LTP, STP, ADP, Holidays)
• Own creative rotation and testing — manage multiple creative variants per campaign, monitor view-through rate and skip rate, and refresh creative before fatigue sets in
• Monitor View Rate, CPV, and VTR (view-through rate) daily; flag underperforming creatives or audiences early
• Manage bidding strategy (Target CPV, Target CPM, Maximise Conversions) and shift budget between formats based on assisted conversion and view-through conversion data, not just last-click
• Track view-through conversions and assisted conversions in GA4 to correctly attribute YouTube's contribution to Search/TTD conversions rather than judging it on last-click alone
• Work with the brand/creative team to brief and iterate video assets — ensure hook strength in the first 5 seconds and clear CTA placement for skippable formats
• Coordinate sequencing between YouTube and Demand Gen/Search — ensure video isn't operating in isolation but feeding remarketing pools for lower-funnel campaigns

Budget & Performance Tracking

• Ensure full daily budget utilisation across all Search campaigns — no underspend
• Track and report daily performance against KPIs: clicks/day, CPC, CVR, purchases/day, ROAS, and CAC
• Build and maintain weekly performance reports for Search channels
• Flag any significant drops in impressions, CTR, or conversion rate immediately — do not wait for the weekly review

Experimentation & Optimisation

• Run structured A/B tests on ad copy, landing page variants, and bidding strategies
• Identify and test new keyword opportunities, audience segments, and geo-level targeting refinements
• Contribute to the 90-day performance roadmap with specific Search-side experiments and hypotheses

What We Are Looking For

Experience & Skills

• 2–3 years of hands-on Google Ads experience — you have managed live Search campaigns, not just watched someone else do it
• Working knowledge of Google Ads account structure, campaign types, bidding strategies, and Quality Score levers
• Comfortable with keyword research tools (Google Keyword Planner, SEMrush, or similar)
• Basic familiarity with GA4 and conversion tracking — you can verify whether conversions are tracking correctly
• Strong Excel / Google Sheets skills — pivot tables, VLOOKUP, basic formulas

Mindset

• Detail-oriented — small numbers matter; a 10% impression share drop on a key campaign is a problem you notice and investigate
• Proactive — you check dashboards before being asked, and you bring context when you flag an issue
• Ownership mindset — you treat the budget like it's your own money

Good to Have

• Google Ads certification
• Experience with TTD or Shopping campaigns
• Prior experience in travel, e-commerce, or consumer tech
• Exposure to GTM or tracking setup

Why Join Alike

• Direct ownership and accountability for business-critical growth metrics
• Opportunity to build a performance function from scratch — not inherit someone else's system
• Work on a multi-product, multi-geography platform spanning London, Singapore, Abu Dhabi, and India
• Collaborative, transparent, and high-trust culture
• Competitive compensation with strong growth trajectory