Performance Marketing Executive

Who we are?

Silverfin is a cutting-edge cloud software solution built by accountants, for accountants.

Founded in 2013, Silverfin was created to solve the frustrations of manual, error-prone processes in analysing financial data and compliance. From day one, we’ve been a cloud-first platform with an open API architecture, leveraging structured data to transform how accountants work.

Our mission is simple: to enhance and support the accountancy profession through AI and automation, ensuring accountants remain relevant and respected in the future of finance.

In 2023, Silverfin became part of the Visma Group, joining one of Europe’s leading providers of cloud software. This partnership strengthens our ability to innovate and expand our impact within the accountancy industry.

Today, Silverfin is trusted by over 1000+ firms across 19 countries. Our clients include all of the Big 4 accounting firms, as well as leading global networks like BDO, PKF, Baker Tilly, Grant Thornton, and Moore.

Headquartered in Ghent, with a 2nd office in South of Belgium (Mont-Saint-Guibert) and offices in London, Luxembourg, Gouda (NL). We’re a team of over 200 people - including a diverse remote engineering team working across multiple time zones - all working together to drive innovation in accounting.

How would you support our success?

Your role

As our Performance Marketing Specialist at Silverfin, you will be the first dedicated performance marketer, leading paid media execution end-to-end across all active markets. This is a hands‑on role with plenty of opportunity to shape and develop how performance marketing works at Silverfin. You will build and optimise campaigns, identify opportunities to improve performance and use data to guide where our investment can have the greatest impact.

This is a build-from-the-ground-up opportunity. Paid social CPL varies across our regions, media performance needs a proper rebuild, brand awareness and conversion have room to grow. Our agency partners have supported us so far, but we believe this is the right moment to build more expertise in‑house, with someone who can lead the work end to end. If you like stepping into a situation with real room to build something meaningful and shape what comes next, this role is the perfect fit.

You will work closely with the demand generation team and the regional field marketers (BE-FR, BE-NL, UK, DK, LU), and cross‑functional partners in web, product marketing, and RevOps to rebuild our top funnel pipeline from the ground up.

This role is crucial in driving Silverfin's growth by ensuring the best performance of digital media buying channels and coherent user journey to improve conversion rate of marketing leads.

What would you do to drive our success?

Your responsibilities

Paid Media Execution & Channel Strategy

• Lead LinkedIn Ads campaigns end-to-end - audience architecture, creative briefing, bidding strategy, and ongoing optimisation - inhouse.
• Manage Google Ads (Search, Display, Performance Max) across all active regions with a focus on high-intent, lower-CPL acquisition.
• Balance Brand and Demand Generation paid media for our ABM approach
• Introduce and grow B2B intent platforms and content distribution channels as a complementary MQL channel.
• Support Ads for retargeting and brand amplification; explore brand funnel reach
• Manage agencies with clear accountability : set KPIs, challenge media plans, and retain or replace based on measurable performance.

Budget Reallocation & ROAS Management

• Diagnose channel efficiency across regions and build the case for shifting budget from underperforming paid social to paid search and intent platforms.
• Manage multi-market paid media budgets with discipline and transparency — track pacing daily, reallocate promptly when performance shifts, and report against CPL, CAC, and ROAS targets.
• Build bottoms‑up media plans with clear assumptions and present the rationale confidently to leadership.

Tracking

• Ensure our tracking infrastructure is firing properly: implement Google Tag Manager, pixel frameworks, and Conversion API (CAPI) across all active channels and regions
• Establish post-cookie, multi-touch re‑engagement models that are GDPR‑compliant across EU and UK markets
• Partner with Marketing Ops to ensure lead progression is clearly traceable from media channels and agency activity through HubSpot and, later, Salesforce

Analytics, Reporting & Data

• Build and maintain real‑time performance dashboards (Looker Studio or equivalent) giving marketing teams weekly visibility on CPL, ROAS, CAC, and channel contribution to pipeline.
• Monitor daily campaign metrics and deliver monthly reports with diagnosis and next steps.
• Use GA4, SQL, or advanced spreads