Performance Marketing Manager - Geo- Fencing and 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, 3–6 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 level—leveraging 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 (5–50 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