Role Profile

Role Profile: Performance Marketer

February 20th, 2024
With contributors:
Emily Collins , Anna Hoskins


When performance marketers optimize the entire funnel, they help brands effectively address consumers on their nonlinear paths to purchase. Performance marketers mutually support their finance, analytics, creative, and earned media teammates at agencies and/or within their organization by helping them understand audiences, plan and buy media accordingly, test creative, verify marketing’s revenue impact, and prove its yield. By working across various functions and the advertising lifecycle, performance marketers are critical to brands’ growth.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.