Digital Marketing & Paid Media Specialist

The Digital Marketing & Paid Media Specialist will drive scalable business growth by leading end-to-end demand generation, digital acquisition, and conversion strategies across all channels. This role plans and executes integrated marketing campaigns, optimizes digital journeys, and generates high-quality leads that translate into measurable revenue outcomes. Leveraging data-driven insights and collaboration with sales and product teams, the specialist ensures effective lead generation, improved conversion rates, and continuous optimization of the marketing funnel.

• Develop and execute integrated demand generation strategies to drive qualified leads and pipeline growth.
• Own end-to-end campaign planning across paid, owned, and organic channels.
• Drive always-on and campaign-based acquisition programs aligned to business priorities and markets.
• Continuously optimize campaigns to improve lead quality, conversion rates, and cost efficiency (CPL, CPA).
• Lead execution and optimization of paid media campaigns (Google, Meta, LinkedIn, programmatic partners).
• Manage agency relationships to ensure effective media planning, execution, and performance tracking.
• Drive improvements in CTR, conversion rates, impression share, and cost efficiencies.
• Test and scale new channels, formats, and targeting strategies to drive incremental growth.
• Own website performance, including content, structure, and user experience.
• Lead development and optimization of landing pages and conversion journeys.
• Drive CRO initiatives, including A/B testing, CTA optimization, and journey improvements.
• Develop automated journeys to move leads through the funnel and support conversion.
• Optimize communication strategies based on user behavior and lifecycle stages.
• Ensure alignment with CRM systems and sales follow-up processes.
• Define and execute SEO strategy to drive organic traffic and inbound leads.
• Optimize website content and structure to improve search visibility and rankings.
• Monitor performance and continuously refine strategy based on search trends and competitor activity.
• Align on lead definitions and quality expectations.
• Provide continuous feedback loop on campaign performance and conversion.
• Collaborate with Product, Brand, and sales teams to ensure integrated execution.
• Track and monitor campaign performance against defined KPIs and targets.
• Leverage insights from Analytics to drive continuous optimization and improvement.
• Ensure campaigns are aligned to business outcomes, not just media metrics.
• Identify new opportunities for growth, experimentation, and channel expansion.
• Stay updated on digital marketing trends, tools, and best practices.
• Continuously test and scale new approaches to improve acquisition and conversion performance.

• Bachelor's Degree in Marketing, Business, Communications, or a related field.
• Professional certifications in Digital Marketing, Google Ads, Google Analytics, Meta Blueprint, or similar will be an added advantage.
• 3 - 5 years of experience in Digital Marketing and Demand Generation.
• Proven track record in developing and executing multi-channel acquisition and lead generation campaigns that deliver measurable business growth.
• Strong Paid Media Management Experience: Hands-on expertise managing and optimizing campaigns across Google Ads, Meta (Facebook/Instagram), LinkedIn, and other digital advertising platforms, with a strong focus on CPL, CPA, ROAS, CTR, and conversion performance.
• Website Optimization and Conversion Rate Optimization (CRO) Skills: Experience managing websites, landing pages, customer journeys, A/B testing, and conversion optimization initiatives to improve lead generation and user engagement.
• Strong understanding of SEO strategies, Google Analytics, Tag Manager, and performance reporting, with the ability to translate insights into actionable marketing improvements.
• Demonstrated experience using CRM and marketing automation platforms to build lead nurturing journeys, automate campaigns, and support sales conversion processes.
• Ability to collaborate effectively with Sales, Product, Brand, and external agencies, ensuring marketing activities are aligned with revenue growth, customer acquisition, and business objectives.