Performance Marketing Manager (Performance + Content + Social)

職務概要

The Performance Marketing Manager will own end-to-end digital growth across acquisition channels, combining: - Performance marketing (paid) - SEO, content, and AI-driven growth (GEO) - Social media strategy and execution - Affiliate partnerships (split with country lead) This is a hands-on individual contributor role, working closely with the Indonesia team. The role will evolve into a team-building and leadership position, Head of Growth, based on performance and scale. Channel Ownership Split - Performance Marketing (25%) - SEO, Content & GEO (40%) - Social Media (35%) - Affiliate Marketing (split with country lead) Core Repsonsibilities: 1. Performance Marketing (Paid Acquisition - 25%) - Manage and optimize campaigns across: • Meta (Facebook & Instagram) • Google Ads (Search, Display, YouTube) • TikTok Ads • Attribution tools (Appsflyer or equivalent) - Own full funnel: • Creative testing • Audience targeting • Budget allocation • Conversion optimization - Continuously improve: • CAC (Customer Acquisition Cost) • Lead quality • Conversion rates - Run structured experiments (A/B testing, cohort-based optimization) Expectation: You are accountable for efficient, scalable acquisition, not just campaign execution, working alongside Indonesian counterparts 2. SEO, Content & GEO (AI-Led Growth – 40%) - Build and execute an SEO strategy focused on: • High-intent financial keywords • Debt consolidation, restructuring, refinancing, and credit education - Create high-conversion, trust-building content, including: • Blogs • Landing pages • Educational content • Conversion-focused copy - Leverage AI tools: • GPT / Gemini / Claude • AI-assisted content generation + refinement • Programmatic SEO where relevant - Optimize for GEO (Generative Engine Optimization): • Ensure FLIN surfaces in AI search responses • Structure content for LLM discoverability - Balance speed vs quality in content production Expectation: Content should drive conversions, not just traffic. 3. Social Media Strategy & Execution (35%) - Own social presence across: • Facebook • Instagram • TikTok - Build content that: • Educates financially distressed users • Builds trust and relatability • Drives inbound leads - Develop content formats: • Short-form video • Storytelling content • Financial awareness content - Work closely with design/video teams (or execute independently if needed) - Track and improve: • Engagement rates • Follower growth • Lead generation from social 4. Affiliate & Partnership Marketing - Identify and onboard affiliate partners: • Financial influencers • Lead generators • Digital publishers - Design performance-based partnerships - Track ROI and optimize partner performance - Build scalable affiliate acquisition channels 5. Analytics & Growth Optimization - Track end-to-end funnel: • Impressions → Clicks → Leads → Conversions - Use tools like: • Google Analytics • Appsflyer • CRM dashboards - Identify drop-offs and optimize funnel performance - Provide structured weekly insights and action plans 0→10 Execution & Experimentation - Launch campaigns from scratch - Rapidly test new channels and formats - Fail fast and iterate quickly - Identify non-obvious growth opportunities 7. Future Team Building (Performance-Based) Based on performance, this role will expand to: - Head of Growth (Local/ Global) - Hiring and managing performance marketers, content writers, and social specialists - Building channel-specific playbooks - Scaling marketing operations Leadership will be earned through execution excellence. Key Performance Indicators (KPIs) - Customer Acquisition Cost (CAC) - Lead-to-conversion rate - Channel-wise ROI - Organic traffic and conversion contribution - Social engagement and inbound leads - Speed of experimentation and iteration