Digital Marketing Specialist (Performance + Content + Social)

Tổng quan về công việc và trách nhiệm

Role Overview The Digital Marketing Specialist 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 (30%) ● SEO, Content & GEO (40%) ● Social Media (30%) ● Affiliate Marketing (split with country lead of Philippines) Core Responsibilities 1. Performance Marketing (Paid Acquisition – 30%) ● Manage and optimize campaigns across: ○ Meta (Facebook & Instagram) ○ Google Ads (Search, Display, YouTube) ○ TikTok Ads ○ Attribution tools (Appsflyer or equivalent), Must have strong knowledge ● 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 managing CPL and CPA within established thresholds, not just campaign execution, and 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 (30%) ● 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 6. 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