CONTEXT
As marketing is a centralized function, the demand for digital marketing and media activities is expanding across the group. This includes full funnel management, with campaigns supporting Boost Wallet, Payflex, Boost Connect, Boost Bank Consumer, and the upcoming SME Banking vertical. As the scope of marketing initiatives continues to grow, there is an increasing need for a Digital Marketing and Media executive to oversee and optimize strategies for brand awareness, user acquisition, and retention. This promotion will help ensure a streamlined and effective approach to support the evolving needs of the business.
SCOPE & AUTHORITY
Role Overview:
The Digital Marketing Executive will play a pivotal role in driving the company's growth through strategic digital marketing campaigns. This role involves the planning, execution, and optimization of multi-channel campaigns, media management, and ongoing performance tracking. The excutive will collaborate with internal and external teams to ensure that marketing strategies align with business objectives and maximize ROI across digital platforms, with a strong understanding of both B2B and B2C marketing.
Key Responsibilities:
- Develop and execute insightful digital marketing campaigns, ensuring proper tracking, analysis, and application of learnings to enhance future campaign performance.
- Manage and optimize budgets to meet specific business objectives while maximizing ROI.
- Continuously seek innovative ways to improve campaign results, challenging the status quo for better outcomes.
- Oversee day-to-day media buying, planning, and optimization across key advertising platforms such as Facebook and Google.
- Collaborate with digital marketing teams to align media strategies with overall business goals.
- Assist in campaign ideation, planning, and setup in collaboration with creative, digital, and cross-functional teams.
- Strategize and plan customer journeys, ensuring smooth paths to purchase on digital platforms.
- Identify and capitalize on new opportunities to drive traffic, increase reach, and boost new customer acquisition.
- Measure and analyze the impact of digital marketing efforts on brand awareness, conversion, and customer loyalty using web analytics and reporting tools.
- Regularly monitor, report, and optimize active campaigns, ensuring accuracy in ad tagging and trafficking.
- Design and implement innovative digital strategies to improve conversion rates while ensuring campaigns are reaching target audiences effectively and cost-efficiently.
- Provide post-campaign reporting, sharing insights and feedback with the marketing team to refine future strategies.
- Work with product, web, and marcomm teams to provide feedback that improves customer experience, product development, and customer segmentation.
KEY RESULT AREAS
1. Campaign Performance and Optimization
- KRA: Ensure all digital marketing campaigns are effectively planned, executed, and optimized to meet defined KPIs, such as traffic, conversions, and ROI.
- Metrics: Campaign ROI, Conversion Rate, Cost Per Acquisition (CPA)
2. Budget Management and Allocation
- KRA: Manage and optimize the marketing budget to maximize impact and ensure funds are allocated efficiently across channels.
- Metrics: Budget adherence, Cost per Lead (CPL), and overall ROI from ad spend.
3. Lead Generation and Customer Acquisition
- KRA: Drive effective strategies for lead generation and new customer acquisition through digital channels, specifically tailored for both B2B and B2C audiences.
- Metrics: Number of qualified leads, New Customer Acquisition
4. Media Buying and Planning
- KRA: Execute day-to-day media buying, planning, and optimization across key digital platforms (e.g., Google Ads, Facebook, LinkedIn, etc.), ensuring campaigns meet business objectives.
- Metrics: Cost per Click (CPC), Impressions, Click-Through Rate (CTR), and Conversion Rate.
5. Customer Journey and Experience Optimization
- KRA: Develop and enhance customer journey maps, optimizing the path to purchase across digital touchpoints for both B2B and B2C segments.
- Metrics: Bounce Rate, Time on Site
6. Collaboration and Cross-functional Alignment
- KRA: Work closely with cross-functional teams (creative, product, marcomm, etc.) to ensure that all campaigns are aligned with the overall business strategy and marketing objectives.
- Metrics: Timeliness of campaign deliverables, Quality of cross-functional collaboration, and Stakeholder satisfaction.
7. Data Analysis and Reporting
- KRA: Monitor, analyze, and report on campaign performance using web analytics tools (e.g., Google Analytics) and provide actionable insights to improve campaign outcomes.
- Metrics: Campaign performance reports, Insights accuracy, and Recommendations implemented.
8. Innovation and Strategy Development
- KRA: Proactively identify new trends, digital platforms, and technologies to improve marketing outcomes, while challenging conventional methods to achieve better results.
- Metrics: Number of new strategies or platforms tested, Innovation in campaigns, and Performance improvement.
9. Brand Awareness and Engagement
- KRA: Develop and execute digital strategies that enhance brand awareness and drive engagement with target audiences.
- Metrics: Brand Awareness metrics (e.g., impressions, reach), Engagement Rate (likes, comments, shares
10. Post-Campaign Reporting and Insights
- KRA: Deliver comprehensive post-campaign analysis and share insights with the marketing team to optimize future campaign strategies.
- Metrics: Post-campaign reports, Number of actionable insights, and Continuous improvement in subsequent campaigns.
11. SEO/SEM Strategy and Execution
- KRA: Oversee the SEO and SEM strategy to ensure visibility and optimization of digital assets on search engines, driving organic and paid traffic.
- Metrics: Organic traffic growth, Paid search ROI, and Keyword ranking improvements.
WORK EXPERIENCES
Qualifications and Skills:
- Minimum 2-3 years of experience in performance marketing, specifically planning and executing digital campaigns for both B2B and B2C brands across Facebook, Google, and other digital platforms. Agency experience is a plus.
- Proven success in digital marketing, media planning, and analytics, with experience in tools like Google Analytics and web reporting.
- Strong data-driven mindset with the ability to analyze campaign performance and make strategic recommendations.
- Proficiency in Excel and a strong understanding of ROI, statistical analysis, and financial controls (P&L).
- Certification in Google Ads, Facebook Blueprint, and proficiency with tools like Google Tag Manager, Google Campaign Manager 360, Google Data Studio, LinkedIn Campaign Manager, TikTok Ads, SEO/SEM, etc.
- Strong understanding of B2B and B2C marketing strategies and tactics.
- Ability to work independently and proactively in a fast-paced, high-energy environment.
- Entrepreneurial mindset with a passion for digital business growth.
- Strong verbal and written communication skills.
- Excellent project management capabilities with a focus on goal-setting, deadline management, and multitasking.
- High attention to detail and a commitment to executional excellence.
