ROLE OVERVIEW
This role is for a marketer who can both drive performance and create content that helps campaigns convert. It is a hands-on position responsible for planning, launching, analysing, and improving digital campaigns across paid media, social media, website, email, push notifications, and landing pages for CTOS consumer and SME products.
The ideal candidate is commercially minded, strong in execution, comfortable with numbers, and able to move quickly between content creation, campaign optimisation, reporting, and cross-functional coordination. This role is not purely a content role and not purely a media buying role. It sits in between both, with the expectation that content must support growth, engagement, and revenue outcomes.
KEY RESPONSIBILITIES
- Plan, execute, and optimise campaigns across Meta, Google, TikTok, LinkedIn, email, push notifications, and web channels to drive leads, sales, and customer engagement.
- Create performance-led content for ads, social media, website pages, landing pages, email, and CRM journeys, including copywriting, simple visual direction, scripting, and briefing or coordinating asset production when needed.
- Produce or adapt content in fast turnaround environments using tools such as Canva, CapCut, Adobe, or AI tools where relevant, while maintaining quality, clarity, and compliance standards.
- Own day-to-day content and campaign execution across channels, including publishing coordination, asset readiness, UTM tagging, QA, audience setup, and post-launch optimisation.
- Work closely with creative, product, data, sales, legal, tech, and agency teams to develop strong campaign angles, hooks, visuals, and messages that improve click-through and conversion performance.
- Run A/B tests across ad creatives, landing pages, offers, email journeys, call-to-actions, and audience segments to improve conversion rate, lead quality, and cost efficiency.
- Track and analyse performance using tools such as GA4, Meta Ads Manager, Google Ads, Looker Studio, MoEngage, Salesforce, and other relevant platforms, then translate findings into practical recommendations.
- Support lifecycle marketing initiatives such as onboarding, reactivation, cart recovery, upsell, cross-sell, and retention campaigns through CRM and owned media channels.
- Conduct competitor reviews, keyword research, audience research, and market observation to sharpen campaign targeting, SEO relevance, and content direction.
- Maintain strong discipline in campaign reporting, naming conventions, marketing calendars, asset organisation, and tracking hygiene so execution stays accurate and scalable.
WHAT SUCCESS LOOKS LIKE
- Campaigns are launched accurately, on time, and with proper tracking in place.
- Content is not only engaging, but also contributes to stronger lead generation, conversion, and revenue outcomes.
- The role can independently move from idea to execution for many day-to-day growth and content tasks.
- Management receives clear, useful updates on campaign performance, learnings, and next actions.
- Both consumer and SME initiatives show measurable improvement through testing, optimisation, and stronger creative execution.
QUALIFICATIONS
- Diploma or Bachelor's degree in Marketing, Business, Communications, Digital Media, or a related field.
- Relevant certifications in Google Ads, Google Analytics, Meta Ads, SEO, CRM marketing, content marketing, or marketing automation are an advantage.
WORK EXPERIENCE
- At least 2 to 4 years of relevant experience in digital marketing, growth marketing, performance marketing, content marketing, or a similar hands-on role.
- Proven experience managing campaigns or content that are measured against business outcomes such as leads, sales, conversions, engagement, or revenue.
- Experience across both paid media and owned channels such as social media, website, email, or landing page optimisation is strongly preferred.
- Experience in financial services, fintech, SaaS, B2B marketing, or other data-driven marketing environments is an added advantage.
SKILLS & COMPETENCIES
- Strong copywriting ability and good judgement on what makes content clear, relevant, and conversion-friendly across different digital platforms.
- Comfortable creating content independently, while also knowing when to brief designers, video editors, developers, or agencies for stronger output.
- Hands-on knowledge of Meta Ads Manager, Google Ads, GA4 (Google Analytics), and campaign reporting tools.
- Good understanding of social media formats, digital best practices, audience behaviour, SEO fundamentals, and keyword research.
- Familiar with CRM and lifecycle tools such as MoEngage, Salesforce, Pardot, Mailchimp, or similar platforms.
- Understands conversion tracking, pixels, events, UTM structures, and basic funnel measurement.
- Comfortable using AI tools such as ChatGPT, Claude, Gemini, and other productivity tools to improve output and speed.
- Proficient in Microsoft Excel, PowerPoint, and Google Workspace.
- Fluent in English and Bahasa Malaysia. Mandarin is an added advantage.
- Proactive, detail-oriented, commercially aware, and able to work well in a fast-paced environment.
PREFERRED CANDIDATE PROFILE
- A marketer who enjoys creating content, but understands that content must ultimately support growth and business results.
- Someone who is comfortable being hands-on, resourceful, and practical rather than waiting for perfect conditions.
- Able to balance creativity with performance thinking, and brand tone with conversion goals.
- Strong enough to execute independently, but collaborative enough to work well across multiple internal stakeholders.
