Digital Marketing Specialist, Brand Growth and Performance

Job Description

Role Objective: To drive the brands digital presence, customer acquisition, and franchise visibility through data-driven marketing strategies, high-performing campaigns, and consistent brand development across channels. Roles & Responsibilities 1. Digital Campaign Management Plan, execute, and optimize paid campaigns on Google Ads, Meta Ads, and YouTube (Search, Display, Video, App Install). Manage campaign budgets, ROI targets, CAC, and ROAS goals across customer and franchise verticals. Collaborate with content/design team/vendor to create high-converting creatives and ad copies. 2. Google My Business (GMB) & Local SEO Own and manage 100+ GMB profiles for retail stores. Improve store visibility, engagement, and local keyword ranking . Drive consistent brand representation across listings with location-specific updates and offers. 3. SEO & Content Coordination Drive organic growth via on-page, off-page, and technical SEO . Collaborate on content for blogs, landing pages, FAQs, and city pages optimized for search. Monitor keyword rankings, link-building strategy, and meta optimization. 4. Customer Analytics & Segmentation Use tools like GA4, CRM (Leadsquared/Zoho), and POS data to understand user behavior. Perform RFM analysis, churn analysis, and cohort segmentation to identify growth opportunities. Drive campaigns based on insights from repeat rates, LTV, and acquisition channels. 5. Marketing Automation & CRM Build and manage automated journeys (new user welcome, reorder nudges, dormant win-back). Create WhatsApp, Email, and App notification flows aligned with lifecycle stages. Monitor open rates, click-throughs, and conversion across campaigns. 6. Brand Development & Communication Maintain consistency in brand tone, messaging, and design across all digital touchpoints. Assist in creative briefs , tagline generation, and micro-copy across website, app, and social media. Support store-level and franchisee-level branding kits and local activations. 7. Franchise Marketing Support Run lead-generation campaigns to attract new franchise partners in target cities. Create landing pages, funnel flows, and follow-up automation for lead nurturing. Align with franchise sales team to improve cost per lead (CPL) and conversion quality. 8. Performance Monitoring & Reporting Prepare and maintain weekly/monthly dashboards for key metrics (CPA, ROAS, CTR, traffic, installs). Analyze campaign outcomes, share learning, and recommend actionable improvements. Use UTM, GA4, Tag Manager to ensure tracking and attribution accuracy. Key Skills & Tools Google Ads, Meta Business Manager, GA4, GMB, Ubersuggest/SEMrush CRM automation Strong command over Excel, Canva, and reporting dashboards