Digital Marketing Specialist

Key Responsibilities1. Paid Media Strategy & ExecutionDevelop, implement, and manage paid advertising campaigns across Meta (Facebook/Instagram), Google (Search, Display, YouTube), LinkedIn, and other emerging platforms. Collaborate with marketing, design, and content teams to create ad creatives and copy that align with brand messaging. Execute full-funnel ad strategies (TOFU, MOFU, BOFU) for awareness, consideration, and conversion. Ensure campaigns are optimized daily for performance — testing audiences, placements, creatives, and bidding strategies. 2. Audience Research & TargetingConduct deep audience segmentation and competitor analysis to identify high-value customer segments. Use advanced targeting methods — lookalike audiences, remarketing, interest stacking, and behavioral targeting. Manage and maintain remarketing funnels and dynamic product ads. 3. Creative OptimizationCollaborate with creative teams to brief and test multiple variations of copy, hooks, and visuals. Analyze ad creatives using performance data to identify top-performing content types (UGC, product demo, testimonial, etc.). Implement A/B testing frameworks to continuously improve CTR and conversion rates. 4. Analytics & ReportingTrack, measure, and analyze campaign performance using Google Analytics (GA4), Meta Ads Manager, Google Ads, and Data Studio dashboards. Monitor KPIs including CTR, CPC, CPA, ROAS, Conversion Rate, and CAC. Generate weekly and monthly reports with insights, learnings, and actionable optimizations. Use data to inform creative direction and future campaigns. 5. Budget ManagementManage ad budgets effectively to ensure maximum ROI. Forecast spend and results; allocate budgets across platforms based on performance data. Prevent overspending and maintain healthy pacing throughout campaigns. 6. Conversion Rate Optimization (CRO)Collaborate with the CRO team to optimize landing pages, product pages, and funnels for better conversions. Implement pixel tracking, event setup, and UTM tagging to ensure accurate attribution. Work on improving the entire customer journey from ad click → landing page → checkout. 7. Cross-Channel IntegrationAlign paid media efforts with organic, influencer, and email marketing teams for cohesive campaigns. Contribute to overall growth strategy — helping build a predictable, scalable paid acquisition engine.