Digital Marketing Specialist

Role & responsibilities

Key Responsibility Areas (KRA):
1. Performance Marketing & Paid Campaigns-Strategize, execute, and optimize performance-driven campaigns across Meta (Facebook & Instagram), Google (Search, Display, YouTube), and LinkedIn.-Handle media buying, audience segmentation, and budget optimization to drive ROI and CPL/CPA targets.-Constant A/B testing of creatives, copies, and landing pages to improve conversion rates.

2. SEO Management (On-Page & Off-Page)
Conduct detailed keyword research, competitor analysis, and SEO audits.-Optimize website architecture, internal linking, and technical SEO parameters (e.g., page speed, schema markup).-Build high-quality backlinks through content outreach, PR, and domain authority growth.-Regular tracking of SERP rankings and execution of strategies to increase organic traffic.

3. Attribution & Analytics
-In-depth understanding of digital attribution models (First click, Last click, Linear, Time Decay, Data-Driven).-Set up and manage UTM tracking, event-based tracking (GA4, GTM), and analyze user journeys to determine campaign effectiveness.-Create actionable insights through Google Analytics, Looker Studio (or similar BI tools), and platform-specific dashboards.

4. Campaign Analytics & Reporting
-Monitor key metrics such as CTR, CPC, CPA, ROAS, CPM, Bounce Rate, etc.-Prepare weekly and monthly campaign performance reports and provide strategic recommendations.-Use tools like Google Analytics, Meta Ads Manager, Google Tag Manager, LinkedIn Campaign Manager, SEMrush/Ahrefs, and Hotjar.

5. Creative & Content Collaboration
-Collaborate with the design and content teams to develop high-performing creatives for various campaigns.-Recommend ad copies, visual hooks, and landing page layouts based on campaign data.

6. Funnel Management & Conversion Rate Optimization (CRO)
-Understand the full marketing funnel and optimize every stage from awareness to conversion.-Run experiments and hypothesis testing to improve website and landing page performance.

7. Marketing Automation & CRM Integration (Bonus Skill)
-Knowledge of platforms like HubSpot, Zoho, Mailchimp, WebEngage for lead nurturing and marketing automation.-Manage remarketing and retargeting campaigns with segmented audience lists.

8. Competitor Benchmarking & Trendspotting
-Stay updated with industry trends, algorithm changes, and new advertising formats.-Conduct competitive analysis to identify gaps and opportunities.