Lead Specialist - Marketing

Role Overview

Lead Specialist Marketing

The ideal candidate brings deep understanding of digital ecosystems, growth dynamics of two-sided marketplaces, and the art of community building in the gig economy.

Key Responsibilities

1. Growth & Acquisition

• Develop and execute integrated marketing strategies to expand the platform's talent and SME user base.
• Design targeted campaigns for SMEs, universities, and professional networks.
• Optimize

  user acquisition costs (UAC)

  through a mix of paid, organic, referral, and partnership channels.
• Lead performance marketing initiatives across

  Google Ads, Meta, LinkedIn, and programmatic platforms

  .

2. Brand & Positioning

• Build and strengthen a brand identity that reflects

  trust, flexibility, and opportunity

  .
• Define and refine platform messaging for both sides of the ecosystem SMEs and gig professionals.
• Oversee design, storytelling, and PR initiatives that highlight platform success stories and user journeys.

3. Platform Engagement & Retention

• Develop and implement retention campaigns to improve user engagement, task posting, and project completion rates.
• Collaborate with product, delivery, and engineering teams to optimize the user journey and reduce churn.

4. Community & Content Marketing

• Create and nurture an active gig community through events, webinars, newsletters, and online engagement.
• Lead content initiatives blogs, thought-leadership pieces, case studies, and knowledge-sharing campaigns.

5. Partnership & Ecosystem Development

• Establish partnerships with SME associations, skilling bodies, and ecosystem enablers to boost platform awareness.
• Collaborate with digital influencers and online communities relevant to freelancers, vendors, and gig professionals.

6. Data-Driven Marketing

• Monitor and analyze KPIs across the user funnel (awareness ? registration ? engagement ? retention).
• Use analytics tools to measure campaign performance, ROI, and growth impact.
• Drive A/B testing, funnel optimization, and develop performance dashboards for leadership visibility.

Required Skills & Competencies

• Proven track record in

  scaling digital user bases

  for marketplaces or SaaS platforms.
• In-depth understanding of

  two-sided marketplace dynamics

  and the

  gig economy

  .
• Expertise in

  performance marketing, SEO, CRM, and lifecycle campaigns

  .
• Strong

  storytelling and brand-building

  abilities.
• Excellent

  analytical, communication, and leadership

  skills.

Educational Qualifications

• Bachelor's degree in Marketing, Business, or Communications.
• MBA or specialization in

  Digital Marketing / Growth Marketing

  preferred.

Experience

• 612 years of experience in marketing, with at least 3 years in digital-first or platform-based organizations.
• Prior exposure to gig, e-commerce, or marketplace environments (e.g.,

  Upwork, Fiverr, Appen, Mercor

  ) preferred.
• Experience managing

  multi-channel campaigns

  and leading

  community engagement initiatives

  .