Sr. Marketing Lead

Job Title: Sr. Marketing Lead

Location:

ROLE OVERVIEW

Senior Marketing Lead

NOT

This role is for someone who:

• Thinks deeply about

  who the customer is

• Knows

  where to find them

• Understands

  what content to show, in what format, at what stage

• Can design

  site structure, content clusters, and landing pages

  that convert
• Uses

  data, analytics, and experiments

  to drive decisions
• Can

  lead and upskill an execution team

  using clear direction and SOPs

Core Objectives (Non-Negotiable)

1. Increase qualified traffic

   to company's products

2. Improve on-site conversion rate

   (visitor buyer)

3. Create a repeatable, data-driven marketing system

KEY RESPONSIBILITIES

1. Customer & Funnel Strategy (Highest Priority)

• Define

  core customer segments

  (store owners, agencies, developers, enterprise users)
• Map

  customer intent journeys

  :
• Awareness Comparison Purchase Expansion
  
• Decide:
• Where users should land
• What page they should see
• What CTA converts best at each stage
  
• Build and optimize funnels for B2B and increase qualified product inquiries.

• Conduct competitive research and positioning analysis.

2. Demand Generation & Campaigns

• Plan and execute:
• Product launch campaigns
• Seasonal offers
• Bundle promotions
• Feature-led campaigns
  
• Align email, content, SEO and paid efforts into

  single GTM motions.

• Improve

  repeat purchases, upsells and cross-sells

• Plan and execute product launches, campaigns and go-to-market strategies around new product launches.

3. Website, Landing Pages & Conversion Optimization

• Own

  site structure, navigation

  and

  product discovery

• Design and optimize:
• Product pages
• Category pages
• Comparison pages
• Feature-based landing pages
  
• Work with design/dev to:
• Improve UX
• Reduce friction
• Increase checkout & license conversion
  
• Run CRO experiments using:
• Heatmaps
• Funnels
• Ensure landing pages and website content align with overall marketing goals.

4. SEO & Content as a Revenue Engine (Not Just Traffic)

• Strengthen company's brand positioning across all digital channels.

• Build content roadmaps based on product releases, industry trends and keyword priorities.

• Build

  content clusters

  aligned to:
• Product use-cases
• Buyer problems
• Feature comparisons
• Decide:
• What content should rank
• What content should convert
• What content supports sales enablement
  
• Guide the team on:
• Search intent mapping
• Internal linking for conversion paths
• AI-assisted content (with human judgment)
  
• Regularly audit:
• Pages with traffic but low conversion
• High-intent keywords not monetized properly

5. Analytics, Insights & Decision-Making

• Own marketing analytics:
• GA4
• Search Console
• Funnel & conversion reports
  
• Track:
• Traffic quality
• Page-level conversion
• Funnel drop-offs
  
• Convert data into:
• Clear actions
• Experiments
• Prioritization for the team
  
• Present

  insight-based reports

  , not vanity metrics

6. Team Leadership, SOPs & Execution Control

• Lead SEO, content, design and outreach teams with:
• Clear briefs
• Clear success criteria
  
• Build SOPs for:
• Content creation
• Landing page creation
• SEO audits
• Campaign execution
• Ensure:
• Weekly review rhythm
• Outcome-based accountability
  
• Upgrade the teams thinking, not just output

7. Cross-Functional Collaboration

• Strategize GTM plans for new product releases.

• Work closely with:
• Product team (features, roadmap, feedback)
• Sales/support (customer objections & insights)
• Leadership (growth priorities)
  
• Translate product capabilities into

  clear value propositions

REQUIRED QUALIFICATIONS & SKILLS

• 3-5 years of experience

  in

  Shopify

  or

  WooCommerce

  , with at least 2 years in a leadership role.
• Hands-on experience using

  Shopify

  for marketing activities, including store setup, app integrations, product optimization and campaign execution.
• Prior experience working with

  WordPress, WooCommerce, SaaS

  and other

  tech products

  is highly preferred.
• Hands-on experience with:

  SEO & content strategy

  and

  Analytics & reporting

• Proficient in tools like

  GA4, Google Analytics, Search Console, CRM

  and

  marketing

  automation tools

  .
• Proven track record of demand creation and lead generation.
• Excellent communication, leadership and stakeholder management skills

NICE TO HAVE

• Exposure to international (US/EU) markets
• Understanding of Product-Led Growth (PLG)
• CRO tools & experimentation mindset
• Prior experience fixing declining traffic or conversion issues