Sr. Marketing Lead

Location:

Working-days:

Department:

Experience:

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

4. Guide the team with clarity, not micromanagement

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.

• 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 team’s 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 SKILLS & QUALIFICATIONS

• 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

  marketin

  g

  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.