Digital Marketing Specialist

Title: Digital Marketing Specialist (Performance Content Social)
Employment: Under Payreto with possible deployment to a client
Work Setup: Full onsite in Makati
Schedule: Monday to Friday 9:00 AM6:00 PM
Employment Type: Full-time
Reporting To: Head of Growth/Country Lead

Position Overview

The Digital Marketing Specialist is a full-stack growth driver responsible for designing deploying and optimizing end-to-end user acquisition strategies across paid performance organic SEO/GEO and social media channels. Operating in an agile 010 scale environment this role directly impacts FLINs growth by scaling high-quality lead pipelines for distressed consumer credit solutions (debt restructuring refinancing and loan consolidation).

WHAT WILL YOU DO

1. SEO Content & GEO (AI-Led Organic Growth 40%)

• Formulate and execute an organic search blueprint targeted at capturing high-intent financial keywords around debt restructuring loan consolidation and credit advisory.
• Produce conversion-optimized landing pages trust-building long-form blogs and localized financial literacy material that converts informational traffic into qualified loan inquiries.
• Leverage advanced LLMs and AI tools (GPT-4 Gemini Claude) to accelerate localized content production workflows combining programmatic SEO scaling with precise human editorial oversight.
• Optimize digital assets for Generative Engine Optimization (GEO) to guarantee FLINs visibility within AI-driven search responses and LLM information discovery networks.

2. Performance Marketing (Paid Acquisition 30%)

• Architect deploy and manage high-velocity paid acquisition campaigns across Meta (Facebook Instagram) Google Ads (Search Display YouTube) and TikTok Ads.
• Own the conversion funnel end-to-end steering rapid creative testing iterations granular audience segmentation and algorithmic budget reallocations.
• Configure and audit multi-channel conversion tracking using advanced attribution tools (Appsflyer or equivalent) to secure accurate data-hygiene-compliant marketing analytics.
• Execute structured continuous experimentation frameworks (A/B testing landing page variations cohort optimization) to consistently compress Customer Acquisition Cost (CAC) while improving baseline lead quality.

3. Social Media Strategy & Execution (30%)

• Direct and scale FLINs social architecture across Facebook Instagram and TikTok to drive organic inbound lead generation.
• Develop highly relatable short-form video scripts narrative copy and educational campaigns designed to de-stigmatize financial distress and build immediate brand authority.
• Coordinate with internal design and multimedia assets to establish a fast-paced creative engine jumping on trending formats to drive engagement.
• Track analyze and report weekly on shifting social sentiment metrics audience engagement depths and lead attribution loops.

4. Affiliate & Partnership Marketing (Cross-Functional)

• Identify negotiate and onboard performance-based affiliate partners digital publishers financial influencers and high-traffic lead generators.
• Co-design scalable commercial structures with the Country Lead to incentivize high-quality consumer acquisition while protecting margins.
• Perform continuous ROI assessments on external partner networks pruning low-yielding channels to optimize client lifetime value.

5. Growth Analytics & Funnel Diagnostics

• Align risk and customer retention strategies by collaborating smoothly with internal Customer Support Risk Management and Legal pillars.
• Manage formal communications and transactional closure sequences with external lenders and financial institutions to ensure zero-friction loan buyouts.
• Communicate settlement variables structural progress and compliance updates transparently to all key stakeholders.
• Map and diagnose user drop-offs across the complete acquisition funnel (Impressions > Clicks > Leads > Customer Risk Assessment > Closed Refinancing Settlement).
• Consolidate marketing performance data via Google Analytics CRM pipelines and cohort dashboards into actionable weekly growth insights for the executive board.

6. Team Scaling & Leadership Evolution

• Author channel-specific operational playbooks and baseline marketing documentation to prepare operations for structural scaling.
• Build hire and mentor an internal team of channel specialists (content writers performance media buyers creative designers) as marketing operations achieve targeted group scale benchmarks.

CORE COMPETENCIES

• Full-Stack Media Buying: Ability to deploy scale and optimize large ad budgets across Meta Google and TikTok engines with high capital efficiency.
• AI-Assisted Organic Scaling: Capacity to merge traditional technical SEO parameters with cutting-edge GEO practices and programmatic AI content generation.
• Data Diagnostics & Attribution: Mastery over advanced attribution frameworks web/app analytics and funnel mapping to isolate and fix performance drop-offs.
• Financial Content Copywriting: Ability to translate complex debt restructuring regulations and loan parameters into highly empathetic trust-inducing customer copy.
• Growth Agile Testing: Strong focus on running fast structured marketing experiments managing rapid iterations and building operational playbooks from scratch.
• Strategic Partner Architecture: Skill in designing monitoring and scaling performance-incentivized affiliate networks and lead-generation partnerships.

WHAT SHOULD YOU HAVE

• Bachelors degree in Marketing Business Administration Communications Information Technology or a related field.
• Professional certifications in paid media platforms (e.g. Meta Certified Digital Marketing Associate/Media Buying Professional Google Ads Certifications) and advanced technical SEO training are highly advantageous.
• Minimum of 35 years of proven hands-on experience in full-stack digital marketing or growth marketing roles
• Native/Fluent proficiency in Tagalog (Mandatory) and high professional proficiency in English
• Paid Media Buying & Execution: Mastery over the architecture bidding strategies and audience targeting mechanics of Meta Ads Manager Google Ads (Search Display YouTube) and TikTok Ads.
• Mobile & Funnel Attribution: Advanced hands-on configuration knowledge of data attribution platforms (Appsflyer or equivalent tracking software) to monitor deep funnel metrics (CPL CPA and CAC).
• Technical & Content SEO: High proficiency using industry-standard search optimization suites (Ahrefs SEMrush Google Search Console) to manage high-intent keyword positioning.
• AI Tool Integration & GEO: Practical working knowledge of using Generative AI engines (GPT Gemini Claude) for rapid content creation copy iteration and structuring web assets for Generative Engine Optimization (GEO).
• Content Management Systems (CMS): Direct experience configuring and updating digital copy across mainstream content management platforms and landing page frameworks.
• Data Analytics Systems: Deep competency navigating Google Analytics and integrated CRM dashboards to isolate operational funnel drop-offs and generate weekly performance metrics.
• Integrity & Low Opportunism (Dark Traits Baseline): Rigid alignment with corporate ethics treating marketing budget allocation user data privacy (PII guidelines) and absolute transparency in performance metric reporting as a non-negotiable professional baseline.
• Accountability & Ownership: Takes absolute accountability for full-funnel customer acquisition outcomes capital efficiency and hitting target CPA/CAC metrics within an agile 010 growth ecosystem.
• Growth-Minded Thinking: Aligns performance media buying AI-driven content generation and organic social positioning with deep localized consumer behavior trends and the companys scaling milestones.
• Analytical Problem-Solving: Proactively diagnoses multi-channel funnel drop-offs isolates attribution anomalies and implements data-driven experiments to course-correct underperforming campaigns.
• Adaptability & Experimentation: Thrives in a high-velocity rapid-testing landscape; effortlessly manages conflicting channel objectives while deploying failing and iterating new creative formats at speed.
• Empathy & Customer-Centric Mindset: Focused on crafting user-centric narratives for financially distressed audiences ensuring that content strips away the stigma of subprime credit while building profound brand trust and clarity.