Digital Marketing Officer

JOB DESCRIPTION

Position Title: Digital Marketing Officer

Department: Sales & Marketing

Company: Macondray Finance Corporation (MFC)

Reports To: Head of Business Development and Sales & Marketing

Position Summary

The Digital Marketing Officer plans, implements, and monitors MFC's digital marketing activities to strengthen brand awareness, generate qualified inquiries, and support client acquisition. The role works closely with branch Sales and Marketing teams to convert online interest into loan applications and releases while ensuring accurate, professional, and responsible marketing communications.

Key Duties and Responsibilities

Digital Marketing Planning

• Develop digital marketing plans aligned with MFC's lending products, target markets, branch priorities, and approved budgets.
• Recommend campaigns for pensioner loans, seafarer and allottee loans, and approved products and partnerships.
• Identify opportunities to reach potential clients through appropriate digital channels.

Social Media and Content Management

• Manage MFC's official social media accounts and maintain a regular content calendar.
• Create engaging captions, graphics, short videos, and promotional materials.
• Coordinate with relevant departments to verify product information, requirements, and promotional terms before publication.
• Maintain consistent branding and professional communication across digital platforms.

Paid Advertising and Campaign Optimization

• Set up, monitor, and optimize approved Meta Ads and other digital advertising campaigns.
• Manage audience targeting, campaign schedules, budget allocation, and advertising materials.
• Test different content, audiences, and advertisements to improve inquiry quality and campaign results.
• Use AI tools to support content creation and campaign analysis, subject to human review and company data-handling rules.

Inquiry Management and Lead Coordination

• Monitor online inquiries and provide timely, accurate initial responses using approved information.
• Qualify inquiries based on basic product eligibility and route potential clients to the appropriate branch or assigned personnel.
• Maintain a lead tracker showing inquiry source, assigned branch, follow-up status, application progress, and outcome.
• Coordinate with branch teams to address delayed follow-ups and improve conversion.

Performance Monitoring and Reporting

• Prepare regular reports covering advertising spend, reach, engagement, qualified leads, applications, and attributable loan releases.
• Monitor cost per qualified lead, lead-to-application conversion, and client acquisition cost where reliable data is available.
• Identify reasons for low conversion and recommend practical improvements.
• Provide Management with clear findings and proposed actions.

Website and Digital Presence

• Coordinate updates to MFC's website, landing pages, business listings, and digital contact information.
• Recommend improvements that make product information and inquiry channels easier to access.
• Monitor online feedback and escalate complaints or reputational concerns to the appropriate department.

Campaign and Partnership Support

• Support branch activities, saturation drives, agent recruitment, and partnership initiatives through digital promotions.
• Coordinate digital materials for approved healthcare, insurance, and other business collaborations.
• Gather branch feedback and customer insights to improve campaign relevance.

Compliance and Account Security

• Follow company approval procedures before publishing content or launching advertisements.
• Ensure marketing materials use approved rates, fees, qualifications, and disclosures and avoid misleading claims.
• Protect client information and obtain appropriate authorization before using testimonials, photographs, or personal details.
• Maintain secure access to company accounts and organized records of campaign materials and results.

Qualifications

• Bachelor's degree in Marketing, Communications, Business Administration, Multimedia Arts, or a related field.
• Preferably at least one to two years of relevant digital marketing experience.
• Practical experience with Meta Business Suite, Meta Ads Manager, social media management, and campaign reporting.
• Proficiency in Canva or similar design tools; basic video editing skills.
• Strong written and verbal communication skills in English and Filipino.
• Working knowledge of Excel or Google Sheets for lead tracking and performance analysis.
• Experience in lending, financial services, or marketing to pensioners and seafarers is an advantage.

Core Competencies

• Content creation and brand communication
• Paid advertising and audience targeting
• Lead management and branch coordination
• Data analysis and budget discipline
• Customer service and sound judgment
• Organization, initiative, and accountability

Key Performance Indicators

• Number and quality of leads generated
• Cost per qualified lead
• Timeliness of inquiry responses and lead endorsement
• Lead-to-application and application-to-release conversion
• Attributable client acquisition cost
• Delivery of approved campaigns and content schedules
• Accuracy and timeliness of reports
• Compliance with approved budgets, branding, and publication procedures