Digital Marketing Officer

Role: Digital Marketing Officer

Position Level: Supervisor - Individual Contributor (hands-on role, does not necessarily require direct people management at the onset)

Department: Digital Marketing

Business Unit: Maxicare Group

Reports To: Asst. Digital Marketing Manager / Head of Digital Marketing

Required Experience: 3-4 years

Job Summary

The Digital Marketing Officer is responsible for the day-to-day execution and management of Maxicare Group's social media presence across its brands and digital platforms.

The role focuses on coordinating content creation, managing social media calendars, scheduling and publishing content, monitoring brand social media pages, and providing on-ground coverage of company events and marketing activities.

The position works closely with internal Marketing, Creative, PR, and Digital teams, as well as external agency partners, to ensure social media content is timely, engaging, accurate, on-brand, and aligned with business objectives. It also requires hands-on knowledge and experience in digital media planning and buying, particularly across Meta, TikTok, and other relevant digital advertising platforms.

The ideal candidate is a proactive and results-oriented digital marketer who can translate business and marketing objectives into engaging social media content and effective paid campaigns, while ensuring consistent brand presence, operational efficiency, and measurable performance.

Key Responsibilities

• Social Media Content Development & Execution Coordination (25%)
• Coordinate the development of social media content across Maxicare Group brands, including Maxicare, MaxiHealth, and MaxiLife, as applicable.
• Translate approved marketing campaign plans into social media content requirements, creative briefs, and execution guidelines.
• Work closely with internal Creative teams, content creators, and external agencies to develop static posts, carousels, Reels, short-form videos, infographics, and other social media assets.
• Provide guidance on content formats, messaging, captions, visual direction, platform suitability, and social media best practices.
• Maintain and update the social media content calendar, ensuring alignment with marketing campaigns, product launches, seasonal themes, and health awareness observances.
• Coordinate content reviews, feedback consolidation, and approvals with relevant internal stakeholders.
• Handle day-to-day content production requirements, including creative briefings, feedback consolidation, revisions, stakeholder approvals, and publishing deadlines.
• Act as the primary point of contact for social media content requirements, coordinating directly with internal stakeholders and external agencies to ensure timely execution and delivery.
• Personally review and quality-check all social media assets and agency deliverables for accuracy, creative quality, brand consistency, approved product claims, and compliance with internal guidelines.
• Track content production progress, resolve execution bottlenecks, follow up on outstanding deliverables, and proactively recommend improvements to content quality and workflow efficiency.
• Social Media Publishing, Page Monitoring & Community Management (30%)
• Manage the scheduling, quality assurance, and timely publishing of approved content across Facebook, Instagram, TikTok, YouTube, LinkedIn, and other relevant platforms, ensuring alignment with content calendars and campaign schedules.
• Maintain updated publishing calendars, content trackers, and digital asset repositories.
• Conduct daily monitoring of official social media pages, including comments, direct messages, inquiries, mentions, tagged posts, and user-generated content.
• Coordinate the deployment of organic social media content for campaigns, product launches, promotions, and brand initiatives.
• Conduct daily monitoring of official social media pages, including comments, inquiries, mentions, tagged posts, and direct messages.
• Engage with audiences by responding to comments on campaigns, user-generated content, clinic updates, events, and community activities.
• Respond to general inquiries using approved response templates and coordinate customer-related concerns with Customer Service or the appropriate business teams.
• Escalate customer complaints, sensitive issues, misinformation, and potential reputational risks to the appropriate stakeholders.
• Monitor social media conversations, audience feedback, and emerging topics relevant to Maxicare Group.
• Coordinate with PR and Customer Service teams on social media issues requiring official responses.
• Monitor competitor social media pages, campaigns, content trends, and notable activities.
• Maintain a social media monitoring log and provide regular updates on significant conversations, recurring inquiries, and potential opportunities for engagement.
• Ensure customer information is handled in accordance with company privacy and confidentiality policies.
• Digital Media Planning, Buying & Campaign Optimization (20%)
• Support the development and execution of digital media plans aligned with campaign objectives, target audiences, and allocated budgets.
• Demonstrate hands-on experience in setting up, managing, and optimizing paid campaigns through Meta Ads Manager, TikTok Ads Manager, and Google Ads, as applicable.
• Recommend appropriate campaign objectives, audience targeting, placements, formats, and budget allocations.
• Set up and manage paid social campaigns focused on awareness, engagement, traffic, lead generation, and conversions.
• Monitor campaign performance and optimize based on key metrics such as reach, impressions, CPM, CPC, CTR, CPL, CPA, and ROAS.
• Conduct A/B testing of creatives, audience segments, placements, and messaging to improve performance.
• Coordinate with media agencies on campaign setup, execution, reporting, and optimization recommendations.
• Review media performance reports and challenge underperforming campaigns with data-backed recommendations.
• Ensure campaign tracking, UTM parameters, conversion events, and landing page destinations are properly implemented and validated in coordination with the Digital Marketing and Analytics teams.
• Monitor media spending and pacing to ensure campaigns remain within approved budgets.
• Identify opportunities to improve cost efficiency, traffic quality, and conversion performance.
• Event Coverage & Real-Time Content Creation (15%)
• Provide on-ground social media coverage for company events, product launches, partnerships, activations, community initiatives, and other marketing activities.
• Capture photos, short-form videos, interviews, and behind-the-scenes content suitable for social media publication.
• Create and coordinate real-time or near-real-time social media updates, including Stories, Reels, event highlights, and recap posts.
• Collaborate with event organizers, PR, Marketing, and Creative teams to ensure coverage aligns with approved communication objectives.
• Prepare event coverage plans, shot lists, content requirements, and publishing schedules ahead of major activities.
• Organize and turn over event photos, videos, and other content assets for future marketing use.
• Ensure necessary permissions, consent, and approvals are secured before publishing event content.
• Social Media Analytics, Reporting & Optimization (10%)
• Prepare weekly and monthly reports on organic social media performance, including reach, impressions, engagement, follower growth, content performance, and audience interactions.
• Track content publishing compliance against the approved social media calendar.
• Identify top-performing content formats, topics, and creative approaches.
• Recommend improvements to content execution, posting frequency, timing, and platform-specific formats based on performance data.
• Share relevant social listening insights, customer feedback, and competitor observations with the Digital Marketing team.
• Support the continuous improvement of social media workflows, publishing processes, and content coordination.
  
  

Qualifications

Education

• Bachelor's degree in Marketing, Advertising, Communications, Digital Media, Business Administration, or a related field.
  
  

Professional Experience

• 3-4 years of relevant experience in social media management, digital marketing, content marketing, or performance marketing.
• Proven experience independently managing social media calendars, content production coordination, and publishing activities.
• At least 2 years of hands-on experience in paid social media advertising , particularly Meta Ads Manager; TikTok Ads and Google Ads experience are strong advantages.
• Demonstrated ability to manage digital advertising campaigns, budgets, targeting, optimization, and performance reporting.
• Experience developing creative briefs and providing guidance to internal Creative teams or external agencies.
• Experience managing social media pages, community engagement, and customer concern escalation.
• Experience providing on-ground social media coverage for corporate events, product launches, or marketing activations.
• Experience working with cross-functional teams and external media or creative agencies.
• Background in healthcare, insurance, financial services, e-commerce, or other regulated industries is an advantage.
  
  

Technical Skills

Social Media Management

• Meta Business Suite
• Facebook, Instagram, TikTok, YouTube, and LinkedIn
• Social media scheduling, publishing, and monitoring tools
  
  

Digital Media Buying

• Meta Ads Manager
• TikTok Ads Manager
• Google Ads
• Campaign budgeting, targeting, optimization, and A/B testing
• Understanding of CPM, CPC, CTR, CPL, CPA, CAC, and ROAS
  
  

Analytics & Measurement

• Meta Ads reporting and platform analytics
• Google Analytics 4 (GA4)
• UTM tracking and campaign attribution
• Basic understanding of Google Tag Manager and advertising pixels
• Excel or Google Sheets for campaign reporting and analysis
  
  

Key Competencies

• Strong understanding of organic and paid social media marketing.
• Good creative judgment and ability to provide clear content direction.
• Strong analytical skills and ability to interpret campaign performance.
• Excellent organizational, planning, and coordination skills.
• Ability to manage multiple brands, campaigns, and deadlines.
• Proactive problem-solving and attention to detail.
• Strong stakeholder and agency management skills.
• Ability to work independently and take ownership of deliverables.
• Good written and verbal communication skills.
• Willingness to support event coverage outside regular office hours when required.