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 AM–6:00 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 0→10 scale environment, this role directly impacts the client's growth by scaling high-quality lead pipelines for distressed consumer credit solutions, including debt restructuring, refinancing, and loan consolidation.

MAIN RESPONSIBILITIES

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 such as GPT-4, Gemini, and 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 the client's visibility within AI-driven search responses and LLM information discovery networks.

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, such as Appsflyer or equivalent, to secure accurate, data-hygiene-compliant marketing analytics.

• Execute structured, continuous experimentation frameworks, including A/B testing, landing page variations, and cohort optimization, to consistently compress Customer Acquisition Cost (CAC) while improving baseline lead quality.

Social Media Strategy & Execution (30%)

• Direct and scale the client's 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.

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.

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.

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, including content writers, performance media buyers, and 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.

REQUIREMENTS

Education and Training

Bachelor's degree in Marketing, Business Administration, Communications, Information Technology, or a related field.

Professional certifications in paid media platforms, such as Meta Certified Digital Marketing Associate/Media Buying Professional, Google Ads Certifications, and advanced technical SEO training are highly advantageous.

Experience

Minimum of 3–5 years of proven, hands-on experience in full-stack digital marketing or growth marketing roles.

Must have direct operational experience within:

• Top-tier digital marketing agencies managing high-velocity, high-budget corporate accounts; and/or

• High-growth FinTech or digital lending startups.

Demonstrated blended track record simultaneously owning and managing Performance Marketing, Content Strategy, and Social Media Execution.

Proven history of operating effectively within agile environments, demonstrating the ability to launch campaigns from scratch, build playbooks, and rapidly test unproven acquisition channels.

Language

Native/Fluent proficiency in Tagalog is mandatory, with high professional proficiency in English, written and spoken, SpeechX B2+.