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 FLIN’s 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 FLIN’s 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 FLIN’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.

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?

• Bachelor’s 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 3–5 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 0→10 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 company's 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.