Outbound lead generation
Campaign Governance & Design: Define the methodological and measurement framework for campaigns (objectives, hypotheses, A/B and multivariate experimental design), advise on mix and budget allocation; day-to-day tactical execution falls to the team/agencies.
Research-led Content Frameworks: Develop content guidelines and standards based on audience/market research; coordinate perception and brand lift studies (no operational copywriting).
SEO/SEM Strategy & Measurement: Establish strategy, taxonomy, tagging standards and attribution models for SEO/SEM; monitor KPIs and data quality; technical implementation is carried out by the team/suppliers.
Analytics & Modelling: Build data-driven attribution models and marketing mix modelling (basic/intermediate level); perform forecasting and statistical segmentation; translate insights into executive decisions.
Social Listening & Insights: Define measurement frameworks for social media (share of voice, sentiment, incrementality) and coordinate with teams to adopt findings (no daily community management).

Bachelor's/Master's in Marketing, Communications, Business/Economics, Statistics or related field (hiring based on qualifications).
Google Ads / GA4 Certifications; HubSpot/Marketo (analytics/automation).
Training in applied statistics, attribution and MMM; SQL; Python/R is a plus.

Digital Marketing Specialist

Key skills