Digital Marketing Executive / Specialist

KESAR is a dynamic Pakistani fashion and lifestyle brand specializing in Pret and various lifestyle categories through both retail outlets and an online platform. As the company expands, it seeks a Digital Marketing Executive/Specialist to enhance its digital footprint and drive measurable growth in e-commerce. The ideal candidate will be responsible for planning, executing, monitoring, and optimizing digital marketing campaigns across paid advertising, social media, e-commerce, and other digital channels. This role demands a performance-driven mindset, with a strong focus on converting campaigns and advertising budgets into traffic, conversions, customer acquisition, and revenue.

Key Responsibilities
Plan, execute, and optimize Meta Ads campaigns (Facebook and Instagram) targeting sales, conversions, retargeting, and customer acquisition. Manage Google Ads campaigns including Search, Shopping/Performance Max, Display, and remarketing efforts. Develop comprehensive digital marketing strategies for new collections, product launches, seasonal promotions, sales events, and retail store openings. Monitor and analyze the performance of KESAR’s Shopify store, identifying opportunities to improve traffic, conversion rates, average order value, and overall online revenue. Track key performance indicators such as ROAS, CAC/CPA, CTR, CPC, conversion rate, revenue, AOV, and website traffic. Collaborate with content and design teams to create compelling ad creatives, campaign concepts, offers, copy, and landing page messaging. Manage audience segmentation, retargeting strategies, and campaign testing. Conduct A/B testing on creatives, messaging, offers, audiences, and landing pages to optimize results. Ensure accurate tracking through Meta Pixel, Google Analytics (GA4), Google Tag Manager, and other e-commerce tracking tools. Support SEO and organic growth efforts, including on-page optimization and keyword research. Assist with email, SMS, and WhatsApp marketing campaigns as well as customer retention initiatives. Monitor competitor activities and emerging trends in fashion and e-commerce to identify growth opportunities. Prepare detailed weekly and monthly performance reports covering spend, revenue, ROAS, customer acquisition, campaign insights, and recommendations. Coordinate with management, designers, photographers, videographers, and other stakeholders to ensure timely campaign launches.

Required Qualifications
2 to 4 years of relevant digital marketing experience, preferably within fashion, retail, lifestyle, D2C, or e-commerce sectors. Proven hands-on experience with Meta Ads Manager is essential. Working knowledge of Google Ads and Google Analytics 4 (GA4). Familiarity with Shopify and understanding of e-commerce customer journeys. Strong grasp of performance marketing metrics and campaign optimization techniques. Ability to analyze data and translate insights into actionable marketing strategies. Knowledge of key social media platforms including Instagram, Facebook, TikTok, and YouTube. Proficient copywriting and communication skills in both English and Urdu. Comfortable working in a fast-paced environment managing multiple campaigns and deadlines.

Preferred Qualifications and Additional Information
Basic understanding of SEO, email marketing, CRM/retention strategies, and digital merchandising is advantageous. The ideal candidate will not only manage social media content but also provide clear answers to critical business questions such as which campaigns drive sales, customer acquisition costs, best-performing creatives, customer drop-off points, budget allocation, and testing priorities. This role requires a blend of creative marketing insight and strong commercial and analytical judgment.

Performance will be measured by online revenue growth, ROAS, customer acquisition cost, conversion rates, qualified website traffic, campaign efficiency, new customer acquisition, repeat purchases, and successful execution of digital marketing initiatives.