Digital Marketing Lead

Integriti Group Inc. is seeking a Digital Marketing Lead based in Lahore for a full-time, onsite role. This position requires ownership of all digital channels to drive measurable brand growth and customer conversion. The successful candidate will develop and execute comprehensive digital strategies, managing the entire customer journey from initial awareness to repeat engagement. This is a hands-on leadership role involving campaign creation, team guidance, collaboration with agency partners, and leveraging data and AI tools to optimize performance and decision-making.

Key Responsibilities

Strategy and Ownership:
Develop and own the end-to-end digital marketing strategy across multiple channels including website, social media, search, paid media, email, and marketplaces. Set quarterly growth targets and budgets, allocating spend based on channel performance. Serve as the primary point of accountability for digital marketing results, reporting directly to senior leadership.

Growth and Acquisition:
Plan, launch, and optimize paid campaigns on platforms such as Google, Meta, LinkedIn, and TikTok. Drive organic growth through SEO, content marketing, and community engagement, including visibility in AI-powered search and answer engines. Establish partnerships, influencer and creator programs, and affiliate channels aligned with the brand.

Conversion and Retention:
Lead conversion rate optimization efforts across landing pages, websites, and checkout or lead flows. Manage structured A/B and multivariate testing programs with clear hypotheses and documented outcomes. Design lifecycle and retention journeys using email, SMS, WhatsApp, and push notifications, incorporating segmentation and personalization.

Brand and Content:
Maintain consistent brand voice and visual identity across all digital touchpoints. Oversee the content calendar covering short-form video, social media, blogs, and campaign creatives. Collaborate with creative teams to ensure assets are designed for performance as well as aesthetics.

Data, Analytics, and AI:
Manage analytics setup, tracking, and attribution using tools such as GA4, tag management, and server-side tracking. Build comprehensive dashboards covering reach, traffic, leads, conversions, CAC, ROAS, and LTV. Utilize AI tools to accelerate research, creative production, testing, targeting, and reporting. Ensure compliance with privacy and consent regulations, adapting strategies for a cookieless environment.

Leadership:
Recruit, mentor, and lead the digital marketing team, freelancers, and agency partners. Collaborate closely with sales, product, design, and leadership teams to align campaigns with overall business objectives. Present performance insights and strategic recommendations clearly to stakeholders.

Required Qualifications

- 5 to 7+ years of experience in digital marketing, including at least 2 years in leadership roles managing channels, budgets, or teams.
- Proven track record of driving revenue, leads, or conversions with measurable results.
- Hands-on expertise in paid media across search, social, and programmatic platforms with significant monthly budget management.
- Strong skills in SEO, content marketing, and social media growth strategies.
- Practical experience in conversion rate optimization, funnel analysis, and A/B testing.
- Proficiency with analytics tools such as GA4, tag management, and attribution models, including dashboard creation for stakeholders.
- Experience with email marketing, marketing automation platforms, and lifecycle campaigns.
- Knowledge of privacy and consent requirements and their impact on digital tracking.
- Excellent communication skills with the ability to translate data into actionable business decisions.
- Bachelor’s degree in Marketing, Business, or a related field, or equivalent professional experience.

Preferred Qualifications and Attributes

- AI-native marketer comfortable using AI daily for creative work, research, audience insights, and automation, while understanding the limits of automation.
- Expertise in emerging search beyond Google, including AI assistants and answer engines.
- Strong full-funnel revenue mindset focused on CAC, LTV, payback period, and contribution margin rather than just clicks or impressions.
- Culture of experimentation with disciplined, rapid testing and willingness to discontinue underperforming initiatives.
- Fluency in creator economy and short-form video content, with the ability to brief creators and produce content for platforms like Reels, TikTok, Shorts, and LinkedIn.
- Experience building first-party data strategies using CRM and CDP data for personalization amid declining third-party tracking.
- Commercial and e-commerce experience, including marketplaces, D2C, or B2B lead generation.
- Builder mentality with experience scaling channels or brands from early stages and comfort with ambiguity.
- Strong storytelling skills that balance brand memorability with performance goals.

Tools and Platforms

Familiarity with a broad range of tools is expected, including but not limited to: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, TikTok Ads, GA4, Google Tag Manager, Looker Studio, Ahrefs, Semrush, HubSpot, Klaviyo, Mailchimp, Salesforce, VWO, Optimizely, WordPress, Webflow, Shopify, Figma, Canva, Adobe Creative Cloud, CapCut, Claude, ChatGPT, Gemini, Meta Business Suite, Buffer, Hootsuite, and Sprout Social.

This role offers the opportunity to lead a dynamic digital marketing function in a growth-focused environment, leveraging cutting-edge tools and strategies to deliver measurable business impact.