Digital Campaign Lead

Key Responsibilities

• Develop digital campaign strategies based on consumer insights, campaign objectives, target audiences, and the consumer journey.

• Build campaign architecture, including campaign pillars, communication angles, key messages, content direction, and channel strategies tailored to different consumer needs and funnel stages.

• Plan and execute integrated digital campaigns across the full marketing funnel, from awareness and consideration to conversion.

• Connect KOL and influencer activities for awareness and product education with digital content, affiliate marketing, and commerce initiatives that drive purchase conversion.

• Develop campaign communication flows that connect online activities with offline activations, including in-store promotions and BTL initiatives, where relevant.

• Collaborate with Brand, E-commerce, Affiliate, KOL, Creative, Content, and other relevant teams to ensure consistent messaging and coordinated campaign execution.

• Brief and manage agencies, KOLs, creators, and affiliate partners to ensure campaign content and deliverables align with the campaign strategy.

• Monitor campaign performance across funnel stages, analyze consumer responses, and optimize communication, content, and channel execution to improve results.

• Evaluate campaign effectiveness using relevant metrics, including reach, engagement, traffic, product trials, and conversion.

Requirements

• Bachelor's degree in Marketing, Communications, Business, or a related field.

• Minimum 5 years of experience in brand campaigns, digital campaigns, integrated marketing, or related roles, preferably in FMCG/Consumer Goods.

• Proven track record of managing successful campaigns, particularly digital campaigns involving KOLs, influencers, affiliates, or e-commerce channels.

• Strong understanding of the consumer funnel, from awareness and consideration to purchase conversion.

• Ability to translate consumer insights into relevant campaign architecture, communication pillars, content strategies, and channel-specific messaging.

• Experience coordinating multiple campaign touchpoints to create a connected consumer journey, from awareness and product education to purchase.

• Understanding of how digital campaigns can complement ATL, BTL, and in-store activations to drive product trials and conversion.

• Strong project management, analytical, communication, and stakeholder management skills.

• Creative, strategic, and results-oriented, with the ability to connect brand storytelling with measurable campaign performance.