Torchora
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Key Responsibilities and Required Skills for Marketing & Digital Specialist

💰 $50,000 - $85,000

MarketingDigital MarketingGrowth

🎯 Role Definition

As the Marketing & Digital Specialist you will be the driving force behind our online presence and growth initiatives. You will plan, execute and optimise digital marketing campaigns across paid, organic, email, social and content channels. You will work in close partnership with product, sales and design to sharpen our brand positioning, expand our target audiences, improve lead generation and maximise conversion. You are comfortable interpreting analytics, championing digital best practices, and delivering measurable business results. This is a hands‑on role with strategic expectation, perfect for someone who thrives where creativity meets data.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator – Digital
  • Social Media Specialist
  • Email & Automation Marketing Executive

Advancement To:

  • Senior Marketing & Digital Manager
  • Digital Growth Manager
  • Head of Digital Marketing

Lateral Moves:

  • Performance Marketing Specialist
  • Content & Growth Marketing Lead
  • E‑Commerce Marketing Specialist

Core Responsibilities

Primary Functions

  1. Develop and implement full‑funnel digital marketing strategies aligned with brand objectives, target markets and business growth goals.
  2. Manage campaign planning, budgeting, media buying and optimisation across paid search, display, retargeting, social advertising and affiliate channels.
  3. Lead the creation and management of compelling content assets (blog posts, landing pages, videos, infographics, social posts) that support SEO, user engagement and conversion.
  4. Perform keyword research, on‑page and off‑page SEO, and link building initiatives to boost organic search visibility and traffic.
  5. Oversee email marketing and marketing‑automation programmes—designing workflows, segmentation, A/B testing, tracking metrics and improving nurture & retention.
  6. Manage social media strategy and community engagement: scheduling content, moderating feedback, analysing sentiment, growing followers and driving conversions.
  7. Monitor, analyse and report on digital campaign performance (traffic, conversions, CAC, ROI) using analytics tools (Google Analytics, Tag Manager, etc) and translate data into actionable insights.
  8. Collaborate cross‑functionally with product, sales, design, and external agencies or vendors to align digital marketing initiatives with company‑wide efforts.
  9. Maintain and optimise the company website, landing pages and user‑experience pathways to maximise traffic, engagement and conversion rate.
  10. Conduct market research and competitor analysis to identify trends, opportunities, threats and recommend adjustments to marketing strategy.
  11. Manage brand assets and ensure consistency of messaging, tone and visual identity across digital channels and campaigns.
  12. Support budget forecasting, resource allocation and manage campaign spend to optimise ROI and meet key performance indicators.
  13. Set up, manage and optimise A/B tests, multivariate experiments and conversion‑rate optimisation (CRO) activities on key digital assets.
  14. Stay current on digital marketing industry trends, emerging tools, platforms and best practices, recommending innovative ideas to expand reach and performance.
  15. Manage relationships with external agencies, media partners, influencers and affiliate networks to amplify reach and drive value.
  16. Develop and oversee retargeting and remarketing campaigns to re‑engage users, reduce drop‑off and increase customer lifetime value.
  17. Participate in the development of customer personas, journey mapping and segmentation to improve targeting, personalization and campaign relevance.
  18. Collaborate with data & analytics teams to integrate marketing data into CRM/automation systems, enabling improved measurement of lead‑to‑revenue path.
  19. Provide regular presentations and dashboards to senior leadership, communicating insights, performance, risks and strategic recommendations.
  20. Support front‑line marketing activities as needed including event promotion, partnerships, content localisation and website updates.

Secondary Functions

  • Support ad‑hoc reporting requests, exploratory digital experiments and pilot campaigns.
  • Contribute to the marketing team’s roadmap: tools, process improvements, automation, and workflow optimisation.
  • Engage in agile marketing rituals (sprint planning, stand‑ups, testing planning) and collaborate with wider business units to integrate digital marketing mechanisms.

Required Skills & Competencies

Hard Skills (Technical)

  • Proficiency in digital marketing channels: SEO, SEM/PPC, display, social media, affiliate, email and content marketing.
  • Experience with analytics and tracking tools such as Google Analytics (GA4), Google Tag Manager, SEMrush, Ahrefs or equivalent.
  • Ability to plan and optimise paid media campaigns on platforms such as Google Ads, Meta (Facebook/Instagram), LinkedIn, etc.
  • Skill in marketing automation and email/CRM systems (e.g., HubSpot, Pardot, ActiveCampaign) with segmentation, workflows and nurture campaigns.
  • Strong copywriting and content creation skills for digital platforms (blogs, landing pages, social posts, email).
  • Ability to manage A/B and multivariate tests, execute conversion‑rate optimisation (CRO) initiatives.
  • Good understanding of website optimisation, UX best practices, CMS operations and basic HTML/CSS awareness.
  • Budget management: forecasting, monitoring spend vs. performance and adjusting campaigns accordingly.
  • Familiarity with social media and community management tools, scheduling, engagement tracking and sentiment monitoring.
  • Experience with research, competitive analysis, and translating findings into marketing strategy.

Soft Skills

  • Strategic thinking: ability to formulate digital marketing vision, align initiatives with business goals and anticipate market shifts.
  • Analytical mindset: comfortable working with data, drawing insights, making recommendations and tracking metrics.
  • Creative flair: able to craft compelling campaigns, messages and content that engage target audiences.
  • Excellent communication and presentation skills: able to articulate performance, tell a story with data and influence stakeholders.
  • Project management and organisation: able to manage multiple campaigns, deadlines, priorities and shifting demands.
  • Collaborative and cross‑functional: works effectively across teams, external agencies and vendors to drive results.
  • Adaptability and continuous learning: stays up‑to‑date with digital trends, tools and can pivot quickly when needed.
  • Attention to detail and quality: ensures deliverables meet brand standards, legal/regulatory compliance and high operational standards.
  • Problem‑solving orientation: identifies issues, proposes solutions and executes improvements.
  • Customer‑centric mindset: empathises with audience needs, understands the customer journey and drives relevant engagement.

Education & Experience

Educational Background

Minimum Education:
Bachelor’s degree in Marketing, Communications, Digital Media or a related field.
Preferred Education:
Master’s degree or professional certification in Digital Marketing, Analytics, Marketing Automation or related discipline.
Relevant Fields of Study:

  • Marketing
  • Digital Marketing / Communications
  • Business Administration
  • Data Analytics

Experience Requirements

Typical Experience Range:
2 – 4 years of professional experience in digital marketing, preferably in a role covering multiple channels and metrics.
Preferred:
Experience in a fast‑paced or growth environment, familiarity with e‑commerce or B2C acquisition, a track record of measurable campaign results and experience with marketing automation tools.

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