Growth Marketing Lead responsible for strategy and execution of marketing campaigns at a mental health tech startup. Collaborating across teams to grow engagement and marketplace adoption.
About the role
- Senior Marketing Specialist driving Creator Growth for a major video-sharing client across APAC. Managing campaigns and developing strategies with a focus on creator retention and growth.
Responsibilities
- Program manage end-to-end Creator Growth Campaigns, encompassing full responsibility from strategic design through to final execution and measurement.
- Develop acquisition and retention strategies to drive product adoption and growth via our owned and operated platforms (e.g., in-app notifications, email).
- Analyse marketing and product funnels to identify opportunities, build sophisticated audience segmentation, and drive step-changes in creator and revenue growth.
- Define the optimal marketing channel mix and use lifecycle marketing principles to create personalised and engaging experiences for creators.
- Design and execute comprehensive campaign strategies by collaborating closely with agency partners and internal stakeholders to develop effective creatives and content.
- Generate and structure detailed plans to execute projects, managing project priorities and the efficient allocation of resources within the project.
- Monitor and analyse key metrics and KPIs for growth and lifecycle marketing campaigns (e.g., product adoption rate, conversion rate, retention rate, churn rate).
- Collaborate with global, regional, local, and cross-functional teams to design growth experiments and A/B testing initiatives, leveraging user feedback and behavioural data for iterative improvements.
- Stay informed about, communicate, and apply new or current trends and best practices in digital marketing and analytics.
Requirements
- Minimum 5+ years of professional experience, with at least 3 years dedicated to growth, performance, or lifecycle marketing strategy.
- Strong understanding of growth concepts, user journey optimisation, and experimentation frameworks, with hands-on experience developing marketing campaigns based on personas and segmentation cohorts.
- Sensitive to data with strong analytical skills; maintains curiosity and self-motivation in pinpointing and overcoming challenges.
- Strong project management skills, including the ability to program manage complex campaigns and work across project teams on several projects at once.
- Creative expertise, with an understanding of creative strategy and the production process.
- Understanding of marketing data attribution (e.g., multi-touch attribution, marginal efficiency) is a strong plus.
- Experience with marketing automation and CRM platforms, and a deep understanding of marketing measurement and revenue models (e.g., LTV, ROI) is a strong plus.
- Passion for the web video/video-sharing ecosystem and digital culture; understand creator platforms and identify opportunities to celebrate the community.
- Exceptional verbal and written English communication and presentation skills and, ideally, fluent in another Asian language to support the projects across JAPAC.
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