Team Pumpkin - Engagement Leader

Role Overview:.

An Engagement Leader with 10-13 years of experience would oversee a wide variety of marketing activities, focusing on optimizing customer engagement and driving business results.

This role requires a strategic thinker with hands-on experience in performance marketing, content creation, and data-driven decision-making.

Key Responsibilities:.

Performance Marketing:.

- Develop, execute, and optimize paid advertising campaigns across multiple channels, including Google Ads, Facebook/Instagram, and other digital platforms.

- Ensure maximum ROI from campaigns by continuously analyzing performance and making necessary adjustments.

- Expertise in targeting, segmentation, and budget allocation to improve the effectiveness of marketing spend.

ATL (Above the Line) and BTL (Below the Line) Activities:.-

- ATL: Oversee large-scale brand-building campaigns that target mass audiences via TV, print, and radio.

- BTL: Manage more direct, localized, and targeted marketing efforts, such as in-store promotions, events, and experiential marketing to drive direct engagement and conversion.

YouTube and Instagram Analytics:.

- Utilize data and insights from YouTube and Instagram analytics to refine strategies for video content and social media engagement.

- Track key metrics (views, likes, comments, shares, watch time, engagement rate) to ensure that video content is performing as expected and resonates with target audiences.

- Analyze trends in audience behavior and engagement to continually optimize content creation and promotion.

Video Ads (TV & YouTube):.

- Lead the creation and execution of video ad campaigns across both traditional TV and digital platforms (YouTube, OTT).

- Collaborate with creative teams to develop compelling video content that aligns with brand goals.

- Monitor and analyze video ad performance to ensure that campaigns meet KPIs and deliver measurable results.

Video Content Creation:.

- Oversee the development and distribution of video content across channels, ensuring it aligns with the brand's voice and objectives.

- Manage the creative process, working closely with content teams and agencies to ensure high-quality content production.

Physical On-premises Branding:.

- Plan and execute physical branding strategies for retail locations, events, trade shows, and other in-person marketing initiatives.

- Ensure that physical branding aligns with overall marketing strategy and brand identity.

SEO (Search Engine Optimization):.

- Lead SEO strategies to improve organic search rankings and drive traffic to digital properties.

- Stay up to date on SEO best practices and algorithm updates, and apply this knowledge to drive sustained growth in organic traffic.

Blog Management and Content Strategy:.

- Develop and implement a content strategy that includes blogging, ensuring that it drives traffic and supports SEO initiatives.

- Oversee the creation of high-quality, informative blog posts that resonate with target audiences and improve organic search visibility.

Leadership and Results-Oriented Approach:.

- Provide strategic direction and leadership to cross-functional teams (marketing, content, design, analytics, etc.) to ensure alignment with overall business goals.

- Track and report on campaign performance, and be accountable for achieving key business metrics such as lead generation, customer acquisition, and sales conversions.

Qualifications:.

- Experience: 10-13 years of experience in marketing, with a strong focus on digital and performance marketing, content creation, and traditional advertising.

Skills:.

- Strong understanding of performance marketing tools and platforms (Google Ads, Facebook Ads, etc.

- Expertise in video content strategy, production, and optimization.

- Experience with SEO, SEM, and website analytics tools (e.g, Google Analytics, SEMrush, Ahrefs).

- Ability to analyze and act on marketing data to optimize campaigns.

- Strong leadership and team management skills.

Education: Typically, a Bachelor's degree in Marketing, Business, or a related field, though experience is often weighted more heavily than formal education.

Key Attributes:.

- Analytical mindset with the ability to interpret data and translate it into actionable marketing strategies.

- Creative with a passion for developing innovative and engaging content.

- Excellent communication skills to work effectively with internal teams and external partners.

- Results-oriented with a track record of driving business growth through strategic marketing efforts.