Digital Marketing Lead

Role Overview

Location: [Lahore / Onsite] · Type: Full-time

Integriti Group Inc. is looking for a Digital Marketing Lead to own every digital channel we operate and turn them into a measurable engine for brand growth and conversion. You will set the digital strategy, run the full funnel from first impression to repeat customer, and be accountable for the numbers.

This is a hands-on leadership role. You will build and test campaigns yourself, guide a team and agency partners, and use data and AI tools to make faster, better decisions.

Key Responsibilities

Strategy and ownership

• Own the end-to-end digital marketing strategy across website, social, search, paid media, email, marketplaces and any emerging channels.
• Set quarterly growth goals and budgets, and allocate spend by channel based on return.
• Act as the single point of accountability for digital performance, reporting directly to leadership.

Growth and acquisition

• Plan, launch and optimize paid campaigns across Google, Meta, LinkedIn, TikTok and other relevant platforms.
• Drive organic growth through SEO, content and community, including visibility in AI-powered search and answer engines (GEO / AEO).
• Build partnerships, influencer and creator programs, and affiliate channels where they fit the brand.

Conversion and retention

• Own conversion rate optimization (CRO) across landing pages, websites and checkout or lead flows.
• Run a structured A/B and multivariate testing program with documented hypotheses and results.
• Build lifecycle and retention journeys through email, SMS, WhatsApp and push, with segmentation and personalization.

Brand and content

• Keep brand voice and visual identity consistent across every digital touchpoint.
• Lead the content calendar, including short-form video, social, blogs and campaign creative.
• Brief and review creative so every asset is built to perform, not just to look good.

Data, analytics and AI

• Own analytics setup, tracking and attribution (GA4, tag management, server-side tracking, UTM standards).
• Build dashboards that show the full funnel: reach, traffic, leads, conversions, CAC, ROAS and LTV.
• Use AI tools to speed up research, creative production, testing, audience targeting and reporting.
• Ensure compliance with privacy and consent rules, and adapt measurement to a cookieless environment.

Leadership

• Hire, coach and lead the digital team, freelancers and agencies.
• Work closely with sales, product, design and leadership to align campaigns with business goals.
• Present performance, insights and recommendations to stakeholders in clear, decision-ready terms.

Required Qualifications

• 5–7+ years in digital marketing, with at least 2 years leading channels, budgets or a team.
• Proven record of growing revenue, leads or conversions through digital channels, with numbers to show it.
• Hands-on expertise in paid media (search, social, programmatic) and managing meaningful monthly budgets.
• Strong command of SEO, content marketing and social media growth.
• Practical CRO experience: landing page optimization, funnel analysis and A/B testing.
• Solid analytics skills: GA4, tag management, attribution, and building dashboards stakeholders actually use.
• Experience with email and marketing automation platforms and lifecycle campaigns.
• Working knowledge of privacy and consent requirements and their impact on tracking.
• Clear written and verbal communication, and the ability to turn data into decisions.
• Bachelor's degree in Marketing, Business or a related field, or equivalent experience.

What Makes an Exceptional Candidate

• AI-native marketer: uses AI daily for creative, copy, research, audience insights and automation, and knows where human judgment still matters.
• Search beyond Google: understands how brands get surfaced in AI assistants and answer engines, not only traditional search results.
• Full-funnel, revenue mindset: thinks in CAC, LTV, payback period and contribution margin, not just clicks and impressions.
• Experimentation culture: runs fast, disciplined tests and is comfortable killing what doesn't work.
• Creator and short-form video fluency: knows how to brief creators and build content for Reels, TikTok, Shorts and LinkedIn.
• First-party data strategy: builds owned audiences and uses CRM and CDP data for personalization as third-party tracking declines.
• Commercial and e-commerce exposure: experience with marketplaces, D2C or B2B lead generation, depending on our model.
• Builder mentality: has scaled a channel or brand from early stage, and is comfortable with ambiguity.
• Strong storyteller: can make the brand memorable while still hitting performance targets.

Tools and Platforms

Familiarity with most of the following is expected; deep expertise in all is not. Adjust to your actual stack:

1. Paid media: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, TikTok Ads

2. Analytics and tracking: GA4, Google Tag Manager, Looker Studio, Microsoft Clarity or Hotjar

3. SEO: Ahrefs, Semrush, Google Search Console

4. CRM and automation: HubSpot, Klaviyo, Mailchimp, Salesforce

5. CRO and testing: VWO, Optimizely, or similar testing platforms

6. Website and CMS: WordPress, Webflow, Shopify, Wix

7. Creative and content: Figma, Canva, Adobe Creative Cloud, CapCut

8. AI tools: Claude, ChatGPT, Gemini, and AI image and video tools

9. Social management: Meta Business Suite, Buffer, Hootsuite, Sprout Social