Campaigns, Lead Generation & Paid Advertising
● Execute approved campaigns end-to-end: objective -> audience -> message -> creative/content -> landing
page/CTA -> publishing/promotion -> lead tracking -> analysis.
● Create campaigns around product capabilities, customer problems, target segments, events, webinars, new
content and relevant government/enterprise themes.
● Plan, set up, execute and monitor paid advertising when required and approved, including Google Ads, LinkedIn
Ads and Meta Ads where relevant to the target audience.
● Manage routine targeting, budgets, creatives, campaign setup, landing/CTA flow and optimisation within
approved limits; specialist media buying may be supported externally when justified.
● Ensure campaign enquiries/leads are captured and handed to Sales with the correct source and campaign
context.● Track meaningful outcomes such as clicks, leads, conversions, cost per lead/acquisition indicators and
lead-quality feedback – not only impressions.
● Run practical experiments with creative, messaging, CTA, audience or channel and document what improves
performance.
Email, WhatsApp & Database Marketing
● Prepare approved email campaigns, newsletters, product updates and nurture content for relevant
customer/prospect databases.
● Support approved WhatsApp marketing/communication through WATI or other company tools where appropriate.
● Segment communication where practical so different audiences receive relevant messaging.
● Coordinate campaign timing with Sales and Customer Success and track responses, enquiries and available
delivery/open/click performance.
Website, Content, SEO & GEO / AI Search Visibility
● Coordinate and/or publish approved website content through the CMS, including blogs, news, product updates,
use cases, case studies, landing pages and campaign content.
● Write or edit clear marketing copy and create/select supporting images, titles, meta descriptions and internal
links.
● Support keyword research and on-page SEO, including headings, page titles, meta descriptions, internal linking,
image alt text and content optimisation.
● Use Google Search Console, GA4 and appropriate SEO tools to monitor search impressions, clicks, visibility,
landing-page performance and content opportunities.
● Coordinate technical SEO issues with the development team and follow them through to closure.
● Track how and relevant product/category queries appear in AI-assisted search and answer platforms
such as Google AI experiences, ChatGPT, Gemini and Perplexity where practical.
● Create useful, factual content that answers real customer questions clearly and improves discoverability across
both traditional search and emerging AI/answer engines.
