Digital Marketing & Growth Specialist (B2C & B2B — Lead Generation) - BinSina

JOB PURPOSE:

Own and execute digital growth campaigns across paid, owned, and earned channels to acquire, nurture, and convert both B2C customers (e-commerce/web/app) and B2B leads (corporate, clinics, gyms, partners). The role is hands-on: build funnels, launch campaigns, optimize for CPL/ROAS, and report on performance.

KEY ACCOUNTABILITIES:

Growth & Acquisition

• Plan and run digital campaigns across Meta, Google (Search, Shopping, PMAX), TikTok, LinkedIn (for B2B) to deliver leads and sales.
• Build and optimize full-funnel journeys (awareness → consideration → conversion → reactivation) for B2C and B2B.
• Manage and optimize CPL, CPA, and ROAS/MER against monthly targets.
• Set up and manage retargeting/remarketing audiences across channels.

Lead Generation (B2B & B2C)

• Create and optimize landing pages, forms, and lead magnets to improve lead conversion.
• Design B2B lead flows (ads → LP → CRM → sales) with scoring and routing.
• Work with sales/commercial teams to qualify and improve lead→opportunity→won.

SEO / Content Support

• Coordinate with SEO/agency to grow non-brand organic traffic and improve rankings on priority categories.
• Brief and optimize content for landing pages, PDPs, and blogs to support campaigns.

CRM & MarTech Collaboration

• Work with CRM team to build nurture journeys (welcome, abandoned, win-back, B2B follow-up).
• Ensure campaign UTM hygiene and GA4/pixel tracking is in place.
• Segment audiences for lookalikes, RFM, and B2B verticals.

Analytics & Reporting

• Build weekly performance dashboards on traffic, leads, CVR, CPL, ROAS, and pipeline.
• Run A/B tests on creatives, audiences, placements, and landing pages; document learnings.
• Present insights and optimizations to marketing and business stakeholders.

KPIs (including but not limited to)

• B2C: ROAS ≥ 3–5x, CVR ↑, AOV ↑, CAC ↓
• B2B: Qualified leads/MQLs ↑ 15–30% QoQ (spend-dependent), CPL ↓ 10–20%
• Lead-to-opportunity / lead-to-sale conversion ↑
• Organic non-brand sessions ↑ 20–30% in 6–12 months (with SEO support)
• UTM & tracking accuracy ≥ 98%, GA4 key events ≥ 99%

EXPERIENCE & QUALIFICATION:

• Minimum Qualification: Bachelor’s degree in Marketing or related.
• Minimum Experience: Experience: 3–5+ years in digital marketing/growth, with proven lead generation in both B2C (e-commerce/retail/health/wellness) and B2B (services, clinics, enterprise, education or similar).Hands-on with platforms: Meta Ads Manager, Google Ads (Search, Display, Shopping, PMAX), LinkedIn Campaign Manager (for B2B), basic TikTok Ads. Analytics: Solid GA4, Tag Manager, UTM structures; dashboarding (Data Studio/Looker/PBI) is a plus. CRO/LP tools: Experience with landing page builders (Unbounce, Webflow, Shopify, Elementor, etc.) and A/B testing. MarTech/CRM exposure: HubSpot / Salesforce / Klaviyo / Emarsys / Iterable or similar — to pass leads, trigger journeys, and report. Strong copy/briefing skills for ad creatives, LPs, and lead magnets. Comfortable working in fast, multi-brand / multi-country environment (UAE/GCC).

SKILLS, KNOWLEDGE & ABILITIES:

• Job Specific: Experience with marketplaces (Amazon/Noon) performance ads. Basic SEO (on-page, CWV, schema) and Arabic/English content coordination. Experience in health, wellness, pharmacy, or beauty industries.
• Generic Skills: Data -driven, test-and-learn mindset. Strong stakeholder communication (marketing, e-com, sales). Ability to prioritize multiple campaigns and deadlines. Ownership: can brief, launch, optimize, and report without heavy supervision

Work Environment: Dubai Offices