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 leadopportunitywon.
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 35x, CVR , AOV , CAC
- B2B: Qualified leads/MQLs 1530% QoQ (spend-dependent), CPL 1020%
- Lead-to-opportunity / lead-to-sale conversion
- Organic non-brand sessions 2030% in 612 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: 35+ 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
