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Lead Specialist - Marketing

Lead Specialist - Marketing

Innodata Inc.Thiruvananthapuram, IN
15 hours ago
Job description

Role Overview

The Lead Specialist – Marketing will be responsible for driving brand growth, user acquisition, and engagement for our gig / on-demand platform. The role combines strategic marketing leadership with hands-on execution, focusing on building the SME on-demand pipeline and fostering engagement among freelancers, experts, and service providers .

The ideal candidate brings deep understanding of digital ecosystems, growth dynamics of two-sided marketplaces, and the art of community building in the gig economy.

Key Responsibilities

1. Growth & Acquisition

  • Develop and execute integrated marketing strategies to expand the platform’s talent and SME user base.
  • Design targeted campaigns for SMEs, universities, and professional networks.
  • Optimize user acquisition costs (UAC) through a mix of paid, organic, referral, and partnership channels.
  • Lead performance marketing initiatives across Google Ads, Meta, , and programmatic platforms .

2. Brand & Positioning

  • Build and strengthen a brand identity that reflects trust, flexibility, and opportunity .
  • Define and refine platform messaging for both sides of the ecosystem — SMEs and gig professionals.
  • Oversee design, storytelling, and PR initiatives that highlight platform success stories and user journeys.

    • 3. Platform Engagement & Retention

  • Develop and implement retention campaigns to improve user engagement, task posting, and project completion rates.
  • Collaborate with product, delivery, and engineering teams to optimize the user journey and reduce churn.

    • 4. Community & Content Marketing

  • Create and nurture an active gig community through events, webinars, newsletters, and online engagement.
  • Lead content initiatives — blogs, thought-leadership pieces, case studies, and knowledge-sharing campaigns.

    • 5. Partnership & Ecosystem Development

  • Establish partnerships with SME associations, skilling bodies, and ecosystem enablers to boost platform awareness.
  • Collaborate with digital influencers and online communities relevant to freelancers, vendors, and gig professionals.

    • 6. Data-Driven Marketing

  • Monitor and analyze KPIs across the user funnel (awareness → registration → engagement → retention).
  • Use analytics tools to measure campaign performance, ROI, and growth impact.
  • Drive A / B testing, funnel optimization, and develop performance dashboards for leadership visibility.

    • Required Skills & Competencies

  • Proven track record in scaling digital user bases for marketplaces or SaaS platforms.
  • In-depth understanding of two-sided marketplace dynamics and the gig economy .
  • Expertise in performance marketing, SEO, CRM, and lifecycle campaigns .
  • Strong storytelling and brand-building abilities.
  • Excellent analytical, communication, and leadership skills.

    • Educational Qualifications

  • Bachelor’s degree in Marketing, Business, or Communications.
  • MBA or specialization in Digital Marketing / Growth Marketing preferred.

    • Experience

  • 6–12 years of experience in marketing, with at least 3 years in digital-first or platform-based organizations.
  • Prior exposure to gig, e-commerce, or marketplace environments (e.g., Upwork, Fiverr, Appen, Mercor ) preferred.
  • Experience managing multi-channel campaigns and leading community engagement initiatives .
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    Marketing Specialist • Thiruvananthapuram, IN

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