Lead Specialist - Marketing

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, LinkedIn, 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