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 .