Role & responsibilities
A. Digital Strategy & Planning
- Develop and execute the annual digital marketing strategy aligned with overall business and brand objectives.
- Translate brand and business priorities into integrated digital campaigns.
- Develop channel-wise strategies for Awareness Engagement Consideration Conversion Advocacy.
- Identify emerging digital platforms, formats, technologies and consumer behaviours relevant to the category.
- Build digital marketing plans for new product launches, campaigns and market initiatives.
- Work closely with Sales, Product, Brand, PR to ensure digital initiatives support business priorities.
B. SEO & AEO
- Own the organisation's SEO strategy and organic search growth.
- Develop a robust keyword strategy covering branded, category, product, application and problem/solution-oriented searches.
- Drive growth in non-branded organic search visibility.
- Improve rankings for strategically important keywords and increase Page 1 presence.
- Develop content strategies around high-intent search queries.
- Lead Answer Engine Optimisation (AEO) to improve brand visibility across AI-powered search and answer platforms.
- Monitor technical SEO, on-page optimisation, backlinks, structured data and search performance.
- Work with content and technology teams to improve website discoverability and search experience.
C. Social Media & Community Building
- Own the social media strategy across relevant platforms including LinkedIn, Instagram, Facebook, YouTube and other emerging platforms.
- Drive growth in quality reach, engagement and relevant audience communities, rather than focusing only on follower numbers.
- Develop platform-specific content strategies.
- Develop online engagement programmes for architects, contractors, applicators, builders, dealers and other relevant stakeholders.
- Track social listening, audience sentiment, category conversations and competitor activity.
- Identify opportunities for influencer, creator and expert-led content.
D. Performance Marketing
- Plan, execute and optimise paid digital campaigns across relevant platforms.
- Manage campaigns across Google, Meta, LinkedIn, YouTube and other relevant media platforms.
- Develop campaign strategies based on different objectives such as:
- Brand awareness
- Product awareness
- Website traffic
- Content consumption
- Enquiries
- Remarketing
- Dealer/contractor engagement
- Own media efficiency metrics including CPC, CPM, CTR, CPV, CPL, conversion rate and ROAS, wherever applicable.
- Continuously optimise campaigns based on audience, creative, placement, geography and conversion performance.
- Ensure effective utilisation of the digital media budget.
E. Website & Digital Experience
- Own the digital marketing perspective of the corporate/product websites.
- Work with internal and external teams to improve:
- UX/UI
- Product discovery
- Content architecture
- Landing pages
- Conversion journeys
- Mobile experience
- SEO performance
- Develop dedicated digital landing pages for products and campaigns.
- Use analytics and behavioural insights to identify opportunities for improving the digital customer journey.
F. Analytics, Measurement & ROI
- Establish a robust digital marketing measurement framework.
- Develop monthly dashboards
- Analyse campaign and channel performance and translate data into actionable insights.
- Track digital marketing ROI and cost efficiency.
- Establish benchmarks and continuously improve performance against them.
G. Digital Brand Building
- Strengthen digital brand salience and differentiation.
- Ensure consistency of brand positioning across all digital touchpoints.
- Develop digital campaigns that build trust, credibility, innovation and category leadership.
- Identify clutter-breaking opportunities in the construction and building materials category.
- Monitor competitors' digital strategies and identify whitespace opportunities.
- Build digital assets that strengthen the brand's long-term equity rather than relying only on short-term campaigns.
H. Product Launches & Integrated Campaigns
- Lead the digital component of new product launches.
- Develop launch journeys covering:
Tease Awareness Education Trial/Consideration Advocacy.
- Create digital toolkits for Sales and Channel teams.
- Support product launches through targeted digital campaigns, content, influencer engagement and search marketing.
- Integrate digital campaigns with ATL, BTL, PR, trade marketing and activation programmes.
I. Technology & Emerging Digital Platforms
- Keep abreast of developments in:
- AI-powered search
- Generative AI
- AEO
- Marketing automation
- Personalisation
- Social commerce
- Identify practical applications of AI and automation to improve content creation, campaign optimisation, customer engagement and marketing productivity.
- Experiment with new digital formats and platforms where relevant to the target audience.