Digital Marketing Lead
We are looking for a Digital Marketing Lead. You will build and lead a team of 6 middle-level specialists responsible for acquiring the target audience in the Travel (airlines, hotels) and Entertainment (events) segments.
The main task is to ensure the fulfillment of plans for booking volume (GMV / Bookings) and profitability (ROMI / ROI) through effective budget allocation, channel selection, and synchronization of marketing activities with seasonality and peak loads (ticket sales, major concerts, holidays).
Responsibilities:
- Team and process management. Formation, adaptation, and development of a team of digital marketing managers.
- Setting KPIs (CPA, DRR, GMV) for each team member and monitoring their performance. Organizing task prioritization for the team.
- Direct regular communication with business and marketing departments, defending Digital strategies, participating in idea generation with related teams.
- Marketing strategy and execution. Development of a comprehensive digital strategy for the following areas: Travel, Events, Benefits (cashback), T-Advertising.
- Management of cross-channel acquisition: Yandex Advertising Services, mobile advertising, bloggers, native advertising, digital content for 360 campaigns.
- Unit Economics control: calculating target CAC (Customer Acquisition Cost) and LTV (Lifetime Value) for each channel and product in conjunction with business analysts.
- Analytics and optimization. Setting tasks for end-to-end analytics systems to track user journeys.
- Budget management (total budget for the group), reallocating funds between channels in real-time to achieve target performance indicators.
- Conducting A/B testing of hypotheses for the group's products, summarizing results, and making scaling decisions.
Requirements:
- At least 5 years of experience in performance marketing, including at least 2 years in a Team Lead/Head of Digital/Group Head position.
- Successful experience managing teams of 4+ people.
- Experience in Travel (airline tickets, tourism) or Marketplace niches with high ticket prices and long decision-making cycles (14+ days). Experience with event ticketing will be an advantage.
- Expert knowledge of tools: Yandex.Direct, MyTarget, VK Ads, Mobile Advertising Tools, blogger outreach, CPA, SEO.
- Advanced proficiency with web analytics systems: Yandex.Metrica, AppsFlyer, Adjust. Skills in working with BI tools (Tableau, Power BI, DataLens) for visualizing team performance results.
- Experience with CRM marketing, internal acquisition.
- Stress resistance: ability to make decisions in conditions of high market volatility (changes in advertising network algorithms, blocking) and strict deadlines.
- Strategic thinking: ability to see the big picture.
- Communication: ability to effectively defend budgets to stakeholders (management) and advocate for team decisions, ability to find common ground with different types of people.
We offer:
- Hybrid schedule and an office near "Belorusskaya" metro station, equipped with everything you need: T-Clinic, beauty salon, fitness areas, sleep and meditation rooms. If you want to work in the fresh air, there is a terrace with a panoramic view.
- Voluntary medical insurance (DMS) with dental care, including check-ups, reimbursement for medication purchases, and preferential insurance terms for relatives. Also, accident and illness insurance.
- Career growth: complete soft and hard skills courses, develop with mentor support, and advance your level with a competency matrix and regular reviews.
- Strong community. You will work with experts in their fields, share knowledge, present at conferences, attend meetups, and write articles.
- Online consultations with psychologists, lawyers, financial advisors, and healthy lifestyle specialists.
- Compensation for sports club memberships, the T-Sport app for online classes, and team training with colleagues.
- Breakfasts and lunches at T-Cafe. The office has a restaurant and coffee shops, and there are kitchens on each floor for snacks.
- 3 additional vacation days – can be used for rest or compensated.
- Special rates on T-Bank products and a wide partner discount program.
- Competitive salary – to be discussed during the interview.
