Job Purpose

The Digital Marketing Executive owns Payable's paid digital channels — Meta (Facebook & Instagram), TikTok, YouTube and Google — from planning to reporting. The role turns budgets into qualified merchant leads and brand awareness, spots trends early, and keeps every marketing workstream moving on schedule. Beyond paid media, the role is the dependable coordination point for the wider marketing team's initiatives.

Key Responsibilities

1. Paid digital campaigns (core of the role)

• Plan, build, launch and optimise paid campaigns on Meta Ads Manager, TikTok Ads Manager, YouTube and Google Ads (Search, Display, Performance Max).

• Own audience targeting, bidding, budget pacing and A/B testing of creatives, copy and landing pages.

• Manage monthly ad budgets and keep spend within plan.

• Run full-funnel campaigns: awareness, merchant lead generation, retargeting and product launches.

2. Monitoring, tracking and reporting

• Set up and maintain tracking: Meta Pixel / Conversions API, TikTok Pixel, GA4, Google Tag Manager and UTM conventions.

• Monitor campaigns daily and act on under-performance quickly.

• Track, analyse and report on campaign performance weekly and monthly, with clear, actionable insights.

• Report on core KPIs: reach, CTR, CPC, CPM, cost per lead (CPL), lead-to-merchant conversion and ROAS.

3. Trends, content and creative

• Spot social and platform trends early and turn them into timely, on-brand content ideas.

• Brief designers and video editors, and review creatives before launch.

• Produce quick social graphics and short-form video edits where needed (a plus, not required).

• Stay current on digital marketing tools, platform updates and best practice, and recommend new ideas to improve results.

4. Coordination and workstream management

• Keep marketing workstreams aligned and on schedule; maintain the campaign calendar and task tracker.

• Juggle multiple workstreams and escalate blockers early.

• Coordinate with internal teams, agencies, influencers and external vendors to deliver campaigns on time.

5. Research and cross-team collaboration

• Conduct market research, competitor analysis and customer-insight gathering to inform strategy.

• Work with the Sales and Merchant Acquisition teams to align campaigns with revenue and onboarding targets, and to improve lead quality.

• Support the wider marketing team on other initiatives — events, launches, PR and partnership campaigns.

Requirements

Education

• Diploma or degree in Marketing, Communications, Business or a related field — or equivalent practical experience.

• Professional certifications (Meta Blueprint, Google Ads, CIM, SLIM) are an advantage.

Experience

• Minimum 2 years of hands-on digital marketing experience (in-house or agency).

• Proven experience running paid campaigns end to end on Meta and at least one of TikTok, YouTube or Google Ads.

• 1–2 years in marketing coordination, operations or campaign support, managing timelines and multiple stakeholders.

Skills and tools

• Strong working knowledge of Meta Ads Manager, TikTok Ads Manager, Google Ads and YouTube advertising.

• Comfortable with GA4, Google Tag Manager, pixels and UTM tracking.

• Good analytical skills; confident in Excel / Google Sheets and building simple performance dashboards (e.g. Looker Studio).

• Excellent written and verbal English; Sinhala and/or Tamil is an advantage for local campaigns.

• Organised with project tools (Notion, Trello, Asana or similar).

• Design skills in Canva, Adobe Photoshop/Illustrator or short-form video editing are a plus.