KLAY - Head - Digital Marketing

KEY RESPONSIBILITIES:

Strategy & Budget Ownership:

- Own the digital marketing strategy and full budget across all channels.

- Define channel mix, investment allocation and ROI targets aligned to business goals.

- Build and lead a high-performing digital marketing team.

Lead Generation & Performance Marketing:

- Drive qualified lead generation across paid search, paid social, display and affiliates.

- Own CAC, CPL and conversion targets; optimise funnel performance end-to-end.

- Manage and scale paid media campaigns across Google, Meta, YouTube and more.

Brand Building & Content:

- Lead digital brand-building initiatives to grow awareness and consideration.

- Oversee content strategy and editorial calendar across owned digital channels.

- Ensure brand consistency in tone, messaging and creative across all digital assets.

SEO, CRM & Analytics:

- Own organic search strategy; drive traffic growth through SEO and content.

- Manage CRM and email/WhatsApp marketing to nurture leads and retain customers.

- Define reporting frameworks; track KPIs and present performance to leadership.

QUALIFICATIONS:

Essential:

- 7 - 8 years in digital marketing with ownership of strategy and budget.

- Consumer brand or digital agency background.

- Proven track record in lead generation and performance marketing.

- Hands-on expertise across paid media, SEO, CRM and analytics.

- Strong analytical skills; comfortable with data, attribution and reporting.

- Experience managing and growing a digital team.

- Degree in Marketing, Business, Communications or related field.

Nice to Have:

- Family, parenting, education or kids' category experience.

- Experience with marketing automation tools (HubSpot, Marketo etc.).

- Exposure to app marketing and ASO.

- MBA or postgraduate qualification in Marketing.

KEY COMPETENCIES:

- Performance Mindset & Strategic Thinking.

- Data & Analytics.

- Creative Judgement.

- Team Leadership & Stakeholder Management.