# DIGITAL MARKETING LEADER > Job Requirents JOB RESPONSIBILITIES 1. Digital Growth Strategy & Acquisition Develop and execute digital acquisition plans across Google, Meta, SEO, and URL: https://career.yola.vn/en/jobs/digital-marketing-leader-en/ Cập nhật: 2026-10-30T09:29:20+07:00 Job Requirents ### JOB RESPONSIBILITIES 1. Digital Growth Strategy & Acquisition - Develop and execute digital acquisition plans across Google, Meta, SEO, and emerging channels. - Identify growth opportunities, prioritize initiatives, and continuously optimize channel performance based on lead quality, conversion, and acquisition costs. - Build channel-specific plans and targets covering traffic, lead generation, qualified leads, and digital-attributed enrollments. - Identify acquisition and conversion bottlenecks using data, customer insights, and market analysis. - Evaluate and recommend new acquisition opportunities based on scalability, lead quality, and commercial potential. ### 2. Performance Marketing & Budget Management - Own the strategic planning and performance of digital advertising channels, including Google, Meta, YouTube, and other relevant platforms. - Develop and manage media budget allocation across channels, campaigns, products, and customer segments. - Optimize marketing investment based on CPL, CPQL, CAC, conversion rates, and enrollment contribution. - Monitor performance against approved budgets and targets, proactively reallocating investment when necessary. - Oversee campaign testing strategies, including audience, creative, bidding, landing pages, and channel optimization. - Work closely with Brand and Creative teams to translate audience insights into effective campaign messaging and content. ### 3. Conversion Funnel & Lead Quality Optimization - Monitor and optimize the digital acquisition funnel from traffic and engagement to lead generation, qualification, and enrollment. - Analyze conversion performance across key funnel stages to identify drop-offs and improvement opportunities. - Partner with Sales, Telemarketing, and CRM teams to improve lead quality, lead handover, conversion visibility, and feedback loops. - Identify and recommend landing page, messaging, audience, and customer journey improvements. - Define and implement structured A/B testing and conversion rate optimization initiatives. - Collaborate with relevant teams on lead scoring, nurturing, remarketing, and reactivation opportunities, with clear ownership of execution. ### 4. Data Analytics, Forecasting & Performance Diagnosis - Develop performance measurement frameworks covering channel efficiency, lead quality, funnel conversion, and business contribution. - Build and maintain performance dashboards, reporting structures, and performance review routines. - Own digital performance forecasting, including projected leads, qualified leads, acquisition costs, and enrollment contributions. - Translate data into actionable business insights, clearly identifying root causes, risks, opportunities, and recommended actions. - Oversee tracking accuracy, conversion events, attribution governance, and marketing data quality in collaboration with relevant technical and CRM teams. - Present performance insights and recommendations to the Head of Marketing and relevant stakeholders. Every performance review is expected to address: What happened, why it happened, its business impact, and what actions should be taken next. ### 5. Organic & Emerging Channel Development - Oversee organic search performance and ensure alignment between SEO strategy and overall acquisition goals. - Guide SEO and GEO/AEO initiatives to improve discoverability, relevant organic traffic, and qualified lead contribution. - Evaluate emerging digital channels and technologies based on their potential business value. - Encourage practical adoption of AI and automation to improve marketing effectiveness and team productivity. ### 6. Team Leadership & Cross-functional Collaboration - Lead, coach, and manage the Digital Performance team, including Google, Meta, and SEO specialists. - Establish clear accountability, individual KPIs, operating routines, and performance expectations. - Develop team capabilities in analytical thinking, problem-solving, experimentation, and data-driven decision-making. - Ensure effective collaboration with Brand, Sales, CRM, IT, and external partners. - Manage relevant media, technology, and agency partners against agreed deliverables and performance standards. - Take ownership of team results and proactively escalate material risks with recommended solutions. ### REQUIREMENTS - 5+ years of experience in digital/performance marketing, including at least 2 years in a team lead or management role. - Strong hands-on knowledge of Google Ads, Meta Ads, GA4, GTM, and performance analytics, with working knowledge of SEO and CRM. - Proven experience managing advertising budgets, optimizing acquisition costs, and improving lead quality or conversion rates. - Strong analytical and commercial thinking, with the ability to diagnose problems and recommend practical solutions. - Experience managing team performance and collaborating with cross-functional stakeholders. - Proactive, accountable, and comfortable working in a fast-paced, results-driven environment. - Working proficiency in English. Experience in education or lead-generation-driven businesses is an advantage.