Sobre

# Digital Marketer and Social Media Specialist ## Position Overview We are seeking a creative and data-driven Digital Marketer and Social Media Specialist to develop, implement, and manage our digital marketing campaigns across multiple channels. This role combines strategic digital marketing expertise with hands-on social media management to build brand awareness, drive engagement, and generate measurable business results. The ideal candidate will have proven experience marketing SaaS products in both B2C and B2B environments, understanding the unique challenges and opportunities of subscription-based software services. ## Key Responsibilities ### Digital Marketing Strategy & Execution (50%) **Campaign Management:** - Develop and execute comprehensive digital marketing strategies aligned with business objectives for SaaS products - Plan, launch, and optimize multi-channel campaigns including email, SEO, SEM, display advertising, and content marketing - Manage paid advertising campaigns across Google Ads, Facebook Ads, LinkedIn Ads, and other platforms - Conduct A/B testing to optimize campaign performance and conversion rates - Monitor campaign budgets and ensure optimal ROI across all channels - Design customer acquisition and retention strategies specific to SaaS business models - Develop campaigns targeting different stages of the SaaS customer journey (awareness, trial, conversion, retention, expansion) **SEO & SEM:** - Conduct keyword research and competitive analysis to identify opportunities in the SaaS market - Optimize website content, meta tags, and landing pages for search engines - Develop and implement link-building strategies - Monitor search engine rankings and organic traffic performance - Manage PPC campaigns and optimize ad copy, bidding strategies, and quality scores - Target both B2C and B2B SaaS keywords with appropriate intent **Content Marketing:** - Develop content marketing strategies that support SaaS business goals and customer education - Create and curate engaging content including blog posts, whitepapers, case studies, infographics, product demos, and tutorial videos - Collaborate with designers and content creators to produce high-quality marketing materials - Manage content calendar and ensure consistent brand messaging - Optimize content for SEO and user engagement - Develop product-led content strategies that showcase SaaS features and benefits - Create educational resources that demonstrate product value and reduce churn **Email Marketing:** - Design and execute email marketing campaigns including newsletters, promotional emails, and drip campaigns - Build and segment email lists for targeted communication (trial users, paid subscribers, churned customers) - Create compelling email copy and design templates for onboarding, activation, and retention - Monitor email performance metrics (open rates, click-through rates, conversions) - Implement marketing automation workflows for the SaaS customer lifecycle - Develop win-back campaigns and upgrade/upsell sequences **Analytics & Reporting:** - Track and analyze digital marketing KPIs using Google Analytics, social media analytics, and marketing automation tools - Monitor SaaS-specific metrics including MRR, ARR, CAC, LTV, churn rate, and activation rates - Generate regular performance reports with actionable insights - Monitor conversion funnels and identify optimization opportunities - Conduct customer journey analysis and attribution modeling - Present findings and recommendations to stakeholders - Analyze free trial to paid conversion rates and optimize accordingly ### Social Media Management (50%) **Strategy & Planning:** - Develop comprehensive social media strategies for platforms including Facebook, Instagram, Twitter, LinkedIn, TikTok, YouTube, and emerging platforms - Create platform-specific content strategies that align with brand voice and business objectives - Tailor social media approaches for both B2C end-users and B2B decision-makers - Plan and maintain social media content calendars - Identify trends, hashtags, and viral opportunities relevant to the brand and SaaS industry - Research competitor social media activities and industry best practices - Develop thought leadership strategies on LinkedIn and Twitter for B2B audiences **Content Creation & Management:** - Create, curate, and publish engaging social media content including posts, stories, reels, videos, and live streams - Write compelling copy that drives engagement and conversions - Develop product demonstration content and use case scenarios - Collaborate with graphic designers and videographers to produce visual content - Ensure brand consistency across all social media channels - Schedule and publish content using social media management tools (Hootsuite, Buffer, Sprout Social) - Create content that addresses both consumer pain points and enterprise needs **Community Management:** - Monitor and respond to comments, messages, and mentions in a timely and professional manner - Foster positive relationships with followers and brand advocates - Handle customer inquiries and escalate issues to appropriate teams - Engage with relevant communities, influencers, and industry thought leaders - Moderate user-generated content and maintain community guidelines - Build and nurture SaaS user communities and customer advocacy programs - Facilitate peer-to-peer support and knowledge sharing among users **Social Media Advertising:** - Design and execute paid social media campaigns to achieve specific objectives (awareness, trial signups, conversions, demos) - Create audience segments and targeting strategies for both B2C consumers and B2B professionals - Develop ad creative and copy that resonates with target audiences at different buying stages - Monitor ad performance and optimize campaigns for better results - Manage social media advertising budgets effectively - Test different messaging for B2C (immediate value, ease of use) vs B2B (ROI, scalability, integration) **Influencer Marketing:** - Identify and build relationships with relevant influencers and brand ambassadors in the SaaS space - Develop influencer marketing campaigns and partnerships - Negotiate contracts and manage collaborations - Track influencer campaign performance and ROI - Engage with industry experts, consultants, and technology reviewers **Analytics & Insights:** - Monitor social media metrics including reach, engagement, follower growth, and conversions - Use social listening tools to track brand mentions and sentiment - Generate monthly social media performance reports - Provide recommendations based on data analysis - Stay updated on platform algorithm changes and adjust strategies accordingly - Track social media's contribution to trial signups and paid conversions ## Required Qualifications **Education:** - Bachelor's degree in Marketing, Communications, Business, or related field - Digital marketing certifications are a strong plus **Experience:** - 3-5 years of proven experience in digital marketing and social media management - **2-3 years of specific experience marketing SaaS products (Required)** - **Demonstrated success with both B2C and B2B SaaS applications (Required)** - Portfolio of successful social media campaigns with measurable results - Experience managing the full customer lifecycle for subscription-based products - Track record of improving key SaaS metrics (trial conversions, activation rates, retention, reduced churn) **SaaS-Specific Experience (Required):** - **B2C SaaS:** Experience marketing consumer-facing software products (productivity apps, entertainment platforms, personal finance tools, health/wellness apps, etc.) with focus on rapid user acquisition, freemium models, and viral growth - **B2B SaaS:** Experience marketing business software solutions (CRM, project management, analytics, HR tech, marketing automation, etc.) with understanding of longer sales cycles, demo-driven conversions, and enterprise decision-making processes - Understanding of SaaS business models including freemium, free trial, tiered pricing, and enterprise licensing - Experience with product-led growth (PLG) strategies - Knowledge of SaaS customer success and retention marketing - Familiarity with software product launches and feature releases **Certifications (Preferred):** - Google Analytics Certification - Google Ads Certification - Facebook Blueprint Certification - HubSpot Content Marketing Certification - Hootsuite Social Media Marketing Certification - SEMrush or Moz SEO Certification - Product Marketing Alliance certification (bonus) **Technical Skills:** **Digital Marketing Tools:** - Google Analytics, Google Tag Manager, Google Search Console - Google Ads, Facebook Ads Manager, LinkedIn Campaign Manager - Email marketing platforms (Mailchimp, Constant Contact, HubSpot) - Marketing automation tools (HubSpot, Marketo, Pardot, ActiveCampaign) - SEO tools (SEMrush, Ahrefs, Moz, Screaming Frog) - Landing page builders (Unbounce, Leadpages, Instapage) - Product analytics tools (Mixpanel, Amplitude, Heap) **Social Media Tools:** - Social media management platforms (Hootsuite, Buffer, Sprout Social, Later) - Social listening tools (Brandwatch, Mention, Talkwalker) - Design tools (Canva, Adobe Creative Suite basics) - Video editing software (CapCut, Adobe Premiere basics, iMovie) - Analytics tools (native platform analytics, Socialbakers, Iconosquare) **SaaS Marketing Tools:** - Customer engagement platforms (Intercom, Drift, Userflow) - Product analytics (Mixpanel, Amplitude, Pendo) - Customer feedback tools (Typeform, SurveyMonkey, Hotjar) - Referral and advocacy platforms (ReferralCandy, Influitive) - Review management platforms (G2, Capterra, TrustRadius) **Content & Design:** - Strong copywriting and content creation skills - Basic graphic design capabilities - Video editing and production skills - Understanding of visual storytelling and brand aesthetics - Photography skills are a plus - Ability to create product screenshots, GIFs, and screen recordings **Technical Knowledge:** - HTML/CSS basics for email and landing page customization - CMS platforms (WordPress, Shopify, Wix) - Understanding of conversion rate optimization (CRO) - Knowledge of marketing attribution models - Familiarity with CRM systems (Salesforce, HubSpot) - Basic understanding of APIs and software integrations - Knowledge of webhook and tracking pixel implementation **Core Competencies:** - **Creative Thinking:** Ability to develop innovative campaigns that capture attention and drive engagement - **Data-Driven Mindset:** Strong analytical skills to interpret data and make informed decisions - **Excellent Communication:** Outstanding written and verbal communication skills with ability to speak to both technical and non-technical audiences - **Time Management:** Ability to manage multiple campaigns and projects simultaneously - **Adaptability:** Quick to learn new platforms, tools, and trends - **Brand Awareness:** Deep understanding of brand voice, tone, and positioning - **Customer-Centric:** Focus on understanding and engaging target audiences throughout their journey - **Attention to Detail:** Ensures accuracy in all marketing materials and campaigns - **Collaborative:** Works effectively with cross-functional teams including product, sales, and customer success - **Trend Awareness:** Stays current with digital marketing and social media trends - **Product Thinking:** Understanding of how to translate product features into customer benefits - **Technical Aptitude:** Comfortable learning and explaining software functionality **Industry Knowledge:** - Understanding of digital marketing best practices and emerging trends - Knowledge of social media platform algorithms and best posting practices - Familiarity with GDPR, data privacy regulations, and advertising policies - Deep understanding of SaaS metrics and KPIs (CAC, LTV, MRR, ARR, churn, retention) - Knowledge of SaaS pricing strategies and monetization models - Understanding of product-led growth principles - Awareness of competitive landscape in SaaS markets - Familiarity with B2B buying processes and decision-making hierarchies - Understanding of customer psychology and behavioral marketing in subscription contexts **SaaS Market Knowledge:** - Understanding of different SaaS verticals (productivity, collaboration, analytics, etc.) - Knowledge of SaaS integration ecosystems and partner marketing - Familiarity with software review sites and their impact on conversions - Understanding of how to market to different personas (end users, administrators, C-level executives) - Awareness of SaaS industry events, communities, and thought leaders ## Key Performance Indicators (KPIs) **Digital Marketing:** - Website traffic growth - Conversion rate improvements (visitor to trial, trial to paid) - Cost per acquisition (CPA) for both B2C and B2B channels - Return on ad spend (ROAS) - Email open and click-through rates - SEO rankings and organic traffic growth - Lead generation numbers (demos, trial signups, qualified leads) - Free trial to paid conversion rate - Activation rate (users who experience core product value) **SaaS-Specific Metrics:** - Monthly Recurring Revenue (MRR) growth - Customer Acquisition Cost (CAC) - Customer Lifetime Value (LTV) - LTV:CAC ratio - Churn rate and retention rate - Expansion revenue (upsells/cross-sells) - Product-qualified leads (PQLs) - Time to first value for new users - Net Promoter Score (NPS) influenced by marketing **Social Media:** - Follower growth rate - Engagement rate (likes, comments, shares, saves) - Reach and impressions - Social media referral traffic - Community growth and sentiment - Influencer campaign ROI - User-generated content volume - Social media-driven trial signups and demos ## What Success Looks Like - Consistent growth in digital channel performance and ROI - Increased brand awareness and online visibility in SaaS markets - Engaged and growing social media communities of users and advocates - Successful campaign launches that exceed targets for both B2C and B2B segments - Positive brand sentiment and customer interactions - Data-driven insights that inform business and product decisions - Innovative campaigns that differentiate the brand from competitors - Strong collaboration with sales, product, customer success, and support teams - Improved SaaS metrics including lower CAC, higher LTV, reduced churn, and increased activation - Growing customer advocacy and referral programs - Successful product launches with strong market adoption - Recognition as a thought leader in the SaaS space ## Work Environment - Fast-paced, creative environment focused on rapid experimentation and iteration - Hybrid/remote work options available - Occasional evening or weekend work for campaign launches or social media monitoring - Collaborative team culture with opportunities for professional development - Close collaboration with product and engineering teams - Access to SaaS tools and technologies for testing and marketing ## Why Join Us? - Opportunity to make a significant impact on SaaS product growth - Access to cutting-edge marketing tools and technologies - Creative freedom to experiment and innovate - Professional development and certification support - Collaborative and supportive team environment - Work with innovative SaaS products solving real customer problems - Be part of the exciting SaaS industry with continuous learning opportunities