Marketing & Social Media Specialist at HelloMe Limited

About the Role

• We are seeking a highly creative, strategic, and performance-driven Marketing & Social Media Specialist with proven experience working in a digital marketing or advertising agency to join our growing cross-border FinTech team. This role is ideal for someone who combines creativity with strong analytical skills and has a proven track record of planning and executing high-performing digital marketing campaigns that drive measurable business results.
• You will be responsible for developing, executing, and optimising integrated marketing strategies across paid, owned, and earned digital channels to increase brand awareness, customer acquisition, engagement, and retention for HelloMe's digital banking, cross-border payments, remittance, virtual account, and financial products.
• The successful candidate must have hands-on experience managing User-Generated Content (UGC) campaigns, building and optimising Lookalike Audiences, implementing SEO (Search Engine Optimisation) strategies, and executing performance marketing campaigns across Meta, Google, LinkedIn, TikTok, X (Twitter), YouTube, and other digital platforms. Experience working within an agency environment is essential, with the ability to manage multiple campaigns simultaneously while delivering measurable ROI.
• You will work closely with Product, Design, Technology, Compliance, Customer Support, Business Development, and Leadership teams to create compelling campaigns, engaging content, and customer journeys that align with business objectives, regulatory requirements, and brand standards.
• This role requires an individual who understands digital marketing funnels, audience segmentation, paid media optimisation, content marketing, influencer and creator marketing, SEO, social media management, email marketing, marketing automation, and data analytics. You should be comfortable analysing campaign performance, identifying growth opportunities, and making data-driven recommendations that improve conversion rates and customer lifetime value.
• The ideal candidate will bring agency-level creativity, commercial thinking, and execution excellence while helping position HelloMe as a trusted and innovative cross-border FinTech brand across local and international markets.

Key Responsibilities

Marketing Strategy & Campaign Management

• Develop and execute integrated marketing strategies aligned with the Company’s business objectives, product roadmap, customer acquisition, retention, and market expansion goals.
• Plan, launch, manage, and optimise paid and organic campaigns across multiple digital channels to drive brand awareness, traffic, leads, customer acquisition, product adoption, engagement, and retention.
• Develop campaign briefs covering objectives, target audiences, messaging, timelines, deliverables, budgets, KPIs, and expected outcomes.
• Support product launches, feature announcements, promotional campaigns, customer acquisition initiatives, and expansion into new markets and customer segments.
• Plan, configure, execute, and optimise advertising campaigns across Meta (Facebook/Instagram), Google, LinkedIn, TikTok, and other relevant platforms.
• Configure and optimise Lookalike Audiences, Custom Audiences, Retargeting, Conversion campaigns, Meta Pixel, Conversion API (CAPI), and related audience and tracking systems.
• Develop, manage, and optimise UGC campaigns, working with influencers, creators, ambassadors, and customers to drive engagement, trust, customer acquisition, and product adoption.
• Work with internal creative teams and external agencies to develop high-performing advertising creatives and campaign assets.
• Conduct continuous A/B testing of creatives, audiences, landing pages, offers, and campaign messaging to improve conversion rates and ROAS.
• Monitor campaign budgets, expenditure, performance, ROI, and ROAS and recommend improvements based on performance data.

Social Media Strategy & Management

• Develop and manage the Company’s social media strategy across LinkedIn, Instagram, Facebook, X, TikTok, YouTube, and other relevant platforms.
• Develop and maintain social media and editorial content calendars.
• Create, schedule, publish, and optimise platform-specific content aligned with target audiences and campaign objectives.
• Develop social media campaigns focused on brand awareness, customer education, engagement, product adoption, lead generation, and conversion.
• Monitor social media trends, algorithms, competitor activities, customer sentiment, conversations, and emerging opportunities.
• Manage online communities and respond professionally to customer comments, messages, enquiries, reviews, and feedback.
• Escalate complaints, sensitive issues, compliance concerns, and potential reputational risks to the appropriate internal teams.
• Develop strategies to increase followers, reach, impressions, engagement, website traffic, leads, and customer conversion.

Content Creation, Copywriting & Storytelling

• Develop high-quality, engaging, informative, and customer-focused content for social media, websites, blogs, newsletters, campaigns, product communications, and customer education.
• Create compelling social media posts, captions, campaign copy, articles, newsletters, promotional materials, product content, and other marketing communications.
• Develop content around financial literacy, FinTech, payments, remittance, digital banking, market trends, product features, and customer education.
• Translate complex financial and technical information into simple, accessible, and engaging content.
• Develop website and app content, including microcopy, notifications, instructional content, FAQs, and customer-facing communications.
• Support the development of thought-leadership materials, guides, reports, eBooks, and other industry content where required.
• Maintain consistency in brand voice, tone, messaging, visual identity, and communication standards.
• Manage editorial calendars and ensure timely delivery of marketing content.

Creative & Visual Content Coordination

• Collaborate with Graphic Design, UI/UX, Product, and creative teams to develop high-quality marketing assets.
• Prepare creative briefs for graphics, videos, animations, infographics, product demonstrations, reels, tutorials, and other multimedia content.
• Support the development of short-form video, UGC, influencer, creator, and promotional content.
• Review marketing materials for accuracy, quality, consistency, brand alignment, and campaign effectiveness before publication.

Digital Marketing, SEO & Website Optimisation

• Develop and implement digital marketing strategies across search engines, social media, websites, email, and other digital channels.
• Develop and implement on-page, off-page, technical, and performance SEO strategies, including keyword research, website optimisation, SEO audits, backlink strategy, Google Search Console, GA4, and related SEO tools.
• Conduct technical SEO audits and monitor website health, Core Web Vitals, page speed, indexing, crawling, search rankings, organic traffic, and search performance.
• Configure and optimise SEO and analytics tools including Google Search Console, Google Analytics/GA4, Google Tag Manager, SEMrush, Ahrefs, Moz, or equivalent platforms.
• Work closely with Technology and Product teams to implement SEO improvements, metadata optimisation, schema markup, website content updates, analytics tracking, and conversion optimisation.
• Monitor website traffic, user behaviour, landing-page performance, customer journeys, and conversion rates.
• Identify opportunities to increase organic traffic, search visibility, customer acquisition, and website conversion.

Customer Engagement & Brand Reputation

• Monitor customer feedback, reviews, comments, mentions, conversations, and brand sentiment across digital channels.
• Respond to customer enquiries and feedback professionally and in line with approved communication guidelines.
• Work with Customer Support and relevant teams to resolve customer issues raised through social media.
• Monitor and manage online brand reputation and identify potential reputational risks.
• Support communication during service disruptions, customer complaints, or other sensitive situations.

Requirements & Qualifications

• Bachelor's degree in Marketing, Communications, Digital Media, Business Administration, Mass Communication, or a related field.
• Minimum of 3–5 years' experience in Marketing, Digital Marketing, Social Media, or Content Marketing, preferably within Cross boarder FinTech, Digital Banking, Payments, Remittance, Financial Services, E-commerce, or Technology.
• Candidate must have prior professional experience working in a Digital Marketing Agency, Advertising Agency, Creative Agency, Performance Marketing Agency, or Growth Marketing Agency, with hands-on responsibility for managing multiple brands, clients, campaigns, and digital marketing projects.
• Agency experience is mandatory.
• Strong experience developing and executing digital marketing, social media, SEO, SEM, paid advertising, and content marketing strategies.
• Hands-on experience managing Meta, Google, LinkedIn, and TikTok Ads, including Lookalike Audiences, Custom Audiences, Meta Pixel, Conversion API (CAPI), retargeting, and audience segmentation.
• Proven experience planning and optimising UGC campaigns, influencer marketing, customer acquisition, and performance marketing campaigns.