Digital Marketing Executive

About the role

The Digital Marketing Executive owns Payable's paid digital channels (Meta, TikTok, YouTube and Google) from planning to reporting, turning budgets into qualified merchant leads and brand awareness. The role also acts as the coordination point for the wider marketing team's initiatives.

Key responsibilities

• 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, and manage monthly ad budgets
• Run full-funnel campaigns covering awareness, merchant lead generation, retargeting and product launches
• Set up and maintain tracking (Meta Pixel / Conversions API, TikTok Pixel, GA4, Google Tag Manager, UTM conventions) and monitor campaigns daily
• Track, analyse and report performance weekly and monthly, including reach, CTR, CPC, CPM, CPL, lead-to-merchant conversion and ROAS
• Spot platform trends early, brief designers and video editors, and produce quick social graphics and short-form video edits where needed
• Keep workstreams aligned and on schedule, maintain the campaign calendar and task tracker, and coordinate with internal teams, agencies, influencers and vendors
• Conduct market research and competitor analysis, and work with Sales and Merchant Acquisition to align campaigns with revenue and onboarding targets

Required profile

• Diploma or degree in Marketing, Communications, Business or a related field, or equivalent practical 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
• Excellent written and verbal English; Sinhala and/or Tamil is an advantage

Required skills

• Meta Ads Manager, TikTok Ads Manager, Google Ads and YouTube advertising
• GA4, Google Tag Manager, pixels and UTM tracking
• Analytical skills, Excel / Google Sheets and simple dashboards (e.g. Looker Studio)
• Project tools such as Notion, Trello or Asana
• Canva, Adobe Photoshop/Illustrator or short-form video editing are a plus