Head of Digital Marketing

Role Overview

The Head of Digital Marketing is a critical leadership role responsible for defining, executing, and continuously optimizing the company’s end-to-end digital marketing strategy. This role is accountable for driving digital performance, maximizing the return on investment (ROI) across all digital campaigns, enhancing the digital brand experience across owned platforms (website and mobile app), and significantly improving the end-to-end digital customer journey to increase engagement, acquisition, and retention within the highly competitive telecom market.

Key Functional Responsibilities

1. Digital Strategy & Leadership

• Develop, own, and execute a comprehensive digital marketing strategy aligned with overall business objectives, with a strong focus on market share growth, revenue generation, and brand visibility.

• Lead, mentor, and manage the digital marketing team while working closely with cross-functional stakeholders, including IT, Product Development, Sales, and Brand teams.

• Define and track key performance indicators (KPIs) for all digital initiatives and regularly report insights, performance, and recommendations to senior leadership.

2. Performance Marketing & Campaign Management

• Oversee all paid digital channels, including SEM, PPC, social media advertising, display, programmatic, and affiliate marketing, with a strong emphasis on CPA, LTV, and ROI optimization.

• Manage and optimize a significant digital marketing budget, ensuring effective allocation across channels to achieve ambitious growth and performance targets.

• Drive continuous improvement through A/B testing, multivariate testing, and landing page optimization to maximize conversion rates.

3. Digital Customer Experience & Brand

• Take full ownership of the digital brand experience across all owned platforms, including the corporate website and native mobile applications.

• Lead the optimization of the digital customer journey from awareness through conversion and post-purchase support, proactively identifying and eliminating friction points.

• Oversee SEO, AEO, and content strategy initiatives to increase organic traffic, improve search visibility, and strengthen domain authority.

4. Digital Marketing Automation & Technology

• Define and execute the strategic roadmap for digital marketing automation (DMA) platforms and tools.

• Ensure seamless integration between digital platforms, CRM systems, and other core business systems to enable hyper-personalized, trigger-based customer communications.

• Leverage advanced analytics and business intelligence tools to generate actionable insights, forecast campaign performance, and support data-driven decision-making.

Areas of Expertise

Performance Marketing

Deep expertise in managing and optimizing large-scale digital campaigns across Google Ads, Meta Ads (Facebook/Instagram), and programmatic platforms. Proven track record of achieving aggressive ROI and ROAS targets.

MarTech & Automation

Hands-on experience with leading marketing automation, CRM, and CMS platforms. Strong capability in designing and implementing complex multi-channel customer journeys, advanced segmentation strategies, and integrating AI-powered marketing automation solutions.

Web & App Analytics

Advanced proficiency in web and mobile analytics platforms such as Google Analytics 4, Firebase, and Adobe Analytics. Skilled in setting up tracking frameworks, tag management, and translating data insights into actionable business decisions.

UX/UI & Conversion Optimization

Strong understanding of UX/UI best practices, conversion rate optimization (CRO), and A/B testing methodologies using tools such as Optimizely and VWO. Proven experience optimizing mobile-first and omnichannel digital experiences.

Skills Required

• Strategic Thinking: Ability to translate high-level business objectives into practical, measurable digital marketing initiatives.

• Data Analysis & Interpretation: Exceptional quantitative and analytical skills, with the ability to manage complex datasets and deliver clear, data-driven insights.

• Communication & Presentation: Excellent verbal and written communication skills, with experience presenting strategies and results to executive-level stakeholders.

• Project Management: Proven ability to manage multiple complex projects, budgets, and external agency relationships simultaneously.

• Cross-functional Collaboration: Strong capability to influence and work effectively with both technical and non-technical teams, including IT, Product, and Sales.

Academic Qualification Standards

• Minimum: Bachelor’s degree in Marketing, Digital Marketing, Business Administration, Computer Science, or a related quantitative field.

• Preferred: Master’s degree (MBA or MS) in a relevant discipline is a strong advantage.

Experience Required

• Overall Experience: Minimum of 7+ years of progressive experience in digital marketing roles.

• Leadership Experience: At least 3+ years in a senior or managerial role, leading teams and managing substantial digital marketing budgets.

• Industry Experience: Experience in Telecom, Technology, SaaS, or Subscription-based industries is highly preferred.

• Proven Success: Demonstrated track record of scaling digital revenue, improving CPA, and driving conversion rate optimization across owned digital assets, including websites and mobile applications.

Comprehensive Health Insurance Coverage

You, your spouse, and dependent children under the age of 18 will be covered under Dhiraagu’s Health Benefit Scheme, with access to approved hospitals and clinics in the Maldives, Sri Lanka, Malaysia, India, and Thailand.

Digital Connect Allowance

A monthly allowance of MVR 1,500, including discounts on Dhiraagu mobile and internet services, plus an additional MVR 5,000 per month for managerial staff.

Annual Performance Bonus

You will be eligible for a performance-based annual bonus of up to four times your monthly salary, subject to the company’s annual bonus policy.

Training Opportunities

Access to learning and development programs designed to support your professional growth and career advancement.

Accommodation Allowance

A separate monthly accommodation allowance will be provided.

Airfare Benefits

Arrival, exit airfare and annual return airfare will be provided for the employee and immediate family members, in accordance with company policy.