Digital Marketing Specialist

The Digital Marketing Specialist drives brand growth through digital storytelling, performance-driven content, and omni-channel activation. This role prioritizes content strategy, shopper marketing, and value creation across digital and offline touchpoints, with paid media as a secondary lever. We’re looking for a builder who can originate ideas from the ground up, find options, solve problems, and convert them into business impact. A passion for Asian food and culture is a strong plus.
• Content Strategy & Execution
◦ Develop and execute digital content strategies that build brand awareness and engagement across social and digital media platforms.
◦ Own content calendars, creative briefs, and short-form storytelling that reinforce brand voice and positioning.
◦ Partner with agencies and production teams to guide on-site product shoots, ensuring creative intent and brand standards are met.
◦ Identify and recommend paid amplification tactics to sensibly boost organic performance based on goals and available budget.
• Omni-Channel & Shopper Activation
◦ Bridge digital and in-store experiences by aligning with retailer marketing programs and seasonal activations.
◦ Collaborate with media partners and influencers to plan and activate campaigns that ties storytelling to measurable commerce results.
◦ Use shopper insights and commerce data to identify opportunities that connect online engagement to product purchase.
◦ Manage project timelines, budgets, and external partners to ensure on-time, on-budget delivery of campaigns
• Digital Platforms & Traffic (Owned × Retailer)
◦ Strengthen the brand’s digital ecosystem and drive discoverability across owned and retail platforms.
◦ Audit and recommend best practices for retailer.com presence (product pages, banners, brand stores or landing pages) and execute updates independently or with partners.
◦ Manage integration between retailer platforms and brand-owned channels, ensuring consistent traffic flow, visibility, and message continuity.
◦ Coordinate updates for brand and product microsites, optimizing content flow and user experience to increase engagement and conversion.
◦ Partner with agencies or developers on website enhancements, SEO/SEM alignment, and campaign landing pages.
• Measurement & Operating Model
◦ Track core KPIs (reach, engagement, traffic, conversion) and translate insights into actionable recommendations for content and shopper marketing.
◦ Utilize analytics and reporting tools (e.g., Google Analytics, Meta Business Suite, retailer dashboards) to evaluate performance and identify optimization opportunities.
◦ Work cross-functionally with marketing, product management, and sales teams to prioritize digital initiatives and maintain clear execution rhythms.
◦ Proactively propose ideas, test formats, and improve processes; ensure transparent communication and post-campaign learnings.
Experience/ Training/ Education
• Bachelors degree in Communications, Marketing, Public Relations, or Journalism.
• 4 to 6 years of experience in digital marketing, content strategy, or shopper marketing, preferably within the CPG or food industry.
• Proven experience in content strategy and execution, with the ability to plan, produce, and optimize assets that drive engagement.
• Strong grasp of shopper marketing and eCommerce, with experience connecting digital activity to retail performance and in-store activation.
• Certifications in areas like Google Analytics, or general Digital Marketing is a plus
Knowledge, Skills, and Ability
• Digital-first mindset with a strong understanding of social media, web platforms, and emerging digital trends.
• Strong grasp of shopper marketing and eCommerce, with experience connecting digital activity to retail performance and in-store activation.
• Familiarity with website or microsite management, SEO, traffic optimization, and analytics tools.
• Ability to handle product sampling, influencer seeding, and logistical coordination when needed to ensure seamless campaign delivery.
• Creative problem solver with a builder’s mindset, proactive in finding solutions and proposing new approaches.
• Excellent communication skills; able to communicate clearly and concisely across teams and channels.
• Genuine interest in and understanding of Asian food and culture.
Working Conditions
Digital Marketing Specialist typically work a full-time, standard business schedule (e.g., 40 hours per week). However, due to deadlines, event coordination, and the nature of public relations, working more than 40 hours per week is common, particularly when:
• A major product launch is approaching.<