Digital Marketing Manager

Company Overview: Established in 2010 and headquartered in Singapore, BIPO is a trusted provider of payroll and people solutions in over 170 global markets. Our comprehensive HR offerings include Human Capital Management solutions, Global Payroll Outsourcing, and Employer of Record services, powered by our award-winning HR Management System and Athena BI (Business Intelligence) platform. At BIPO, we deliver customized services and scalable tech-enabled solutions that automate processes, simplify workflows, and generate actionable insights. The Role We are looking for a dynamic Digital Marketing Manager to drive our paid campaigns, elevate website performance, and play a key role in managing our marketing data. This is a single-contributor role where you will partner closely with external agencies to maximise our advertising spend to ensure high-quality leads and conversions. Beyond traditional channels, you will lead our presence on emerging platforms, ensuring our brand is accurately represented across traditional search engines and generative AI tools like ChatGPT and Google Gemini. You will also design automated workflows in HubSpot and collaborate with internal teams to continuously improve user journeys and boost conversion rates. Key Responsibilities Agency & Campaign Management Partner with External Agencies: Serve as the primary point of contact for our SEO and SEM agencies. Establish strategic goals, review KPIs, and co-create campaigns to elevate performance. Paid Media Strategy: Oversee paid campaigns across Google Ads and paid social channels. Monitor budgets to ensure a strong return on investment.Conversion Rate Optimization: Collaborate with agencies to test and refine ad copy, ad groups, target audiences, and landing pages to drive meaningful user actionsWebsite Performance & User ExperienceEnhance User Journey: Analyze how visitors navigate the website; identify and resolve friction points where users drop off. A/B Testing & Optimization: Implement tests on headlines, call-to-action buttons, imagery, and layouts, and deploy the highest-performing variations. Speed & Mobile Responsiveness: Ensure the website delivers a fast, seamless, and visually compelling experience across all devices, with a strong focus on mobile. Landing Page Strategy: Develop and update tailored landing pages for paid campaigns to ensure clear messaging and an intuitive user experience. AI & Traditional Search Optimization AI Search Visibility: Format and structure website content to ensure our brand is accurately indexed, cited, and recommended within generative AI answers on platforms such as ChatGPT, Perplexity, and Google Gemini. Optimize SEO: Target and rank for high-value search terms that align directly with business revenue, customer acquisition, and lead generation. Marketing Automation & Web Operations Website Management: Oversee daily website updates, including content publication, product page updates, and media uploads. HubSpot Automation: Supports, build and manage automated email sequences and lead-nurturing workflows within HubSpot to engage prospects immediately after form submission. Form & Layout Design (UI/UX): Design and test high-converting forms and landing page layouts to maximize conversion rates. Performance Analytics & Reporting Performance Dashboards: Create clear, actionable data dashboards within HubSpot (or similar) to provide weekly visibility on ad spend, traffic trends, and total conversions. Data Privacy & Cookie Compliance Consent Management: Manage the website cookie consent banner using a Consent Management Platform such as CookieYes, Cookiebot, or OneTrust. Ensure tracking scripts only fire after user permission is granted. Privacy-Compliant Analytics: Manage Google Consent Mode to ensure Google Ads and Google Analytics receive consent signals correctly, retaining critical marketing data. Data Security: Supports IT, Data Privacy, and Legal teams to ensure HubSpot forms and landing pages safely capture, store, and process lead data in full compliance with privacy regulations. Required Skills & Experience Experience: 4+ years of digital marketing experience, with a proven track reference of managing external agencies or vendors. Paid Media Expertise: Understanding of Google Ads management and the levers required to optimize paid campaigns for conversions. Tech Stack: Hands-on experience with HubSpot (specifically for automated workflows and forms), Google Analytics (GA4), Google Tag Manager, and email verification tools like Zero Bounce. Web Skills: Experience uploading, formatting, and publishing web content on WordPress using the Elementor page builder. Basic knowledge of HTML and CSS for minor text adjustments, alongside the ability to export assets from design tools like Figma. AI Search Literacy: A strong understanding of how audiences use conversational AI tools to discover information online. AI Visibility Tracking: Ability to audit conversational search engines, track brand citation share within AI-generated overviews, and structure content to increase our frequency as a cited source.