Digital Marketing Specialist

Role Overview

Mention Me is the referral marketing and customer advocacy platform behind brands like PUMA, Farfetch, and Charlotte Tilbury. We help brands track, attribute, and scale word-of-mouth - including the invisible referrals happening in WhatsApp, DMs, and dark social that no other platform can see.

We’re bringing our digital marketing function fully in-house and looking for a Digital Marketing Specialist to own paid media execution, SEO, and link building. You’ll take over campaign management from our external agency and run it faster, sharper, and with direct pipeline accountability.

This is a hands-on execution role. You’ll be in the ad platforms daily - building campaigns, shifting budgets, testing creative, and reporting on what’s driving pipeline. If you’re someone who enjoys strategy but lives in the platforms, this is the role.

Key Responsibilities

Paid Media Execution

• Own day-to-day management of paid campaigns across Google Ads, LinkedIn Campaign Manager, and Meta Ads

• Build, launch, and optimise campaigns end-to-end - audience targeting, bid strategy, budget allocation, creative testing, and performance reporting

• Manage a monthly paid budget across all channels and allocate based on pipeline performance, not vanity metrics

• Implement and maintain audience segmentation across LinkedIn to create and capture demand

• Set up and manage conversion tracking, offline conversion feeds (via PostHog), and ensure ad platforms are receiving accurate pipeline data

• React in hours, not weeks. If a channel isn’t producing pipeline, you reallocate budget the same day

SEO, AEO & GEO

• Own organic search strategy including traditional SEO, AI Engine Optimisation (AEO), and Generative Engine Optimisation (GEO)

• Ensure Mention Me is the cited answer when prospects ask ChatGPT, Perplexity, or Gemini about referral marketing, advocacy platforms, or dark social tracking

• Take over existing link building relationships from the outgoing agency and run the programme directly

• Partner with Content to develop SEO-driven content briefs that target high-intent keywords

Performance Reporting & Pipeline Accountability

• Build and own the cost per PQO model - tracking spend-to-pipeline-qualified-opportunity at channel level weekly

• Report on pipeline generated, not just leads and clicks. Your success metric is pipeline value created, not CPL

• Identify which channels to scale and which to cut based on pipeline data, and make those recommendations with conviction

• Collaborate with Analytics on attribution reporting and campaign performance dashboards

Cross-Functional Collaboration

• Work with Product Marketing to translate positioning and messaging into campaign creative and ad copy

• Support the SDR team with paid social campaigns that warm up target accounts ahead of outbound outreach

• Coordinate with Brand & Design on creative production for paid campaigns

• Partner with the Demand Generation Manager on campaign calendars, webinar promotion, and event-related paid activity

Requirements:
Experience

• 4–6 years’ hands-on experience managing paid media campaigns in B2B SaaS or tech

• Google Ads and LinkedIn Campaign Manager are non-negotiable. You need to be able to build campaigns from scratch, not just review reports someone else produces. If you haven’t spent significant time inside these platforms, this isn’t the right fit.

• Demonstrable experience managing £20K+/month in paid media budget with accountability for pipeline or revenue outcomes, not just lead volume

• Solid understanding of SEO fundamentals and practical experience with link building, keyword strategy, and content optimisation

• Experience with conversion tracking, UTM structures, and ideally offline conversion setups feeding data back to ad platforms

• Familiarity with multi-geo campaigns (UK, Europe, US) is a strong plus

Skills & Attributes

• Pipeline-first mindset - you measure success in pipeline generated and cost per opportunity, not impressions and CTR

• Analytical and data-driven - comfortable building reports, interpreting funnel data, and making budget decisions based on performance

• Bias toward action - you don’t wait for weekly agency calls to make changes; you spot a problem and fix it

• Clear communicator who can present performance data and recommendations to marketing leadership concisely

• Comfortable working in a lean team where you own the function end-to-end

Nice to Have

• Experience with PostHog, Dreamdata, or similar attribution tooling

• Familiarity with HubSpot CRM and how marketing automation connects to paid media

• Experience with Shopify App Store advertising

• Interest in or experience with AI-driven search (AEO/GEO) and how it’s changing organic discovery

Why Mention Me

• Own the function. This isn’t a junior seat managing one channel. You’ll own paid media and SEO end-to-end, with real budget and real accountability.

• Genuine product differentiation. Mention Me tracks referrals happening in dark social that no other platform can see. You’re not marketing a commodity SaaS tool.

• Build something from scratch. You’re bringing this function in-house for the first time. You’ll set the standards, build the processes, and shape how digital marketing works here.

• Strong leadership support. The Snr Demand Generation Manager and CGO are aligned on investing in this function. You won’t be fighting for budget or attention.

Reporting Structure

Snr Demand Generation Manager

└─ Digital Marketing Specialist (this role)