Digital / Integrated Marketing Lead

I. ABOUT IICS

IICS is a next-generation Marcom partner that combines strategic thinking, creative application, digital execution and modern technology to develop communication solutions that are practical, measurable and capable of creating real value for clients.

At IICS, Digital Marketing is not simply about running advertisements. Digital is an integral part of an integrated solution - where data, consumer behaviour, creative content and business objectives are connected to generate meaningful results.

We are looking for a Digital Marketing Lead who can drive IICS’s Digital capability across client projects — from solution thinking, planning, execution and optimisation to analysis and continuous improvement of the team’s output quality.

II. ROLE OVERVIEW

As a Digital Marketing Lead, you will be responsible for leading the direction and quality of Digital Marketing solutions delivered to IICS clients.

You will not only manage paid media campaigns, but also understand each client’s brand and business challenges; translate briefs into practical digital approaches; collaborate with Account,

Strategy and Creative teams to develop integrated solutions; and ensure campaigns are effectively executed, properly measured and capable of generating valuable learnings.

This role is designed for a digital professional who can combine strategic thinking with sufficient hands-on experience to control execution quality.

III. KEY RESPONSIBILITIES

1. Lead Digital Strategy & Solution Development

- Analyse client briefs, business objectives, marketing objectives and communication challenges to develop relevant Digital Marketing approaches.

- Lead the development of digital approaches for IICS proposals, pitches and campaign plans.

- Build channel strategies, audience strategies, media funnels, content distribution approaches, KPI frameworks and budget allocations for each project.

- Define the role of each platform throughout the customer journey, including awareness, consideration, engagement, lead generation, conversion and retention.

- Research digital trends, consumer behaviour, emerging platforms and competitor activities to enhance the quality of client solutions.

2. Oversee Campaign Execution & Performance

- Take ownership of the quality and effectiveness of digital campaigns across:

+ Meta Ads: Facebook and Instagram.

+ Google Ads: Search, Display, YouTube and Performance Max.

+ TikTok Ads.

+ Other relevant digital platforms depending on project requirements.

- Develop or approve campaign structures, targeting logic, optimisation roadmaps, budget pacing and testing plans.

- Monitor campaign performance and proactively make optimisation decisions related to audience, creative, messaging, landing pages, bidding strategies and budget allocation.

- Ensure campaigns are delivered on time, within budget and in line with agreed objectives while minimising operational risks.

- Directly support or intervene in key campaigns and high-performance-demand projects when required.

3. Own Measurement, Reporting & Business Recommendations

- Define the tracking and measurement approach for campaigns, including Pixel, Conversion API, UTM, GA4, GTM, dashboards and relevant supporting tools.

- Establish appropriate measurement frameworks for each campaign objective, ensuring performance is not assessed solely through platform metrics.

- Review and control the quality of periodic reports and post-campaign reports before they are delivered to clients.

- Analyse data to identify:

+ The factors driving campaign effectiveness.

+ Bottlenecks within the campaign or customer journey.

+ Creative, audience or channel adjustments required.

+ Opportunities to optimise budget allocation and improve future performance.

- Translate performance data into clear, actionable recommendations for clients and internal teams.

4. Connect Digital, Creative & Communication Planning

- Collaborate with Strategy, Account and Creative teams to ensure digital planning remains connected to communication ideas and brand objectives.

- Contribute to the development of creative requirements for different platforms, audiences and funnel stages.

- Use campaign performance data to challenge and improve the quality of creative assets, including hooks, messaging, visuals, formats, CTAs and landing experiences.

- Recommend relevant applications of social content, short-form video, creator content, UGC, influencer amplification and digital activations when appropriate.

- Contribute to IICS’s ability to develop integrated marketing solutions that are both executable and measurable.

5. Client Presentation & Account Partnership

- Present Digital Strategy and Digital Marketing recommendations in proposals, pitches and client meetings when required.

- Work closely with Account teams to advise, explain and defend digital recommendations to clients.

- Proactively identify risks, unrealistic expectations or incomplete client requirements, and recommend appropriate solutions.

- Act as a digital consultant on assigned projects rather than only an operational campaign executor.

6. Team Guidance & Capability Building

- Guide, review and improve the quality of work delivered by Digital Specialists, Executives and Interns when applicable.

- Develop and standardise internal resources, including media planning templates, reporting templates, KPI benchmarks, optimisation checklists, case studies and platform learnings.

- Share new knowledge on platforms, technology, AI, measurement and performance marketing with the broader team.

- Contribute to the development of Digital Marketing as a key solution capability of IICS.

IV. REQUIREMENTS

1. Experience

- A minimum of 4–6 years of experience in Digital Marketing, Digital Media or Performance Marketing.

- At least 1–2 years of experience in a Senior or Lead capacity, or proven experience in mentoring and reviewing the work of other team members.

- Prior agency experience, involvement in proposals or pitches, or experience managing multiple clients and campaigns simultaneously is highly preferred.

- A portfolio or case studies demonstrating personal involvement in planning, executing, optimising and improving digital campaign performance.

2. Professional Capabilities

- Strong capability in developing Digital Marketing plans from objectives, audiences and funnels

through to channels, budgets and KPIs.

- Hands-on experience and proficiency with:

+ Meta Ads Manager.

+ Google Ads.

+ TikTok Ads Manager.

+ Google Analytics 4.

+ Google Tag Manager.

+ Looker Studio or equivalent dashboard and reporting tools.

- Solid understanding of paid media, digital funnels, attribution, tracking, conversion optimisation, customer journeys and creative performance.

- Strong ability to analyse data, identify problems and provide meaningful recommendations.

- Ability to present digital solutions in a logical, clear and persuasive manner.

- Clear understanding of Digital’s role within an integrated communication plan, beyond paid advertising alone.

V. MINDSET WE LOOK FOR

- Strategic but Practical: You can think in solutions while remaining grounded in executional feasibility.

- Data-Driven but Not Data-Blind: You know how to use data to make decisions without overlooking the importance of brand, creativity and human insight.

- Ownership: You take responsibility for final outcomes, not merely task completion.

- Consultative Mindset: You are able to advise and challenge constructively in order to help clients achieve better results.

- Collaborative Leadership: You lead through expertise and work effectively with Account, Strategy, Creative teams and relevant partners.

- Continuous Learning: You proactively stay updated on platforms, technology, AI and emerging changes in Digital Marketing.

VI. NICE TO HAVE

- Experience in building digital strategies for integrated campaigns or IMC proposals.

- Experience managing campaigns in industries such as finance, technology, consumer electronics, FMCG, lifestyle, automotive, real estate or B2B.

- Experience with CRM, marketing automation, e-commerce funnels, lead generation funnels or landing-page optimisation.

- Certifications in Google Ads, Google Analytics, Meta or TikTok.* Experience applying AI or automation to research, audience analysis, media optimisation,

reporting or workflow improvement.

- Experience in building teams or developing digital processes from an early stage.

VII. PERFORMANCE EXPECTATIONS

The Digital Marketing Lead will be evaluated based on:

- The quality of digital solutions developed for proposals and campaign plans.

- Campaign effectiveness against agreed KPIs.

- Ability to optimise budgets and improve performance over time.

- Quality of reporting, insights and recommendations delivered to clients.

- Effectiveness of collaboration with Account, Strategy and Creative teams.

- Ability to control execution quality and develop digital team capabilities.

- Contribution to the development of IICS’s Digital Marketing systems, benchmarks and overall capability.

VIII. WHAT WE OFFER

- The opportunity to play a key role in building the Digital Marketing capability of a next-generation Marcom agency.

- Exposure to integrated projects across strategy, creative, execution and measurement.

- A working environment that values initiative, professional challenge and the real value delivered to clients.

- Opportunities to work directly on brand, communication and business challenges across multiple industries.

- Access to data, technology and AI applications that enhance solution quality and working efficiency.

- A career development path toward Digital Marketing Manager, Digital Solutions Lead or Head of Digital, depending on capability and the growth of IICS.

- Competitive compensation based on experience and value contribution.

- Employee benefits in accordance with company policies.