Marketing Specialist: Digital Growth & Acquisition at Old Mutual

Key Responsibilities:

• Translate Digital Channels Business Owner objectives into acquisition and adoption campaign strategies, channel plans, and quarterly execution roadmaps.
• Design and execute paid campaigns (search, social, display, programmatic) specifically targeting app downloads, web registrations, and platform engagement.
• Design and operate a dedicated feature awareness and adoption communication channel for the Digital Platform — ensuring new features, functionality launches, and platform updates receive structured marketing attention.
• Develop internal (adviser) and external (customer) communication streams for digital platform adoption, including structured email sequences, in-app notifications, and push campaigns.
• Own the Digital Platform lifecycle communication strategy: onboarding sequences for new app/web users, re-engagement for lapsing users, and feature adoption nudges.
• Translate the Digital Channels Customer Value Proposition into marketing positioning within Group Marketing brand guardrails and Digital CI standards.
• Ensure brand consistency across all Digital Platform marketing outputs, including AI-personalised and automated communications.
• Coordinate  on organic content strategy, keyword ranking for Digital Platform terms, and technical SEO coordination with Technology/Engineering.
• Implement cross-channel attribution modelling for Digital Platform campaigns to prove true acquisition cost and incremental value.
• Conduct weekly optimisation and budget reallocation across Digital Platform paid channels.
• Report on Digital Platform growth performance (downloads, registrations, DAU, session depth, feature adoption) to the Digital Channels Business Owner monthly with commercial narrative.
• Contribute to unified demand generation planning to avoid cannibalisation between Rewards and Digital campaigns and leverage cross-promotion opportunities.

Required Skills & Experience:

• Tertiary qualification in Marketing, Digital Marketing, Commerce, or a related field.
• Minimum 5–7 years of experience in digital growth marketing, app marketing, or platform acquisition roles.
• Proven track record of driving measurable app download, registration, and engagement growth through paid and organic channels.
• Strong proficiency in Google Ads / SA360, Meta Business Suite, app install campaign platforms (Apple Search Ads, Google App Campaigns), and Google Analytics 4.
• Experience with mobile marketing, app store optimisation (ASO), and digital platform growth methodologies.
• Experience designing feature awareness and adoption campaigns for digital products.
• Commercial acumen: ability to translate platform usage metrics into business impact narratives for executive stakeholders.
• Strong proficiency with marketing automation platforms for lifecycle campaigns (e.g., Braze, Salesforce Marketing Cloud).
• Experience with audience segmentation, CDP activation, and cross-channel attribution modelling.
• Excellent written and verbal communication skills; ability to produce executive-level reporting with a commercial lens.

Preferred Experience:

• Financial services, fintech, or digital platform experience.
• Experience marketing to both consumer and intermediary (adviser) audiences for the same platform.
• Familiarity with AI-driven personalisation and how to incorporate NBA/chatbot outputs into marketing campaigns.
• Experience with in-app messaging, push notification strategy, and WhatsApp as a marketing channel.
• Exposure to product-led growth (PLG) methodologies and feature adoption frameworks.