Lead Specialist

2 days ago

uttar pradesh, India Innodata Inc. Full time

Role OverviewThe Lead Specialist – Marketing will be responsible for driving brand growth, user acquisition, and engagement for our gig/on-demand platform. The role combines strategic marketing leadership with hands-on execution, focusing on building the SME on-demand pipeline and fostering engagement among freelancers, experts, and service providers.The ideal candidate brings deep understanding of digital ecosystems, growth dynamics of two-sided marketplaces, and the art of community building in the gig economy.Key Responsibilities1. Growth & AcquisitionDevelop and execute integrated marketing strategies to expand the platform’s talent and SME user base.Design targeted campaigns for SMEs, universities, and professional networks.Optimize user acquisition costs (UAC) through a mix of paid, organic, referral, and partnership channels.Lead performance marketing initiatives across Google Ads, Meta, LinkedIn, and programmatic platforms.2. Brand & PositioningBuild and strengthen a brand identity that reflects trust, flexibility, and opportunity.Define and refine platform messaging for both sides of the ecosystem — SMEs and gig professionals.Oversee design, storytelling, and PR initiatives that highlight platform success stories and user journeys.3. Platform Engagement & RetentionDevelop and implement retention campaigns to improve user engagement, task posting, and project completion rates.Collaborate with product, delivery, and engineering teams to optimize the user journey and reduce churn.4. Community & Content MarketingCreate and nurture an active gig community through events, webinars, newsletters, and online engagement.Lead content initiatives — blogs, thought-leadership pieces, case studies, and knowledge-sharing campaigns.5. Partnership & Ecosystem DevelopmentEstablish partnerships with SME associations, skilling bodies, and ecosystem enablers to boost platform awareness.Collaborate with digital influencers and online communities relevant to freelancers, vendors, and gig professionals.6. Data-Driven MarketingMonitor and analyze KPIs across the user funnel (awareness → registration → engagement → retention).Use analytics tools to measure campaign performance, ROI, and growth impact.Drive A/B testing, funnel optimization, and develop performance dashboards for leadership visibility.Required Skills & CompetenciesProven track record in scaling digital user bases for marketplaces or SaaS platforms.In-depth understanding of two-sided marketplace dynamics and the gig economy.Expertise in performance marketing, SEO, CRM, and lifecycle campaigns.Strong storytelling and brand-building abilities.Excellent analytical, communication, and leadership skills.Educational QualificationsBachelor’s degree in Marketing, Business, or Communications.MBA or specialization in Digital Marketing / Growth Marketing preferred.Experience6–12 years of experience in marketing, with at least 3 years in digital-first or platform-based organizations.Prior exposure to gig, e-commerce, or marketplace environments (e.g., Upwork, Fiverr, Appen, Mercor) preferred.Experience managing multi-channel campaigns and leading community engagement initiatives.

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