Digital Marketing Specialist

Pavago; México; Remote; MXN 350,000 - 550,000; Full time

Job summary

Pavago is seeking an experienced Digital Marketing Specialist to own our online lead generation strategy, focusing on paid advertising, SEO, and emerging AI-powered search platforms.

You will build campaigns, analyze performance, and turn marketing activity into qualified leads and profitable customer acquisition, collaborating with developers on site optimization and analytics. This role is remote-friendly, requires hands-on execution, and data-driven decision making.

Qualifications

• 3+ years hands-on digital marketing experience.
• Proven ability to manage and optimize Google Ads campaigns.
• Strong PPC strategy, bidding, and performance optimization.
• Experience with GA4, GSC, and GTM.
• Deep SEO knowledge: technical, on-page, local, off-page.
• Experience with Semrush or Ahrefs.
• Proficient in keyword research and competitor analysis.
• Experience with conversion tracking and CRO.
• Experience running lead-generation campaigns with measurable results.
• Familiarity with AI tools for marketing research and content creation.
• Understanding of AI GEO/AEO/GEO in generative search.
• Strong analytical, problem-solving, and project management skills.
• Able to work independently in a remote environment.
• Willingness to learn and adapt to AI marketing technologies.

Responsibilities

• Build and manage paid search and organic lead-generation campaigns.
• Improve paid search performance and conversions across channels.
• Optimize landing pages to boost conversions and ROAS.
• Monitor CPL, CPA, ROAS, impression share, and terms.
• Develop AI search optimization strategies for GEO/AEO.
• Create content strategies for traditional and AI-powered search.
• Collaborate with developers on website speed, schema, and structure.
• Ensure accurate conversion tracking and marketing ROI dashboards.
• Analyze performance and identify opportunities to reduce acquisition costs.
• Stay updated on AI marketing tech and emerging trends.

Skills

Digital marketing

Google Ads

SEO

PPC optimization

Analytics

Lead generation

Remote work

Data-driven decisions

Project management

Tools

GA4

GTM

Google Search Console

Semrush

Ahrefs

CRO tools

Job description

We’re looking for an experienced Digital Marketing Specialist to take ownership of our online lead generation strategy and help drive measurable business growth.

This is a hands‑on role focused on managing and optimizing paid advertising campaigns, improving organic search visibility, and developing strategies for emerging AI‑powered search platforms. You’ll be responsible for building campaigns, analyzing performance, identifying growth opportunities, and improving the overall return on marketing investment.

The ideal candidate combines strong Google Ads and SEO expertise with analytical thinking and a practical understanding of AI search optimization. Most importantly, you know how to turn marketing activity into qualified leads and profitable customer acquisition.

What You’ll Own

Google Ads & Paid Advertising

• Manage and optimize Google Ads campaigns across Search, Display, Performance Max, and remarketing.
• Conduct keyword research and improve PPC campaign structure, targeting, bidding strategies, and ad copy.
• Optimize landing pages to improve campaign performance and conversions.
• Monitor key metrics, including cost per lead (CPL), cost per acquisition (CPA), conversion rates, ROAS, impression share, and search terms.
• Identify wasted advertising spend and implement improvements to campaign efficiency.

Search Engine Optimization (SEO)

• Develop and execute organic SEO strategies to improve search visibility and generate qualified leads.
• Manage technical, on‑page, local, and off‑page SEO activities.
• Conduct keyword research and competitor analysis to identify valuable search opportunities.
• Develop content strategies based on search intent and business priorities.
• Improve rankings for relevant, high‑value international moving and logistics searches.

AI Search Optimization (GEO / AEO)

• Develop strategies to improve brand visibility across ChatGPT, Google AI Overviews, Gemini, Perplexity, and other AI‑powered search platforms.
• Improve how the company’s brand and content are discovered, referenced, and recommended by AI search tools.
• Research and test emerging Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), and LLM optimization strategies.
• Create content strategies that support visibility across both traditional search engines and AI‑powered search platforms.
• Monitor emerging AI search trends and identify practical opportunities to improve brand visibility.

Website Optimization & Analytics

• Collaborate with developers to improve landing pages, website structure, page speed, schema markup, and technical SEO.
• Ensure accurate conversion tracking and attribution across marketing channels.
• Build dashboards and reports that clearly track leads, acquisition costs, conversion rates, and marketing ROI.
• Identify opportunities to improve website performance and conversion rates.
• Explore new digital channels and lead‑generation opportunities.
• Use AI and automation tools to improve marketing research, content workflows, analysis, and campaign performance.

Performance Analysis & Lead Generation

• Focus on generating qualified leads and improving profitable customer acquisition.
• Identify which keywords, campaigns, and organic pages generate actual customer inquiries.
• Analyze campaign spending and identify opportunities to reduce acquisition costs.
• Evaluate competitor performance and recommend strategies to improve market visibility.
• Use performance data to make informed marketing decisions and continuously improve results.

Required Experience & Skills

• 3+ years of hands‑on digital marketing experience.
• Demonstrable experience managing and optimizing Google Ads campaigns.
• Strong knowledge of PPC strategy, campaign structure, bidding, and performance optimization.
• Hands‑on experience with Google Analytics 4, Google Search Console, and Google Tag Manager.
• Strong understanding of technical, on‑page, local, and off‑page SEO.
• Experience with SEO tools such as Semrush, Ahrefs, or similar platforms.
• Proficiency in keyword research and competitor analysis.
• Experience with conversion tracking, attribution, landing page optimization, and conversion rate optimization (CRO).
• Experience running lead‑generation campaigns with a focus on measurable business results.
• Familiarity with AI tools for marketing research, analysis, automation, and content creation.
• Understanding of AI search optimization, GEO, AEO, or how brands gain visibility in generative search.
• Strong analytical, problem‑solving, and project management skills.
• Ability to work independently in a remote environment and manage deadlines without constant supervision.
• Willingness to learn, test, and adapt to emerging AI marketing technologies.

Nice to Have

• Experience marketing international moving, logistics, freight forwarding, transportation, or relocation services.
• Experience working with other high‑value service businesses.
• Proven success improving lead quality, reducing acquisition costs, and increasing marketing ROI.
• Experience developing SEO and paid advertising strategies for competitive markets.

What Makes You a Strong Fit

• You are a hands‑on marketer who can build, manage, and optimize campaigns independently.
• You focus on qualified leads and customer acquisition rather than vanity metrics such as traffic and impressions.
• You understand how to connect marketing performance with actual business results.
• You can identify underperforming campaigns, investigate the reasons, and take action to improve them.
• You are analytical, proactive, and comfortable making data‑driven decisions.
• You enjoy experimenting with new AI search strategies and marketing technologies.
• You communicate clearly, take ownership of your work, and consistently follow through.

What Success Looks Like

• Increased volume of qualified leads from paid and organic channels.
• Improved cost per lead and customer acquisition cost.
• Stronger Google Ads performance and more efficient advertising spend.
• Improved organic rankings for high‑value search terms.
• Increased brand visibility across AI‑powered search platforms.
• Accurate conversion tracking and clear marketing performance reporting.
• Consistent improvements in lead generation and overall marketing ROI.