Digital Marketing Specialist

HIwork; Kuala Lumpur; Hybrid; MYR 30,000 - 50,000; Full time

Job summary

A digital marketing agency in Kuala Lumpur seeks a Digital Marketing Executive to drive app growth in international markets, primarily in Southeast Asia. Responsibilities include designing and executing marketing campaigns, managing social media channels, and coordinating with local partners. The ideal candidate has 2-4 years of experience in digital marketing, is fluent in Mandarin and English, and has strong analytical and collaborative skills.

Qualifications

• 2–4 years of hands-on experience in digital marketing and user acquisition.
• Practical experience in mobile app projects is a strong plus.
• Fluent in Mandarin Chinese and English.

Responsibilities

• Design and execute mobile app marketing campaigns.
• Manage social media channels to drive user engagement.
• Coordinate with traffic partners and media agencies.

Skills

Social media management

Mobile app marketing

Data analysis

Content creation

Collaborative skills

Education

Bachelor’s degree in Marketing, Mass Communication, Business or related field

Tools

Google Sheets

Social media platforms (TikTok, Instagram, Facebook, YouTube)

Job description

1. Job Overview

We are looking for a Digital Marketing Executive to join our overseas growth team and support our clients’ app growth in international markets (mainly Southeast Asia).

You will:

• Design and execute mobile app marketing campaigns for client apps in overseas markets;
• Manage digital and social channels (TikTok, Instagram, Facebook, YouTube, XiaoHongShu, etc.) to drive app installs, registrations and activations;
• Coordinate with local partners such as KOL/MCN, media agencies, field promoters and community operators to ensure a stable flow of high-quality users.

2. Key Responsibilities

2.1 Mobile/App Marketing & Campaign Execution

• Participate in planning and executing app marketing strategies and campaigns for overseas markets (mainly SEA);
• Run or coordinate performance campaigns on TikTok, Meta (Facebook/Instagram), Google and other channels to drive app installs, registrations and activations;
• Build and manage basic funnels from ad/content → landing page/app store → install → registration/activation, and monitor key metrics (CPI, CTR, CVR, registration rate, activation rate);
• Follow up on online and offline campaign execution, capture market feedback and issues, and propose optimisation suggestions.

2.2 Social Media & Content Operations (App Use Cases)

• Manage project-related social media accounts, including TikTok, Instagram, Facebook, YouTube, XiaoHongShu, etc.;
• Support content ideation and basic copywriting for posts and short videos; coordinate with designers/editors to produce creatives;
• Schedule and publish content, maintain profile consistency, respond to comments and DMs to keep accounts active and engaging;
• Implement public-to-private-to-in-app funnel tactics:
  • Use public content to generate interest and filter high-intent users;
  • Use comments/DM/link-in-bio to guide users into WhatsApp/Telegram groups or landing pages and support app installation/registration.

2.3 Partner & Traffic Supplier Coordination

• Assist in managing local traffic partners such as KOL/KOC/MCN agencies, media agencies, brand ambassadors/field promoters and community operators;
• Prepare clear briefs for each campaign (target audience, key messages, creatives, tracking links, KPIs) and follow up on execution quality and timelines;
• Collect performance data from partners (impressions, clicks, installs, registrations, cost per result, user quality) and support decisions on scaling, optimisation or replacement.

2.4 Data Tracking & Performance Review

• Use Excel/Google Sheets and platform dashboards to build and maintain campaign performance tracking tables;
• Prepare weekly/monthly reports summarising channel/creative performance and key findings;
• Help summarise working tactics and pitfalls into internal SOPs, checklists and market/channel insights to support future campaigns.

3. Requirements

3.1 Experience

• Bachelor’s degree in Marketing, Mass Communication, Business or related field preferred;
• 2–4 years of hands‑on experience in digital marketing, app marketing, user acquisition or social media marketing;
• Practical experience in at least one mobile app project (fintech, e‑commerce, tools, content, game, etc.) is a strong plus;
• Experience in Southeast Asia or other overseas markets is an advantage.

3.2 Skills & Competencies

• Familiar with major digital channels such as TikTok, Instagram, Facebook, YouTube and Google Ads; experience with WhatsApp/Telegram communities is a plus;
• Basic understanding of app growth metrics: CPI, CTR, CVR, registration rate, activation rate, retention, with strong numerical sense;
• Able to write basic social media copies and short‑form video scripts, with a reasonable sense of digital creative and content quality;
• Strong execution and coordination skills; able to manage multiple channels and partners, and pay attention to timelines and details.

3.3 Language & Communication

• Fluent in Mandarin Chinese and English (both written and spoken) for daily communication with internal teams and clients;
• Proficiency in Malay or other Southeast Asian languages will be an advantage;
• Good communication and teamwork skills, able to collaborate with cross‑functional and cross‑border teams.

3.4 Personal Traits

• Strong interest in overseas markets, social media and app growth, with willingness to grow in this field long term;
• Self‑driven, willing to test, look at data and iterate, with a strong sense of ownership;
• Able to work under pressure and adapt to fast‑paced project cycles and uncertainty.

一、职位概述

你将加入我们的境外增长团队，负责为第三方客户（内容类 App、工具类 App、电商平台等）提供 本地化的 App 推广与用户增长服务。

工作核心包括：

• 围绕客户目标，设计并执行境外市场（以东南亚为主）的 App 推广方案；
• 运营 TikTok、Instagram、Facebook、YouTube、小红书等数字渠道，为 App 获取下载、注册与激活用户；
• 协同本地 KOL/MCN、广告代理、线下地推与社群服务商等 流量供应商，确保项目持续获得高质量用户。

二、工作职责

二、App 推广与活动执行

• 根据客户目标和市场情况，参与制定境外 App 推广策略与执行计划；
• 在 TikTok、Meta（Facebook/Instagram）、Google 等渠道投放或协同投放广告，推动 App 下载、注册与激活；
• 设计并拆解 App 用户转化路径：从「广告/内容 → 落地页/应用商店 → 安装 → 注册/激活」，关注 CPI、CTR、转化率、注册率、激活率等关键数据；
• 跟进线上与线下推广活动执行情况，记录异常问题与市场反馈，提出优化建议。

二、社交媒体与内容运营

• 负责项目相关账号的日常运营：
  • 包括 TikTok、Instagram、Facebook、YouTube、小红书等对外内容平台；
• 参与内容选题与简单脚本/文案撰写，协同设计/剪辑完成素材制作；
• 安排内容发布、维护主页形象、回复评论与私信，保持账号活跃度与品牌一致性；
• 按照“公域 → 私域 → 站内”的增长思路执行导流：
  • 利用公域内容筛选高意向用户；
  • 通过评论、私信等方式，引导用户进入 WhatsApp/Telegram 等社群或落地页，完成下载或注册。

二、流量供应商与合作伙伴协同

• 协助拓展并维护管理本地流量合作伙伴：包括 KOL/KOC/MCN 机构、媒体代理、Brand Ambassador/线下地推团队、社群运营服务商等；
• 针对不同项目，输出清晰的合作 Brief（人群画像、核心卖点、素材形式、监测链接、KPI 指标），并跟进执行进度与质量；
• 收集各合作方的执行数据（曝光、点击、下载、注册、单次成本、用户质量等），为“增量/减量/替换供应商”提供决策支持。

二、数据跟踪与效果复盘

• 使用 Excel/Google Sheets 及各平台后台，搭建并维护基础数据表；
• 按周/月输出投放与运营效果报告，梳理不同渠道/素材/人群的表现差异；
• 总结有效玩法和踩坑经验，沉淀为内部 SOP、执行清单和渠道/国家研究文档，服务后续项目复制与优化。