Digital Marketing Specialist

Path Accountants; Karachi Division; Hybrid; PKR 900,000 - 1,300,000; Full time

Job summary

Path Accountants, based in Karachi, Pakistan, is seeking a Marketing Specialist to lead paid search and SEO campaigns for SMEs and self-employed clients. The role is full-time and hybrid, with some work-from-home flexibility, and emphasizes AI-powered marketing and search visibility.

The candidate will plan campaigns, optimise content, manage GA4 and Search Console, and collaborate with internal stakeholders to grow client engagement while maintaining professional, clear communications aligned

Qualifications

• 3+ years of paid search accounts & SEO management.
• Strong knowledge of GA4, Search Console, and WordPress (CMS).
• Proven ability to use AI tools in marketing and show impact.
• Experience with GEO/AEO optimization for AI search.
• Marketing experience in professional services.

Responsibilities

• Run and optimise Google Ads (Search and Performance Max): keywords, negatives, ad copy, landing page alignment, budget pacing.
• Own the website: service and location landing pages, content updates, forms, page speed, conversion tracking.
• SEO: on-page and technical basics, local SEO, Google Business Profile, review generation.
• AI search visibility: structured data/schema, Q&A content, consistent business details across directories, reviews, and third-party mentions.
• Track how we appear in AI answers for key service and location searches, and report changes over time.
• Use AI tools daily (e.g. ChatGPT, Claude, Gemini) for research, first drafts, ad variations, content briefs and reporting. Edit for accuracy and UK tax tone.
• Write clear, UK-appropriate copy for landing pages, articles, emails and social posts.
• Set up and maintain measurement: GA4, Search Console, conversion goals, call tracking, weekly lead-source report.
• Test LinkedIn and Meta ads where they make sense.
• Report on cost per enquiry and cost per new client - not impressions.

Skills

Paid search management

SEO

GA4 & Search Console

WordPress CMS

AI in marketing

GEO/AEO optimization

Professional services marketing

Tools

GA4

Search Console

WordPress CMS

Job description

Path Accountants provides specialized accountancy and tax services to small and medium-sized enterprises and self-employed professionals. The firm supports clients with accurate financial reporting, tax compliance, and advisory services that help them manage and grow their businesses. Path Accountants focuses on clear, reliable guidance tailored to the needs of smaller organizations and independent professionals. Team members work closely with clients to build trust and deliver practical solutions that support long-term financial health. The company values professionalism, integrity, and client-focused service.

Role Description

The Marketing Specialist role is a full-time hybrid position based in Karachi, Pakistan, with flexibility for some work from home. The Marketing Specialist will plan and run marketing campaigns that promote Path Accountants' services to SMEs and self-employed clients, using both digital and offline channels. Day-to-day work includes market research, developing and implementing marketing strategies, generating leads, and monitoring campaign performance. The role also involves creating marketing materials, supporting client communication, and keeping brand messaging consistent everywhere. We want someone who uses AI tools heavily in their daily work to move faster and get more done without losing quality. They should also understand how to make the firm visible in AI-powered search as well as traditional search. The Marketing Specialist will work closely with internal stakeholders to find growth opportunities and improve client engagement.

What you'll do

• Run and optimise Google Ads (Search and Performance Max): keywords, negatives, ad copy, landing page alignment, budget pacing
• Own the website: service and location landing pages, content updates, forms, page speed, conversion tracking
• SEO: on-page and technical basics, local SEO, Google Business Profile, review generation
• AI search visibility (GEO/AEO): get Path Accountants found, cited and recommended in ChatGPT, Google AI Overviews, Perplexity and Gemini. This means structured data/schema, clear Q&A-style content, consistent business details across directories, reviews, and credible third-party mentions
• Track how we appear in AI answers for key service and location searches, and report changes over time
• Use AI tools every day (e.g. ChatGPT, Claude, Gemini) for research, first drafts, ad variations, content briefs and reporting. Always edit for accuracy, UK tax correctness and tone
• Write clear, UK-appropriate copy for landing pages, articles, emails and social posts
• Set up and maintain measurement: GA4, Search Console, conversion goals, call tracking, and a simple weekly lead-source report
• Test LinkedIn and Meta ads where they make sense
• Report on cost per enquiry and cost per new client - not impressions

Qualifications

• 3+ years personally managing paid search accounts & SEO
• Strong knowledge of GA4, Search Console, and WordPress or a similar CMS
• Proven ability to use AI tools in marketing work. Be ready to show examples of how AI has made your output faster or better
• Understanding of GEO/AEO (optimising for AI search and LLM recommendations), ideally with hands-on experience
• Marketing experience in professional services (e.g. accountancy, legal, consultancy)