Digital Marketing Specialist (BS-17)

Social Welfare &; Lahore; On-site; PKR 900,000 - 1,500,000; Full time

Job summary

Social Welfare & Bait ul Maal seeks a Digital Marketing Specialist (BS-17) to lead the department's digital outreach, designing and executing strategies to raise public awareness of welfare schemes, Zakat distribution, and poverty alleviation via official websites and social channels.

The role manages CMS-based website, curates content for Facebook, X, YouTube, and Instagram, creates Urdu/English infographics and short videos, tracks analytics with Google Analytics and Meta Business Suite, and

Responsibilities

• Develop and implement annual digital strategy aligned with priorities.
• Manage website content including guidelines, eligibility, portals, and success stories.
• Create and schedule daily social content across platforms (Zakat, stipends, grants, medical aid).
• Monitor metrics, prepare dashboards, and recommend optimizations.
• Coordinate with program offices to verify testimonials and obtain consent.
• Run paid digital campaigns within budget and PPRA rules.

Job description

The Digital Marketing Specialist (BS-17) at Social Welfare & Bait ul Maal serves as the lead officer responsible for designing and executing the department's digital outreach strategy. The role focuses on raising public awareness of welfare schemes, Zakat distribution mechanisms, Bait-ul-Maal financial assistance programs, and poverty alleviation initiatives through official websites, social media channels, and digital advertising platforms. The incumbent ensures all digital communications align with federal and provincial government communication policies, brand guidelines, and the department's mandate to serve vulnerable populations.

Daily workflows include managing the department's official website (CMS-based), curating content for Facebook, Twitter/X, YouTube, and Instagram accounts, producing infographics and short videos in Urdu and English for scheme announcements, monitoring analytics via Google Analytics and Meta Business Suite, coordinating with program wings for accurate beneficiary data representation, preparing monthly digital performance reports for the Director General, and ensuring compliance with the Punjab Information Technology Board (PITB) and National IT Board standards for government digital assets.

Selection follows the Category A Written Screening Examination cadre: a 100-mark MCQ test covering digital marketing fundamentals, government communication rules, IT policy awareness, general ability, and Pakistan affairs. Candidates scoring above the merit threshold are shortlisted for document verification (CNIC, domicile, BS-17 equivalence certificates, experience letters). Verified candidates appear before the Departmental Selection Committee for a 30-mark technical oral viva voce assessing practical knowledge, situational judgment, and adherence to public sector ethics. Final merit combines written score (70%) and viva (30%).

Key duties and responsibilities:

• Develop and implement annual digital communication strategy aligned with Social Welfare Department priorities and Bait-ul-Maal program calendar
• Manage and update official department website content including scheme guidelines, eligibility criteria, application portals, and success stories
• Create and schedule daily social media content across approved platforms highlighting Zakat disbursement, educational stipents, marriage grants, and medical aid distributions
• Monitor digital engagement metrics, prepare weekly analytics dashboards, and recommend data-driven optimizations for reach and citizen interaction
• Coordinate with program directors and field offices to verify beneficiary testimonials and obtain consent for digital publication per privacy guidelines
• Execute paid digital campaigns for time-sensitive drives (Ramadan Zakat, flood relief, winter packages) within allocated budget and PPRA procurement rules