Digital Marketing Lead

About the Role and Company

Cactus Communications is a leading technology company offering expert services and AI-driven products designed to enhance research funding, publishing, communication, and discovery. Their flagship brand, Editage, includes innovative AI tools such as Paperpal—a trusted academic writing and research assistant used by millions of researchers worldwide. This role is part of a strategic shift towards building a strong enterprise B2B presence across universities, research institutions, publishers, and funders. Cactus operates as a remote-first organization, encouraging a flexible work culture, with occasional travel to their Mumbai office for business or team events.

Key Responsibilities

• Own optimization and marketing efforts on-site to enhance conversion rates throughout the customer funnel from visitors to signups and activations.
• Collaborate closely with product and design teams to enhance messaging, landing pages, calls-to-action, and overall user journeys through rigorous experimentation and A/B testing.
• Develop and lead content strategies across multiple channels such as LinkedIn, Instagram, YouTube, and blogs to produce engaging visual and written materials.
• Identify, develop, and scale growth opportunities leveraging SEO, AI-powered discovery mechanisms, social media, and content-driven acquisition channels.
• Evaluate website performance metrics, user funnel progression, and user behaviors through GA4 and related analytics to inform data-driven decisions.
• Create growth hypotheses, perform rapid experimentation, and optimize campaigns, website pages, and user journeys for measurable improvements in business outcomes.
• Lead and mentor the digital marketing team while working collaboratively with product, sales, content, and design teams.
• Manage relationships with external agencies, freelancers, and vendors, and provide performance updates and strategic recommendations to company leadership.

Qualifications and Experience Required

• Between 6 and 10 years of professional experience in digital or growth marketing roles.
• Demonstrable expertise in increasing website traffic, and enhancing conversion rates and funnel efficiency.
• Strong proficiency in conversion rate optimization (CRO), SEO practices, social media management, YouTube marketing, and analytics platforms.
• Hands-on experience utilizing Google Analytics 4, social media advertising platforms such as LinkedIn Ads, and performance tracking tools.
• Excellent analytical thinking and problem-solving abilities, with a track record of linking marketing activities to tangible business results.
• Experience leading teams and managing marketing budgets effectively.

Additional Information on Work Culture and Application Process

Cactus Communications embraces a remote-first philosophy emphasizing ownership, effective communication, and collaboration across time zones. Candidates should demonstrate:

• Strong independence in managing workload with minimal supervision and prioritization skills.
• Thorough documentation to ensure transparency and team alignment.
• Good judgment in balancing synchronous and asynchronous collaboration methods.
• Effective communication with distributed teams via designated collaboration hours and updates through MS Teams status.

The hiring process consists of an initial recruiter screening followed by two technical interviews and one human resources interview. Applicants must hold legal authorization to work in the advertised location.

Equal Opportunity Commitment

The company is committed to maintaining a workplace free from discrimination of any sort, supporting diversity based on race, color, religion, gender identity, sexual orientation, age, marital status, disability, or other protected characteristics.