Digital Marketing Lead

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About OSG

OSG Global is a diversified business group delivering innovative products and services across multiple industries. Our businesses span intermodal containers, modular space solutions, acoustic office pods, logistics, and digital innovation.

With a strong focus on quality, technology and customer experience, we are committed to creating smarter spaces and delivering practical solutions that help businesses operate more efficiently. Our marketing team plays a critical role in driving brand awareness, lead generation and digital transformation across our portfolio of companies.

We are looking for a passionate and data-driven Digital Marketing Lead to drive measurable business growth through digital marketing excellence.

Position Summary

The Digital Marketing Lead is responsible for developing, executing and optimising the Company's digital marketing strategy across all business units.

Reporting to the Marketing Strategy Lead, this role owns the performance of all digital marketing channels including SEO, SEM, paid advertising, website performance, analytics, lead generation and marketing automation. The role is responsible for ensuring all digital marketing activities are measurable, data-driven and deliver a positive return on investment (ROI).

The Digital Marketing Lead will also mentor the Digital Marketing Executive and work closely with the Brand & Creative Lead to ensure creative assets, content and websites support business growth.

Key Duties & Responsibilities1. Digital Marketing Strategy

• Develop and execute digital marketing strategies aligned with business objectives.
• Prepare annual, quarterly and monthly digital marketing plans.
• Identify new opportunities to increase website traffic, enquiries and qualified leads.
• Recommend digital marketing budgets and optimise marketing spend.
• Continuously evaluate emerging digital marketing trends and technologies.

2. Performance Marketing

• Lead and optimise Google Ads, Meta Ads and LinkedIn Ads campaigns.
• Manage advertising budgets to maximise Return on Advertising Spend (ROAS).
• Improve Cost per Lead (CPL), Cost per Acquisition (CPA) and conversion rates.
• Conduct A/B testing across advertisements and landing pages.
• Develop performance marketing strategies based on business objectives.

3. Search Engine Optimisation (SEO)

• Develop and implement long-term SEO strategies.
• Improve organic rankings across all company websites.
• Conduct technical SEO audits and competitor analysis.
• Monitor keyword rankings using SE Ranking or equivalent SEO tools.
• Improve website authority, backlinks and organic traffic.
• Ensure websites comply with Google's latest SEO best practices.

4. Website Performance & Optimisation

• Own the performance of all company websites.
• Conduct regular website audits.
• Work closely with the Brand & Creative Lead to improve website UI/UX and conversion rates.
• Recommend improvements to website navigation, speed and user experience.
• Monitor Core Web Vitals and website performance metrics.

5. Google Analytics, Tracking & Attribution

• Own Google Analytics 4 (GA4), Google Search Console (GSC) and Google Looker Studio.
• Develop and maintain executive marketing dashboards.
• Establish and maintain the Company's UTM tracking framework and naming conventions.
• Ensure every digital campaign is accurately tracked using UTM parameters.
• Monitor campaign attribution, conversion funnels and customer journeys.
• Work with developers to implement Google Tag Manager (GTM), conversion tracking and event tracking.
• Ensure marketing data is accurate, reliable and actionable.

6. Lead Generation

• Develop digital strategies that increase qualified leads and enquiries.
• Optimise landing pages and conversion funnels.
• Improve Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs).
• Collaborate with Sales to improve lead quality and conversion rates.

7. AI & Marketing Automation

• Identify opportunities to leverage AI to improve marketing productivity.
• Implement AI-assisted workflows for content creation, reporting and campaign optimisation.
• Evaluate and recommend AI tools that improve efficiency and business outcomes.
• Drive continuous improvement through automation and innovation.

8. Reporting & Business Insights

• Prepare weekly and monthly digital marketing reports.
• Present campaign performance, ROI and recommendations to management.
• Analyse marketing performance and identify growth opportunities.
• Provide data-driven recommendations for continuous improvement.

9. Team Leadership

• Mentor and guide the Digital Marketing Executive.
• Review campaign execution and provide coaching.
• Ensure adherence to digital marketing best practices and internal standards.
• Foster a culture of continuous learning and innovation.

Authority

The Digital Marketing Lead is authorised to:

• Recommend digital marketing strategies and initiatives.
• Optimise digital advertising campaigns within approved budgets.
• Recommend website improvements based on analytics and user behaviour.
• Implement SEO and website optimisation initiatives.
• Recommend marketing technology and AI solutions.
• Coordinate with external agencies, technology providers and digital vendors where required.

Working RelationshipsInternal

• Marketing Strategy Lead
• Brand & Creative Lead
• Digital Marketing Executive
• Creative Designers
• Web Developer
• Sales Team
• Operations Team
• Product Team

External

• Google
• Meta
• LinkedIn
• SEO software providers
• Digital marketing agencies
• Website vendors

Qualifications

• Bachelor's Degree in Marketing, Digital Marketing, Business, Communications or a related discipline.

Experience

• Minimum 5 years of experience in Digital Marketing.
• Proven experience managing SEO, SEM and performance marketing campaigns.
• Experience managing Google Ads, Meta Ads and LinkedIn Ads.
• Experience with B2B lead generation is highly preferred.
• Experience leading or mentoring junior marketing professionals is advantageous.

Technical CompetenciesEssential

• Google Analytics 4 (GA4)
• Google Tag Manager (GTM)
• Google Search Console (GSC)
• Google Looker Studio
• Google Ads
• Meta Ads Manager
• LinkedIn Ads
• SEO (On-page, Off-page & Technical SEO)
• SEM
• Performance Marketing
• Website Audits
• Conversion Rate Optimisation (CRO)
• Conversion Tracking
• Event Tracking
• UTM Campaign Tracking and Attribution
• SE Ranking (or Ahrefs / Semrush equivalent)
• Marketing Funnel Analysis
• Microsoft Excel / Google Sheets

Preferred

• WordPress or CMS platforms
• Basic HTML/CSS knowledge
• HubSpot or CRM platforms
• Zapier, Make or n8n
• ChatGPT
• Gemini
• Claude
• Adobe Firefly
• Midjourney
• AI-powered marketing automation tools

Core Competencies

• Strong commercial and business acumen.
• Excellent analytical and problem-solving skills.
• Data-driven and ROI-focused.
• Excellent written and spoken English.
• Strong proofreading and communication skills.
• Highly organised with strong project management skills.
• Leadership and coaching capability.
• Curious, innovative and passionate about AI and emerging technologies.
• Ability to translate complex marketing data into actionable business insights.

Key Performance Indicators (KPIs)Lead Generation

• Marketing Qualified Leads (MQLs)
• Sales Qualified Leads (SQLs)
• Website enquiry growth
• Landing page conversion rate

Performance Marketing

• Return on Advertising Spend (ROAS)
• Cost per Lead (CPL)
• Cost per Acquisition (CPA)
• Click-Through Rate (CTR)
• Campaign ROI

SEO

• Organic traffic growth
• Keyword ranking improvements
• Website health score
• Indexed pages
• Backlink quality and domain authority

Website

• Website traffic growth
• Core Web Vitals
• Bounce rate
• Engagement rate
• Conversion rate

Analytics & Tracking

• Accuracy of UTM implementation
• Attribution reporting accuracy
• Dashboard accuracy and timeliness
• Conversion tracking integrity

Leadership

• Quality of campaign execution
• Development of the Digital Marketing Executive
• Continuous improvement initiatives implemented

Why Join OSG?

Join a forward-thinking organisation where marketing is driven by innovation, technology and measurable business outcomes. At OSG, you'll have the opportunity to shape the digital presence of multiple brands, leverage AI to transform marketing workflows, and work with a collaborative team focused on delivering exceptional customer experiences and sustainable business growth.

Visit to find out more.

Job Type: Full-time

Pay: 21,000,000₫ - 25,000,000₫ per month

Work Location: In person