In this role, you will be responsible for driving the overall digital strategy to maximize user engagement, website traffic, and ultimately, omnichannel performance, including e-commerce conversion rates and in-store traffic/sales. This involves hands-on campaign creation, execution, and management across all digital channels, including social media, Google, and PEP’s websites. A core function will be to continuously analyze performance metrics (such as site traffic, engagement, and conversion data), using these insights to optimize content effectiveness, implement A/B testing, digital media targeting, audience segmentation, and champion a 'test and learn' approach to enhance the customer's digital user experience and achieve key marketing and sales objectives.
KEY RESPONSIBILITIES
- Team Leadership: Lead, mentor, and manage a small team of digital specialists, setting performance goals, conducting reviews, and fostering professional development.
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Traffic & Engagement: Drive high-quality traffic to the e-commerce store and monitor metrics like Time on Site, Bounce Rate, and social media engagement across paid, organic, and referral channels.
Seek out opportunities and maximise traffic to brick & mortar stores
Conversion Optimization: Implement Conversion Rate Optimization (CRO) strategies, including A/B testing on landing pages, product pages, and the checkout flow, to efficiently convert traffic into sales.
Retention & CLV: Maximize Customer Lifetime Value and retention through effective post-purchase marketing, focusing on personalization, segmentation effectiveness, and reducing customer churn.
Performance Marketing: Analyse, Optimise, and report on and make recommendations for Paid Media campaigns (Google Ads, Meta/Facebook/Instagram Ads, TikTok) with a clear focus on achieving target ROAS and managing Customer Acquisition Cost (CAC) for both ecommerce and in-store objectives.
Budget Management: Manage the digital marketing budget, making data-driven decisions on spending to ensure targets are met with no overspending or underspending. Ensure maximum ROI.
Collaboration: Work cross-functionally with internal stakeholders (Marketing Managers, Brand Managers, UI/UX Designer, SEO specialist, Data Analysts) and external partner agencies to maximize online revenue.
JOB INCUMBENT REQUIREMENTS
Proven track record in managing complex Paid Media campaigns (Google Ads, Meta/Facebook/Instagram Ads, and/or TikTok) with a clear focus on achieving target ROAS/CAC for both e-commerce and in-store objectives, including proficiency in offline conversion tracking and measurement.
Deep operational knowledge of major Ecommerce Platforms (eg: Shopify), including experience with inventory syncing, third-party app integration, and core platform marketing features.
Hands-on experience with Conversion Rate Optimization (CRO), including using tools like Google Optimize, Hotjar, execute, and analyze A/B tests on product pages, landing pages, and the checkout flow.
Analyse and optimise email, SMS and push notification performance.
Strong analytical proficiency with Google Analytics 4 (GA4) or a similar web analytics tool to interpret traffic sources, measure funnel drop-off points, attribute conversions, and translate data into actionable marketing strategies.
Experience in SEO and Content Marketing for product-based websites, including keyword research for product categories, on-page optimization, and generating high-quality blog or informational content that drives organic traffic.
Direct experience managing product data feeds and ensuring data quality for channels like Google Shopping (Performance Max) and social media catalogs.
Proven experience leading, mentoring, and managing a team of digital marketing specialists, including setting performance goals and fostering career development.
Demonstrated experience managing external agencies or vendors, including defining scopes of work (SOWs), holding them accountable to KPIs, and optimizing partner performance.
FUNCTIONAL KNOWLEDGE & SKILLS
Platform Proficiency: In-depth knowledge of how to operate, optimize, and pull reports from core platforms, specifically:
Web Analytics: Expert-level use of Google Analytics 4 (GA4) (or similar tools like Adobe Analytics) for segmentation, funnel analysis, and conversion tracking setup.
Ad Platforms: Deep working knowledge of the Google Ads (Search, Shopping/PMax) and Meta Ads Manager interfaces, bidding strategies, creative best practices, and proficiency in setting up and troubleshooting offline conversion tracking and customer match lists.
Email Service Providers (ESPs): Partner with Email marketing team to execute effective DM campaigns and automated communication workflows, such as abandoned cart and recommended product mailers.
Project Management/Workflow: Practical knowledge of using project management tools (e.g., Asana, Trello) to coordinate team tasks, track project timelines, and manage campaign workflows.
Data and Reporting: Ability to clean, manipulate, and visualize data using tools like Google Sheets (pivot tables, VLOOKUPs) and ideally, Data Visualization tools (e.g., Looker Studio) to present performance insights clearly.
Advanced Measurement and Attribution: Conceptual and practical understanding of incrementality testing, Market Mix Modeling (MMM), and utilizing Customer Data Platforms (CDP) to unify online/offline customer profiles for better targeting and measurement.
Creative Assets Management: Functional knowledge of the technical specifications required for various ad placements (e.g., image aspect ratios, file sizes, video lengths) and familiarity with basic image/video editing tools or briefing in-house creative teams.
Function as an internal digital performance expert, supporting and guiding the broader marketing teams.
Basic Web/Coding Literacy: Understanding of core web technologies to effectively communicate with development teams, including:
Familiarity with Tag Management Systems (TMS) like Google Tag Manager for event tracking implementation.
Understanding of site speed optimization best practices and their impact on SEO and conversion rates.
Search Engine Optimization (SEO) Tools: Practical experience using SEO tools like SEMrush, Ahrefs, or SimilarWeb for keyword research, competitive analysis, technical audits, and monitoring backlink profiles.
Budget Management: Functional skill in allocating, tracking, and forecasting marketing budgets down to the campaign level and ensuring spending is aligned with target CPA (Cost Per Acquisition) and ROAS goals.
Competencies required: Decisive, Service Oriented, Stress Tolerance, Persuasiveness, Negotiating, Result Oriented, Devotion to Quality, Planning
CLOSING DATE: 8 June 2026
If you are interested and meet the minimum requirements, please submit your CV.
If you do not hear from us within 4 weeks of the closing date of this position, please regard your application as being unsuccessful.
PEP strives for equal opportunity in terms of its employment equity guidelines.
