Digital Marketing Manager

About CityPay.io

CityPay.io is a fast-growing fintech and crypto ecosystem focused on bridging traditional finance with digital assets. As a strategic partner of Tether, CityPay.io is expanding across international markets and building innovative payment, wallet, and financial infrastructure solutions that enable businesses and individuals to seamlessly interact with cryptocurrencies.

As part of our expansion in Uzbekistan, we are looking for a highly motivated, data-driven, and growth-oriented Digital Marketing Manager to lead our digital marketing initiatives, customer acquisition strategies, brand development, and community growth across the local market.

Position Overview

The Digital Marketing Manager will be responsible for developing and executing performance-driven marketing strategies that increase brand awareness, customer acquisition, user engagement, and revenue growth. The successful candidate will combine strategic thinking, hands-on execution, analytics, AI fluency, and strong understanding of customer behavior to drive measurable business results.

This role requires a marketing professional who understands both traditional performance marketing and modern growth marketing principles, including funnel optimization, customer nurturing, community building, and data-driven experimentation.

Key Responsibilities

Digital Strategy & Growth

• Develop and execute the digital marketing strategy for the Uzbekistan market.
• Drive customer acquisition, activation, retention, and engagement through digital channels.
• Build, optimize, and continuously improve customer acquisition and conversion funnels.
• Identify growth opportunities through market research, competitor analysis, customer insights, and emerging digital trends.
• Collaborate closely with Product, Business Development, Sales, Operations, and Global Marketing teams.

Performance Marketing

• Plan, launch, manage, and optimize paid advertising campaigns across:
• Google Ads
• Meta (Facebook & Instagram)
• LinkedIn
• Telegram
• YouTube
• Local digital platforms
• Monitor campaign performance and continuously improve key metrics including:
• CPA
• CAC
• ROAS
• CTR
• Conversion Rate
• Customer Lifetime Value (LTV)
• Manage marketing budgets efficiently and report on ROI and ROMI.
• Conduct A/B testing and campaign optimization initiatives.

Funnel Management & Customer Journey

• Design and optimize customer acquisition, activation, and retention funnels.
• Develop effective messaging strategies and value propositions for different audience segments.
• Create customer journey maps and identify opportunities to improve conversion rates.
• Build audience nurturing programs and lead conversion workflows.
• Manage follow-up campaigns and customer lifecycle communications.
• Develop additional funnel entry points through referral mechanisms, promotional triggers, partnerships, code words, community campaigns, and acquisition initiatives.

Brand, Community & Content Development

• Build and strengthen CityPay.io’s brand presence in Uzbekistan.
• Develop and maintain a strong and consistent brand identity and communication strategy.
• Define and manage Tone of Voice (ToV) across all communication channels.
• Create and maintain product messaging frameworks and communication matrices.
• Collaborate with designers, content creators, influencers, and agencies to produce high-quality content.
• Build and grow engaged online communities.
• Drive customer engagement through social media and community channels.
• Support local events, partnerships, product launches, and brand awareness initiatives.

CRM & Customer Retention

• Develop and execute email marketing and customer lifecycle campaigns.
• Manage daily customer communication campaigns through email, messaging, and CRM platforms.
• Implement segmentation and personalization strategies to improve engagement and retention.
• Analyze customer behavior and optimize customer communication journeys.

Analytics & Reporting

• Monitor and analyze website, campaign, customer, and funnel performance.
• Utilize tools such as:
• Google Analytics 4
• Google Tag Manager
• Looker Studio
• CRM and Marketing Automation Platforms
• Prepare regular performance reports and actionable recommendations.
• Track marketing KPIs and support data-driven decision-making.

AI & Marketing Innovation

• Leverage AI-powered marketing tools to improve campaign performance, content creation, audience targeting, and operational efficiency.
• Utilize tools such as ChatGPT, Gemini, Claude, Midjourney, and marketing automation platforms.
• Stay informed about emerging AI marketing trends and implement innovative solutions across marketing activities.

Requirements

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
• 4+ years of experience in Digital Marketing, Growth Marketing, Performance Marketing, or Customer Acquisition roles.
• Proven track record of successfully managing digital campaigns and customer acquisition funnels.
• Strong understanding of paid advertising platforms and digital analytics tools.
• Excellent analytical, commercial, and problem-solving skills.
• Strong project management and stakeholder management capabilities.
• Ability to work independently in a fast-paced, high-growth environment.
• AI fluency and practical experience using AI tools within marketing functions.

Required Expertise

You should have strong hands-on experience in:

• Funnel strategy and funnel optimization.
• Marketing messaging and value proposition development.
• Target audience segmentation and customer profiling.
• Creating high-converting hooks and campaign concepts.
• Building communities, brand equity, and content value.
• Customer empathy mapping and customer journey design.
• Tone of Voice (ToV) development and brand communication frameworks.
• Product messaging matrix creation and communication architecture.
• Lead nurturing and conversion follow-up campaigns.
• Daily email marketing, CRM, and messaging campaigns.
• Developing additional funnel entry points through referral systems, promotional triggers, community activation, partnerships, and growth initiatives.
• A/B testing and continuous optimization of marketing funnels.

Preferred Qualifications

• Experience within fintech, payments, crypto, Web3, banking, or technology sectors.
• Experience marketing financial products or digital payment solutions.
• Experience working with Telegram communities and crypto-native audiences.
• Understanding of blockchain technologies and cryptocurrency ecosystems.
• Experience working in international and multicultural environments.

Languages

Required:

• English – Professional Working Proficiency
• Russian – Professional Working Proficiency