Gen Plus Group

Financial Planning and Analysis

• Provide strategic PR and communications counsel on finance related projects and campaigns
• Support the development of media materials, thought leadership content, and press strategies
• Offer expert input on reputation management, issues preparedness, and stakeholder comms
• Liaise with senior client stakeholders and external partners as needed
• Contribute to messaging frameworks, media training, and campaign execution when required
• Be available 2 weeks per month, with flexibility depending on project cycles

Strategic Communications, Financial Sector – 15+ Years Experience

Digital Marketing

• Own digital campaigns end to end, from initial strategy and set-up through to launch, day-to-day management, and ongoing optimisation.
• Build full-funnel campaigns across paid search, paid social, display, email, and retargeting that drive acquisition, engagement, and revenue.
• Plan campaign structures, audiences, budgets, bidding, and tracking before anything goes live, and know exactly why each lever is set the way it is.
• Run continuous A/B testing on creative, copy, audiences, and bids, using the results to sharpen performance.
• Set up, launch, and manage campaigns across Google Ads (Search, Display, Performance Max, YouTube), Meta Ads (Facebook & Instagram), and LinkedIn Ads from scratch.
• Manage and optimise all live ad accounts, adjusting targeting, bids, budgets, and creative to hit and beat CPA and ROAS targets.
• Own conversion tracking and pixel/tag set-up (Google Tag Manager, Meta Pixel, conversion APIs) so every campaign is measured accurately.
• Write sharp, high-performing ad copy, landing page copy, email sequences, and social content tailored to each channel and audience.
• Carry out keyword research to find the highest-performing, highest-intent terms and continually refine based on what's actually converting.
• Use SEMrush for keyword research, competitor analysis, SEO opportunities, and campaign planning (prior hands-on SEMrush experience is essential).
• Manage CRM and lead workflows, segmentation, lead scoring, nurture sequences, and email automation, to convert and retain customers.
• Use Apollo for prospecting, list building, data enrichment, and outbound lead generation (prior hands-on Apollo experience is essential).
• Monitor performance metrics and KPIs (CTR, CPC, CPA, ROAS, LTV, conversion rate) and report clearly to stakeholders with insight, not just numbers.
• Use analytics tools (Google Analytics / GA4, Adobe Analytics, Looker Studio, or similar) to track, measure, and improve performance.
• Turn data into decisions, optimising creative, targeting, and bidding to maximise ROI and proactively flag opportunities to do better.
• Research and segment audiences to identify the customer groups that matter most.
• Use the targeting capabilities across each platform to deliver personalised, relevant messaging to the right people.
• Work closely with internal teams to keep marketing aligned with wider business goals, and bring fresh thinking to the table, not just execution.

Freelance Digital Marketing Specialist

Sales

• Proven experience in negotiating with hotels, airlines, transportation providers, and other suppliers.
• Develop and implement trade programs to increase brand, destination awareness, visitor arrivals and spend.
• Develop and maintain strong relationships through direct outreach to tour operators, wholesalers, travel agents, mice/corporate/incentive buyers, airlines, and other distribution intermediaries or related travel partner(s)
• Identify, develop and implement tactical trade marketing programs with key distribution partners.
• Represent destination(s) at key travel industry events including exhibiting at trade shows and other events.
• Develop, promote, and execute sales mission in the market. Execution includes planning and appointment setting with key marketing partners in the market.
• Assist in the development, management of training programs with the travel trade, as well as workshops, road shows, and other creative and innovative programs.
• Develop and execute travel trade familiarization program with the goal of highlighting every aspect of the country.
• Ensure destination(s) is well represented in travel trade programs, brochures, and other industry communications.
• Develop airline relationships with the goal of monitoring and optimizing trends and supporting route development.
• Develop niche marketing opportunities and alternative distribution channels for a range of niche and specialist travel experiences.

Strategic Communications, Financial Sector – 15+ Years Experience

Freelance Digital Marketing Specialist

Trade Sales Specialist