Social media strategist, AI in marketing
Own social strategy and execution across three brands: consumer, B2B and founder-led, and help build AI in marketing as a capability
- L4
- Onsite
- Karachi hub
About the seat
Right now The Phygital Co. runs three social presences separately: the founder publishing under his own name, Kohiay as a consumer brand, and Aidapt as a B2B firm. Three audiences, two registers, one calendar that has to serve all of them without sounding like the same account three times.
This seat brings all of it under one strategy and one person. You own paid and organic across Meta, Google and LinkedIn. You carry the founder's voice on LinkedIn and X. And because we are standing up AI in marketing as a capability in its own right, you are not just running campaigns with AI tools bolted on. You are helping work out what this capability is, what it produces, and how it runs.
What you will own
Own the group strategy
One social strategy covering founder-led, Kohiay and Aidapt, rather than three disconnected plans that happen to share a calendar.
Run and test Meta
Set up and manage Meta campaigns across awareness, traffic, conversions and retargeting. Define audiences, budgets and bidding, run structured A/B tests, and keep up with platform and ad policy changes.
Run Google Ads
Search, shopping and retargeting alongside Meta. Own the keyword and bidding strategy, and decide what each platform is actually best at rather than splitting budget out of habit.
Own targeting and retargeting
Build and maintain the audiences: segments, custom and lookalike audiences, exclusions, and a retargeting ladder that moves people forward instead of chasing the same ones twice.
Optimise on the numbers
Monitor daily and weekly, and optimise for ROAS, CPA, CTR and other agreed KPIs. Budget and targeting decisions come from the data, not from instinct.
Run Kohiay organic
Instagram and Facebook. Keep the organic feed and the paid engine pulling in the same direction instead of competing for the same attention.
Run Aidapt on LinkedIn
B2B organic in the firm's voice. Senior, precise, and built to earn trust with operators rather than to chase impressions.
Carry the founder's channels
LinkedIn and X for the founder and the group. Shape what he already thinks into publishable work. Never put words in his mouth.
Own SEO and AEO
Search visibility for the brands, and answer engine optimisation alongside it: making sure we surface when someone asks an AI, not only when they type into Google.
Own the calendar
One calendar across brands, aligned to product launches, festive and seasonal moments, promotions and the firm's own campaigns.
Brief and review creative
Work with designers and photographers. Brief assets and review them for performance, not just aesthetics.
Run influencer partnerships
Source, brief, negotiate and measure influencer and creator work. Managed as a channel with numbers attached, not one-off gifting.
Build the AI in marketing capability
Bring AI tooling into how content and campaigns actually get made, document what works, and help define what this capability produces and how it runs.
Report the truth
Simple, regular reporting: spend, ROAS, learnings, next steps. Say what did not work as plainly as what did.
What we need from you
Requirements
Non-negotiable for this role
- Hands-on experience running Meta Ads on Facebook and Instagram, with campaign examples or a portfolio to share
- Hands-on experience running Google Ads: search, shopping and retargeting
- Working knowledge of Meta Ads Manager, Business Suite and Business Manager, and the Meta Pixel and Conversions API
- Comfortable reading performance data and making budget and targeting decisions from it
- Comfortable running organic social on LinkedIn and X, not only paid media on Meta
- Fluent in audience building: segments, custom and lookalike audiences, exclusions, and structured retargeting
- Working knowledge of SEO, and a real interest in AEO
- Experience running influencer or creator campaigns end to end: sourcing, briefing, negotiating and measuring
- Open to learning AI tooling and to building the AI in marketing capability rather than waiting for a playbook
- Clear, proactive communicator who reports results and flags issues early
- Able to work full-time, onsite at our Karachi hub
Nice to have
Strengthens an application, not required
- Creating AI-first content that stands on its own: text, photography or video
- Experience with fashion, apparel or D2C and e-commerce brands
- Experience with B2B social for a services or technology brand
- Familiarity with TikTok ads, or other platforms beyond Meta and Google
- Basic creative judgement: can brief a designer or a shoot list, not just execute media buys
- Meta Blueprint certification or equivalent formal training
What we offer
Scope
Consumer and B2B, paid and organic, founder and company. Few seats this size let one person hold all of it.
Capability
You help stand up AI in marketing as a real capability. The work outlasts the campaigns.
Speed
Founder-level access. Fast decisions and no layers of approval between a good campaign and a live one.
Onsite
Creative, founder and media in one place, not across a thread.
Think this seat is yours
Tell us why the seat fits and show us two or three things you have built.
We read every application