Digital Marketing Lead

CACTUS is a remote-first organization and we embrace an accelerate from anywhere culture. You may be required to travel to our Mumbai office based on business requirements or for company/team events.

Paperpal is an AI-powered academic writing and research assistant trusted by millions of researchers globally. While our roots are B2C-led, FY27 marks a strategic shift toward building a strong institutional and enterprise B2B business across universities, research institutions, publishers, and funders.

We are looking for a Digital Marketing Lead to drive demand, optimize conversion, and build scalable digital programs. You will optimize the user experience across all digital touchpoints to support business and revenue growth and advancing Paperpal’s mission to enable ethical AI usage across academic fields.

This role combines strategy, analytics, UX, experimentation, and team leadership, with a strong focus on performance, experimentation, and measurable impact.

• Own on-site marketing and optimization across key digital touchpoints to improve conversion across the funnel (visitor → signup → activation).
• Collaborate with product and design teams to optimize messaging, landing pages, CTAs, and user journeys through experimentation and A/B testing.
• Lead content strategy and distribution across channels including LinkedIn, Instagram, YouTube, and blogs, driving high-performing visual and written content.
• Identify and scale growth opportunities across SEO, AI-led discovery (GEO), social media, and content-led acquisition channels.
• Track website performance, funnels, and user behavior using GA4 and related analytics tools to drive data-backed decisions.
• Generate growth hypotheses, run rapid experiments, and optimize campaigns, pages, and journeys for measurable business impact.
• Lead and mentor the digital marketing team while collaborating cross-functionally with product, sales, content, and design stakeholders.
• Manage external agencies, freelancers, and vendors, while presenting performance insights and recommendations to leadership.

• 6–10 years of experience in digital or growth marketing
• Proven experience in scaling traffic, improving website conversion and funnel performance
• Strong hands-on experience with CRO, SEO, social media, YT, and analytics
• Proficiency in GA4, social media platforms, LinkedIn Ads, performance tracking
• Strong analytical and problem-solving skills and connecting deliverables to tangible results
• Experience managing budgets and teams

Before applying, please ensure you meet the role requirements listed above and have legal authorization to work in the country where this role is advertised. Our selection process typically involves an initial screening by a recruiter, a technical assessment, and two to three interview rounds. For this role, there will be two technical rounds and one HR round.

Equal Opportunity

Our hiring practices reflect our commitment to providing equal opportunities and creating an environment where everyone can thrive, develop, and succeed. We celebrate the uniqueness of our team members and prohibit discrimination of any kind, based on race, color, religion, gender identity, sexual orientation, age, marital status, disability, or any other protected characteristic.

Accelerating from Anywhere

As a remote-first organization, these are essential attributes we look for in all our candidates.

• Taking ownership of your work with minimal supervision, showing strong ability to organize, prioritize and deliver results independently.
• Documenting work that brings everyone on the same page.
• Maturity to choose between synchronous and asynchronous collaboration.
• Effectively collaborating with colleagues across different time zones by setting dedicated hours for collaboration and keeping team members updated through your MS Teams status.

Established in 2002, Cactus Communications (cactusglobal.com) is a leading technology company that specializes in expert services and AI-driven products which improve how research gets funded, published, communicated, and discovered. Its flagship brand Editage offers a comprehensive suite of researcher solutions, including expert services and cutting-edge AI products like Mind the Graph, Paperpal, and R Discovery. With offices in Princeton, London, Singapore, Beijing, Shanghai, Seoul, Tokyo, and Mumbai and a global workforce of over 3,000 experts, CACTUS is a pioneer in workplace best practices and has been consistently recognized as a great place to work. 

• 6–10 years of experience in digital or growth marketing
• Proven experience in scaling traffic, improving website conversion and funnel performance
• Strong hands-on experience with CRO, SEO, social media, YT, and analytics
• Proficiency in GA4, social media platforms, LinkedIn Ads, performance tracking
• Strong analytical and problem-solving skills and connecting deliverables to tangible results
• Experience managing budgets and teams

• Own on-site marketing and optimization across key digital touchpoints to improve conversion across the funnel (visitor → signup → activation).
• Collaborate with product and design teams to optimize messaging, landing pages, CTAs, and user journeys through experimentation and A/B testing.
• Lead content strategy and distribution across channels including LinkedIn, Instagram, YouTube, and blogs, driving high-performing visual and written content.
• Identify and scale growth opportunities across SEO, AI-led discovery (GEO), social media, and content-led acquisition channels.
• Track website performance, funnels, and user behavior using GA4 and related analytics tools to drive data-backed decisions.
• Generate growth hypotheses, run rapid experiments, and optimize campaigns, pages, and journeys for measurable business impact.
• Lead and mentor the digital marketing team while collaborating cross-functionally with product, sales, content, and design stakeholders.
• Manage external agencies, freelancers, and vendors, while presenting performance insights and recommendations to leadership.