Digital Marketing & Content Strategist

DIGITAL MARKETING & CONTENT STRATEGIST A leading Nigerian real estate and construction brand — Lagos, Nigeria

Employment Type: Full-time

Work Location: On-site, Lagos

Compensation: ₦250,000 – ₦400,000 Gross monthly, depending on experience and demonstrated capability

ROLE OVERVIEW

Cogent Properties is looking for a Digital Marketing & Content Strategist to drive the Company's digital presence, content strategy, lead generation, and digital marketing performance across its key platforms.
This is a hands-on execution and ownership role for someone who understands that good content is not only about views and engagement. The ultimate objective is to build audience attention, generate qualified leads, nurture prospects, and contribute to measurable business revenue.

You will work across four connected areas:

The Audience — Understand what the audience cares about, what questions they are asking, what content is performing, and where opportunities exist.

The Content — Develop the content strategy, determine what the brand should create, and oversee the production and distribution of content across YouTube, Instagram, TikTok, Facebook, and X.

The Funnel — Own the digital journey from audience attention to lead generation, including lead magnets, landing pages, email sequences, retargeting, DM flows, and other digital conversion mechanisms.

The Revenue — Track the quality and commercial outcome of digital marketing activity and continuously improve campaigns based on leads, conversions, and revenue rather than vanity metrics alone.

This is not a purely content role and it is not a traditional social media manager role.

You will be expected to understand both creative strategy and commercial performance.

You should be able to answer:

• What is our audience interested in?

• What should we create next?

• Why should we create it?

• Which platform should we use?

• How will this content generate attention?

• How does that attention move into our funnel?

• Are we generating qualified leads?

• Which campaigns are producing results?

• Where are prospects dropping off?

• What should we change based on the data?

The role is hands-on. You will create content yourself where required, use AI tools as part of your daily workflow, manage content production, analyse performance, and actively improve the Company's digital marketing system.
KEY RESPONSIBILITIES

• Digital Marketing Strategy

• Develop and execute the Company's digital marketing strategy across relevant platforms.

• Translate business objectives into practical digital campaigns.

• Identify opportunities to increase brand awareness, audience growth, lead generation, and revenue.

• Develop campaign strategies around real estate, construction, property investment, and related topics.

• Monitor digital marketing performance and recommend changes based on results.

• Conduct competitor and market research to identify opportunities.

• Test new platforms, formats, campaigns, and acquisition channels where appropriate.

• Content Strategy & Audience Intelligence

• Develop and maintain the Company's content strategy across YouTube, Instagram, TikTok, Facebook, and X.

• Monitor audience comments, recurring questions, platform analytics, and content performance.

• Maintain a running map of audience questions, interests, content gaps, and opportunities.

• Determine which topics, formats, and content series should be developed.

• Analyse content performance and translate insights into actionable decisions.

• Maintain the Company's target of 65–70% value-first content.

• Adapt content appropriately for each platform rather than simply reposting the same content everywhere.

• Content Creation

• Create Instagram carousels, captions, written content, repurposed assets, and platform-specific content.

• Develop content briefs for video production, including topic, audience, angle, hook, supporting evidence, and intended outcome.

• Use the Company's AI tools for research, ideation, drafting, repurposing, analysis, and workflow improvement.

• Review and fact-check AI-generated content before publication.

• Work with the existing content library and internal frameworks to create new content efficiently.

• Identify opportunities to repurpose one strong piece of content across multiple platforms.

The role does not require writing the Founder's on-camera scripts. You will determine the topic, angle, audience relevance, evidence, and hook direction, while the Founder retains ownership of his words and delivery.

• Content Production Management

• Coordinate the Company's in-house videography and editing resources.

• Plan and coordinate shoots, including studio and on-location production.

• Prepare shoot plans, shot lists, hooks, B-roll requirements, and retake requirements.

• Ensure the production team has clear briefs and deadlines.

• Review footage and coordinate the editing process.

• Provide structured feedback to editors.

• Review and approve final content before publication.

• Ensure content is properly organised and archived.

• Maintain a reliable production pipeline with clear deadlines and ownership.

• Lead Generation & Funnel Management

The successful candidate will be expected to understand and manage the digital journey from content attention to qualified lead.
Responsibilities will include

• Develop strategies for converting audience attention into leads.

• Plan and manage lead magnets and lead-generation campaigns.

• Develop or coordinate landing pages and lead capture mechanisms.

• Build and improve email sequences and automated nurturing campaigns.

• Work with the relevant team members to develop DM and lead-qualification flows.

• Track where leads originate from.

• Monitor lead quality and conversion rates by campaign and channel.

• Identify where prospects are dropping out of the funnel.

• Recommend improvements to increase conversion.

• Work with the sales/client-relations team to understand lead quality and sales outcomes.

• Ensure marketing campaigns are connected to measurable commercial objectives.

• Revenue & Conversion Performance

This role is expected to understand revenue, not just reach.
You will

• Track leads generated by digital campaigns.

• Monitor cost per lead and other relevant acquisition metrics.

• Track lead-to-client conversion where data is available.

• Analyse which content, campaigns, platforms, and audiences generate the strongest commercial outcomes.

• Identify opportunities to improve conversion rates.

• Work with sales/client-relations teams to understand which leads convert and why.

• Use sales feedback to improve future campaigns and content.

• Prepare regular marketing performance reports showing activity, results, insights, and recommended actions.

Views, likes, and followers are useful indicators, but they are not the final objective.
The role exists to build an audience and turn that audience into measurable business opportunities.

• Analytics & Reporting

• Maintain accurate digital marketing performance data.

• Track content, campaign, funnel, and lead-generation metrics.

• Prepare weekly and monthly marketing performance reports.

• Compare performance against previous periods and campaign objectives.

• Identify what is working, what is not working, and why.

• Make recommendations based on evidence rather than assumptions.

• Test changes and measure the results.

Reports should answer:
What happened? Why did it happen? What did we learn? What should we do next?

• Community & Audience Direction

• Monitor public comments across major platforms.

• Identify recurring questions and objections that can become future content.

• Identify comments that should be escalated to the relevant team.

• Segment audiences into relevant groups such as first-time builders, land buyers, investors, developers, and industry professionals.

• Use audience behaviour to influence the content calendar and campaign strategy.

• Identify opportunities where content can address repeated audience concerns at scale.

Routine DM handling remains with the relevant client-relations/community function unless otherwise assigned.

• Brand & Editorial Direction

• Develop a strong understanding of the Founder's communication style and brand positioning.

• Maintain consistency in tone, messaging, positioning, and editorial standards.

• Participate in a structured 60–90 day voice-transfer period.

• Maintain quality control over written content and platform communications.

• Ensure content aligns with the Company's positioning and commercial objectives.

• Conduct periodic audits of the content bank and identify content gaps.

WORKING ENVIRONMENT
Cogent Properties operates in a structured, process-driven environment.
This role requires someone who can work independently while operating within defined systems.

You are expected to

• Maintain clear calendars and deadlines.

• Keep marketing data and campaign information organised.

• Document campaign decisions and results.

• Use approved reporting formats and digital tools.

• Maintain clear ownership of assigned deliverables.

• Follow through from strategy to execution.

• Identify problems and propose solutions rather than waiting for instructions.

This is an on-site role because the position involves physical content production, team coordination, and direct collaboration with the Company's operations.
REQUIREMENTS

Essential

• Experience in digital marketing, content strategy, growth marketing, performance marketing, or a closely related role.

• Demonstrated experience developing and executing digital campaigns.

• Strong understanding of content strategy and audience development.

• Understanding of lead generation and digital funnels.

• Experience with email marketing and lead nurturing.

• Understanding of landing pages, lead magnets, retargeting, and conversion optimisation.

• Ability to analyse campaign and content performance.

• Strong understanding of social media platforms.

• Strong writing and editorial judgment.

• Ability to coordinate content production and creative teams.

• Strong organisational and project-management skills.

• Ability to work with analytics and spreadsheets.

• Strong commercial awareness.

• Ability to use AI tools effectively for research, content, analysis, and workflow improvement.

• Willingness to work on-site in Lagos.

Advantage

• Experience in real estate, construction, architecture, property investment, or related industries.

• Experience working with a founder-led brand.

• Experience running paid digital campaigns.

• Experience with Meta Ads, Google Ads, YouTube Ads, or other performance marketing platforms.

• Experience with CRM, email automation, or marketing automation tools.

• Experience building and optimising sales funnels.

• Experience managing content production teams.

• Experience using analytics platforms to make marketing decisions.

WHAT WE PROVIDE

• Fully equipped studio and professional production equipment.

• Access to an in-house videography team.

• Paid access to AI tools, including ChatGPT, Claude, and other Company-provided tools.

• Direct access to the Founder

Application Question(s):

• Are you proficient in using AI to perform daily tasks from data gathering to intrepretation to actionable data driven decisions?

• Salary Expectation based on your experience

• Do you have the requirements?

Education:

• Undergraduate (Preferred)

Work Location: In person