Digital Campaign & Performance Specialist

About the role

We are a global energy business involved in every aspect of the energy system. We are working towards delivering light, heat and mobility to millions of people, every day. Our people want to play their part in solving the big, sophisticated challenges facing our world today and, guided by our bp values, are working to help meet the world's need for more energy while lowering carbon emissions. In our offices at Pune, we work in customer service, finance, accounting, procurement, Would you like to discover how our diverse, hardworking people are leading the way in making energy cleaner and better - and how you can play your part in our outstanding team? Join our team, and develop your career in an encouraging, forward-thinking environment! Role: Digital Campaign & Performance Specialist This role is a key member of the Global Talent Attraction team. It is a specialist role, responsible for the effective management and optimization of our digital channels - including paid media, email marketing, GEO, programmatic and re-targeting, It uses A/B testing and performance data to inform decision-making, optimize budget allocation and ensure the efficient and high-quality delivery of global digital talent attraction campaigns. You will combine creativity with a strong data-driven approach, using performance insights to refine campaigns, deliver clear reporting and continuously improve outcomes, while ensuring candidate experience remains central to all activity. Role purpose: The purpose of this role is to support the delivery of high-impact attraction campaigns across priority markets that drive awareness, engagement, and interest among top talent. This includes developing and implementing strategies aligned to bp's EVP, using multi-channel digital and paid media approaches to attract diverse talent pools. The role is accountable for optimizing campaign performance through data-led insights and continuous testing - supporting both experienced hire and early careers recruitment initiatives. Role accountabilities: Campaign strategy and execution Align all digital activity with bp's employer value proposition (EVP) with a global and regional perspective. Lead the planning, activation and optimization of multi-channel digital campaigns - including paid media, programmatic, email and direct messaging channels to support talent attraction campaigns, Implement and optimize re-targeting strategies and audience segmentation to re-engage high-intent talent and increase application conversion across end-to-end candidate journey Lead the activation and optimization of generative engine optimization (GEO) to enhance visibility across AI-driven platforms. Ensure effective budget allocation and channel selection to enhance reach, engagement and return on investment Employer branding and EVP Ensure all digital campaign activity reflects a consistent, high-quality employer brand and delivers a compelling candidate experience. Stakeholder collaboration Work in close partnership with the global talent attraction team to deliver consistent, high-performing campaigns across experienced hire and early careers. Build trusted working relationships with bp's chosen 3rd party media and employer brand agencies to drive performance and innovation. Market insights and innovation Stay up to date with industry trends, benchmarking, digital channels and innovations and emerging technologies (inc AI) in talent attraction and digital marketing. Provide market insights to inform attraction strategies and ensure competitiveness in talent markets. Apply external insights and internal data to continuously refine campaign strategies and improve competitiveness in key talent markets. Data Management & Reporting Manage and consolidate data across multiple sources, portals, and channels to deliver senior-level reporting and support the Talent Attraction team in optimising activity and performance. Technical Proficiency Proficient in AI agents, Power Automate, and emerging technologies, with a strong aptitude for leveraging digital tools to drive efficiency and innovation. Performance measurement and optimization Own campaign performance tracking and reporting to advise the attraction team and senior stakeholders. Use analytics to measure effectiveness across channels (e.g. engagement, conversion and return on investment). Translate performance data into clear actionable insights and recommendations for the attraction team Drive continuous optimization through testing, learning and iteration to enhance campaign outcomes and overall efficiency Required qualifications: Bachelor's degree or equivalent experience in marketing, Communications, or a related field. Essential experience and job requirements: Experience delivering data driven digital attraction campaigns. Good understanding of multi-channel digital marketing, including paid media, programming, GEO and ema

Additional Information

Entity: People, Culture & Communications Job Family Group: HR Group Job Description:

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