Digital Marketing Executive

. Lead Generation & Performance Marketing (Primary KRA)

Objective: Generate high-quality leads at optimized cost.

Key Responsibilities:

* Plan, execute and optimize Google Ads campaigns (Search, Display, YouTube, Performance Max).

* Manage and scale Meta (Facebook & Instagram) Ads.

* Quality Lead generation for:

 * NEET / JEE

 * CBSE / ICSE / SSC / IGCSE

 * Scholarship Tests

 * Career Intelligence Sessions

* Reduce Cost Per Lead (CPL).

* Improve lead-to-walk-in and walk-in-to-admission ratio.

* Retargeting strategy (website visitors, video viewers, form drop-offs).

* Landing page optimization & A/B testing.

KPIs:

* Monthly Qualified Leads Target.

* CPL Benchmark Achievement.

* ROAS (Return on Ad Spend).

* Conversion Rate Improvement.

* Admission Revenue Contribution.

 2. Social Media Strategy & Brand Building

Objective: Position institute as premium, result-driven and trusted brand.

Responsibilities:

* Monthly social media content calendar (Reels, Posts, Testimonials, Exams, Festivals, Wishes, Parent Emotions).

* Execute result-based storytelling (Toppers, 95%+, Achievers).

* Video strategy (Director message, Faculty expertise, Student journey).

* Increase engagement & organic reach.

* Manage Instagram, Facebook, YouTube presence.

* Handle comments, queries & community building.

KPIs:

* Monthly Engagement Rate.

* Follower Growth.

* Reel Reach & Saves.

* Inquiry through Social Media.

* Brand recall consistency.

3. Campaign Planning & Execution

Objective: Execute structured campaigns for the admissions cycle.

Responsibilities:

* Admission season campaign planning (Jan–June priority).

* Event marketing (Seminars, Orientation, Scholarship Tests).

* Curiosity-based campaigns.

* Data segmentation & remarketing.

* Funnel planning:

 * Awareness

 * Interest

 * Consideration

 * Conversion

KPIs:

* Campaign ROI.

* Event Registration Count.

* Event Attendance Ratio.

* Admission Conversion %.

4. Data Analytics & Reporting

Objective: Data-driven marketing decisions.

Responsibilities:

* Weekly & monthly performance reports.

* Google Analytics & Meta dashboard tracking.

* Track:

 * Lead source quality.

 * CPL vs admission ratio.

 * Geographic targeting performance.

* Suggest budget reallocation based on performance.

 KPIs:

* Accurate Reporting.

* Actionable Insights Implementation.

* Budget Optimization %.

5. Website & SEO Coordination

Objective: Improve digital visibility and ranking.

Responsibilities:

* Coordinate SEO activities (on-page & off-page).

* Ensure mobile optimization.

* Update landing pages for campaigns.

* Improve website conversion rate.

KPIs:

* Website Traffic Growth.

* Keyword Ranking Improvement.

* Bounce Rate Reduction.

* Conversion Rate %.

6. Offline + Online Marketing Integration

Objective: Align centre marketing with digital efforts.

Responsibilities:

* Coordinate with the Sales Team.

* Provide creatives for hoardings, standees, posters.

* Support WhatsApp bulk messaging strategy.

* Ensure unified brand messaging.

KPIs:

* Walk-ins Generated from Digital Marketing.

* Sales Team Feedback Quality.

* Lead Quality Score.

7. Team Coordination & Vendor Management

* Coordinate with graphic designers & video editors.

* Manage ad agency (if any).

* Coordinate with CRM team.

* Ensure TAT (Turn Around Time) for campaigns.

Expected Skill Set

* Google Ads Certified.

* Strong knowledge of:-

* Conversion tracking

- Pixel integration.

- Google Tag Manager.

- Lead funnel strategy.

* Copywriting for emotional & performance ads.

* Education industry marketing understanding.

* Budget handling experience (₹2L+ per month preferred).

Contact HR Vinithra - 9152712972