About Role

You own BITE's digital presence end to end — from the ad that gets the click, to the WhatsApp conversation that qualifies, to the lead sitting correctly attributed in our in-house CRM, ready for our counselling team to work.

Your responsibility ends at the CRM handoff. It does not end at lead count. You are accountable for lead quality , measured by what our counselling team reports back: contact rate, qualification rate, and eventual enrolment by source and campaign. A campaign producing cheap leads that don't answer the phone is a failed campaign.

You will work directly with institutional leadership and see the measurable result of your work in each admission cycle. This is a hands-on execution role, not a strategy-only one.

Core Responsibilities

Paid Performance

- Personally manage Meta Ads campaigns (lead gen, traffic, retargeting, lookalikes) with full ownership of budgets, creatives, audiences, negative lists, and CPL
- Run Google Ads — Search, Performance Max, and YouTube — including keyword research, negative keyword hygiene, and landing-page alignment
- Reallocate budget weekly based on downstream lead quality, not raw lead volume
- Report against admission outcomes: cost per lead, lead quality, and enrolment attribution — not reach and likes

Lead Consolidation & data integrity Every lead we generate must land in our in-house CRM: correctly attributed, correctly formatted, de-duplicated, and available to the counselling team within minutes. That pipeline is yours.

- Single funnel, many sources. Consolidate leads from Meta Lead Ads, Google Ads lead forms, the website enquiry form, WhatsApp Business, landing pages, and campaign microsites into one CRM pipeline. No lead lives in a platform dashboard, a spreadsheet, or someone's inbox.
- Source attribution discipline. Every record carries source, campaign, ad set, creative, and UTM data at the point of entry. If a lead's origin can't be identified, that's a defect you fix — not explain.
- Integration ownership. You define field mapping, payload structure, and sync rules; work with our development team to implement webhooks/API connections; test them; and monitor them. When a sync breaks, you notice before the counselling team does.
- Data hygiene before handoff. De-duplication across sources, phone and email normalisation, junk and bot-lead filtering, and enforcement of consent/opt-in status for WhatsApp and SMS outreach.
- Speed to handoff. Leads reach the CRM in near-real-time, not in a nightly batch. You own the latency.
- Read the feedback loop. The counselling team updates outcomes in the CRM; you use that data. Report weekly on contact rate, qualification rate, and cost per qualified lead — segmented by source, campaign,



and creative — and change your targeting and creative accordingly.
- Flag what the data shows. Which creative brings people who actually answer. Which geography or programme interest wastes spend. Which form field is scaring people off. Bring these unprompted.

WhatsAapp & messaging

- Manage the WhatsApp Business API account: template creation and approval, opt-in compliance, quality rating, and messaging limits
- Operate WhatsApp broadcast for admissions communication and student notices
- Design and run bulk WhatsApp and SMS campaigns, including DLT registration, sender ID management, and template approvals
- Build and maintain WhatsApp chatbot flows — enquiry capture, initial qualification, FAQ deflection, and clean handoff of captured data into the CRM
- Maintain consented, correctly segmented contact lists

Creative & campus content

- Produce the creative pipeline: static posts, carousels, reels, short video, and ad variants at campaign volume
- Shoot and edit campus photography and video — or direct someone who does
- Write copy that fits the platform, in both Hindi and English — you should be able to draft a hook, not just brief someone else to
- Use AI tools (image, video, text generation) to increase output speed without letting quality slide into generic

Organic, Serarch & Outreach

- Own on-page SEO, technical hygiene, and content planning for the website
- AEO / GEO — structure content so it surfaces in AI-generated answers and featured snippets, not just blue links
- Manage Google Business Profile and local search presence
- Own press relations and partnership outreach — local media, education directories, and institutional listings. This is currently the single biggest constraint on our organic search visibility.
- Coordinate with the website team on landing pages and campaign tracking

Social

- Run all handles (Instagram, Facebook, LinkedIn, YouTube) on a planned content calendar, not ad-hoc posting
- Community management: respond to comments and DMs within defined SLAs

Measurement

- Set up and maintain GA4, Google Tag Manager, Google Search Console, Meta Pixel, and server-side/offline conversion tracking
- Use Search Console actively, not passively — monitor indexing and coverage errors, track query-level impressions, clicks, CTR and average position, submit and validate sitemaps, fix crawl and Core Web Vitals issues,



and feed query data back into content planning
- Weekly reporting on spend, CPL, lead quality, and channel contribution

What we're looking for

Must have

- 2–5 years running paid campaigns with real budget responsibility — personally managed, not assisted someone who did
- Demonstrable Meta Ads depth — you can explain why a campaign's CPL rose and what you did about it
- Track record maintaining a clean, single-source-of-truth lead pipeline across multiple acquisition channels
- Comfort with UTM discipline and multi-source attribution — you can explain how you'd tell a Meta-sourced lead from an organic one when both fill the same form
- Ability to write clear integration requirements for a development team: fields, triggers, payloads, error handling, and test cases
- Experience working with a custom or in-house CRM (or clear evidence you adapt quickly — we won't filter on specific tool names)
- Hands-on WhatsApp Business API experience (DoubleTick, Interakt, Wati, Gupshup, or similar)
- Working knowledge of GA4, Google Search Console, and conversion tracking setup
- Ability to write social copy in both Hindi and English
- Content production: photography, video and reels — or the ability to direct someone who does
- Comfortable with AI tooling for content, with judgement about when the output isn't good enough to ship
- Demonstrated campaign results matter more than a degree. Show us numbers.

Nice to have

- Experience in the education sector — school, college, university, coaching institute, or EdTech. Useful because you'll already understand admission-cycle seasonality, student-vs-parent targeting, and how a counselling team works a lead.
- Google Ads certification
- Hands-on with webhooks, REST APIs, and tools like Postman — enough to test an integration yourself and diagnose whether a failure is on the ad platform's side or ours
- Experience feeding offline conversion data back into Meta or Google to improve optimisation
- Existing local media or education-directory relationships in Varanasi and Eastern UP
- Basic HTML/CSS and familiarity with a CMS
- Video editing (Premiere, CapCut, or equivalent)

Compensation As per institutional norms, commensurate with experience and demonstrated performance. Discussed at interview.

Location: Babatpur, Varanasi, Uttar Pradesh · In office

Experience: 2–5 years

Type: Full-time

Applications close: 31st Aug 2026

Apply: Submit your CV with a portfolio showing campaign results at bitevns.ac.in/careers#digital-media-coordinator ,

or email [email protected] with the subject line "Digital Marketing Coordinator— [Your Name]".

Applications close 31st Aug 2026 . Enquiries: +91 77040 33222 (Mon–Sat, 10 AM – 5 PM).

📌 Digital Media Coordinator (Varanasi)
🏢 Banaras Institute of Teacher's Education
📍 Varanasi