Digital Marketing Manager

Location: Kozhikode, Kerala

Experience: 7–8 Years

Department: Marketing

Industry: EdTech / Education

Employment Type: Full-Time

Reporting To: Director

Job Summary

We are looking for an experienced and results-driven Digital Marketing Manager to lead and manage the organization's complete digital marketing ecosystem. The role will be responsible for driving lead generation, performance marketing, customer acquisition, customer retention, social media growth, content marketing, campaign strategy, budgeting, ROI optimization, and digital brand development.

The ideal candidate should have strong experience in managing large-scale digital campaigns, performance marketing platforms, marketing analytics, agency/vendor coordination, and cross-functional teams. The candidate must be highly data-driven and capable of converting marketing objectives into measurable business outcomes.

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Key Responsibilities

1. Digital Marketing Strategy

- Develop and execute the organization's overall digital marketing strategy aligned with business and enrollment/revenue objectives.
- Build annual, quarterly, and monthly digital marketing plans.
- Identify new digital channels, platforms, technologies, and growth opportunities.
- Develop strategies across the complete customer journey:

Awareness → Engagement → Lead Generation → Conversion → Retention → Referral
- Monitor industry trends, competitor activities, and emerging digital marketing practices.
- Develop an integrated digital marketing approach across paid, organic, social, content, CRM, and remarketing channels.

1. Lead Generation & Customer Acquisition

- Own the digital lead-generation strategy across multiple platforms.
- Generate high-quality leads for academic programs, courses, centers, and other business initiatives.
- Develop and optimize campaigns across:

o Google Ads o Meta Ads o YouTube o LinkedIn o Other relevant digital platforms
- Work closely with the admissions/sales team to improve lead quality and conversion.
- Analyze lead sources and identify high-performing campaigns, audiences, locations, and creatives.
- Establish lead-quality benchmarks and continuously optimize campaigns based on conversion performance.

1. Performance Marketing

- Lead the organization's performance marketing function.
- Plan, execute, monitor, and optimize paid advertising campaigns.
- Manage campaign objectives including:

o Lead Generation o Website Traffic o Conversions o App/Platform Acquisition o Remarketing o Brand Awareness o Enrollment/Admission Conversion
- Optimize campaigns based on performance data and business objectives.
- Conduct A/B testing for:

o Creatives o Copy o Landing pages o Audiences o Offers o CTAs
- Develop campaign dashboards and performance reports.

1. CPL, CAC & Conversion Optimization

The candidate will be responsible for monitoring and improving key marketing metrics, including:
- CPL – Cost Per Lead
- CAC – Customer Acquisition Cost
- CPA – Cost Per Acquisition
- CTR – Click Through Rate
- CPC – Cost Per Click
- Conversion Rate
- ROAS – Return on Ad Spend
- ROI – Return on Investment
- Lead-to-enrollment conversion
- Marketing-qualified leads
- Customer lifetime value where applicable
- Identify reasons for increasing CPL/CAC and implement corrective actions.
- Optimize the marketing funnel to improve conversion and reduce acquisition costs.
- Establish benchmarks for each digital marketing channel.

1. Marketing Budget & ROI Management

- Prepare and manage monthly, quarterly, and annual digital marketing budgets.
- Allocate budgets across different channels based on expected performance and business priorities.
- Monitor campaign spending and ensure efficient utilization of marketing budgets.
- Track ROI and ROAS for campaigns.




- Prepare budget forecasts and identify opportunities for cost optimization.
- Recommend increasing, reducing, or reallocating budgets based on campaign performance.
- Ensure marketing investments are aligned with measurable business outcomes.

1. Social Media Marketing

- Develop and execute social media strategies across relevant platforms.
- Manage campaigns for platforms such as:

o Instagram o Facebook o YouTube o LinkedIn o Other relevant platforms
- Build strategies to increase:

o Reach o Engagement o Followers o Video views o Brand awareness o Website traffic o Leads
- Plan social media campaigns around:

o Admissions o Academic programs o Student achievements o Faculty o Events o Festivals o Brand initiatives o Student engagement o Educational content
- Monitor social media analytics and continuously improve campaign performance.

1. Content Marketing

- Develop and implement a strong content marketing strategy.
- Identify content opportunities based on student, parent, and education-market interests.
- Work closely with content creators, designers, video teams, academic teams, and social media teams.
- Develop content ideas for:

o Reels o Short-form videos o YouTube videos o Blogs o Infographics o Student stories o Success stories o Educational content o Campaign content o Brand storytelling
- Ensure content supports both brand-building and lead-generation objectives.
- Develop content calendars aligned with marketing campaigns and business priorities.

1. Customer Retention & Remarketing

- Develop digital strategies to improve customer retention and engagement.
- Implement remarketing campaigns for:

o Existing leads o Unconverted leads o Website visitors o Existing students/customers o Previous inquiries
- Work with CRM/admissions teams to create targeted communication campaigns.
- Develop re-engagement strategies for inactive or lost leads.
- Identify opportunities for cross-selling, upselling, referrals, and repeat engagement.
- Analyze customer behavior and identify retention opportunities.

1. Website & Landing Page Optimization

- Work with web/technology teams to improve website performance and conversion.
- Develop and optimize landing pages for marketing campaigns.
- Monitor:

o Traffic o Bounce rate o Conversion rate o User journey o Lead forms o Campaign attribution
- Recommend improvements to website structure, content, CTAs, and landing pages.
- Ensure digital campaigns have appropriate tracking and attribution mechanisms.

1. SEO & Organic Growth

- Develop strategies for improving organic visibility and search performance.
- Work with SEO specialists/content teams on:

o Keyword strategy o On-page SEO o Content SEO o Local SEO o Technical SEO coordination o Organic traffic growth
- Identify high-value search opportunities related to education, courses, programs, and locations.
- Monitor organic traffic, rankings, and conversions.

1. Analytics, Reporting & Insights

- Establish comprehensive digital marketing reporting systems.
- Analyze campaign and customer data to identify trends and opportunities.
- Prepare weekly, monthly, and quarterly marketing performance reports.
- Present marketing performance to senior management.
- Translate data into actionable business recommendations.
- Monitor marketing funnel performance from impression → click → lead → qualified lead → admission/conversion.
- Ensure proper tracking through tools such as Google Analytics,



Google Tag Manager, CRM, pixels, and conversion tracking systems.

1. Team Management

- Lead, mentor, and manage the digital marketing team.
- Define KRAs, KPIs, targets, and responsibilities for team members.
- Conduct regular performance reviews.
- Build a high-performance and data-driven marketing culture.
- Coordinate with:

o Content Team o Creative/Design Team o Video Team o Social Media Team o Admissions/Sales Team o CRM Team o Academic Team o Technology/Website Team
- Manage external agencies, freelancers, influencers, and digital marketing vendors where required.

1. Campaign Planning & Execution

- Plan and execute large-scale digital campaigns for recent launches, admissions, events, and seasonal initiatives.
- Develop campaign objectives, target audiences, messaging, creatives, budgets, and KPIs.
- Ensure timely execution across all digital channels.
- Conduct post-campaign analysis and document key learnings.
- Develop strategies to scale successful campaigns.

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Key Result Areas (KRAs)

KRA Expected Outcome

Lead Generation Consistent growth in qualified leads

CPL Optimization Reduction/optimization of Cost Per Lead

CAC Management Efficient customer acquisition cost

Conversion Improved lead-to-customer/enrollment conversion

Performance Marketing Strong ROAS and campaign efficiency

Budget Management Effective utilization of marketing budget

ROI Measurable return on marketing investment

Social Media Growth in reach, engagement and qualified traffic

Content Marketing Consistent, high-performing content ecosystem

Customer Retention Improved engagement and reactivation

SEO Growth in organic traffic and conversions

Team Management High-performing and accountable digital team

Analytics Accurate reporting and data-driven decisions

Key Performance Indicators (KPIs)

- Monthly qualified lead target achievement
- CPL improvement
- CAC optimization
- Lead-to-enrollment conversion rate
- Cost per acquisition
- ROAS
- Marketing ROI
- Digital revenue contribution
- Website conversion rate
- Organic traffic growth
- Social media engagement rate
- Social media reach and growth
- Campaign conversion rate
- Remarketing conversion rate
- Customer/lead reactivation rate
- Marketing budget utilization
- Campaign delivery within budget and timelines
- Team productivity and target achievement

Required Experience & Qualifications

Experience

- 7–8 years of proven experience in Digital Marketing, preferably with experience in EdTech, Education, E-commerce, Consumer Internet, or other performance-driven industries.
- Minimum 3–5 years of experience in performance marketing or digital growth roles.
- Proven experience managing digital marketing teams.
- Experience handling significant digital advertising budgets.
- Strong experience in lead-generation and conversion-focused campaigns.

Technical Skills

Strong working knowledge of

- Google Ads
- Meta Ads Manager
- YouTube Advertising
- Google Analytics / GA4
- Google Tag Manager
- Search Console
- SEO
- CRM & Marketing Automation
- Remarketing
- Conversion Tracking
- Landing Page Optimization
- Social Media Analytics
- Marketing Dashboards
- Excel / Google Sheets
- A/B Testing
- Attribution & Funnel Analytics

Leadership & Strategic Skills
- Strong analytical and data-driven mindset
- Excellent understanding of marketing funnels
- Strong budget-management skills
- Strategic thinking and problem-solving ability
- Strong communication and presentation skills
- Team leadership and people-management capability
- Ability to work with senior management
- Ability to manage multiple campaigns simultaneously
- Strong commercial and business understanding
- Ability to convert data into actionable marketing strategies

Work Location: In person

📌 Digital Marketing Manager (Kozhikode)
🏢 edfuture powered by gokulam
📍 Kozhikode