Digital Marketing Specialist

Experience: 2+ Years Mandatory

Employment Type: Full-Time

Department: Marketing

About the Role

We are looking for a results-oriented Digital Marketing Specialist who can take ownership of our digital marketing activities and drive measurable growth through paid advertising, lead generation, CRM, social media, analytics, and conversion optimization.

The ideal candidate is not just someone who can run campaigns. We need a hands-on digital marketer who understands the complete customer journey — from attracting the right audience to generating leads, nurturing them through CRM, and improving conversions.

Key Responsibilities

- Performance Marketing

Plan, execute, manage, and optimize paid digital marketing campaigns.

Manage Meta Ads (Facebook & Instagram) campaigns from strategy to execution and reporting.

Develop campaigns for lead generation, conversions, remarketing, awareness, and customer acquisition.

Build and manage custom audiences, lookalike audiences, retargeting campaigns, and funnel-based campaigns.

Continuously test different audiences, creatives, ad copies, offers, placements, and campaign structures.

Monitor advertising budgets and optimize spending based on performance.

Identify opportunities to improve CPL, CPA, CAC, conversion rate, and ROAS.

- Lead Generation & Marketing Funnel

Develop effective digital strategies to generate high-quality and relevant leads.

Build and optimize marketing funnels from advertisement → landing page → lead → CRM → sales → conversion.

Analyze lead quality and identify where potential customers are dropping off.

Work closely with the sales team to improve lead quality and conversion.

Develop remarketing and nurturing strategies for existing leads.

Continuously improve the customer acquisition journey.

- CRM Management

Manage and maintain the company's CRM and lead-management system.





Track leads from different marketing channels and campaigns.

Create lead segments based on source, behavior, interest, and conversion stage.

Monitor lead follow-ups and movement through the sales pipeline.

Analyze CRM data to understand lead quality and campaign effectiveness.

Coordinate with the sales team to improve lead-to-customer conversion rates.

Use CRM insights to improve future marketing campaigns.

- Analytics & Data-Driven Marketing

Monitor and analyze marketing performance on a regular basis.

Track key metrics including

CPL — Cost Per Lead

CPA — Cost Per Acquisition

CTR — Click-Through Rate

CPM — Cost Per 1,000 Impressions

Conversion Rate

CAC — Customer Acquisition Cost

ROAS — Return on Ad Spend

Lead-to-Customer Conversion

Prepare regular performance reports and actionable insights.

Identify underperforming campaigns and take corrective action.

Use data to make decisions rather than relying only on assumptions.

- Tracking & Measurement

Implement and monitor Meta Pixel, conversion events, UTM parameters, and campaign tracking.

Understand basic GA4 and Google Tag Manager concepts.

Ensure marketing campaigns are properly tracked from source to conversion.

Identify tracking issues and coordinate with technical teams when required.

Maintain accurate campaign and lead-source attribution.

- Content & Social Media

Develop digital content strategies aligned with marketing objectives.

Work with designers, video editors,



and content teams to create high-performing marketing creatives.

Develop content ideas for social media, paid advertisements, landing pages, and campaigns.

Understand what type of creative, messaging, and offers generate engagement and conversions.

Monitor social media performance and recommend improvements.

- Campaign Testing & Optimization

Conduct regular A/B testing of:

Ad creatives

Ad copy

Headlines

Audiences

Offers

Landing pages

Calls-to-action

Maintain a structured testing process.

Scale campaigns that demonstrate strong performance.

Pause or restructure campaigns that consistently underperform.

Document learnings and use them to improve future campaigns.

Mandatory Skills & Requirements

Minimum 2 years of hands-on experience in Digital Marketing is mandatory.

Strong practical experience with Meta Ads Manager.

Solid understanding of Facebook and Instagram advertising.

Proven experience in lead generation and performance marketing.

Hands-on experience with CRM and lead-management systems.

Strong understanding of digital marketing funnels.

Good knowledge of campaign analytics and performance metrics.

Experience with audience targeting, retargeting, lookalike audiences, and campaign optimization.

Understanding of Meta Pixel, conversion tracking, and UTM tracking.

Strong analytical and problem-solving ability.

Ability to independently manage campaigns and marketing activities.

Good communication and coordination skills.

Preferred Skills

Experience with the following will be an added advantage:

Google Ads

GA4

Google Tag Manager

Marketing automation

Email marketing

WhatsApp marketing

Landing page optimization

SEO fundamentals

WordPress or other CMS platforms

Canva / basic creative tools

Lead scoring and marketing automation

Dashboard and marketing reporting tools

What We Expect From You

📌 Digital Marketing Executive (Thamarassery)
🏢 Ikkayi Surprise Partner
📍 Thamarassery