Digital Marketing Specialist Job Description & KRA

Desired Candidate Profile
The ideal candidate is a performance-oriented and analytical digital marketer with strong expertise across paid media, social media, website optimization, and data reporting. They should be capable of driving measurable growth across digital channels while aligning strategies with overall business and revenue goals.
They must demonstrate strategic thinking, execution excellence, and data-backed decision-making skills. The candidate should be proactive, organized, ROI-focused, and adaptable to evolving digital platforms and tools.

Key Attributes

- Strong understanding of full-funnel digital marketing (Awareness, Consideration,Conversion and Retention)
- Proficient in Meta Ads Manager, Google Ads, LinkedIn Ads, YouTube Ads
- Knowledge of Google Analytics (GA4), Google Tag Manager, Search Console
- Ability to plan and manage campaign budgets efficiently
- Data-driven mindset with strong reporting and optimization capabilities
- Understanding of landing page optimization and CRO principles
- Strong coordination skills with creative, content, and web teams
- Up-to-date knowledge of digital trends, automation tools, and AI integrations

Key Result Areas (KRA) Digital Marketing Specialist

1. Digital Strategy & Campaign Planning
Key Responsibilities:

- Develop monthly and quarterly digital marketing plans aligned with business objectives.
- Plan integrated campaigns across paid, organic, and owned media channels.
- Identify target audience segments and define funnel-based communication strategies.
- Allocate budgets across channels based on performance forecasts.
- Coordinate with content and design teams for campaign execution.

KPIs:

- % of campaigns launched as per plan
- Campaign performance vs projected targets




- Cost efficiency across channels
- Growth in qualified leads or conversions
- Alignment of digital initiatives with revenue goals

2. Performance Marketing & Paid Media Management
Key Responsibilities:

- Plan, execute, and optimize paid campaigns across Meta, Google, LinkedIn, and YouTube.
- Monitor key performance metrics and implement continuous optimization.
- Conduct A/B testing on creatives, audiences, and landing pages.
- Manage daily budgets and ensure optimal spend allocation.
- Maintain ROI and performance dashboards.

KPIs:

- Achievement of campaign KPIs (CTR, CPC, CPL, CPA, ROAS)
- Reduction in cost per lead/acquisition over time
- Return on Ad Spend (ROAS)
- Optimization turnaround time
- Conversion rate improvement

3. Analytics, Reporting & Insights
Key Responsibilities:

- Maintain real-time performance dashboards for all digital channels.
- Generate weekly and monthly performance reports.
- Analyse campaign performance and recommend data-backed improvements.
- Track user behavior and funnel drop-offs.
- Ensure accurate tracking implementation via pixels and tags.

KPIs:

- Accuracy and timeliness of reports
- Actionable insights implemented
- Tracking error reduction rate
- Funnel conversion rate improvement
- Data-driven optimization adoption rate

4. Website & Conversion Optimization
Key Responsibilities:

- Monitor website user journey and landing page performance.




- Recommend UX/UI improvements for better conversions.
- Conduct A/B testing on landing pages.
- Improve page speed and mobile responsiveness (in coordination with web team).
- Optimize forms and lead capture mechanisms.

KPIs:

- Landing page conversion rate improvement
- Reduction in bounce rate
- Improvement in average session duration
- Lead form completion rate
- Page load speed improvement

5. Innovation, Automation & Tool Adoption
Key Responsibilities:

- Stay updated with algorithm changes, AI tools, and automation trends.
- Implement marketing automation tools (email, remarketing workflows).
- Test emerging ad formats and digital opportunities.
- Introduce current tracking or performance tools where required.
- Share monthly digital learning insights with the team.

KPIs:

- Number of innovations implemented per quarter
- Automation efficiency improvement
- Adoption rate of new tools/processes
- Measurable impact from experimentation
- Contribution to process improvements

6. Collaboration & Internal Coordination
Key Responsibilities:

- Work closely with content, creative, account, and sales teams.
- Ensure campaign alignment with broader marketing goals.
- Provide performance feedback to creative teams.
- Support business development with data-backed insights.
- Maintain smooth communication loops.

KPIs:

- On-time campaign execution
- Reduction in campaign revisions due to misalignment
- Cross-team satisfaction feedback
- Quality of performance briefs to creative teams
- Contribution to revenue growth initiatives

Overall Performance Indicators

- Digital revenue contribution
- Lead generation growth rate
- ROI improvement trend
- Channel diversification effectiveness
- Client/Management satisfaction score

📌 Digital Marketing Specialist (Kochi)
🏢 Passio Communications
📍 Kochi