Digital Marketing Manager - Lead Generation & Media Buying

Company: BS Eduworld

Industry: EdTech / Higher Education

Experience: Minimum 6–7 years

Location: Rohini, New Delhi

Employment Type: Full-time

About the RoleWe are looking for a Digital Marketing Manager with extensive hands-on experience in generating qualified leads through diverse paid and organic channels.

The candidate must be able to identify, test and scale acquisition opportunities across search, social, native advertising, programmatic advertising, demand-side platforms (DSPs), direct publisher media buying, affiliate networks and strategic partnerships.

Our audience primarily comprises working professionals exploring doctoral and advanced higher education programmes. The role requires a strong understanding of audience targeting, media buying, conversion tracking and lead quality, with accountability for turning marketing investment into qualified enquiries and enrolments.

Key Responsibilities

Multichannel Paid Lead Generation

- Develop and execute lead generation strategies across Google Ads, Microsoft Advertising, Meta Ads, LinkedIn Ads and other relevant platforms.
- Manage native advertising campaigns through platforms such as Taboola, Outbrain and other content discovery networks.
- Plan and execute programmatic display, video and native campaigns through DSPs.
- Manage direct media buying with publishers, websites, newsletters, professional portals and relevant digital communities.
- Explore affiliate marketing, performance-based partnerships, sponsored content, newsletter placements and lead generation networks.
- Evaluate additional channels such as YouTube, Quora and Reddit based on audience relevance and qualified lead performance.
- Build prospecting, remarketing and audience re-engagement campaigns across channels.
- Test new acquisition sources and scale those that deliver consistent lead quality and commercial results.

Media Buying and Programmatic Advertising

- Own media planning, channel selection, budget allocation, rate negotiations and campaign execution.
- Understand DSP campaign setup, inventory selection, audience segments, contextual targeting, bidding and frequency caps.
- Evaluate inventory quality, placement relevance, viewability, invalid traffic and brand safety.




- Assess buying models such as CPM, CPC, CPL and CPA against campaign objectives.
- Monitor publisher and partner performance, including duplicate, invalid and low-quality leads.
- Maintain clear visibility into media costs, platform fees and acquisition outcomes.

Tracking, Attribution and Analytics

- Implement and maintain GA4, Google Tag Manager, advertising pixels, conversion events and UTM tracking.
- Connect advertising platforms, landing pages and CRM systems to measure the complete lead journey.
- Track enquiries, qualified leads, counselling bookings, meeting attendance and enrolments by acquisition source.
- Implement or coordinate offline conversion imports, conversion APIs and server-side tracking where appropriate.
- Troubleshoot tracking errors, attribution gaps and discrepancies between platform and CRM reports.
- Use lead quality and enrolment data to improve bidding, targeting and budget allocation.

Conversion Optimisation and Lead Nurturing

- Develop and optimise landing pages, lead forms, campaign messaging and calls to action.
- Conduct A/B tests across creatives, audiences, offers and landing page experiences.
- Build email and consent-based WhatsApp nurturing journeys to move prospects towards counselling appointments.
- Work with pre-sales executives and counsellors to identify conversion barriers and improve lead qualification.
- Monitor funnel drop-offs and improve the conversion from enquiry to enrolment.

Organic and Partnership Lead Generation

- Develop SEO and content strategies that attract relevant higher education enquiries.
- Generate leads through LinkedIn content, professional communities, webinars, educational events and downloadable resources.
- Build referral programmes and partnerships with professional associations, corporate networks and relevant organisations.




- Develop organic social media campaigns and email database growth initiatives.
- Measure each channel’s contribution to qualified enquiries and enrolments.

Mandatory Skills and Experience
- Minimum 6–7 years of digital marketing experience with direct ownership of lead generation campaigns and budgets.
- Proven experience generating leads across multiple acquisition channels.
- Hands-on experience in native advertising and direct media buying.
- Practical experience running campaigns through at least one DSP, with a clear understanding of programmatic buying.
- Solid campaign management skills across search and paid social platforms.
- Experience evaluating affiliate partners, publishers and external lead generation vendors.
- Strong knowledge of tracking, attribution, CRM integration and conversion optimisation.
- Ability to assess performance using cost per qualified lead, counselling conversion and cost per enrolment.
- Working knowledge of SEO, content marketing, email automation and organic acquisition.
- Strong analytical skills and the ability to independently execute, troubleshoot and optimise campaigns.

Preferred Experience
- Experience in higher education, EdTech or other services with longer decision-making cycles.
- Experience targeting working professionals, senior executives and business owners.
- Experience managing international campaigns and geographic audience segmentation.
- Experience with DSPs such as DV360, The Trade Desk, Amazon DSP or comparable platforms.

Performance Expectations
- Generate a consistent pipeline of qualified leads from multiple channels.
- Improve acquisition efficiency while maintaining lead quality.
- Identify and establish additional sources of qualified enquiries.
- Increase counselling bookings, attendance and enrolment conversions.
- Maintain reliable tracking and actionable performance reporting.

Application RequirementsCandidates should submit their CV along with a brief campaign portfolio outlining:
- Channels and advertising platforms personally managed.
- Native advertising, DSP and direct media buying experience.
- Approximate monthly budgets handled.
- Qualified lead volumes and acquisition costs achieved.
- Examples of new channels successfully tested and scaled.

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