Digital Marketing Specialist

GTM Demand Generation (Client Delivery) Senior Specialist Level (5–6 years)

Department & Reporting Line

Department: GTM Marketing — Demand Generation

Reports to: GTM Program Manager

Works with: US-based Marketing Strategists, who own client strategy and relationships, and turn that strategy into channel plans and execution. Partners closely with the GTM Marketing Program Manager on scope, timelines, priorities and delivery cadence across client accounts. Collaborates with other Digital Marketing Specialists to share playbooks, cover channels and keep execution consistent across the portfolio.

Engages the RevOps team on a fractional basis — for tracking, CRM integration, lead routing and attribution needs — rather than as a day-to-day dependency. Owns channel execution end to end for assigned clients, from planning and launch through measurement and optimization.

Role Summary The Digital Marketing Specialist is the hands-on, full-stack demand generation practitioner for York IE’s GTM clients — the person who plans, launches and optimizes paid campaigns, grows organic and AI-driven visibility, and turns the resulting data into decisions clients can act on. This role exists to close a common gap in client programs: when channels run in silos, with paid, SEO and reporting each owned in fragments, no one sees how spend, search visibility and pipeline connect. Instead, this role is deliberately scoped across the full funnel for each client — one owner who understands how a Google Ads search term informs an SEO cluster, how an AI Overview citation shifts branded demand, and how both show up in GA4 and the client’s CRM.

The ideal candidate is a practitioner first: comfortable inside the ad platforms, SEMrush and GA4 every day across multiple client accounts, while able to step back and explain to Strategists and clients what the numbers mean for pipeline and revenue.

Key Responsibilities

Paid Media Strategy & Execution

1. Translate Strategist-led client GTM plans into paid media programs across Google Ads (Search, Display, Performance Max, YouTube), LinkedIn Ads and Meta Ads — from account structure and audience targeting to bidding strategy and budget pacing.
2. Own client campaign performance against agreed CPL, CAC, ROAS and pipeline targets, recommending budget shifts across channels based on what drives qualified leads, not just clicks.
3. Run structured creative, copy and landing-page tests; maintain testing logs so learnings compound across campaigns and are shared with other Specialists.
4. Build and manage retargeting and account-based audiences (website visitors, video viewers, CRM lists, matched audiences) with transparent sequencing and frequency controls.

SEO — Technical, On-Page & Off-Page

1. Own keyword research and topic mapping for client sites using SEMrush, Google Search Console and competitor gap analysis; translate findings into a prioritized content and optimization roadmap.
2. Run technical SEO audits — crawlability, indexation, site architecture, Core Web Vitals, schema markup, internal linking — and brief client web/dev teams on fixes.
3. Optimize existing client pages for on-page relevance, search intent and conversion; support sustainable link-building and digital PR approaches.
4. Track rankings, organic traffic and organic-sourced conversions, and report on what moved and why.

AEO — Answer Engine & AI Search Optimization

1.



Build and apply York IE’s AEO approach for clients — improving visibility in Google AI Overviews / AI Mode, ChatGPT, Perplexity, Gemini and Copilot.
2. Structure client content for extractability: question-led headings, concise answer blocks, FAQ and entity-rich schema, and clear E-E-A-T signals (author expertise, proof, citations).
3. Strengthen client entity and brand authority across the sources AI engines draw on — third-party listings, reviews, earned media, community and partner sites.
4. Monitor client brand mentions and citations in AI answers, and track AI-referred traffic and zero-click impact as part of regular reporting.

Analytics, Tracking & Reporting

1. Own campaign measurement for assigned clients: GA4 events and conversions, Google Tag Manager implementation, UTM governance, and ad-platform conversion tracking.
2. Engage RevOps fractionally on CRM-side needs — offline conversion imports, lead-source data, routing and attribution models (first-touch, last-touch, data-driven).
3. Build and maintain client dashboards (Looker Studio, HubSpot or similar) that connect spend and channel activity to MQLs, SQLs, pipeline and revenue.
4. Prepare weekly performance snapshots and monthly / quarterly reviews that Strategists can take to clients — clear insights, what changed, and recommended next actions.

Organic Content & Distribution (Good to Have)

1. Contribute SEO- and AEO-led briefs to client content calendars, and support pillar-cluster content programs.
2. Repurpose long-form client content into social posts, email snippets and ad creative; support organic LinkedIn distribution.
3. Use AI tools to speed up research, briefing, drafting and reporting workflows — with human editorial judgment on quality and accuracy.

Required Qualifications

1. 5–6 years of hands-on digital marketing experience, with direct ownership of both paid media and SEO — not one channel with exposure to the other.
2. Proven track record managing paid budgets across Google Ads and LinkedIn Ads (Meta a plus), with measurable improvements in CPL, conversion rate or ROAS.
3. Strong technical SEO foundation: able to run a site audit, diagnose indexation and Core Web Vitals issues, implement schema, and brief developers on fixes.
4. Working knowledge of AEO / generative engine optimization, with a clear point of view on how content, structure and brand authority influence AI-generated answers.
5. Advanced GA4 and Google Tag Manager skills — event and conversion setup, debugging, audiences and exploration reports — plus daily fluency in SEMrush and Google Search Console.
6. Experience building dashboards and reports that tie marketing activity to pipeline and revenue, and presenting them to non-marketing stakeholders.
7. B2B demand generation experience, ideally in an agency or consulting setting managing multiple client accounts concurrently.
8. Comfort working with US-based stakeholders across time zones, with clear written communication and reliable async updates.

Preferred / Nice-to-Have Qualifications

1. Experience creating or editing organic content — blogs, landing pages, LinkedIn posts — with an SEO and AEO lens.
2.



Familiarity with HubSpot (or similar marketing automation / CRM) for lead tracking, attribution and email nurture.
3. Platform certifications: Google Ads, GA4, LinkedIn Marketing, SEMrush or HubSpot.
4. Exposure to behaviour analytics tools such as Hotjar or Microsoft Clarity, and to CRO and landing-page testing.
5. Hands-on use of AI tools for content operations, creative testing or automated reporting.
6. Experience with B2B SaaS or tech clients, and with account-based marketing programs.

Success Metrics / What Good Looks Like in the First 90 Days

1. Assigned client accounts are onboarded, with paid, SEO and tracking audits complete and prioritized action plans agreed with the Marketing Strategist and GTM Marketing Program Manager.
2. GA4, GTM and ad-platform conversion tracking are verified on each assigned client, with RevOps looped in where CRM data or attribution needs fixing.
3. At least one client paid program shows measurable efficiency gains (e.g., lower CPL or higher lead-to-SQL rate) from restructuring, testing or budget reallocation.
4. Technical SEO fixes are briefed to client teams, and keyword / topic roadmaps are in place for priority clients.
5. A baseline AEO view exists for priority clients: how often they are cited in AI answers for key queries, with a plan to improve it.
6. Recurring client dashboards are live, and Strategists describe the reporting as clear, trusted and ready to share with clients.

Soft Skills / Competencies

1. Full-funnel thinking: connects channel metrics to client business outcomes — pipeline, revenue and brand impact — rather than optimizing in isolation.
2. Analytical rigor: comfortable with data, skeptical of vanity metrics, and able to explain causes, not just changes.
3. Experimentation mindset: forms hypotheses, tests systematically, and documents what was learned for the wider team.
4. Explicit communication: turns complex performance data into simple stories and recommendations that Strategists can take to clients.
5. Collaboration across a distributed team: works smoothly with US-based Strategists, the Program Manager, fellow Specialists and fractional RevOps support.
6. Ownership and prioritization: manages multiple client accounts and requests without dropping quality, and flags trade-offs early.
7. Curiosity and continuous learning: keeps pace with platform changes, algorithm updates and the fast-moving AI search landscape.

Compensation & Benefits

1. Opportunity to run full-stack demand generation — paid, SEO, AEO and analytics — across a portfolio of B2B GTM clients, not just one brand.
2. Room to shape York IE’s AEO and demand gen playbooks as a recognized, visible part of the role.
3. Access to professional tooling, including SEMrush, GA4 and leading ad platforms.
4. Work alongside US-based Marketing Strategists, a GTM Marketing Program Manager, fellow Specialists and RevOps experts, with direct line of sight into client pipeline impact.
5. Career growth toward Senior Digital Marketing Specialist, Demand Gen Lead or Marketing Strategist.

This role serves as the demand generation engine for our GTM clients — prioritizing measurable pipeline impact and search visibility over vanity metrics. If you see digital marketing as one connected system — not a set of separate channels — and you’re always a step ahead on search and AI, we want to hear from you.

Know more about us at https://york.ie/

If you are interested apply at [email protected]

📌 Hiring For Digital Marketing Specialist role (Ahmedababd : WFO) (Ahmedabad)
🏢 York IE
📍 Ahmedabad