Department: Digital Marketing

Experience:
2 Years and Above Employment Type: Full time Work Mode: On-site

About the Role
We are looking for a highly skilled, result-oriented Performance Marketing & Social Media Marketing Specialist with end-to-end capabilities in digital marketing strategy, paid advertising, lead generation, social media management, and brand building. The ideal candidate should be capable of independently planning, executing, monitoring, and optimizing digital marketing campaigns across multiple platforms to generate quality leads, increase brand awareness, improve conversions, and support business growth. The candidate will manage marketing initiatives across multiple business verticals, including Immigration & Visa Consultancy, International Travel & Tourism, Manpower Training, and Recruitment Services. We need a hands-on digital marketer who understands the complete marketing funnel from audience research and campaign strategy to lead acquisition, nurturing, retargeting, conversion tracking, and performance reporting. Key Responsibility 1. Performance Marketing & Paid Advertising
• Plan, execute, and optimize paid advertising campaigns across Meta Ads (Facebook and Instagram), Google Ads, LinkedIn Ads, and other relevant advertising platforms.
• Develop performance marketing strategies aligned with business objectives, target audiences, budgets, and lead generation goals.
• Manage Google Search, Display, YouTube, Performance Max, and other relevant campaign types based on business requirements.
• Create and optimize lead generation, website traffic, conversion, remarketing, and brand awareness campaigns.
• Conduct audience research, keyword research, competitor analysis, and market research to identify high-potential customer segments.
• Develop audience targeting strategies based on geography, demographics, interests, search intent, professional profiles, and customer behavior.
• Optimize campaigns for cost per lead (CPL), cost per acquisition (CPA), return on ad spend (ROAS), conversion rate, and lead quality.
• Conduct A/B testing of ad creatives, headlines, copy, landing pages, audience segments, and campaign strategies.
• Manage advertising budgets efficiently and allocate spend based on campaign performance and business priorities.
• Monitor campaign performance regularly and take data-driven decisions to improve results. 2. Lead Generation & Conversion Strategy
• Develop end-to-end lead generation strategies for immigration, visa services, international travel, manpower supply, and recruitment.
• Build effective marketing funnels to attract, engage, qualify, and convert potential customers.
• Identify the most effective platforms and campaigns for generating qualified leads for each business vertical.
• Work on landing page optimization, lead forms, website conversion paths, and call-to-action strategies.
• Implement retargeting campaigns for website visitors, previous leads, social media engagers, and other eligible audience segments.
• Coordinate with sales and business development teams to improve lead quality, response rates, and conversion rates.
• Track lead sources, cost per qualified lead, sales conversion, and campaign ROI wherever data is available.
• Recommend strategies to reduce irrelevant leads,



improve lead intent, and increase the overall return on marketing investment. 3. Social Media Marketing & Brand Awareness
• Develop and execute social media strategies for Facebook, Instagram, LinkedIn, YouTube, and other relevant platforms.
• Create monthly content calendars aligned with business goals, seasonal opportunities, campaigns, and audience interests.
• Plan content for brand awareness, engagement, lead generation, customer education, and trust building.
• Develop campaign concepts for reels, short-form videos, carousels, static creatives, testimonials, informative posts, and promotional content.
• Write engaging ad copy, captions, headlines, hooks, and calls to action.
• Coordinate with graphic designers, video editors, content writers, and other team members to produce high-quality marketing assets.
• Maintain brand consistency across all platforms and business verticals.
• Monitor engagement, reach, impressions, follower growth, website traffic, and social media-driven leads.
• Identify relevant trends and content opportunities while ensuring all messaging remains accurate and appropriate for the respective industry. 4. Marketing Strategy for Multiple Business VerticalsThe candidate should be capable of developing distinct marketing strategies for the following sectors: Immigration & Visa Services
• Generate enquiries for immigration programs, visa assistance, overseas opportunities, and other relevant services.
• Target audiences based on eligible markets, destination countries, service offerings, and customer intent.
• Develop trust-building campaigns using educational content, process explainers, FAQs, and genuine client testimonials.
• Ensure advertising claims are accurate, transparent, and compliant with platform policies and applicable regulations. Travel & Tourism
• Generate leads for holiday packages, international travel, customized itineraries, group tours, and other travel services.
• Plan campaigns around destinations, travel seasons, holidays, and audience interests.
• Drive enquiries, bookings, website visits, and brand awareness. Manpower Supply & Recruitment
• Generate B2B leads from employers, companies, contractors, and organizations seeking manpower or recruitment solutions.
• Develop LinkedIn and Google Ads strategies for business decision-makers and relevant professional audiences.
• Create targeted campaigns for staffing, workforce supply, recruitment partnerships, and hiring requirements.
• Where required, plan candidate acquisition campaigns separately from employer-focused campaigns. 5. Analytics, Tracking & Reporting
• Set up and manage Google Analytics 4 (GA4), Google Tag Manager (GTM), Meta Pixel, conversion APIs where appropriate, and advertising conversion tracking.
• Configure conversion events for enquiries, calls, form submissions, WhatsApp clicks, bookings, and other meaningful actions.




• Track campaign performance through Google Analytics, Meta Ads Manager, Google Ads, LinkedIn Campaign Manager, and reporting dashboards.
• Work with CRM systems and lead management tools to track lead sources, lead quality, and sales outcomes.
• Prepare weekly and monthly performance reports covering spend, impressions, reach, clicks, CTR, CPC, CPL, qualified leads, conversions, and ROI where measurable.
• Identify underperforming campaigns, diagnose issues, and implement corrective actions.
• Provide actionable recommendations based on campaign data, audience behavior, and business outcomes. 6. Website, Landing Pages & Marketing Automation
• Collaborate on landing page creation and optimization to improve conversion rates.
• Recommend website improvements related to user experience, calls to action, page speed, and lead capture.
• Understand basic SEO, keyword intent, website traffic acquisition, and conversion rate optimization.
• Work with CRM, email marketing, WhatsApp Business, and marketing automation tools to support lead follow-up and nurturing.
• Coordinate with technical teams or vendors for tracking implementation, integrations, and campaign-related website changes. 7. Competitor Research & Growth Planning
• Conduct competitor analysis across advertising platforms, social media channels, websites, offers, and messaging.
• Identify emerging market opportunities, relevant audience segments, and new acquisition channels.
• Develop monthly and quarterly digital marketing plans with clear objectives, budgets, and performance targets.
• Recommend campaign experiments, new creative approaches, and strategies for sustainable business growth.
• Stay updated on advertising platform changes, campaign optimization techniques, industry trends, and digital marketing best practices. Preferred Skills
• Experience in immigration, visa consultancy, travel, tourism, recruitment, staffing, or manpower services.
• Experience managing multi-location or international audience campaigns.
• Familiarity with landing page builders, WordPress, email marketing, WhatsApp integrations, and lead automation.
• Experience with Google Looker Studio, CRM attribution, offline conversion tracking, and qualified-lead optimization.
• Understanding of SEO, content strategy, influencer collaborations, and organic social media growth.
• A portfolio of successful campaigns, case studies, or measurable performance improvements. Key Performance Indicators (KPIs)Performance will be evaluated based on agreed business objectives, campaign budgets, and realistic targets, including:
• Number of qualified leads generated.
• Cost per lead (CPL) and cost per qualified lead.
• Lead-to-consultation, lead-to-booking, or lead-to-sale conversion rates, as applicable.
• Campaign conversion rate and cost per acquisition.
• Return on ad spend (ROAS) or marketing ROI where revenue attribution is available.
• Brand reach, impressions, engagement, and relevant audience growth.
• Website traffic and landing page conversion rate.
• Lead quality, campaign efficiency, and continuous performance improvement.
• Timely execution of marketing plans and accuracy of performance reports.

📌 Social Media Marketing Specialist (Mumbai)
🏢 Raizing Global
📍 Mumbai