Role & responsibilities

AI Search, Digital Growth & Performance Marketing Manager

Institution: ITS, Mohan Nagar, Ghaziabad, Uttar Pradesh

Department: Marketing & Admissions

Designation: Manager AI Search, Digital Growth & Performance Marketing

Reporting To: Director / Head of Marketing & Admissions / Management

Location: Mohan Nagar, Ghaziabad, Uttar Pradesh

Employment Type: Full time

1. Job Purpose

To lead the institution’s digital growth strategy, performance marketing, AI-driven search visibility, and online lead generation initiatives. The role will focus on strengthening the digital presence of ITS Mohan Nagar across search engines, AI-powered search platforms, social media, and other digital channels to drive qualified student enquiries, improve admission conversions, and enhance the institution’s brand visibility. The incumbent will be responsible for integrating traditional digital marketing with emerging AI search technologies, data analytics, automation, and conversion optimisation to achieve measurable growth in admissions.
1. Key Roles and Responsibilities

A. AI Search & Generative Engine Optimisation (GEO)

- Develop and implement strategies to improve the visibility of ITS across AI-powered search platforms, including ChatGPT, Google AI Overviews, Gemini, and other emerging answer engines.
- Implement Generative Engine Optimisation (GEO), Answer Engine Optimisation (AEO), and traditional Search Engine Optimisation (SEO) strategies.
- Optimise institutional websites, course pages, FAQs, blogs, and other digital assets to improve discoverability across search engines and AI-driven platforms.
- Strengthen the institution’s online authority through high-quality content, structured data, credible backlinks, relevant citations, and accurate institutional information.
- Monitor brand mentions, search visibility, competitor positioning, and AI-generated recommendations relevant to higher education.
- Collaborate with content and web development teams to ensure accurate, engaging, and search-friendly content.

B. Digital Growth & Performance Marketing

- Plan, execute, and optimise paid digital campaigns across Google Ads, Meta Ads, YouTube, and other relevant advertising platforms.
- Develop performance marketing strategies to generate qualified leads for undergraduate, postgraduate, and other academic programmes.
- Manage campaign budgets, audience segmentation, keyword targeting, retargeting, and conversion tracking.
- Monitor key metrics, including Cost Per Lead (CPL), Cost Per Admission, Click-Through Rate (CTR), conversion rate, Return on Ad Spend (ROAS), and overall campaign ROI.
- Conduct A/B testing of advertisements, landing pages, creative formats, calls to action, and audience segments.
- Identify new digital acquisition channels and growth opportunities to increase admission enquiries while optimising marketing expenditure.
- Develop data-driven strategies to improve lead quality and reduce acquisition costs.

C. SEO, Website & Conversion Rate Optimisation

- Manage the SEO strategy for the institutional website and individual programme pages.
- Conduct technical SEO audits, keyword research, competitor analysis, and content gap assessments.
- Improve website speed, mobile responsiveness, user experience, landing-page performance, and conversion pathways.
- Plan and optimise dedicated landing pages for admission campaigns, events, webinars, and programme promotions.
- Monitor organic traffic, keyword rankings, website engagement, and lead-generation performance using analytics tools.
- Coordinate with web developers and content teams to implement technical improvements and SEO recommendations.

D. Social Media & Digital Brand Management

- Develop and execute integrated digital marketing campaigns across Instagram, Facebook, LinkedIn, YouTube, and other relevant platforms.
- Strengthen the institution’s digital reputation through engaging content, student success stories, faculty achievements, campus activities,



and academic initiatives.
- Coordinate with creative, video production, and content teams to develop high-performing digital assets.
- Monitor social media engagement, brand sentiment, online reviews, and audience feedback.
- Ensure consistency in brand messaging, visual identity, and communication across digital platforms.
- Develop strategies to increase organic reach, engagement, website traffic, and qualified admissions enquiries.

E. Lead Management, CRM & Admissions Conversion

- Integrate digital campaigns with the institution’s CRM, admission management systems, and lead-tracking processes.
- Establish lead attribution and tracking mechanisms to identify the source, quality, and conversion status of enquiries.
- Collaborate with the Admissions Team to improve lead response time, follow-up efficiency, counselling appointments, and application conversions.
- Implement remarketing, email marketing, WhatsApp communication workflows, and marketing automation wherever appropriate.
- Analyse the complete lead funnel, from initial enquiry to application, admission, and enrolment.
- Recommend strategies to improve lead nurturing, reduce lead leakage, and increase the overall admission conversion ratio.
- Ensure proper consent, data protection, and responsible use of student and prospective applicant information.

F. AI Tools, Automation & Marketing Analytics

- Identify and deploy suitable AI tools for campaign planning, content ideation, keyword analysis, reporting, audience insights, and marketing automation.
- Use analytics and attribution tools to evaluate campaign performance and support data-driven decision-making.
- Develop automated dashboards for monitoring campaign expenditure, lead generation, lead quality, conversion rates, and admission performance.
- Apply AI-assisted personalisation and predictive insights to improve audience targeting and campaign effectiveness.
- Ensure human review of AI-generated content for factual accuracy, institutional guidelines, originality, and brand consistency.
- Keep abreast of changes in search algorithms, AI search technologies, digital advertising platforms, and marketing best practices.

G. Strategy, Budgeting & Reporting

- Develop annual, quarterly, and monthly digital marketing plans aligned with institutional admission targets.
- Prepare campaign budgets, media plans, forecasts, and performance projections.
- Submit regular reports to management on campaign performance, lead generation, marketing expenditure, and admissions outcomes.
- Conduct competitor benchmarking and identify opportunities to strengthen the institution’s digital positioning.
- Coordinate with internal departments, external agencies, vendors, and technology partners.
- Ensure timely execution of campaigns and adherence to approved budgets and institutional policies.

1. Key Performance Indicators (KPIs)

Performance will be evaluated against mutually agreed targets, including:
1. Growth in qualified admission enquiries through digital channels.
2. Improvement in lead-to-application and application-to-admission conversion rates.
3. Reduction in Cost Per Qualified Lead and Cost Per Admission.
4. Improvement in organic search visibility and website traffic.
5. Growth in visibility across AI-driven search and answer platforms, assessed through appropriate visibility and referral indicators.
6. Return on Ad Spend (ROAS) and overall digital marketing ROI.
7. Website conversion rate and landing-page performance.
8. Improvement in lead response, nurturing, and CRM tracking efficiency.
9.



Achievement of approved campaign budgets and admission targets.
10. Timeliness, accuracy, and quality of management reports.

Specific numerical targets will be finalised by management based on programme-wise admission requirements, approved budgets, historical performance, and the academic calendar.

1. Educational Qualifications

- Bachelor’s degree in Marketing, Business Administration, Digital Marketing, Mass Communication, Computer Applications, or a related discipline.
- MBA/PGDM in Marketing or a relevant postgraduate qualification will be preferred.
- Relevant certifications in Google Ads, Google Analytics, SEO, Meta Ads, marketing automation, or performance marketing will be an advantage.

1. Experience

- Minimum 5–8 years of relevant experience in digital marketing, performance marketing, SEO, online lead generation, or digital growth.
- At least 2–3 years of experience in managing digital campaigns, budgets, and performance metrics independently.
- Experience in the education sector, particularly higher education and student admissions, will be preferred.
- Demonstrated experience in lead generation, paid media optimisation, conversion tracking, analytics, and CRM integration.
- Practical knowledge of AI search optimisation, GEO/AEO, and AI-assisted marketing tools will be an added advantage.

1. Technical Skills Required

- Paid Media: Google Ads, Meta Ads Manager, YouTube Ads and other relevant advertising platforms.
- Analytics: Google Analytics 4 (GA4), Google Tag Manager, Search Console and Looker Studio.
- SEO & AI Search: Keyword research, technical SEO, schema markup, content optimisation, GEO/AEO and search visibility monitoring.
- CRM & Automation: CRM platforms, lead management, email marketing, WhatsApp workflows and marketing automation.
- Conversion Optimisation: Landing-page optimisation, A/B testing, attribution modelling and funnel analysis.
- AI Tools: Practical use of generative AI tools for marketing research, content planning, analysis, and workflow automation.
- Reporting: Advanced Excel/Google Sheets, dashboards, budget tracking, and performance reporting.

1. Core Competencies

- Strategic thinking and growth-oriented execution.
- Strong analytical and problem-solving skills.
- Data-driven decision-making and budget management.
- Understanding of student acquisition and admission conversion funnels.
- Creativity combined with commercial and performance orientation.
- Strong communication, presentation, and stakeholder management skills.
- Ability to manage multiple campaigns and deliver results within deadlines.
- Adaptability to evolving AI search technologies and digital marketing trends.

1. Working Relationships

The incumbent will work closely with:
- Institutional Management and Marketing Leadership.
- Admissions and Counselling Teams.
- Website Development and IT Teams.
- Content, Creative, and Social Media Teams.
- External Digital Marketing Agencies and Technology Vendors.
- Academic Departments, as required for programme-specific campaigns.

1. General Responsibilities

- Maintain confidentiality of institutional information, campaign data, prospective student records, and marketing budgets.
- Ensure that all marketing communications are accurate, ethical, compliant with applicable advertising requirements, and consistent with institutional policies.
- Protect the institution’s brand reputation across digital platforms.
- Undertake any other marketing and digital growth responsibilities assigned by the competent authority in the interest of the institution.

1. Expected Outcome

The successful candidate will establish a measurable, integrated digital growth framework for ITS Mohan Nagar, combining AI search visibility, performance marketing, SEO, analytics, and admissions funnel optimisation to strengthen institutional brand awareness, improve lead quality, increase admission conversions, and maximise the return on digital marketing investments.

Preferred candidate profile

📌 Digital Marketing Manager (Ghaziabad)
🏢 Institute of Technology u0026 Science
📍 Ghaziabad