Digital Growth & Performance Marketing Manager – Trafasa

Experience: Preferably 4–6 years

Location: Kolkata – Work from Office

? We're Hiring: Digital Growth & Performance Marketing Manager

? Kolkata | Work from Office

Preferred Experience: 4–6 years

Can you actually build digital growth — not merely manage digital marketing?

Trafasa is looking for an unusually capable Digital Growth & Performance Marketing Manager who can take hands-on responsibility for modern digital marketing across our B2B technology ecosystem.

This is not a conventional SEO job.

It is not a social-media posting job.

And it is not a role for someone whose primary expertise is preparing marketing plans and presentations.

We are looking for a builder and performer — someone who can combine:

SEO + AEO/GEO + Paid Acquisition + Content + Social + AI + Analytics + CRO + Creative Thinking + Lead Generation + Conversion to produce measurable business growth.

You will be required to undergo one week of unpaid On-the-Job Training (OJT) as part of the selection process at Trafasa. Upon successful completion and satisfactory evaluation, we will proceed with your formal joining.

ABOUT TRAFASA

Trafasa is building an integrated technology ecosystem for B2B procurement and commerce.

Our platforms include

Trafasa Source – Procurement/P2P process automation

Trafasa Circle – Vendor discovery and supplier ecosystem

Trafasa Bid – Technology-enabled competitive bidding/reverse auctions

Trafasa Exchange – B2B marketplace

Our broader ecosystem also incorporates AI-enabled procurement capabilities and other trust, transaction and workflow solutions.

Your job will be to understand these products, their different audiences and customer problems — and translate them into digital visibility, demand, qualified leads and ultimately business.

WHAT YOU WILL OWN

1. SEO, AEO & Organic Search Growth

You should be capable of independently driving:

- Technical SEO
- On-page and off-page SEO
- Keyword and search-intent research
- Competitor/SERP analysis
- Website architecture and internal linking
- Metadata, H1/H2, schema and structured data
- Indexing and crawlability
- Google Search Console
- GA4 and SEO analytics
- Backlink/authority development
- Content-led SEO
- Local and relevant B2B search opportunities
- Landing-page optimisation
- Organic traffic growth
- Organic lead generation
- AEO/GEO and visibility in AI-driven search and answer engines

We are interested in rankings that create relevant traffic and business opportunities, not SEO reports containing hundreds of activities with no commercial result.

2. PERFORMANCE & PAID MARKETING

You should understand and preferably have personally managed:

- Google Search Ads
- Google Display/retargeting
- LinkedIn campaigns
- Meta campaigns where commercially relevant
- B2B audience targeting
- Remarketing/retargeting
- Conversion tracking
- Campaign attribution
- Landing-page testing
- Budget optimization
- CPL/CPA/CAC
- CTR and conversion rates
- Lead quality
- MQL/SQL progression
- Pipeline contribution
- ROAS/ROI

Every campaign should have a hypothesis, target audience, landing page, tracking mechanism and clear scale / revise / stop decision.

We do not want somebody who considers impressions and clicks to be the final result of paid marketing.

3. CONTENT – YOU MUST BE ABLE TO THINK AND WRITE





You should be capable of understanding a B2B technology product and turning it into compelling:

- Website copy
- Landing pages
- Blogs
- LinkedIn posts
- Thought-leadership content
- Campaign copy
- Email content
- Newsletters
- Case studies
- Product communication
- Lead magnets
- Scripts for reels/videos
- Sales-support content
- Customer education content

You need not be a professional graphic designer, but you must have sufficient design sense and creative judgement to create good basic assets yourself using modern tools and to direct designers effectively for more sophisticated work. You should know what valuable content looks like, sounds like and is intended to achieve.

4. SOCIAL & ORGANIC GROWTH

We expect you to help grow Trafasa's relevant audience across appropriate channels including:

- LinkedIn
- Instagram
- Facebook
- YouTube
- X and other relevant channels/communities

But we are not looking for meaningless follower accumulation. We want relevant buyers, procurement professionals, vendors, business decision-makers, partners and ecosystem participants.

You should understand how to turn:

Content → Attention → Engagement → Website Visit → Lead → Opportunity → Customer

5. LEAD GENERATION & CONVERSION

Digital marketing at Trafasa is ultimately expected to contribute to business.

You should be able to:

- Identify ICPs and digital audiences
- Build targeted campaigns
- Generate qualified B2B leads
- Design lead magnets
- Improve landing pages and CTAs
- Improve website conversion
- Build retargeting/nurturing journeys
- Work with Sales on lead quality
- Analyse where prospects drop out
- Improve lead-to-meeting and subsequent funnel conversion
- Track marketing contribution to pipeline and customers

You should understand the difference between a lead and a qualified business opportunity. 6. AI-NATIVE MARKETING

This is extremely important.

We want somebody who is genuinely good with modern AI tools.

You should know how to use tools such as ChatGPT, Gemini, Claude and other relevant AI platforms for:

- Market research
- Customer research
- Competitor intelligence
- Keyword research
- Content ideation
- Content creation and improvement
- SEO analysis
- Campaign development
- Creative ideation
- Data analysis
- Personalization
- Marketing automation
- Productivity
- Experimentation

But simply entering prompts into ChatGPT does not make someone AI-capable. We want someone who knows how to think with AI, challenge outputs, fact-check them, improve them and use AI to multiply his/her own intelligence and productivity.

7. ANALYTICS, EXPERIMENTATION & CRO

You should be comfortable working with numbers.

You should be able to answer:

What worked?

What didn't?

Why?

What did it cost?

What converted?

What should we stop?

What should we improve?

What should we double down on?

You should understand GA4, Search Console, campaign analytics,



funnels and conversion tracking sufficiently to make decisions based on evidence rather than assumptions.

8. PRODUCT & BUSINESS UNDERSTANDING

You will be marketing B2B technology to businesses.

Therefore, you must be willing and able to understand:

- Procurement
- B2B buying journeys
- Buyer and vendor pain points
- SaaS/product marketing
- Procurement automation
- Vendor discovery
- RFQs and quotations
- Reverse auctions
- B2B marketplaces
- ERP-integrated workflows
- Enterprise decision-making

Prior procurement experience is not compulsory. The ability to quickly understand a complex product and communicate its value simply is compulsory.

WHO ARE WE REALLY LOOKING FOR?

We are particularly interested in candidates who can demonstrate:

Achievement over activity.

We want someone who can say things such as:

- "I grew organic traffic from X to Y."
- "I ranked these commercially relevant keywords."
- "I generated X qualified leads."
- "I reduced CPL from X to Y."
- "I built this campaign."
- "I increased conversion from X% to Y%."
- "I grew this relevant audience/community."
- "I created this content that generated measurable business."
- "I improved this website/landing page and increased conversions."
- "I used AI/automation to improve this process."
- "Here is the work I personally did."

Numbers should be supported by evidence wherever reasonably possible. We value proof more than certificates.

THE PERSON

We want someone with

- High IQ and strong problem-solving ability
- Excellent aptitude
- Positive attitude
- High energy
- Confidence
- Curiosity
- Commercial/common sense
- Strong written communication
- Creative ability
- Analytical thinking
- Ownership mentality
- Bias towards execution
- Speed without compromising quality
- Willingness to experiment
- Ability to learn unfamiliar industries quickly

Most importantly, we want someone with genuine digital-marketing acumen. A candidate with slightly fewer years of experience but extraordinary capability and demonstrated results may be preferred over somebody with six years of routine agency experience.

THIS ROLE IS PROBABLY NOT FOR YOU IF:

- Your expertise is limited to posting on social media.
- You only coordinate agencies and cannot execute yourself.
- You know SEO terminology but cannot demonstrate ranking/traffic results.
- You have run ads but cannot explain CPL, conversion or lead quality.
- You use AI primarily for copying generated content.
- You require separate people for every small marketing task.
- Your reports focus primarily on impressions, likes and clicks.
- You cannot write compelling business content.
- You dislike accountability for numbers.
- You need detailed instructions for every activity.

THIS ROLE MAY BE FOR YOU IF:

You can independently look at a product, understand its customer, identify the opportunity, research the market, develop the message, create the campaign, write the content, use AI intelligently, launch the activity, measure the results and improve it until it works.

If that describes you, we would like to hear from you.

? Kolkata – Work from Office

Please apply only after completing all mandatory screening questions.

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📌 Digital Growth & Performance Marketing Manager – Trafasa (Kolkata)
🏢 Trafasa
📍 Kolkata