Designation: Digital Marketing Manager

Function: Marketing & Business Growth

Location: Gurugram, Haryana

Time: 10:00 AM To 7:00 PM

Experience: 5+ Years

Work Model: Full-time, work from office only (6 Days WFO)

Reporting To: CMPO / Marketing Leadership

About Company:

Our Client is focused on integrated hearing, communication and specialised care services. Its portfolio includes hearing assessments and hearing aids; speech, language, voice and swallowing therapy; sleep diagnostics and CPAP/APAP solutions; and tinnitus assessment and personalised management.

2. Role Objective

Own company's in-house paid digital acquisition engine and deliver measurable patient leads, clinic visits and revenue across Hearing, Speech & Communication, Sleep and Tinnitus. Doctor referrals are expected to remain the largest lead source, with digital marketing developed as the second-largest source.

The role is accountable for acquiring patients within permissible Customer Acquisition Cost (CAC) limits while improving Lifetime Value (LTV) through repeat engagement, cross-service discovery and appropriate re-engagement.

Paid media execution will be managed in-house by this role. Organic search, SEO, local SEO and GEO execution will be delivered through an external agency; the Digital Marketing Manager will own the brief, priorities, coordination, quality control, performance review and business outcomes for that agency.

3. Key Responsibilities

A. Paid Media & Performance Marketing In-house Ownership

- Plan, execute, optimise and scale paid campaigns on Google Ads, Meta Ads and other relevant platforms, managing campaigns hands-on rather than relying on an agency.
- Build service-wise and location-wise acquisition plans for Hearing, Speech & Communication, Sleep and Tinnitus, aligned to clinic capacity and business priorities.
- Manage campaign budgets, audience and keyword strategy, bidding, creatives, lead forms, WhatsApp campaigns, remarketing and landing-page testing.
- Track lead quality and the full conversion funnel, not just platform-reported leads; reconcile campaign data with CRM and clinic outcomes.
- Maintain CAC within approved/permissible limits by service, channel and clinic. Pause, fix or scale campaigns based on verified downstream conversion and economics.
- Run structured experiments across audiences, messaging, offers, formats and landing pages; document learnings and scale proven combinations.
- Work with clinic, sales and lead-management teams to improve speed-to-lead, contactability, appointment booking, attendance and conversion.
- Ensure campaign setup, conversion events, naming conventions, UTMs and budget controls are accurate and consistently maintained.

B. Organic Search, Local SEO & GEO Agency Management

- Own the organic growth roadmap and translate business priorities into clear monthly briefs, deliverables and KPIs for the appointed agency.
- Set priorities for technical SEO, service and location pages, keyword strategy, content optimisation, internal linking, structured data and website health.
- Oversee local SEO and Google Business Profile optimisation across clinics, including accurate service/location information, review processes and local enquiry visibility.
- Guide content priorities around patient symptoms, diagnostic needs, treatment options and high-intent service searches; coordinate clinical review where required.
- Set GEO priorities to improve comoany's discoverability and credible representation in AI-powered search and answer platforms such as ChatGPT, Gemini and Perplexity.




- Review agency recommendations, implementation quality and reporting; challenge vanity metrics and connect organic/GEO work to qualified traffic, enquiries and clinic-level outcomes.
- Track organic leads, non-branded search visibility, relevant keyword performance, local actions, AI mentions/citations where measurable, and assisted conversions.
- Coordinate with the website/technology team and agency to resolve technical issues and ensure tracking, landing pages and lead capture work correctly.

C. Website Conversion & Lead Funnel

- Improve visitor-to-enquiry and landing-page conversion through clear service messaging, calls to action, simple forms, click-to-call and WhatsApp journeys.
- Analyse drop-offs across Lead Contacted Appointment Clinic Visit Assessment/Test Purchase/Therapy Revenue.
- Partner with the technology and operations teams to ensure reliable lead routing, source tagging, CRM integration and follow-up workflows.
- Use retargeting and re-engagement for eligible unconverted leads, with appropriate consent and privacy safeguards.

D. LTV, Retention & Patient Re-engagement

- Work with clinical and clinic teams to identify ethical, clinically appropriate opportunities for repeat visits, follow-up services and cross-service discovery.
- Develop segmented communication and re-engagement journeys for existing patients and unconverted enquiries, subject to consent and applicable privacy requirements.
- Measure repeat engagement and revenue contribution where data is available; recommend initiatives that improve LTV without compromising patient trust or clinical judgement.
- Track CAC and LTV together to guide budget allocation and assess the quality and long-term value of acquired patients.

E. Analytics, Attribution & Reporting

- Maintain a consolidated dashboard for spend, leads, qualified leads, appointments, clinic visits, conversions, revenue, CAC and LTV indicators.
- Use GA4, Google Tag Manager, Google Ads conversion tracking, Meta Pixel/Conversions API where appropriate, UTMs and CRM reporting.
- Review performance by service, channel, campaign, clinic and geography; distinguish platform-reported results from verified CRM and business outcomes.
- Deliver weekly performance updates, monthly business reviews and clear action plans covering gaps, tests, budget shifts and scaling decisions.
- Account for assisted conversions and repeat journeys where feasible; document attribution limitations rather than overstating certainty.

F. Content, Creatives & Brand Coordination

- Develop campaign briefs and content requirements for designers, internal teams and the organic agency, ensuring alignment with company's brand guidelines.
- Coordinate service-specific messaging, short-form videos, doctor-led education, patient-friendly explainers and conversion-focused creatives.
- Ensure healthcare claims are evidence-based, clinically reviewed where necessary and compliant with applicable advertising and patient communication requirements.

G. Stakeholder & Agency Management

- Work closely with the CMPO, clinic operations, sales/lead-management teams, audiologists, clinical partners and technology team.




- Manage the SEO/GEO agency against agreed deliverables, timelines, reporting standards and business-linked KPIs.
- Share local demand insights, lead quality feedback and campaign learnings with clinic teams to improve execution and conversion.

4. Key Performance Indicators KPI Area: Qualified leads, digital share of total leads, lead quality by service and clinic

CAC control: CAC versus approved permissible limits; cost per qualified lead, clinic visit and converted patient

Conversion: Lead-to-appointment, appointment-to-visit, visit-to-assessment and assessment-to-purchase/therapy conversion

Revenue & LTV: Digital-attributed revenue, repeat engagement, cross-service contribution and LTV indicators where trackable

Paid media: Spend utilisation, verified conversion performance, campaign efficiency and budget reallocation discipline

Organic & GEO agency: Organic qualified leads, non-branded visibility, local enquiry contribution, deliverable quality and measurable AI-search visibility

Measurement: Tracking accuracy, CRM reconciliation, reporting timeliness and actionable recommendations

5. Required Experience & Skills

- Typically 5-8 years of digital marketing experience, with hands-on ownership of paid acquisition and lead-generation campaigns.
- Healthcare, diagnostics, hospitals, clinics, health-tech or other high-consideration services experience is strongly preferred.
- Strong practical expertise in Google Ads and Meta Ads, including campaign setup, optimisation, testing and budget management.
- Comfortable analysing CAC, conversion rates, revenue and LTVnot just impressions, clicks or CPL.
- Working knowledge of GA4, Google Tag Manager, Search Console, CRM attribution,landing-page optimisation and reporting dashboards.
- Ability to brief and manage external SEO/GEO agencies, assess their work and hold them accountable to agreed outcomes.
- Solid analytical thinking, ownership, communication and cross-functional collaboration skills.

6. Preferred Qualifications

- Bachelors degree in Marketing, Business Administration, Communications or a related field.
- Relevant Google Ads and analytics certifications are desirable.
- Experience managing multiple service lines and a multi-location clinic or service network is an advantage.

7. First Six-Month Outcomes

- Establish a reliable baseline and dashboard for paid acquisition, CAC, lead quality, funnel conversion and revenue.
- Build and optimise in-house paid campaigns across priority company's services and locations.
- Implement budget guardrails and a repeatable process to maintain CAC within approved limits.
- Agree an organic/GEO roadmap with the agency, with clear deliverables and reporting linked to qualified enquiries and business outcomes.
- Improve lead tracking and collaboration with clinic teams to reduce funnel leakage.
- Launch measurable patient re-engagement initiatives that support LTV and repeat engagement where clinically appropriate.
- Present a data-backed plan to scale digital as company's second-largest lead-generation channel while maintaining acquisition economics.

8. Ideal Candidate A hands-on, commercially minded digital growth professional who can independently run paid media, manage an external organic agency, interpret the full patient funnel and make sound investment decisions. The candidate should be comfortable in a growth-stage healthcare business, accountable for measurable outcomes and motivated by profitable patient acquisitionnot vanity metrics. If interested share your cv at [email protected]

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