Digital Marketing Specialist– Veranda RACE (Chennai)(Performance Marketing – Lead Generation & Campaign Execution)

Role Objective

Drive student lead generation and admissions for Veranda RACE courses (TNPSC, Banking, SSC, Railway, UPSC) through effective performance marketing campaigns and funnel optimization.

Key Responsibilities

1. Performance Marketing (Primary Role)

Plan, execute, and optimize campaigns on:

Google Ads (Search, YouTube, Display)

Meta Ads Manager

Generate leads for multiple courses and locations

Continuously improve:

Cost per Lead (CPL)

Conversion Rate (CVR)

Perform keyword research, audience targeting, and A/B testing

2. Campaign & Funnel Management

Build and manage end-to-end funnels:

Ad → Landing Page → Lead → Follow-up → Admission

Work on landing page optimization:

Messaging (Tamil + English)

Form structure and conversion improvements

Support different campaign types:

Lead generation

Walk-in campaigns

Course launches

Webinar/event promotions (as one of the channels, not the only focus)

3. Lead Quality & Conversion Focus

Coordinate with telecalling/admissions team to improve lead quality

Analyze:

Lead → Walk-in → Admission conversion





Optimize campaigns based on actual business outcomes (not just leads)

4. Analytics & Reporting

Track and analyze performance using:

Google Analytics

CRM tools (Zoho or similar)

Monitor daily metrics:

Spend vs Leads

CPL vs Target

Campaign performance by course & geography

Share insights and improvement recommendations

5. Creative & Execution Support

Work with design/content teams on:

Ad creatives

Video hooks

Landing page content

Ensure messaging aligns with target audience (students, job aspirants)

Key KPIs

Cost per Lead (CPL)

Lead Volume (Daily/Monthly targets)

Lead → Admission Conversion %

Cost per Admission (CPA)

Campaign ROI

Required Skills

~2–3 years of hands-on experience in:

~ Google Ads & Meta Ads

~ Solid understanding of:

- Lead generation campaigns
- Conversion funnels

~ Basic knowledge of:

- Landing page optimization
- Campaign analytics

Preferred Profile

Experience in EdTech / coaching / training industry

Familiarity with Tamil Nadu/Kerala/Karnataka market

Ability to think beyond leads and focus on admissions

📌 Digital Marketing CRM Specialist (Chennai)
🏢 Veranda Race
📍 Chennai