Deputy General Manager Digital Marketing

Deputy General Manager Digital Marketing

Performance Marketing | Digital Growth | AI-First Search | Content

Location: Bengaluru

Reporting To: Sr.VP & Business Head

Experience: 7 to 12 years

Employment Type: Full-time

About Deeksha Vedantu

Deeksha Vedantu brings together Deekshas established academic strength and Vedantu’s digital learning capabilities to create an integrated learning ecosystem for students. As the organization continues to scale, digital is becoming an increasingly important engine for brand discovery, student acquisition, engagement and admissions.

Role Purpose

We are looking for a high-ownership, performance-oriented digital marketing professional to join us as Deputy General Manager – Digital Marketing. Reporting to the Head of Growth, the role will independently own the day-to-day digital marketing agenda across performance marketing, search, AI-led discovery, SEO, content, analytics and conversion optimisation.

The role is designed for a strong digital operator who can translate business objectives into measurable campaigns, manage agencies and partners, work hands-on with platforms and data, and continuously improve the efficiency and quality of digital acquisition.

Key Responsibilities

1. Performance Marketing & Digital Acquisition

• Own and execute performance marketing strategy across Google Ads, Meta Ads, YouTube and other relevant digital channels.
• Manage Search, Performance Max, YouTube, Display, remarketing and lead-generation campaigns.
• Build full-funnel acquisition plans covering awareness, consideration, lead generation, counselling and admission.
• Optimise CPL, cost per qualified lead, CAC, lead-to-counselling conversion, counselling-to-admission conversion and ROAS/ROI.
• Develop campaign strategies by geography, class, course, examination, audience and intent.
• Continuously test new channels, formats, audiences, creatives and messaging.

2. AI-First Search, AEO & GEO

• Develop Deeksha Vedantu’s approach to the rapidly evolving AI Search and discovery ecosystem.
• Drive initiatives across Answer Engine Optimisation (AEO), Generative Engine Optimisation (GEO) and AI-search visibility.
• Improve discoverability across Google’s AI-led search experiences and relevant AI discovery platforms.
• Build strategies around conversational search, long-tail intent, topical authority, entities and structured content.
• Understand the questions and decision journeys of students and parents across traditional search and AI platforms.
• Create a measurable framework to track visibility, authority and referral opportunities from AI-led discovery.

3. SEO & Organic Growth

• Own the organic search strategy across Deeksha Vedantu’s websites and digital properties.
• Drive technical SEO, on-page SEO, content SEO, local SEO, internal linking, structured data and authority-building initiatives.
• Develop search-intent and keyword strategies aligned to courses, examinations, locations and student/parent needs.
• Increase organic traffic, search visibility and organic lead generation through a structured growth roadmap.

4. Content Marketing

• Own the digital content strategy in collaboration with academic, creative and content teams.
• Build content engines around JEE, NEET, CBSE/State Boards, Classes 11–12, careers, college choices and academic guidance.
• Develop content for reach, engagement, search, trust and conversion.
• Build a content ecosystem that works across Search, YouTube, Social, AI Search, Website and lead-generation funnels.
• Use search, audience and performance data to continuously refine content themes, formats and distribution.

5. Landing Pages & Conversion Optimisation

• Own the conversion journey beyond traffic acquisition.
• Improve landing pages, lead forms, CTAs, WhatsApp journeys, website conversion and mobile experience.
• Identify funnel drop-offs and develop hypotheses to improve conversion.
• Drive A/B testing of messaging, creatives, landing pages, offers and user journeys.

6. Analytics, Attribution & Performance Intelligence

• Build a robust digital measurement framework using GA4, advertising platforms, CRM and business data.
• Establish reliable source-to-lead and source-to-admission attribution.
• Develop dashboards covering leads, qualified leads, CAC, conversion, admissions, revenue contribution and ROI.
• Move optimisation beyond CPL towards qualified leads, admissions and revenue outcomes.
• Use data to identify incremental growth opportunities and improve digital budget allocation.

7. AI, Automation & Marketing Technology

• Identify practical opportunities to use AI across campaign optimisation, audience research, content, SEO/AEO/GEO, reporting and personalisation.
• Build repeatable AI-assisted workflows that improve marketing speed, quality and efficiency.
• Evaluate emerging marketing technologies that can improve acquisition, lead quality and conversion.
• Champion an AI-first mindset within the digital marketing function.

8. Agency & Stakeholder Management

• Manage external agencies, partners, freelancers and specialist vendors where required.
• Set clear KPIs, SLAs, budgets, reporting standards and performance expectations.
• Work closely with the Head of Growth, business teams, academic teams, creative/content, admissions and technology/product teams.
• Ensure timely execution, transparent reporting and accountability across all digital initiatives.

9. Digital Budget Management

• Support annual and monthly digital marketing planning in alignment with the Head of Growth.
• Recommend channel-wise budget allocation based on performance, incremental opportunity and business priorities.
• Forecast acquisition outcomes and proactively identify risks, opportunities and corrective actions.
• Maintain strong control over digital marketing efficiency and return on investment.

Key Performance Indicators

• Qualified leads and cost per qualified lead
• Customer acquisition cost (CAC)
• Digital-attributable admissions and revenue
• Digital contribution to admissions
• ROAS / marketing ROI
• Organic traffic, organic leads and search visibility
• AI Search / AEO / GEO visibility
• Website and landing-page conversion rate
• Lead-to-admission conversion
• Incremental growth delivered through digital channels

Candidate Profile

Must Have

• 7–12 years of experience in digital marketing, performance marketing or digital growth.
• Strong hands-on experience with Google Ads and Meta Ads.
• Demonstrated experience managing meaningful digital advertising budgets.
• Strong understanding of performance marketing funnels and lead-generation businesses.
• Strong analytical capability and comfort working with campaign and funnel data.
• Working knowledge of GA4, attribution, CRM-based measurement and reporting.
• Strong understanding of SEO, content marketing and conversion optimisation.
• Experience managing agencies and/or digital marketing teams.

Preferred

• Experience in EdTech, education, consumer internet, D2C or another high-consideration category.
• Experience with large-scale lead-generation campaigns.
• Experience with YouTube performance marketing.
• Working knowledge of AEO, GEO and AI Search.
• Experience using AI tools and automation in marketing workflows.
• Experience building content-led acquisition engines.
• Experience connecting marketing metrics to admissions, revenue or other business outcomes.

The Ideal Candidate

The ideal candidate is a builder and operator who combines strategic thinking with hands-on execution. They should be performance-led, analytical, commercially minded, curious about AI, comfortable with data and willing to challenge existing approaches through experimentation.

What Success Looks Like

Success in this role will mean building a disciplined, measurable and scalable digital marketing engine for Deeksha Vedantu — with stronger paid acquisition efficiency, clearer attribution, improved conversion, growing organic discovery and a credible presence across traditional and AI-led search environments.

Contact: Chaitra K

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