Digital Marketing Manager

Job Description – Digital Marketing Manager

Company: Rainbow International School
Location: Thane, Maharashtra
Department: Marketing
Employment Type: Full-Time | Work from Office
Working Days: Monday to Saturday
Working Hours: 9:00 AM – 6:00 PM
Reporting To: Marketing Head / Senior Management

About Rainbow International School

Rainbow International School is a leading CBSE school in Thane, committed to providing quality education, holistic development, and a strong learning environment for students. We are looking for a Digital Marketing Manager who can drive our digital presence, generate high-quality admission leads, strengthen brand visibility, and contribute directly to student enrolment growth.

Role Overview

The Digital Marketing Manager will be responsible for planning, executing, and optimizing Rainbow International School’s complete digital marketing strategy across paid and organic channels.

The key objective of this role is to generate high-quality admission enquiries, improve lead-to-admission conversions, increase digital brand visibility, and build a strong online presence for Rainbow International School and its Preschool verticals.

Key Responsibilities1. Digital Marketing Strategy

• Develop and execute comprehensive digital marketing strategies aligned with the school's admission and business targets.
• Create monthly and quarterly digital marketing plans for awareness, lead generation and admissions.
• Identify new digital channels and opportunities to increase reach among parents and prospective students.
• Conduct competitor analysis and monitor digital marketing trends within the education sector.

2. Performance Marketing & Lead Generation

• Plan, execute and optimize paid campaigns across Google Ads, Meta Ads (Facebook & Instagram), YouTube and other relevant platforms.
• Generate quality admission leads while maintaining an optimum CPL, CPA and ROI.
• Develop audience targeting strategies based on location, age group, parent profiles and admission requirements.
• Manage remarketing and retargeting campaigns.
• Continuously optimize campaigns based on lead quality, conversions and admission performance.
• Work closely with the Admissions/Relationship Management team to improve lead-to-walk-in and walk-in-to-admission conversion.

3. SEO & Website Management

• Develop and implement SEO strategies to improve organic rankings and website traffic.
• Conduct keyword research related to schools, admissions, CBSE education, preschool and local search.
• Optimize website pages, landing pages, blogs and admission-related content.
• Monitor website traffic, user behaviour, search rankings and conversion performance.
• Coordinate with the website/development team for website improvements and landing-page optimization.

4. Social Media Management

• Develop and manage the social media strategy for Instagram, Facebook, YouTube and LinkedIn.
• Prepare and manage monthly social media content calendars.
• Drive engaging content around:
• Student achievements
• School events
• Academic activities
• Faculty and infrastructure
• Parent testimonials
• Campus facilities
• Festivals and celebrations
• Admission campaigns
• Monitor engagement, reach, followers and overall social media growth.
• Identify opportunities for reels, videos, collaborations and influencer marketing.

5. Content & Creative Marketing

• Coordinate with graphic designers, video creators, agencies and content teams for digital creatives.
• Develop campaign concepts, ad copies, captions and promotional content.
• Ensure all digital communication maintains Rainbow's brand identity and messaging.
• Create compelling campaigns that communicate the school's USP, academic strengths and overall student experience.

6. Admission Campaigns

• Plan and execute admission-focused digital campaigns during peak admission periods.
• Develop campaigns for Rainbow International School and Rainbow Pre Schools.
• Track the complete digital funnel:

Campaign Enquiry Lead Counselling Walk-in Application Admission

• Work with the Admissions team to identify lead-quality issues and improve conversion rates.
• Develop campaigns for specific grades, branches, locations and admission requirements.

7. Analytics & Reporting

• Monitor and analyze campaign performance using Google Analytics/GA4, Google Ads, Meta Business Suite and other analytics platforms.
• Prepare weekly and monthly digital marketing MIS reports.
• Track key metrics such as:
• Leads Generated
• Cost Per Lead (CPL)
• Cost Per Acquisition (CPA)
• Website Traffic
• Conversion Rate
• Walk-ins
• Applications
• Admissions
• ROI/ROAS
• Social Media Reach & Engagement
• Provide actionable insights and recommendations to management.

8. Budget & Agency Management

• Plan and monitor digital marketing budgets.
• Ensure optimum utilization of advertising budgets.
• Coordinate with external digital marketing agencies, vendors and freelancers, wherever required.
• Review agency performance and ensure timely delivery of campaigns and reports.

9. Marketing Automation & CRM

• Coordinate with the CRM/Admissions team to ensure proper tracking and follow-up of digital leads.
• Monitor lead sources and campaign-wise conversion data.
• Support WhatsApp, SMS and email marketing campaigns.
• Explore automation opportunities for lead nurturing and parent communication.

10. Market Research & Innovation

• Monitor competitors' digital campaigns, offers, content and positioning.
• Stay updated with the latest digital marketing tools, platforms, AI tools and advertising trends.
• Experiment with new strategies, creatives, audiences and campaign formats to improve lead generation and admissions.

Key Performance Indicators (KPIs)

The Digital Marketing Manager will be evaluated on:

• Quality and volume of admission leads generated
• Cost Per Lead (CPL)
• Lead-to-walk-in conversion
• Walk-in-to-admission conversion
• Digital campaign ROI/ROAS
• Website traffic and organic growth
• Search engine rankings
• Social media growth and engagement
• Campaign execution timelines
• Overall contribution to admission targets

Required Skills

• Strong hands-on knowledge of Google Ads and Meta Ads Manager
• Performance marketing and lead generation expertise
• Strong understanding of SEO/SEM
• Google Analytics/GA4 and Google Tag Manager
• Social media marketing
• Content marketing
• Landing page optimization
• Email, WhatsApp and SMS marketing
• Lead funnel management
• Data analysis and reporting
• Excellent Excel/Google Sheets skills
• Strong communication and coordination skills
• Ability to manage multiple campaigns simultaneously

Educational Qualification

• Bachelor's degree in Marketing, Digital Marketing, Business Administration, Communications or a related field.
• Certification in Digital Marketing, Google Ads, Meta or Analytics will be an added advantage.

Experience

• 5–10years of relevant experience in Digital Marketing / Performance Marketing.
• Candidates with experience in Education, EdTech, Preschool, Schools or other B2C businesses will be preferred.
• Proven experience in generating leads through Google and Meta advertising is highly desirable.

Preferred Candidate Profile

The ideal candidate should be:

• Highly result-oriented and data-driven
• Strong in performance marketing and lead generation
• Creative as well as analytical
• Comfortable working with admission/sales teams
• Capable of managing agencies and internal teams
• Proactive in identifying new marketing opportunities
• Strong in execution and campaign optimization
• Comfortable working in a fast-paced education environment