Digital Marketing Manager

Job Description: Digital Marketing Manager

Furtados School of Music (FSM)

Location: Bandra, Mumbai

Reports to: Marketing Leadership

Role Overview

We are looking for a Digital Marketing Manager to lead FSMs digital marketing initiatives across SEO, performance marketing, content, social media and digital campaigns.

The role will be responsible for developing and executing digital strategies that strengthen FSM’s online presence, generate quality leads, support enrolments and drive B2B and B2C business growth.

This is a hands-on role requiring strong ownership, analytical thinking and the ability to work independently while coordinating with internal teams, agencies and external partners.

Key Responsibilities

1. Digital Marketing Strategy & Execution

* Develop and execute FSM’s digital marketing strategy across B2B and B2C channels.

* Plan and manage digital campaigns aligned with business, enrolment and brand objectives.

* Identify opportunities to improve digital reach, engagement, lead generation and conversions.

* Manage campaign calendars, budgets, timelines and deliverables.

2. SEO & Website Management

* Own FSM’s overall SEO strategy, including on-page, off-page and technical SEO.

* Drive organic traffic growth and improve search rankings for priority keywords.

* Conduct keyword research, competitor analysis and SEO audits.

* Manage website content, landing pages and blogs with a focus on SEO and conversion.

* Monitor website performance, traffic and user behaviour through analytics tools.

3. Performance Marketing

* Plan, execute and optimise campaigns across Google Ads, Meta Ads and other relevant digital platforms.

* Monitor campaign performance, CPL, CAC, ROAS, conversions and lead quality.

* Work closely with internal teams/agencies to optimise campaigns and improve ROI.

* Identify new digital acquisition opportunities and test new channels and campaign formats.

4. Content & Social Media

* Develop and manage the digital content strategy across FSM’s social media platforms.

* Work with the creative team/agencies to develop engaging content aligned with FSM’s brand.

* Oversee social media calendars, campaigns and community engagement.

* Identify trends, formats and opportunities that can improve FSM’s digital visibility.

5. Lead Generation & Business Growth

* Develop digital initiatives to support student enrolments, centre growth, events and other business priorities.

* Work closely with the Sales and Business teams to improve lead quality and conversion.

* Track the complete digital funnel from campaign lead conversion.

* Identify opportunities to improve landing pages, lead journeys and conversion rates.

6. Analytics & Reporting

* Track and analyse digital marketing performance across channels.

* Prepare regular dashboards and reports covering traffic, leads, conversions, campaign ROI and SEO performance.

* Translate data into actionable insights and recommendations.

* Use analytics to continuously improve digital marketing effectiveness.

7. Agency & Vendor Management

* Manage external digital marketing agencies, freelancers and vendors wherever applicable.

* Set clear briefs, objectives and deliverables and ensure timely execution.

* Review agency performance and ensure budgets are utilised effectively.

* Coordinate with internal Marketing, Sales, Tech and Creative teams.

8. Market & Competitor Intelligence

* Track competitor digital activity, campaigns, content and SEO strategies.

* Identify emerging digital trends and platforms relevant to FSM.

* Recommend new initiatives to strengthen FSM’s digital positioning.

What We're Looking For

* 5–8+ years of experience in Digital Marketing, with strong expertise in SEO.

* Strong hands-on experience across SEO, Google Ads, Meta Ads, social media and digital campaigns.

* Experience managing both B2B and B2C digital marketing initiatives.

* Strong understanding of lead generation, conversion funnels and digital analytics.

* Experience managing significant digital marketing budgets and demonstrating ROI.

* Strong analytical and problem-solving skills.

* Excellent written and verbal communication.

* Ability to independently manage projects and work as an Individual Contributor, while also coordinating with agencies and internal stakeholders.

* Strong ownership, execution capability and ability to work in a fast-paced environment.

Good to Have

* Experience in an agency as well as an in-house marketing environment.

* Experience with education, consumer, retail or multi-location businesses.

* Familiarity with Google Analytics, Search Console, SEMrush/Ahrefs or similar SEO tools.

* Experience with CRM, marketing automation, email/WhatsApp campaigns and lead management platforms.

Success in This Role

The person will be expected to demonstrate measurable improvement in:

* Organic traffic and SEO rankings

* Quality digital leads

* Lead-to-enrolment conversion

* Digital campaign ROI

* Website engagement and conversions

* FSM’s overall digital presence and brand visibility