Digital Marketing Manager

JOB DESCRIPTION DIGITAL MARKETING MANAGER

Company: Impacto Digifin Technologies Pvt. Ltd.
Experience: 2+ Years
Location: Bengaluru, Karnataka
Employment Type: Full-Time
Work Mode: Work from Office

1. Job Summary

We are looking for a skilled and result-oriented Digital Marketing Manager with comprehensive knowledge of digital marketing strategies, tools, technologies, and platforms to promote our IT products and technology solutions.

The candidate must have hands-on experience in planning, executing, monitoring, and optimizing end-to-end digital marketing activities to increase brand visibility, website traffic, product awareness, qualified leads, customer acquisition, and business growth.

The ideal candidate should understand traditional search engines, AI-powered search platforms, emerging digital marketing trends, and data-driven marketing strategies. The candidate must be capable of independently managing digital marketing activities and coordinating with management, sales, development, and design teams.

2. Roles and Responsibilities

A. Search Engine Optimization (SEO)

• Conduct keyword research, search intent analysis, competitor analysis, and content gap analysis.
• Implement on-page, off-page, technical, and local SEO where relevant.
• Optimize website content, landing pages, meta titles, meta descriptions, headings, URLs, and internal links.
• Manage technical SEO, website indexing, crawling, redirects, canonical tags, XML sitemaps, and robots.txt.
• Improve website speed, mobile usability, Core Web Vitals, and organic search performance.
• Develop ethical link-building and digital PR strategies.
• Monitor rankings, organic traffic, impressions, clicks, and conversions.

B. Answer Engine Optimization (AEO)

• Optimize content for direct answers, featured snippets, People Also Ask results, and conversational search.
• Develop FAQ pages, how-to content, comparison pages, and question-based content.
• Apply relevant structured data and schema markup.
• Improve content clarity, relevance, factual accuracy, and answer accessibility.

C. Generative Engine Optimization (GEO) and AI Search

• Improve the discoverability of company products across AI-powered search and answer platforms.
• Optimize content for discovery and potential citations in ChatGPT search, Google AI Overviews, Gemini, and Perplexity.
• Strengthen brand authority, product information consistency, topical relevance, and credible online mentions.
• Develop original, authoritative content supported by product documentation, use cases, and case studies.
• Track AI search visibility, brand mentions, citations, and referrals wherever measurable.

D. Search Engine Marketing (SEM) and Paid Advertising

• Plan, launch, manage, and optimize Google Ads and other relevant paid advertising campaigns.
• Manage search, display, remarketing, video, and lead-generation campaigns.
• Conduct keyword bidding, audience targeting, ad copywriting, budget allocation, and A/B testing.
• Manage LinkedIn Ads and other relevant paid social campaigns.
• Monitor CPC, CPM, CPL, conversion rates, CAC, ROAS, and campaign ROI.

E. Social Media Marketing

• Manage company social media profiles on LinkedIn, Instagram, Facebook, YouTube, and other relevant platforms.
• Develop platform-specific content calendars and publishing strategies.
• Create posts, carousels, reels, videos, polls, product announcements, and thought-leadership content.
• Manage audience engagement, brand awareness, community building, and social media campaigns.
• Analyze reach, engagement, follower growth, referral traffic, and conversions.

F. Content Marketing and Copywriting

• Create SEO-friendly blogs, articles, website content, product pages, landing pages, case studies, and whitepapers.
• Develop product descriptions, email campaigns, newsletters, social media copy, and advertising creatives.
• Prepare content for awareness, consideration, lead generation, and conversion stages.
• Use AI-assisted content tools responsibly, with human review and fact-checking.
• Maintain brand voice, content quality, originality, and consistency.

G. B2B Marketing and Lead Generation

• Develop digital marketing strategies for IT products, SaaS solutions, software platforms, and technology services.
• Identify target industries, customer segments, decision-makers, and buyer personas.
• Generate qualified leads through SEO, paid campaigns, LinkedIn, email marketing, webinars, and landing pages.
• Create lead magnets, product demo campaigns, downloadable resources, and conversion funnels.
• Work with the sales team to improve lead quality, nurturing, and lead-to-customer conversion.
• Track marketing-qualified leads, sales-qualified leads, pipeline contribution, and acquisition costs.

H. Website Management and Conversion Rate Optimization (CRO)

• Manage website content through the relevant CMS.
• Coordinate with developers for landing pages, technical fixes, tracking implementation, and website improvements.
• Improve website navigation, user experience, calls to action, and lead forms.
• Conduct A/B tests and conversion funnel analysis.
• Monitor website traffic, bounce and engagement metrics, user journeys, and form submissions.

I. Analytics, Reporting, and Tracking

• Use Google Analytics 4, Google Search Console, Google Tag Manager, and Looker Studio.
• Implement UTM parameters, event tracking, conversion tracking, and campaign measurement.
• Create dashboards and periodic reports covering traffic, leads, spend, conversions, and ROI.
• Analyze performance data and recommend improvements based on measurable outcomes.

J. Email Marketing and Marketing Automation

• Plan newsletters, promotional emails, product updates, and lead-nurturing campaigns.
• Segment audiences and personalize communication.
• Use email marketing and marketing automation platforms.
• Set up relevant automated workflows, follow-ups, and campaign sequences.
• Monitor deliverability, engagement, conversions, and unsubscribe rates.
• Follow consent, privacy, and applicable anti-spam requirements.

K. Online Reputation Management and Digital PR

• Monitor company, product, and brand mentions online.
• Maintain accurate company information across relevant business directories and industry platforms.
• Develop legitimate backlink opportunities, guest articles, partnerships, and industry publications.
• Support customer testimonials, reviews, case studies, and reputation-building initiatives.

L. Video Marketing and YouTube SEO

• Plan and promote product demonstrations, explainer videos, tutorials, and promotional videos.
• Optimize video titles, descriptions, thumbnails, tags where relevant, and transcripts.
• Develop YouTube and short-form video strategies.
• Measure video views, watch time, engagement, and referral conversions.

M. Influencer, Affiliate, and Partnership Marketing

• Identify relevant industry influencers, technology communities, publishers, and business partners.
• Evaluate affiliate and referral marketing opportunities where appropriate.
• Coordinate campaigns, partnerships, and co-marketing activities.
• Measure campaign performance and business impact.

N. Mobile Marketing and Emerging Channels

• Understand mobile-first marketing, responsive landing pages, app marketing, and push notifications where applicable.
• Explore relevant channels such as WhatsApp Business, webinars, online communities, and conversational marketing.
• Evaluate emerging platforms and technologies based on the target audience and business objectives.

O. Market Research and Competitor Analysis

• Research industry trends, competitors, customer needs, search behavior, and market opportunities.
• Analyze competitor keywords, content strategies, advertising campaigns, positioning, and online presence.
• Identify opportunities to differentiate the company's products.
• Prepare actionable recommendations for marketing growth.

P. AI Tools and Digital Marketing Technology

• Use AI tools for research, keyword clustering, content planning, campaign ideation, reporting, and workflow efficiency.
• Understand AI-assisted search, content discovery, and changes in customer search behavior.
• Evaluate suitable AI tools, marketing platforms, and automation workflows.
• Verify AI-generated information and ensure content accuracy and originality.

Q. Brand Strategy and Product Marketing

• Understand product positioning, value propositions, unique selling points, and target audiences.
• Develop consistent brand messaging across the website, campaigns, social media, and other channels.
• Support product launches, feature announcements, product demos, and promotional campaigns.
• Align marketing initiatives with sales objectives and business growth targets.

3. Required Skills and Tools

Candidates should have practical knowledge of relevant tools, including:

• SEO: Google Search Console, GA4, Ahrefs, SEMrush, Screaming Frog or equivalent.
• Paid Ads: Google Ads, LinkedIn Campaign Manager, Meta Ads Manager where relevant.
• Analytics: Google Tag Manager, Looker Studio, Excel and Google Sheets.
• Content and AI: ChatGPT, Gemini, content optimization tools, keyword research tools.
• Website: WordPress or another CMS, HTML basics, schema markup, and website performance fundamentals.
• Email and CRM: HubSpot, Zoho, Mailchimp or equivalent platforms.
• Creative: Canva and basic image/video editing tools.
• Social Media: Platform analytics, scheduling, publishing, and campaign management tools.

Candidates are not expected to use every commercial tool listed, but should understand the relevant functions and be able to learn equivalent platforms.

4. Required Qualifications and Experience

• Bachelor's degree in Marketing, Business Administration, Communications, or a related field.
• Minimum 2+ years of hands-on digital marketing experience.
• Experience in an IT, SaaS, technology product, or B2B organization is preferred.
• Strong working knowledge of SEO, AEO, GEO, paid advertising, social media, content marketing, analytics, and lead generation.
• Ability to plan, execute, measure, and optimize campaigns independently.
• Excellent communication, copywriting, analytical, and problem-solving skills.
• Ability to manage multiple campaigns and meet deadlines.

5. Key Performance Indicators (KPIs)

• Growth in relevant organic and overall website traffic.
• Qualified leads and marketing-qualified leads generated.
• Lead conversion rates and cost per qualified lead.
• Paid campaign ROI and return on advertising spend.
• Improvement in relevant search visibility and website conversions.
• AI search visibility and citations, where measurable.
• Content engagement, backlinks, and brand mentions.
• Social media engagement and relevant audience growth.
• Email campaign performance and marketing-generated sales pipeline.

KPIs should be finalized according to the company's starting position, available budget, target market, and business objectives.

6. Candidate Expectations

The candidate must be a hands-on digital marketer who understands the complete marketing funnel, from brand awareness and customer discovery to lead generation, conversion, and performance reporting.

The candidate should demonstrate practical knowledge through previous campaigns, website improvements, content samples, analytical reports, or measurable business outcomes.

Application Requirement: Candidates should share an updated resume highlighting digital marketing tools used, campaigns managed, industries handled, and measurable results achieved.