Digital Marketing Manager

Role & responsibilities

Paid media: Google and Meta

• Plan, launch and optimise campaigns across Google Ads (Search, Performance Max, Demand Gen, YouTube, Display, App) and Meta Ads (lead forms, conversion, app install, reach).
• Build full-funnel structures (TOF MOF BOF retargeting) for franchise lead generation, store traffic and app installs.
• Own budget pacing and allocation across 2060 lakh per month. Scale what works and cut what doesn't, based on cost per qualified lead and CAC, not just CPL or CTR.
• Run structured creative and audience tests and document the learnings.

Creative and video ads

• Write ad video scripts (UGC, testimonial, explainer, whiteboard and reel formats) with a strong hook, a clear message and one CTA.
• Brief creators, influencers and the design / video team, review cuts, and get ad-ready videos produced on time.
• Read creative performance (hook rate, hold rate, CTR, CPL by creative) and turn the learnings into the next round of scripts.

Tracking and analytics

• Set up, audit and fix conversion tracking: Google Tag Manager, GA4 events, Google Ads conversions, Meta Pixel and Conversions API (CAPI), and offline conversion imports from the CRM.
• Make sure leads flow correctly from ad platforms to the CRM, and close the loop on lead quality back to the platforms.
• Build and maintain performance dashboards (GA4, Looker Studio, platform reports) and share weekly and monthly reports with insights and next actions.

Organic search: SEO, AEO and GEO

• Lead SEO strategy for the brand site and location pages: keyword clusters, on-page, technical health, local SEO and Google Business Profile.
• Drive visibility in AI answer engines (AEO / GEO), including Google AI Overviews and ChatGPT style assistants, through structured content, schema and authoritative sources. Team leadership
• Manage, coach and review a team of performance marketing executives. Set clear KPIs, review accounts weekly and build team capability.
• Coordinate with sales, franchise, design and agency partners for creatives, landing pages and lead follow-up.

Must-have skills and experience

• 3-6 years in digital / performance marketing, with hands-on campaign management (not only agency coordination).
• At least 1 year of team leading experience.
• Complete working knowledge of Google Ads and Meta Ads: campaign types, bidding strategies, audiences, creative formats and account structure.
• Has managed 20-60 lakh per month in ad spend and can show results against it: CPL, cost per qualified lead, CAC, ROAS.
• Lead generation experience: has run lead-gen campaigns end to end, including lead forms, landing pages, CRM integration and lead-quality optimisation.
• Tracking expertise: can independently set up and debug GTM, GA4, Google Ads conversions, Meta Pixel / CAPI and offline conversion import.
• Strong with GA4 and all Google / Meta dashboards and tools: Google Ads, Meta Ads Manager, Events Manager, Business Manager, GA4, Search Console, Google Business Profile, Looker Studio.
• Good understanding of SEO, AEO and GEO: how to rank on Google search and how content appears in AI Overviews and AI assistants.
• Team management: has led at least 2-3 marketers, including setting KPIs, reviewing work and training.
• Strong analytical skills in Excel / Google Sheets. Thinks in funnels, unit economics and ROI.
• Ad scripting and video production: can write and evaluate video ad scripts, knows what makes a hook work, and can brief and manage creators or editors to deliver performance videos.