Digital Marketing Manager

Job Description: GM - Digital Marketing & Lead Generation Global Markets

Job Title: General Manager - Digital Marketing & Lead Generation
Job Location: India Work from Office
Department: Marketing & Business Development
Experience: 58 Years Preferred
Team Management: 4–5 Existing Team Members, Including Designers and Social Media Executives
Primary Target Market: USA
Additional Markets: India, Australia, Canada, Europe, and other global markets as assigned by management
Industry: AI Video Analytics, Remote Video Monitoring, CCTV Surveillance & Security Technology

About the Company

We are a technology company operating in the USA and India, specializing in remote video monitoring, AI-powered video analytics, and intelligent video surveillance solutions.

We are looking for an experienced, proactive, and results-driven Digital Marketing & Lead Generation Manager to lead our existing digital marketing team, manage marketing campaigns across multiple platforms, and generate high-quality B2B sales leads, primarily from the USA.

The selected candidate will lead a team of 4–5 existing employees, including social media executives and designers currently managing platforms such as Facebook, Instagram, LinkedIn, and YouTube.

The manager will be responsible for developing marketing strategies, assigning responsibilities, setting measurable targets, improving team productivity, managing campaigns, and ensuring that marketing activities generate genuine business opportunities.

The primary objective is to build a predictable pipeline of qualified leads for our US Outbound Sales Development Executive, who will contact prospects, validate their business requirements, and schedule qualified sales meetings for the USA sales team.

The manager will also oversee marketing and lead generation activities for India and other international markets as assigned by management.

Key Responsibilities

1. Team Leadership & Management

• Manage and supervise an existing team of 4–5 marketing professionals, including designers and social media executives.
• Allocate responsibilities, establish daily and weekly priorities, and monitor individual and team performance.
• Develop a structured marketing workflow covering content planning, creative design, campaign execution, lead generation, and reporting.
• Set measurable targets for team members and ensure timely completion of assigned tasks.
• Review social media posts, advertisements, creatives, videos, landing pages, and other marketing materials before publication where appropriate.
• Coordinate with designers to produce high-quality graphics, promotional videos, product explainers, advertisements, and campaign creatives.
• Train, guide, and mentor team members to improve marketing skills, productivity, and campaign performance.
• Conduct regular team meetings to review targets, campaign progress, lead generation results, and improvement opportunities.
• Identify skill gaps and recommend training, process improvements, or additional resources when necessary.
• Build accountability across the team, ensuring that activities contribute to measurable business outcomes rather than merely completing routine posting tasks.

2. Digital Marketing Strategy & Planning

• Develop and execute a comprehensive digital marketing strategy focused primarily on generating B2B leads from the USA.
• Create monthly and quarterly marketing plans aligned with the company's sales objectives.
• Plan campaigns across LinkedIn, Facebook, Instagram, YouTube, Google, company websites, email marketing, and other relevant platforms.
• Identify target industries, ideal customer profiles, decision-makers, customer pain points, and relevant business opportunities.
• Develop marketing strategies for remote video monitoring, AI video analytics, CCTV surveillance, and related security technology solutions.
• Establish campaign budgets, content calendars, lead generation targets, and performance measurement methods.
• Identify new marketing channels and campaign opportunities that can increase lead quality and reduce customer acquisition costs.
• Coordinate with management to align marketing priorities with business growth objectives.

3. Social Media Management Across Platforms

• Oversee the existing team's management of Facebook, Instagram, LinkedIn, YouTube, and other relevant social media channels.
• Develop a consistent social media strategy that supports brand awareness, audience engagement, website traffic, and qualified lead generation.
• Ensure that each platform has a clear purpose, target audience, content plan, and measurable performance goals.
• Supervise content calendars, post scheduling, video publishing, creative development, and campaign execution.
• Improve the company's LinkedIn presence to reach US business owners, security managers, facility managers, operations heads, and relevant decision-makers.
• Develop industry-focused content demonstrating the business value of AI video analytics and remote video monitoring.
• Review engagement and conversion metrics to determine which content and platforms generate meaningful business inquiries.
• Ensure consistency in brand identity, messaging, design quality, and technical accuracy.

4. B2B Lead Generation & Demand Generation

• Take ownership of generating a consistent pipeline of relevant B2B leads, primarily from the USA.
• Plan and execute campaigns using paid advertising, organic social media, search engines, website inquiries, email marketing, and other approved channels.
• Develop lead generation strategies targeting businesses that may benefit from AI video analytics, remote video monitoring, and intelligent surveillance.
• Identify relevant industries, company sizes, geographical areas, and business decision-makers.
• Create lead generation campaigns, landing pages, forms, downloadable resources, demonstrations, and other appropriate conversion mechanisms.
• Explore suitable B2B prospecting channels, industry directories, business communities, and relevant professional networks.
• Monitor the effectiveness of individual channels and allocate resources to the best-performing campaigns.
• Focus on generating relevant, contactable, high-potential prospects rather than simply maximizing the number of leads.

5. Paid Advertising & Performance Marketing

• Plan, manage, and optimize Google Ads, LinkedIn Ads, Meta Ads, and other relevant paid campaigns.
• Allocate and monitor advertising budgets in accordance with approved business objectives.
• Conduct audience research, keyword research, competitor analysis, and A/B testing.
• Optimize campaign targeting, ad copy, creative assets, landing pages, and lead capture forms.
• Monitor advertising expenditure, conversion rates, cost per lead, and cost per qualified lead.
• Implement appropriate conversion tracking and analytics to measure campaign effectiveness.
• Provide regular recommendations on improving campaign performance and reducing wasted advertising expenditure.

6. Lead Qualification, Scoring & Quality Management

• Establish lead qualification criteria and scoring systems in coordination with management and the sales team.
• Define the company's ideal customer profile and marketing-qualified lead criteria.
• Assess leads using available information such as company profile, industry, decision-maker role, business requirements, expressed interest, and purchasing intent.
• Ensure leads contain accurate contact information, company details, source, campaign attribution, and relevant qualification information.
• Establish a process for prioritizing high-potential leads and routing them to the outbound sales executive.
• Review feedback from the sales executive regarding invalid contacts, irrelevant companies, poor-fit prospects, and unsuccessful follow-ups.
• Improve campaign targeting and lead generation methods based on actual sales feedback.

The manager will own marketing-led lead qualification and lead quality improvement. The outbound sales executive will conduct direct prospect calls, validate requirements, and qualify opportunities further.

7. Coordination With the Outbound Sales Development Executive

• Work closely with the US Outbound Sales Development Executive to ensure a continuous supply of relevant leads.
• Establish a clear process for lead assignment, prioritization, follow-up, and status tracking.
• Provide prospect background, lead source, campaign details, company information, and relevant engagement history wherever available.
• Review lead quality, successful contact rates, appointments scheduled, and prospect feedback on a regular basis.
• Identify which marketing channels produce the highest proportion of qualified prospects and sales appointments.
• Work with the sales executive to improve conversion rates from generated leads to qualified meetings.
• Ensure that marketing and outbound calling function as one integrated lead generation and sales development process.

8. Website, SEO & Content Marketing

• Oversee website content, landing pages, search engine optimization, and conversion improvement initiatives.
• Identify relevant keywords and develop content targeting businesses searching for video monitoring, AI video analytics, and security solutions.
• Coordinate the creation of articles, case studies, product explainers, customer use cases, and promotional material.
• Improve website lead capture, calls to action, and conversion rates.
• Work with designers, developers, and other team members to improve marketing assets and digital experiences.
• Track website traffic, organic search performance, lead sources, and conversion metrics.

9. Email Marketing & Lead Nurturing

• Develop email marketing campaigns targeting relevant prospects and business segments.
• Organize prospect databases by industry, geography, campaign source, and engagement.
• Plan follow-up sequences and nurturing campaigns for prospects who are not immediately ready for sales discussions.
• Use appropriate CRM and marketing automation tools to track responses and engagement.
• Maintain relevant consent, privacy, and applicable email marketing compliance requirements.
• Measure the contribution of email marketing to qualified lead generation.

10. Conference, Exhibition & Campaign Marketing

• Plan digital campaigns around relevant USA conferences, exhibitions, trade shows, and industry events.
• Support pre-event promotion and post-event lead nurturing activities.
• Coordinate with management and sales teams to organize and process event-generated leads.
• Ensure that leads are recorded, assigned, and followed up promptly.
• Measure the effectiveness of event-related marketing activities based on lead quality and business opportunities generated.

11. Analytics, Reporting & Performance Accountability

• Prepare weekly and monthly marketing performance reports for management.
• Track lead volumes, marketing-qualified leads, sales-accepted leads, campaign expenditure, cost per lead, and cost per qualified lead.
• Monitor social media growth, engagement, website conversions, advertising results, and campaign effectiveness.
• Track lead-to-appointment conversion in coordination with the outbound sales executive.
• Measure individual team member productivity and completion of assigned responsibilities.
• Maintain marketing calendars, campaign budgets, lead databases, and reporting dashboards.
• Recommend corrective actions when campaigns or team performance fall below agreed targets.
• Take ownership of marketing outcomes, team performance, lead quality, and continuous improvement.

12. Additional Markets & Responsibilities

• Lead and supervise marketing campaigns for India, Australia, Canada, Europe, and other global markets whenever assigned by management.
• Adapt messaging, audience targeting, content, and lead generation strategies to the requirements of each assigned market.
• Support Indian digital marketing campaigns and coordinate with domestic sales personnel whenever required.
• Conduct market research and competitor analysis to identify new growth opportunities.
• Perform other reasonable marketing, sales support, team management, and business development activities assigned by management.

Required Skills & Qualifications

• 5–8 years of experience in digital marketing, B2B lead generation, demand generation, or performance marketing.
• Previous experience managing a marketing team or supervising multiple marketing professionals.
• Demonstrated ability to generate B2B leads, preferably targeting US businesses.
• Practical knowledge of LinkedIn Ads, Google Ads, Meta Ads, social media marketing, and campaign optimization.
• Strong understanding of B2B lead generation funnels, customer acquisition, lead qualification, and conversion optimization.
• Experience overseeing social media content, creative design, video content, and digital campaign execution.
• Ability to develop strategies, assign responsibilities, manage deadlines, and monitor team performance.
• Experience using CRM, marketing automation, website analytics, and reporting tools.
• Strong analytical, communication, leadership, planning, and problem-solving skills.
• Ability to work with sales teams and align marketing campaigns with measurable business objectives.
• A results-oriented mindset focused on qualified leads and business growth.

Preferred Experience

• Experience in AI technology, CCTV surveillance, security systems, remote video monitoring, SaaS, IT services, or technology-driven B2B businesses.
• Experience marketing to USA-based businesses while working from India.
• Experience managing a team of designers, content creators, and social media executives.
• Familiarity with LinkedIn Sales Navigator, HubSpot, Zoho CRM, Salesforce, Google Analytics, and Google Tag Manager.
• Experience in marketing automation, conversion tracking, retargeting, and campaign attribution.
• Ability to evaluate creative quality and guide designers and content teams effectively.

Key Performance Indicators (KPIs)

The manager will be evaluated on:

1. Number of relevant leads generated.
2. Number and percentage of marketing-qualified leads.
3. Percentage of leads accepted by the sales team.
4. Cost per qualified lead and advertising budget efficiency.
5. Lead-to-appointment conversion rate in coordination with sales.
6. Performance of social media channels and paid marketing campaigns.
7. Productivity and performance of the marketing team.
8. Timely execution of campaign calendars and marketing deliverables.
9. Accuracy of lead data and campaign reporting.
10. Contribution to the sales pipeline and business opportunities generated.

Performance targets will be established based on marketing budgets, campaign maturity, available resources, and historical results.

Compensation

Competitive salary based on relevant experience, leadership capability, and demonstrated marketing results.

Performance-based incentives may be offered based on agreed targets for qualified lead generation, team performance, campaign efficiency, and sales pipeline contribution.

Application Requirements

Candidates should submit an updated resume highlighting:

• Experience managing digital marketing teams.
• Previous B2B lead generation results, particularly for USA markets.
• Digital marketing channels and advertising platforms managed.
• Experience managing designers and social media professionals.
• Campaign budgets and measurable outcomes, where applicable.
• Experience coordinating with sales teams to generate qualified appointments and business opportunities.