Job Description

Job Title: Associate Digital Marketing Manager - Performance Marketing Location: Kolkata Industry: Eye Care / Healthcare Function: Digital Marketing Department: MARCOM Experience: 3–5 years of experience in digital/performance marketing roles, preferably in healthcare, wellness, or service-based industries Employment Type: Full-time Reporting To: GM – Digital Initiatives About the Role: We are looking for a data-driven, results-oriented Performance Marketing individual to lead and manage our digital marketing efforts aimed at promoting eye care services across various digital platforms. The ideal candidate will have a strong grasp of performance marketing strategies and campaign management, with a clear focus on generating leads and improving return on ad spends (ROAS). The ideal candidate should also have a strong command of Hindi, as the campaigns will target primarily Hindi-speaking audiences across digital platforms. Key Responsibilities: Strategy & Planning: Develop comprehensive digital marketing strategies and campaign plans to promote eye care services across platforms such as Google, Facebook, Instagram, WhatsApp, and mobile apps. Plan and execute paid marketing campaigns with a focus on driving leads, engagement, and brand awareness. Campaign Execution & Management: Launch and manage awareness and lead generation campaigns across digital channels including Google Ads, Meta (Facebook/Instagram), YouTube, Display Networks, in-app marketing and more. Partner with local influencers (lifestyle, health, parents) to promote eye check-up, facilities (hospitals). Use WhatsApp Business API to send appointment reminders & confirmations, broadcast health tips or offers, set-up Drip Campaigns, etc. Monitor performance daily and optimize campaigns based on KPIs such as ROAS, CTR, CPC, CPL, and conversion rates. Optimization & ROI Focus: Continuously test ad creatives, landing pages, targeting, and bidding strategies to maximize campaign effectiveness. Ensure campaign budgets are effectively utilized to achieve the best possible ROI. Analytics & Reporting: Track and analyze campaign performance using tools like Google Analytics, Meta Business Suite, and ad dashboards. Implement and manage UTM tracking protocols across all paid campaigns to ensure accurate source attribution. Set up and monitor conversion events in Google Analytics 4 (GA4) to measure campaign effectiveness across touchpoints. Generate insightful reports with clear performance metrics, and provide actionable recommendations for continuous improvement. Collaboration & Coordination: Work closely with the design, content, and tech teams to develop impactful ad creatives and landing pages. Coordinate with external vendors or agencies (if any) and ensure alignment with overall brand and campaign goals. Key Requirements: · Bachelor's degree in Marketing, Business, or a related field. A degree in Digital Media or Marketing, Data Analytics will be preferred. · 3–5 years of experience in digital/performance marketing roles, preferably in healthcare, wellness, or service-based industries. · Proven track record of managing and optimizing paid campaigns on Google Ads, Meta (Facebook/Instagram), and other platforms. · Strong understanding of campaign metrics, digital funnels, audience targeting, and A/B testing. · Strong understanding of UTM tracking, Google Analytics (GA4), and attribution models · Hands-on experience with conversion tracking, pixel implementation, and tag management (e.g., Google Tag Manager) · Proficiency in Hindi (spoken and written) is essential, as campaigns will target Hindi-speaking regions. · Ability to develop or adapt ad content and messaging in Hindi to ensure cultural and linguistic relevance. · Proficiency in tools like Google Ads Manager, Meta Business Suite, Google Analytics, and marketing automation platforms. · Analytical mindset with a focus on results, data insights, and cost-efficiency. · Excellent communication and project management skills. · Familiarity with platforms like WhatsApp Business API and hands-on experience in mobile app marketing · Experience using dashboard tools (e.g., Looker Studio, Power BI, Tableau, etc.) for campaign reporting · Experience in integrating marketing data into CRMs or analytics tools (e.g., HubSpot, Salesforce, FreshSales, Looker Studio, etc.) Key Performance Indicators (KPIs): Overall Brand Reach Growth – Percentage (%) increase in unique reach across all digital channels Percentage (%) increase in Leads generated through digital campaigns Number of quality leads generated - conversion rate of leads to patients Percentage (%) increase in website traffic other than Goole Organic Traffic ROAS (Return on Ad Spend) and overall campaign ROI. Show more Show less