Digital Specialist

Digital / Performance Marketing Specialist Lead Generation

1) Position Overview

Location: Banjara Hills, Hyderabad

Experience: 3-4 years in performance marketing with strong lead generation track record

Industry Preference: Real estate preferred; automotive, fintech, e-commerce, SaaS with high-ticket lead gen considered

Reporting: Marketing Head

Drive qualified lead acquisition for Glentree's villa and apartment projects through data-driven performance marketing across paid channels. Own end-to-end campaign strategy, execution, optimization, and ROI accountability.

2) Core Responsibilities

Campaign Strategy & Execution

Multi-Channel Lead Generation

Plan and execute campaigns across Google Ads (Search, Display, YouTube), Meta (Facebook, Instagram), and emerging platforms

Develop channel-specific strategies for villa vs apartment projects based on audience behavior and ticket size

Create audience segmentation: location-based (Hyderabad corridors), demographics (IT professionals, NRIs), and intent-based targeting

Budget Management & Optimization

Manage monthly ad spend of ?5-10 lakhs with strict CPL and CAC targets

Allocate budget dynamically based on channel performance and lead quality scoring

Implement bid strategies, automated rules, and performance-based scaling decisions

Performance Analytics & Optimization

Data-Driven Decision Making

CPL, CAC, ROAS, lead-to-SQL conversion, SQL-to-booking rate

GA4, GTM,

Build and maintain performance dashboards with real-time channel attribution

Conversion Rate Optimization

A/B testing: ad creatives, copy, landing pages, form fields, CTAs

Collaborate with creative team on performance-focused asset creation and rapid iterations

Implement advanced targeting: lookalike audiences, custom audiences, retargeting funnels

Lead Quality & Sales Alignment

Lead Qualification & Scoring

Develop lead scoring models based on source, behavior, demographics, and intent signals

MQL?SQL

Regular lead quality audits and feedback integration from sales team

Sales Funnel Optimization

booking with touchpoint analysis

Optimize for downstream metrics beyond leads: site visits, callbacks, bookings

Coordinate with CRM team for attribution accuracy and lead lifecycle tracking

3) Platform Expertise Required

Google Ads (Advanced Level)

Search campaigns with local SEO integration, negative keyword management

Display and YouTube advertising for awareness and retargeting

Smart bidding strategies, audience optimization, and conversion tracking setup

Meta Advertising (Advanced Level)

Facebook and Instagram lead generation campaigns and catalog integration

Advanced targeting: behavioral, interest-based, lookalike, and custom audiences

Creative testing frameworks, dynamic ads, and conversion API implementation

Analytics & Attribution

GA4 setup

Attribution modeling, multi-touch attribution, and offline conversion mapping

4) Must-Have Experience & Skills

Industry Experience

3-4 years in performance marketing with demonstrable lead generation success

High-ticket lead generation (?50L+ products): real estate (upwards of 2 Cr), luxury cars, premium services, B2B SaaS

Budget management: ?5-15 lakhs per project monthly ad spend with ROI accountability

Local market understanding: Hyderabad real estate market, buyer personas, competitive landscape preferred

Technical Skills

Google Analytics 4, GTM

Excel/Google Sheets for analysis, reporting, and budget tracking

CRM integration experience

Basic understanding of landing page optimization and conversion tracking

Analytical Capabilities

Performance Analysis: Channel attribution, cohort analysis, customer lifetime value

Reporting Excellence: Executive dashboards, campaign post-mortems, ROI documentation

5) Success Metrics & KPIs

Primary Metrics

Cost Per Lead (CPL): Target ?X for apartments, ?Y for villas

Lead Quality Score: SQL conversion rate >X%, booking rate >Y%

Return on Ad Spend (ROAS): Minimum 4:1 across channels

Monthly Lead Volume: XXX qualified leads with growth trajectory

Secondary Metrics

Click-through rates, conversion rates by channel and campaign type

Cost per acquisition (CPA) and customer lifetime value (CLV)

Attribution accuracy and multi-touch journey optimization

Campaign turnaround time and optimization frequency

6) Ideal Candidate Background

Industry Experience (Preferred Order)

Real Estate: Villa/apartment projects, plotted developments, commercial real estate

Automotive: Premium car brands, dealership networks, high-value vehicle sales

Financial Services: Home loans, insurance, investment products

B2B SaaS: Enterprise software, high-ticket subscriptions

Luxury/Premium Products: Electronics, appliances, lifestyle brands

Campaign Scale Experience

Managed budgets: ?10+ lakhs monthly across multiple channels

Lead volumes: 500- 2000 leads monthly based on the industry with quality scoring systems

Multi-project/multi-product campaign management

Performance improvement: documented CPL reduction and conversion uplift examples

7) Additional Requirements

Soft Skills

Analytical Mindset: Data-driven decision making, hypothesis testing approach

Communication: Clear reporting to management, collaboration with creative and sales teams

Adaptability: Quick response to market changes, platform updates, campaign performance shifts

Ownership: End-to-end accountability for lead generation targets and budget efficiency

Technical Environment

Tools Access: Google Ads, Meta Business, Analytics suite, CRM integration

Collaboration: Work with graphic designer, content team, sales, and external agency partners

Reporting Cadence: Daily monitoring, weekly optimization, monthly performance reviews

8) Compensation Package

Salary Range

3-4 years experience: ?6-10 LPA (fixed) + performance bonuses

Performance Incentives

on CPL targets, lead quality scores, and ROAS achievement

Annual variable pay: 15-20% of fixed salary based on overall marketing team performance