Wayline®

Position: Digital Marketing & Content Development Manager Location: Corporate Office, Kochi, Kerala Type: Full-Time 1. Introduction Wayline Management Consultants Pvt. Ltd., a national leader in skill development and vocational training, is expanding its digital footprint and looking to hire a Digital Marketing & Content Development Manager . This role is essential in strengthening the online visibility and brand reputation of Wayline and its associated ventures. The ideal candidate should be passionate about digital storytelling, experienced in campaign execution, and strategic in building multi-platform content. The candidate will manage online branding, content planning, SEO, digital advertising, website updates, and brand-aligned social media presence for the organization. 2. Roles and Responsibilities A. Content Development Create engaging content for websites, brochures, presentations, social media, newsletters, emailers, and blogs. Research and prepare original and SEO-optimized articles related to skill development, government schemes, training programs, and career paths. Maintain brand consistency in tone, visuals, and voice across all digital touchpoints. B. Social Media Management Manage and grow Wayline’s social media profiles (LinkedIn, Instagram, Facebook, Twitter, YouTube). Plan and schedule posts using content calendars and tools like Buffer, Hootsuite, or Meta Suite. Engage with followers, respond to inquiries, and moderate comments. C. Website & SEO Regularly update content on the official website (WordPress or other CMS). Implement on-page and off-page SEO strategies to boost search engine rankings. Track web analytics using Google Analytics and suggest improvements. D. Digital Campaigns & Ads Plan and execute paid and organic marketing campaigns across Google Ads, Facebook Ads, and LinkedIn. Monitor campaign performance and optimize for lead generation and conversion. Design basic ad creatives using Canva or work with graphic designers for advanced needs. E. Online Reputation & Listings Create, manage, and optimize Google Business Profiles for Wayline and associated centres. Update listings on online directories, educational portals, and forums. Monitor online mentions and reviews; engage in ORM (Online Reputation Management). F. Analytics & Reporting Maintain dashboards for lead generation, campaign performance, traffic growth, and social media engagement. Prepare monthly performance reports for CEO review with insights and action plans. 3. Eligibility Criteria · Education: Bachelor's degree in Marketing, Mass Communication, Digital Media, or related fields · Experience: 2–5 years in digital marketing and content roles, preferably in education, skill training, or services sector · Certifications: Google Ads, HubSpot, Meta Blueprint, or Digital Marketing Certification preferred · Language: Fluent in English and Malayalam (both written and spoken) 4. Skills and Competencies Skill Category Required Proficiency Content Writing Strong copywriting and storytelling across platforms SEO & SEM Knowledge of keyword research, backlinks, analytics, and Google Search Console Social Media Strategy Proficiency in planning and managing paid/organic content calendars Email & CRM Marketing Familiarity with Mailchimp, Zoho Campaigns, or similar tools Design & Aesthetics Ability to use Canva / Adobe tools for visual content (or guide graphic designers) Web CMS Skills Experience in WordPress or similar content management systems Tools Knowledge Google Analytics, Google Ads, Meta Suite, Buffer, Ubersuggest, Ahrefs (optional) 5. Key Result Areas (KRAs) KRA Area Description Content Creation Deliver quality and timely content aligned to campaigns Social Media Engagement Build and grow brand presence and lead engagement on social media SEO Performance Improve website traffic and keyword rankings month-on-month Campaign ROI Plan and execute lead-generating campaigns with clear return on spend Online Brand Visibility Enhance Google presence and optimize educational listings Reporting & Strategy Provide monthly reports with actionable insights 6. Key Performance Indicators (KPIs) with Benchmarks KPI Benchmark / Target Website Traffic Growth 15–20% MoM increase in organic traffic Lead Generation from Ads 30+ quality leads/month (from paid + organic campaigns combined) SEO Keyword Ranking Top 10 positions for 10+ relevant keywords in 6 months Social Media Engagement Rate >3% average engagement rate per post on all platforms Email Campaign Open Rate >25% open rate and >5% CTR on promotional emails Monthly Content Output Minimum 15 social posts, 2 blogs/articles, 4 newsletters, 2 videos (or reels) Profile Listing Management All Google Business Profiles updated & 100% optimized monthly