Manager - Digital Marketing - Internet/Online

Digital Marketing Manager

Qualification & Experience:

- Extremely data drove individual with over 6 years of relevant experience

- Engineering educational background (pref. IIT/NSIT/BITS Pilani)

- Experience with B2C products selling in the US would also be a plus.

- Experience with app install campaigns for Google Play and/or App Store would be a big plus.

Responsibilities:

- Strategy

- Lead marketing strategy for paid user acquisition for all acquisition channels

- Manage P&L for all paid marketing campaigns for web signups and provide projections & budget requirements for the next 12-24 months.

- Design campaigns based on buyer persona, school lifecycle, and industry events.

- Constantly look at competitors and provide SWOT analysis and identify their success factors.

- Execution & Team Handling

- Should have prior hands-on experience with most acquisition channels.

- Should be able to build and lead a team of channel executives as required and coordinate with multiple stakeholders (product, communications, brand, design)

- Create audience segmentation & identify keywords and message for different buyer personas.

- Drive traffic as well as maximize channel-wise LTV/CAC for all paid marketing campaigns.

- Identify, analyze each channel to create a sustainable channel for user acquisition. Conceptualize & implement paid marketing campaigns on each channel (SEM, Display across networks, FB & more).

- Drive conversions through re-marketing campaigns. Identify the right channels to re-target users.

- A/B test: audience targeting, ad copy, creative, landing page and more.

- Strong understanding of bidding strategies for various ad platforms.

- Implement Affiliate Marketing Programs & optimize for ROI.

- Data Analytics

- Interpret data, analyze results using statistical techniques to determine actionables

- Ability to analyze competitor strategies and recommend changes in our strategy.

- Administer ad platform (Adwords, FB Ads, Adjust/Apsalar) tools for purposes of targeting, bid optimization, running a/b tests, diagnostic reporting, and analysis.

- Monitor and administer web analytics dashboards, reports, and key reporting tools, and point out key areas of importance in goals.

- Monitor and evaluate results and performance across the major channels.

- Industry Trends

- Keep pace with digital marketing industry trends, new channels, and other developments

- Should have a deep understanding of how Google Adwords, Bing, Affiliate algorithms actually work.

- Tools

- Deep Knowledge of Ad Platforms: Adwords, Facebook Ads, Keyword Planner & others

- Adjust/Apsalar/similar, Analytics/BI tools/SQL/Excel (GA, Mixpanel, Looker, similar)