Associate Digital Marketing Manager - Performance Marketing

Job Title: Associate Digital Marketing Manager - Performance Marketing

Location: Kolkata

Industry: Eye Care / Healthcare

Function: Digital Marketing

Department: MARCOM

Experience: 6-10 years of experience in digital/performance marketing roles, preferably in healthcare, wellness, or service-based industries.

Employment Type: Full-time, On-site

Reporting To: General Manager Digital Initiatives

Job Description & Summary:

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.
• 610 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