Digital Marketing Manager & CRM Lead

About iLead:

iLead (Institute of Leadership, Entrepreneurship and Development) is a leading institute in Kolkata offering future-ready programs in management, media, design, technology, and allied fields. We focus on academic excellence, industry integration, and holistic student development.

Role Overview:

We are looking for a data-driven Digital Performance Marketing Specialist to lead multi-channel campaigns, manage the Meritto CRM, and drive end-to-end growth from lead generation to final enrollment. This role blends performance marketing, analytics, and website optimization.

Key Responsibilities:

Digital Performance Marketing

• Create and execute lead-generation campaigns across Meta (Facebook/Instagram), Google, YouTube, LinkedIn, and other channels.
• UtilizeGoogle AdWordsto manage paid search, remarketing, display, and discovery campaigns.
• Analyze traffic, engagement, conversions, attribution paths, and CPL optimization usingGoogle Analytics.
• Conduct audience segmentation, A/B testing, funnel monitoring, and asset optimization.
• Manage relationships with digital marketing agencies and evaluate their performance.
• Oversee creative and messaging direction for ads, videos, banners, and landing pages.

CRM Ownership Meritto

• Fully administer the Meritto CRM including:
• Lead management
• Workflow automation
• Drip campaigns and nurture sequences
• Counselor assignment and tracking
• Use CRM data to study lead behavior, interaction history, and conversion probability.
• Correlate campaign performance with CRM conversion data to ensure aligned decision-making.

Technical & Web Management

• Manage and update the website usingWordPress.
• Basic implementation and editing usingHTMLand page elements.
• Improve web form structure, UI/UX and optimize lead capture.
• Coordinate SEO updates, backlinking, metadata optimization etc.

Admissions Alignment

• Work closely with admissions counsellors to:
• Improve call prioritization
• Lead feedback and campaign optimization

Analytics & Reporting

• Connect the dots between:
• Ad performance CRM data Final enrollment
• Prepare weekly and monthly dashboards for leadership.
• Track metrics across:
• Cost per lead (CPL)
• Customer Acquisition Cost (CAC)
• Lead-to-Application conversion
• Application-to-Admission conversion
• Channel ROI

Required Skills & Competencies

Technical / Marketing Skills

• Mandatory: Relevant certifications from Google, Meta, etc.
• Strong hands-on experience in:
• Google AdWords
• Google Analytics
• Meta Campaign Manager
• YouTube campaigns
• Basic WordPress management capabilities.
• Basic HTML knowledge for formatting, embeds, and landing page edits.
• Understanding of tracking tools: UTM structures, pixels, GTM tags etc.

Soft Skills

• Strong analytical and insight-driven mindset
• Strategic planning capability
• Excellent communication and presentation skills
• Ability to manage agencies and external partners
• High ownership and accountability
• Team leadership and cross-functional collaboration

Qualifications

• Bachelors or Masters degree in Marketing, Digital Media, Communications, Business, Technology, or similar.
• 4+ years of experience in digital marketing.
• Direct experience in education sector marketing preferred.

Certification in Google / Meta marketing tools is mandatory.

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