Digital Marketing Specialist – Performance Marketing & Lead Generation

About the role

The Digital Marketing Specialist will lead performance‑marketing campaigns to generate student leads and drive admissions for Veranda RACE’s competitive exam courses across Tamil Nadu, Kerala and Karnataka. The role focuses on end‑to‑end funnel management, optimisation and conversion of leads into enrolled students.

Key responsibilities

• Plan, launch and optimise Google Ads (Search, YouTube, Display) and Meta Ads campaigns to meet cost‑per‑lead (CPL) and conversion targets.
• Conduct keyword research, audience segmentation and A/B testing to improve campaign efficiency.
• Design and manage full funnels: ad → landing page → lead capture → follow‑up → admission, including landing‑page copy in Tamil and English.
• Collaborate with tele‑calling and admissions teams to enhance lead quality and track lead‑to‑admission conversion.
• Monitor daily performance metrics using Google Analytics and CRM tools (Zoho or similar) and produce regular reports with insights and recommendations.
• Work with design and content teams to create ad creatives, video hooks and landing‑page assets that resonate with students and job aspirants.

Required profile

• 2–3 years of hands‑on experience managing Google Ads and Meta Ads campaigns.
• Proven track record in lead‑generation and funnel optimisation, preferably in the EdTech or coaching sector.
• Familiarity with the Tamil Nadu, Kerala and Karnataka markets and ability to craft bilingual (Tamil/English) messaging.
• Data‑driven mindset with strong analytical skills to translate campaign data into business outcomes.

Required skills

• Google Ads
• Meta Ads Manager
• Google Analytics
• Zoho CRM (or similar)
• Landing‑page optimisation
• A/B testing
• Keyword research and audience targeting