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Job Title: Associate Digital Marketing Manager - Performance MarketingLocation: KolkataIndustry: Eye Care / HealthcareFunction: Digital MarketingDepartment: MARCOMExperience: 6-10 years of experience in digital/performance marketing roles, preferably in healthcare, wellness, or service-based industries.Employment Type: Full-time, On-siteReporting To: General Manager – Digital InitiativesJob 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. - 6–10 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