Job Description

Job Purpose
To manage and optimize paid digital marketing campaigns with a focus on performance marketing for
various verticals under Group Drishti. Drive sales, customer acquisition, lead generation, and ROI
through paid channels like Google Ads, Facebook Ads, and other PPC platforms for various courses.
Primary Job Responsibilities

• Paid Campaign Management: Plan, create, and manage paid advertising campaigns on Google Ads,

Facebook, Instagram, Binge, and other digital platforms to drive traffic, leads, and conversions.

• Performance Marketing: Develop and execute performance-driven strategies that are focused on

maximizing return on ad spend (ROAS) and minimizing customer acquisition costs (CAC).

• Digital Ads Optimization: Continuously monitor and optimize pay-per-click (PPC) campaigns to improve

cost per click (CPC), click-through rates (CTR), and conversion rates. Adjust targeting, bidding, and
creative strategies for better results.

• Display Advertising: Execute and optimize display advertising campaigns through Google Display

Network (GDN) and other relevant platforms to increase brand visibility and lead generation.

• Retargeting & Remarketing: Implement remarketing strategies to re-engage users who have interacted

with the brand but did not convert. Use dynamic ads and personalized messaging to increase the
chances of conversion.

• Budget Management: Monitor and allocate budgets effectively across different campaigns and

platforms. Track daily spending and ensure it aligns with business goals while maximizing ROI.

• Campaign Performance Tracking & Reporting: Use analytics tools (e.g., Google Analytics, Facebook Ads

Manager, Google Ads manger) to track campaign performance. Provide regular reports and insights on
key performance indicators (KPIs) such as cost per acquisition (CPA), conversion rate, and ROAS.

• Collaboration: Work closely with creative and content teams to ensure ad copy and visuals align with

performance marketing strategies. Coordinate with sales teams to align lead generation efforts.
Major KRAs
Improve ROAS and reduce CAC through effective paid marketing campaigns.
Achieve lead generation and conversion goals through strategic ad spend.
Optimize and manage budgets for high-impact campaigns across different platforms.
Ensure timely execution and continuous improvement and optimisation of paid campaign.
Specific Knowledge & Skills
Bachelor's/Master's degree or a relevant degree in digital marketing.
Solid organizational skills including attention to detail and multi-tasking skills
Strong written & and verbal communication skills to convey ideas, expectations, and information
to the team & and stakeholders.
Excellent time management skills to prioritize tasks effectively & and to ensure that the
deadlines are met.
Strong data analysis and knowledge of Microsoft Office
Leadership, Understanding of consumers, Problem-solving skills, Creativity and
innovation, Managing multiple priorities and Analytical skills