Digital Marketing Executive

ICE; Mumbai; On-site; INR 800,000 - 1,000,000; Full time

Job summary

Procedure in Mumbai seeks a hands-on digital marketer with 3-4 years of experience to own organic visibility and inbound leads for our B2B engineering consultancy serving US and India.

You will drive Content SEO, AEO, backlink outreach, GA4/GTM setup, and Looker Studio dashboards, collaborating with the marketing lead, content writer, designer, and engineers.

Qualifications

• 3-4 years of hands-on digital marketing experience, preferably B2B/tech services.
• Experience with SEO, keyword research, content gaps, and technical SEO basics.

Responsibilities

• Own the organic visibility and inbound leads for a B2B engineering consultancy.
• Lead Content SEO and AEO initiatives including keyword research and on-page optimization.
• Drive backlink outreach to improve Domain Rating with editorial backlinks.
• Set up GA4 and GTM; build Looker Studio dashboards for traffic and conversions.
• Collaborate with content writers, engineers, and the marketing lead.

Skills

Digital marketing

SEO

AEO/GEO

GA4/GTM

Looker Studio

Backlink outreach

Content strategy

Tools

Ahrefs

Semrush

Screaming Frog

Looker Studio

Job description

Job Description

Company: Procedure

Website: Visit Website

LinkedIn: Visit LinkedIn

Business Type: Small/Medium Business

Company Type: Service

Business Model: B2B

Funding Stage: Bootstrapped

Industry: IT Services and Consulting

Salary Range: ₹ 8-10 Lacs PA

Hey there!

We are looking for a sharp, hands-on digital marketer to join our Marketing team at Procedure. We're an engineering services company built with AI at our core since day one, not bolted on later. Before we dive into the job description, allow us to introduce ourselves.

Our team is a mixed bag. Of the smart and the hard workers. Of the organised and slightly chaotic. Of the early risers and the burners of the midnight oil. We appreciate diversity and truly like having differing perspectives in the room.

We pride ourselves on being early adopters of the latest tools, libraries and frameworks while delivering business value all the time. People who work with us fall in love with their craft. We have changed the definition of "work" for them.

Here Are Some Of Our Beliefs About Work

• Work is only 1 part of your life and not your entire life. We treat it as such.
• Weekends are sacred and not to be messed around with. You won't be asked to work on one.
• Commuting is a waste of time. Working from home saves you additional time. Go crazy with it.
• Asynchronous by-default. Synchronous communication is expensive, so we default to writing docs and literature to enable async communication.

Apart from work, we continually invest in growing you as a professional and a human.

• Book club - broaden your horizons by picking up a book every month and have fun doing so
• P1, The Half Yearly Tech Conference - here's where we explore futuristic themes to keep you informed about what's happening in the tech space outside our office.
• Mumbai Meets AI (MMAI) - our quarterly community meetup where engineers and AI practitioners come together. You'll help shape how we take this to market.

Growth requires mentorship

We believe choosing a mentor is more important than choosing a company. You'll work directly with our marketing lead, who'll mentor you on building a marketing engine from first principles - not from a playbook someone else wrote.

What's It Like Here

We love debating over tools and strategies. Ahrefs or Semrush? Long-form or programmatic? DR or traffic first? If you have opinions about why most B2B content is forgettable and how to fix it, you'll fit right in. Continuous improvement is at the heart of everything we do at work and outside.

This sounds good. But what exactly will you work on?

Role

This isn't a "post on social media and send the weekly report" role. You'll own the systems that drive organic visibility and inbound leads for a B2B engineering consultancy targeting decision-makers in the US and India. Here's what that looks like:

Content SEO and AEO (Answer Engine Optimization)

You'll own the organic pipeline end-to-end. That means keyword research, SERP gap analysis, on-page optimization, and making sure our content gets cited by LLMs like ChatGPT, Perplexity, and Claude, not just ranked on Google. We care deeply about being the answer, not just being on page one.

You'll work with our content and engineering teams to ensure every blog, service page, and technology page is structured for both human readers and AI retrieval. Think: FAQ schema, AEO short-answer blocks, clean heading hierarchy, internal link architecture.

Backlink Outreach and DR Growth

You'll run outreach campaigns to grow our Domain Rating. That means identifying high-DR targets, managing outreach sequences, building relationships with editors and publishers, and finding creative ways to earn editorial backlinks that actually move the needle.

You should be comfortable reading a referring domains report in Ahrefs and knowing exactly what to do next.

GA4, GTM, and Dashboards

You'll own our measurement stack. GA4 property setup, GTM container management, custom event tracking, conversion goals, and reporting. We use Looker Studio for dashboards. You'll build and maintain dashboards that the team actually uses to make decisions: traffic by channel, AI referral tracking, content performance, lead attribution.

If you've set up custom channel groups in GA4 (like tracking AI assistant referral traffic separately), we'll get along well.

What You Won't Be Doing

• You won't be writing blog posts. We have a content writer and a structured editorial pipeline for that.
• You won't be designing carousels or editing videos. We have a designer for that.
• You won't be posting on LinkedIn and X. We have someone handling social execution.
• Your job is the engine underneath all of it: the data, the visibility, the systems, and the growth.

Here's What We Expect From You

• 3-4 years of hands-on digital marketing experience, preferably in a B2B or tech services context. You've done this before, not just read about it.
• SEO is second nature to you. You understand keyword difficulty, search intent, content gaps, internal linking strategy, and technical SEO basics (crawlability, canonical tags, structured data). You've moved the needle on organic traffic for a real website.
• You've done AEO and GEO, not just read about them. Answer Engine Optimization and Generative Engine Optimization are not buzzwords to you. You've structured content that got cited by LLMs, tracked that traffic, and tied it back to pipeline. You've had targets around AI-driven MQLs and you've hit them. We want someone who's proven this works, not someone who's still tinkering.
• You've set up GA4 properties from scratch, configured GTM containers, created custom events, and built dashboards in Looker Studio (or similar). You can trace a lead from first touch to form submission.
• You've done backlink outreach. You know the difference between a directory listing and an editorial backlink. You've used Ahrefs (or Semrush/Moz) to analyze competitor backlink profiles and find opportunities.
• You can build dashboards people actually look at. Looker Studio, Google Sheets with data connectors, or similar. You know that a dashboard nobody checks is worse than no dashboard at all.
• You've worked on websites and landing pages. You've been involved in building, optimizing, or managing website pages and landing pages that convert. You understand what makes a high-intent page work: structure, copy, CTAs, page speed, and how it all ties back to the funnel.
• You use AI tools like Claude and ChatGPT as thinking partners. For research, for ideation, for breaking down complex problems. Not for copy-pasting AI-generated fluff. You know the difference, and it shows in your work.
• You write clearly. Not blog posts, but briefs, reports, Slack messages, outreach emails. Clear thinking shows up in clear writing.

Tools you'll work with

• SEO/AEO: Ahrefs, Google Search Console, Screaming Frog
• Analytics: GA4, GTM, Looker Studio
• AI: Claude Pro, ChatGPT Plus (premium licenses provided)
• Ops: Notion, Slack
• Outreach: Email (your preferred tool), LinkedIn

The fine print

• Experience: 3-4 years
• Location: Mumbai
• Reports to: Marketing Head
• Team: You'll collaborate daily with our content writer, social media manager, designer, and engineering team.