Digital Marketing Manager

Asia Pacific Institute of Management (AIM); New Delhi; On-site; INR 900,000 - 1,500,000; Full time

Job summary

Asia-Pacific Institute of Management (AIM) in New Delhi invites applications for the Digital Marketing Manager role. Based on Jasola, the position is on-site and reports to Marketing & Admissions, focusing on performance marketing, lead generation, and agency management to drive student applications.

The ideal candidate has 4–7 years of digital marketing experience, hands-on expertise with Google Ads, GA4, GTM, analytics, CRM platforms, and budget optimization, with a proven ability to translate

Qualifications

• Bachelor's degree in Marketing, Business Administration, Communications, or related field.
• 4–7 years of digital marketing experience with performance marketing and lead generation.
• Hands-on knowledge of Google Ads, Meta Ads Manager, GA4, GTM, and analytics.
• Experience managing advertising budgets and dashboards.
• Familiarity with CRM systems and marketing automation.
• Strong analytical, communication, and stakeholder management skills.

Responsibilities

• Lead performance marketing and agency management across Google, Meta, YouTube and other platforms.
• Monitor budgets, CPL, CPA, and lead quality; drive optimization and ROI.
• Oversee analytics, tracking, CRM attribution, and lead-to-admission conversions.
• Coordinate SEO, content, and landing-page optimization for conversions.
• Plan campaigns for admissions cycles and institutional initiatives.
• Prepare regular performance reports and dashboards; provide actionable recommendations.

Skills

Digital marketing

Google Ads

GA4

GTM

Lead generation

Campaign budgeting

Analytics

Excel / Sheets

Agency management

Education

Bachelor's degree in Marketing/Business

Tools

LeadSquared CRM

GA4

GTM

Looker Studio

Job description

Job Description Digital Marketing Manager

Organization: Asia-Pacific Institute of Management (AIM)
Location: Jasola, New Delhi
Department: Marketing & Admissions
Position: Digital Marketing Manager
Employment Type: Full-Time | On-Site
Experience Required: 4–7 Years (preferably in Education / EdTech / Lead Generation)

About AIM

Asia-Pacific Institute of Management (AIM) is a leading management education institution in New Delhi with a legacy of nearly three decades. The institute offers industry-oriented management programs, including PGDM, MBA in Healthcare Management, and undergraduate programs.

We are looking for a highly analytical, technically proficient, and results-driven Digital Marketing Manager to oversee our digital marketing operations, manage external agencies, and ensure measurable growth in student applications and admissions.

Key Responsibilities

1. Performance Marketing & Agency Management

• Act as the primary point of contact for all digital marketing and performance marketing agencies.
• Oversee campaigns across Google Ads, Meta Ads, YouTube, and other relevant digital platforms.
• Monitor campaign budgets, lead generation, lead quality, cost per lead (CPL), cost per application (CPA), and overall return on marketing investment.
• Independently review campaign structures, audience targeting, bidding strategies, keyword performance, and conversion tracking.
• Conduct regular performance reviews with agencies and ensure timely execution of agreed deliverables.
• Identify underperforming campaigns and recommend corrective actions.
• Ensure that agencies continuously optimize campaigns rather than simply manage advertising budgets.

2. Digital Marketing Tools & Technical Expertise

The candidate should possess strong working knowledge of:

Paid Advertising

• Google Ads (Search, Display, Performance Max, YouTube, Remarketing)
• Meta Ads Manager (Facebook & Instagram)
• LinkedIn Ads and other relevant advertising platforms

Analytics & Tracking

• Google Analytics 4 (GA4)
• Google Tag Manager (GTM)
• Google Search Console
• Looker Studio
• Meta Pixel and Conversions API
• UTM tracking, conversion events, attribution, and remarketing audiences

SEO & Website Optimization

• On-page, off-page, and technical SEO fundamentals
• Keyword research using tools such as SEMrush, Ahrefs, and Google Keyword Planner
• Landing page optimization, A/B testing, and conversion rate optimization (CRO)
• Website performance monitoring and user journey analysis

CRM & Marketing Automation

• LeadSquared or similar CRM platforms
• Lead source attribution and campaign-to-CRM integration
• WhatsApp, email, and SMS marketing automation
• Lead nurturing workflows and remarketing campaigns

3. Lead Generation & Admissions Funnel Management

• Take ownership of digital lead generation performance across AIM's academic programs.
• Track the complete admissions funnel: Impressions Clicks Leads Qualified Leads Applications Admissions.
• Work closely with the admissions team to evaluate lead quality and conversion performance.
• Identify lead leakage, attribution errors, duplicate leads, and ineffective lead sources.
• Ensure accurate lead capture, campaign tagging, and CRM integration.
• Recommend strategies to improve lead-to-application and application-to-admission conversion rates.
• Monitor program-wise performance and allocate marketing resources accordingly.

4. Reporting, Analytics & Budget Monitoring

• Prepare daily, weekly, and monthly digital marketing performance reports.
• Develop dashboards to monitor campaign performance, expenditure, and admissions conversions.
• Track and analyze key metrics, including:
  
• Cost per Lead (CPL)
• Cost per Qualified Lead (CPQL)
• Cost per Application (CPA)
• Cost per Admission / Acquisition (CAC)
• Click-Through Rate (CTR)
• Conversion Rate (CVR)
• Return on Ad Spend (ROAS), where measurable
• Verify agency-reported data against advertising platforms, analytics tools, and CRM records.
• Monitor budget utilization and ensure campaigns remain within approved spending limits.
• Present actionable recommendations to management based on performance data.

5. SEO, Content & Digital Brand Visibility

• Oversee SEO agencies and ensure improvements in organic search visibility and relevant keyword rankings.
• Coordinate with content and creative teams to ensure campaign messaging aligns with AIM's positioning.
• Review advertising copies, creatives, landing pages, and promotional content for accuracy and effectiveness.
• Monitor website traffic, organic leads, and search performance.
• Ensure consistent messaging across all digital channels.

6. Campaign Planning & Execution

• Work with management and agencies to develop program-wise digital marketing strategies.
• Coordinate campaign launches for admissions cycles, webinars, events, and institutional initiatives.
• Ensure timely delivery of creatives, landing pages, campaign assets, and tracking integrations.
• Research competitors, market trends, student search behavior, and emerging digital marketing opportunities.
• Support new initiatives involving marketing automation, AI-driven campaign optimization, and digital outreach.

Required Skills & Qualifications

• Bachelor's degree in Marketing, Business Administration, Communications, or a related field.
• 4–7 years of relevant digital marketing experience, preferably involving performance marketing and lead generation.
• Strong hands-on understanding of Google Ads, Meta Ads Manager, GA4, GTM, and digital analytics.
• Demonstrated experience managing or supervising significant advertising budgets.
• Strong proficiency in Microsoft Excel / Google Sheets and marketing dashboards.
• Experience working with marketing agencies and independently evaluating their performance.
• Understanding of CRM systems, marketing automation, and lead management processes.
• Strong analytical ability, attention to detail, and problem-solving skills.
• Excellent communication, coordination, and stakeholder management skills.

Preferred Qualifications

• Experience in higher education, business schools, education marketing, or EdTech.
• Google Ads and Google Analytics certifications.
• Experience with LeadSquared CRM.
• Familiarity with AI-powered marketing tools, automation, and advanced reporting.

Key Performance Indicators (KPIs)

Performance will be evaluated based on:

1. Quality and volume of leads generated across academic programs.
2. Improvement in lead-to-application and application-to-admission conversion rates.
3. Optimization of CPL, CPA, and cost per admission.
4. Accuracy of campaign tracking, reporting, and CRM attribution.
5. Agency accountability, execution quality, and timely delivery of campaigns.
6. Improvement in organic search visibility and website conversion rates.
7. Effective utilization of digital marketing budgets.

Ideal Candidate Profile

We are looking for someone who understands digital marketing beyond dashboards and reports.

The ideal candidate should be capable of logging into Google Ads or Meta Ads Manager, independently understanding campaign performance, identifying problems, questioning agency strategies, and recommending improvements.

This is not merely an agency coordination role. The candidate must have strong technical knowledge, commercial awareness, and the ability to translate digital marketing expenditure into measurable student applications and admissions.

The role requires someone who can take ownership, work independently, and ensure AIM's digital marketing agencies deliver results aligned with the institute's admissions objectives.