JOB DESCRIPTION: Marketing Manager (DIGITAL)
- Reports To: Director
- Location: New Delhi - Hauz Khas Village (Head office)
- Market Focus: Pan-India, with specific focus on Surat & Siliguri Campuses
- Travel: Occasional travel to focus markets may be required for major events or launches.
- Employment Type: Full-Time
- Salary Range: As per industry standards and candidate's experience.
Company Overview
JD Institute is executing a major strategic pivot. We are evolving from a legacy design institution into a New-Age Design Career Accelerator. Our vision is to move beyond traditional academic marketing and adopt a Creator-First approach focusing on real-world outcomes, student success stories, and industry immersion. We are looking for a leader who can drive this transition.
Position Summary
We are seeking a Digital Marketing Manager who combines the creativity of a content strategist with the precision of a data analyst.
The core objective of this role is to reduce dependency on paid ads by building a robust organic growth engine. You will be responsible for building Founder-Led narratives, managing technical digital operations (Agency & CRM), and driving hyper-local growth in Tier-2 markets. Crucially, you will act as the bridge between Marketing and Admissions, ensuring that every lead generated is armed with the right content to convert.
Key Responsibilities
1. Organic Growth & Brand Narrative (The Creator Strategy)
- Founder-Led Marketing: Strategize and manage the personal branding of the Institute's Leadership on LinkedIn and Social Media. Position directors as industry thought leaders to drive organic trust.
- Student Ambassador Program: Build and manage a Campus Ambassador squad. Recruit our most charismatic current students to create authentic Day in the Life content, host campus tours, and answer peer queries on social media.
- SEO & Content Engine: Pivot content from selling courses to documenting success. Ensure website content answers high-intent queries to drive organic traffic.
2. Digital Strategy, ORM & Agency Management
- Agency Controller: Manage external agencies for Ads, Website, and SEO. You must audit their work technically checking ad sets, verifying CPL data, and ensuring creative alignment.
- Online Reputation Management (ORM): Actively monitor and manage the institute's reputation on Google Maps, Quora, and Shiksha. Implement strategies to encourage happy alumni to leave positive reviews to boost Social Proof.
- Local SEO Domination: Execute a strategy to dominate the Map Pack. Ensure JD Institute appears in the top 3 results for searches in Surat, Siliguri, and Delhi.
3. CRM, Sales Enablement & Automation
- Meritto (NoPaperForms) Architect: Fully owns the CRM architecture. Build advanced automation workflows, lead scoring models, and counselor allocation logic.
- Sales Enablement : Don't just generate leads; help close them. Create high-converting collateral for the counseling team (e.g., Battle Cards vs. competitors, WhatsApp scripts, and Alumni Success Decks) to increase conversion rates.
- Nurturing: Design segmented drip campaigns using WhatsApp Business API and Email. Focus on value-driven follow-ups that nurture cold leads into applicants.
4. Regional Market Capture (Offline Focus)
- Tier-2 Market Penetration (Surat & Siliguri): Develop hyper-local offline strategies. This includes school contact programs, tuition center partnerships, and local PR activations specific to these cities.
- Event-Led Marketing: Organize and promote high-impact campus events (workshops, fashion shows) to drive footfall. Use offline guerrilla marketing techniques to fill seats.
5. Data Reporting & Admissions Alignment
- Feedback Loop: You don't work in a silo. You will hold weekly reviews with the Admissions Head to listen to call recordings, analyze lead quality, and immediately tweak marketing campaigns based on ground-level feedback.
- Executive Reporting: Present weekly reports to Management using Tableau, Looker Studio, or Advanced Excel. Reports must visualize ROI, Cost Per Admission (CPA), and Lead Velocity.
Candidate Profile
Education & Experience:
- MBA in Marketing or equivalent.
- 5+ years of experience in Marketing (Education, EdTech, or D2C preferred).
- Demonstrated experience in sales enablement or working closely with sales teams.
Technical Skills:
- CRM: Advanced proficiency in Meritto (NoPaperForms) is highly preferred.
- Data: Expert in Excel, Google Analytics 4, and Tableau/Looker Studio.
- Marketing Tech: Knowledge of WhatsApp API tools (Wati/Interakt) and Email Marketing automation.
Core Competencies:
- Hybrid Mindset: Comfortable switching between high-level brand strategy and ground-level execution (Event logistics in Siliguri).
- Agency Leadership: Ability to instruct and correct agencies rather than just accepting their reports.
- Storytelling: Ability to craft narratives that resonate with Gen-Z.
