Digital Marketing Specialist

Digital Marketing Specialist– Veranda RACE (Chennai)

(Performance Marketing – Lead Generation & Campaign Execution)

Role Objective

Drive student lead generation and admissions for Veranda RACE courses (TNPSC, Banking, SSC, Railway, UPSC) through effective performance marketing campaigns and funnel optimization.

Key Responsibilities

1. Performance Marketing (Primary Role)

• Plan, execute, and optimize campaigns on:
• Google Ads (Search, YouTube, Display)
• Meta Ads Manager
• Generate leads for multiple courses and locations
• Continuously improve:
• Cost per Lead (CPL)
• Conversion Rate (CVR)
• Perform keyword research, audience targeting, and A/B testing

2. Campaign & Funnel Management

• Build and manage end-to-end funnels:
• Ad → Landing Page → Lead → Follow-up → Admission
• Work on landing page optimization:
• Messaging (Tamil + English)
• Form structure and conversion improvements
• Support different campaign types:
• Lead generation
• Walk-in campaigns
• Course launches
• Webinar/event promotions (as one of the channels, not the only focus)

3. Lead Quality & Conversion Focus

• Coordinate with telecalling/admissions team to improve lead quality
• Analyze:
• Lead → Walk-in → Admission conversion
• Optimize campaigns based on actual business outcomes (not just leads)

4. Analytics & Reporting

• Track and analyze performance using:
• Google Analytics
• CRM tools (Zoho or similar)
• Monitor daily metrics:
• Spend vs Leads
• CPL vs Target
• Campaign performance by course & geography
• Share insights and improvement recommendations

5. Creative & Execution Support

• Work with design/content teams on:
• Ad creatives
• Video hooks
• Landing page content
• Ensure messaging aligns with target audience (students, job aspirants)

Key KPIs

• Cost per Lead (CPL)
• Lead Volume (Daily/Monthly targets)
• Lead → Admission Conversion %
• Cost per Admission (CPA)
• Campaign ROI

Required Skills

• 2–3 years of hands-on experience in:
• Google Ads & Meta Ads
• Strong understanding of:
• Lead generation campaigns
• Conversion funnels
• Basic knowledge of:
• Landing page optimization
• Campaign analytics

Preferred Profile

• Experience in EdTech / coaching / training industry
• Familiarity with Tamil Nadu/Kerala/Karnataka market
• Ability to think beyond leads and focus on admissions