Digital Marketing Manager

Job Title : Digital Marketing Executive – Google & Meta Campaigns Location :  COER University, Roorkee (On-campus, Full-time) Role Summary COER University, Roorkee is seeking a Digital Marketing Executive  with strong expertise in Google Ads, Meta Ads, performance marketing, and digital campaign strategy , preferably with experience in the education sector (minimum 3+ years) . This role is responsible for planning, executing, optimising, and analysing performance-driven campaigns to support admissions, branding, and lead-generation goals  of the University. What success looks like in this role: Consistently delivering high-quality leads at an optimal Cost Per Lead (CPL) . Launching and managing full-funnel campaigns  (awareness, consideration, lead generation, remarketing) across Google and Meta. Demonstrating improvements in conversion rates, ROI, and campaign efficiency  over time. Providing clear analytics, dashboards, and insights  to leadership for decision-making. Working collaboratively with the branding, admissions, and academic teams to align digital campaigns with institutional priorities. This role is central to strengthening COER University’s digital presence and ensuring that the University reaches the right students, at the right time, with the right message. Key Responsibilities 1. Digital Strategy & Campaign Planning Develop and implement end-to-end digital marketing strategies  on Google and Meta platforms aligned with admissions and branding objectives. Plan campaigns for awareness, engagement, lead generation, and remarketing  based on defined target audiences and programme priorities. Translate institutional goals (e.g., admissions for specific programmes, geography-specific outreach, events, webinars) into clear campaign plans and budgets . Conduct competitor and market research to understand trends in education marketing and adjust strategies accordingly. 2. Campaign Setup & Execution (Google & Meta) Set up and manage campaigns on Google Ads  (Search, Display, YouTube, Performance Max) and Meta Ads (Facebook and Instagram). Conduct keyword research , ad group structuring, audience selection, and placement optimisation. Create and test ad copies, creatives, formats, and landing page combinations  in collaboration with the Creative Designer & Video Editor. Implement tracking parameters (UTMs)  and link campaigns with analytics tools and CRM/lead management systems. 3. Performance Optimisation & Budget Management Continuously monitor campaigns to optimise for CPL (Cost Per Lead) , CPA (Cost Per Acquisition) , CTR, and conversion rates. Manage and allocate daily, weekly, and monthly budgets , ensuring efficient utilisation and minimal wastage. Perform A/B testing  on creatives, audiences, placements, and bidding strategies. Identify underperforming campaigns and take timely corrective actions (pausing, re-targeting, re-allocating budgets). 4. Analytics, Reporting & Insights Track campaign performance using tools such as Google Analytics / GA4, Google Ads dashboard, Meta Ads Manager, and other analytics platforms . Prepare regular reports  (weekly, monthly, campaign-wise) with key metrics, insights, and recommendations. Analyse the lead journey  from click to form-fill to counselling/registration to enrolment, in coordination with admissions teams. Present data-driven insights to leadership to support decision-making on campaigns, budgets, geographies, and platforms . 5. Collaboration with Admissions, Branding & Academic Teams Work closely with the Branding & Marketing Head , Admission Head , and counselling teams to understand programme needs, target segments, and campaign outcomes. Coordinate with the Creative Team  for development of ad creatives, videos, and landing page content that match platform requirements and campaign goals. Align campaign messaging with institutional communication guidelines and ensure accuracy of programme information. Support digital promotion of events, webinars, seminars, placements, achievements, and other university initiatives . 6. Tracking, Automation & Lead Management Ensure proper implementation of pixels, tags, conversion events, and tracking codes  across websites and landing pages (using tools like Google Tag Manager, Meta Pixel, etc.). Coordinate with internal tech/IT teams or vendors to maintain smooth integration between campaigns, landing pages, and lead forms . Support the admissions team by ensuring timely and accurate flow of leads  into CRM or lead sheets. Monitor lead quality and refine targeting and messaging based on feedback from counsellors and admissions teams. 7. Compliance, Governance & Best Practices Adhere to platform policies and guidelines for ads in the education sector  to avoid disapprovals or account issues. Maintain transparency in reporting and documentation of campaign activities, budgets, and performance. Stay updated with changes in Google and Meta algorithms, ad formats, compliance rules, and best practices relevant to higher education marketing. 8. Innovation, Experimentation & Continuous Improvement Explore new features, betas, tools, and formats within Google and Meta (e.g., Performance Max, Lead Forms, Advantage+ campaigns). Experiment with new audience segments, geographies, and creative approaches  to expand reach and improve performance. Suggest and implement landing page improvements  to enhance conversion rates (CRO). Share learnings and success stories internally to continuously refine the University’s digital marketing playbook. Qualifications & Experience Educational Background Bachelor’s degree in Marketing, Business, Management, Digital Marketing, IT, Communication , or a related field. A specialised certification in Digital Marketing / Google Ads / Meta Ads / Analytics  will be an added advantage. Professional Experience Minimum 3+ years of experience  in digital marketing / performance marketing , preferably in the education sector  (universities, colleges, ed-tech, training institutes, or agencies handling education clients). Proven track record of managing Google Ads and Meta Ads campaigns  with measurable results in lead generation and conversions. Technical Skills Strong hands-on experience with: Google Ads  (Search, Display, YouTube, Performance Max) Meta Ads Manager  (Facebook & Instagram campaigns) Google Analytics / GA4 , basic Google Tag Manager, Meta Pixel Setting up conversion tracking, events, UTM parameters, and goals Comfortable working with Excel/Sheets , dashboards, and reporting tools. Familiarity with landing page builders, CRM systems, or marketing automation tools  is a plus. Behavioural & Soft Skills Strong analytical and problem-solving skills  with a data-driven mindset. Excellent written and verbal communication skills . Ability to work independently , take ownership of campaigns, and drive outcomes with minimal supervision. Strong time management  and ability to handle multiple campaigns and deadlines simultaneously. Collaborative approach with readiness to work with cross-functional teams (creative, admissions, academic departments, leadership). Key Success Indicators (KPI-Focused View) Improvement in lead quality  and conversion rates  from marketing-qualified lead (MQL) to enrolment. Sustained reduction in CPL/CPA  without compromising lead volume or quality. Timely launch and closure of campaigns for admissions and events. Clear, insightful, and regular performance reports for management. Positive feedback from admissions and leadership teams on campaign effectiveness. Application Process Interested candidates who meet the above criteria may apply by sending detailed CV / Resume to :