Specialist - Digital Marketing

Job Description About Us At Tally, we're driven by one core mission - making business simpler for everyone. As a pioneer in business management software, we have been the trusted partner of choice for over 2.5 million businesses across 100+ countries - many of them Micro, Small, and Medium Enterprises (MSMEs) that form the backbone of global economies. Our journey is rooted in innovation, guided by deep empathy for customers, and driven by a commitment to excellence. With a legacy of trust and a future fuelled by technology, we are shaping the way businesses manage accounting, inventory, compliance, and much more. We believe in honoring our people, nurturing potential, creating fearlessly, and mastering our craft - all while staying true to our values. If you are looking to make a real impact, grow with purpose, and be part of something meaningful, you'll find your place at Tally. As we continue to grow, we are working towards a larger ambition - to become the technology backbone for global economic progress. About Marketing Marketing at Tally is a strategic, business-enabling function that fuels innovation, builds consistency, and strengthens our market presence. Guided by our core pillars of like, Customer Connect, Integrated Marketing Digital and Brand Marketing, we craft initiatives that resonate with our audiences and reinforce our brand promise. We focus on creating impactful initiatives across Branding, Customer Marketing, and Partner Marketing to ensure strong engagement, lasting value and drive business growth. Role: Specialist - Digital Marketing Relevant Experience: 2 to 3Years Location: Bangalore What You Will Own We are seeking a dynamic and results-oriented Digital Marketing Executive to join our team and play a pivotal role in driving online lead generation through biddable media. The ideal candidate will have a strong understanding of digital marketing strategies, particularly in paid search and social media advertising and be adept at managing and optimizing campaigns across various other online channels. Experience You Should Bring - Experience in digital marketing, with a focus on biddable media. - Strong understanding of digital marketing channels and strategies. - Proficiency in using digital marketing tools and platforms (e.g., Google Ads, Google Analytics, social media advertising platforms). - Excellent analytical skills and ability to interpret data using multiple tools. - Strong communication and interpersonal skills. - Creative problem-solving abilities. - Knowledge of latest AI tools to improve efficiency & proficiency of work. - Leading digital advertising platforms like Google Ads, Meta Ads, LinkedIn Ads etc. - Leading tracking and analytics platforms like Google Analytics, Google Tag Manager, Clarity etc. - Hands-on experience in Microsoft Office. What You Will Be Doing Campaign Strategy & Execution: - Plan, set up, launch, and manage PPC multiple campaigns across major platforms including Google Ads (Search, Display, Shopping, Video), Meta Ads (Facebook/Instagram), LinkedIn Ads, YouTube Ads, and potentially other platforms like Twitter Ads, Pinterest Ads, etc. - Conduct in-depth audience targeting and competitive analysis for multiple geographies & campaigns. - Develop compelling ad copy, headlines, and calls-to-action (CTAs) for various ad formats. - Implement and manage bid strategies (manual, automated, smart bidding) to optimize for specific campaign goals (e.g., conversions, clicks, impressions). - Ensure proper tracking and conversion setup using tools like Google Tag Manager, Google Analytics and platform-specific pixels/tags. Performance Monitoring & Optimization: - Daily monitoring, reporting of campaign performance metrics (e.g., CPC, CPA, CTR, ROAS, Qualified Leads, Conversion Rate etc) - Proactively identify underperforming campaigns, ad groups, keywords, audiences and implement immediate corrective actions. - Conduct A/B testing on ad creatives, landing page elements, bid strategies, and audience segments to continuously improve campaign efficiency and effectiveness. - Implement negative keywords, adjust bids, refine targeting, and refresh ad creatives based on performance data. - Ensure campaigns are adhering to budget allocations and spending pace. Reporting & Analysis: - Utilize platform dashboards and analytics tools (e.g., Google Analytics, LMS, CRM etc) to extract and analyse detailed campaign data. - Generate regular (daily, weekly, monthly) performance reports, highlighting key trends, insights, and actionable recommendations. - Present findings and strategic recommendations to the Digital Marketing Manager & other stakeholders, demonstrating campaign impact and ROI. Ad Creative & Landing Page Collaboration: - Work closely with content creators and designers to ensure ad creatives and landing pages are optimized for PPC performance and conversion. - Provide feedback and requirements for effective landing page design and content. Platform Knowledge: - Stay abreast of the latest trends, updates, and best practices in the PPC and paid media landscape. - Actively research and evaluate new advertising platforms and features that could benefit the company. Note: Only shortlisted candidates will be contacted for further steps in the hiring process.