Digital Marketing Specialist

Job Description Company Description PAB Learn, Lead & Grow Private Limited is an EdTech company and a pioneer in the executive education space, catering to top B-Schools. We offer Executive MBA, Online/Distance MBA, Online B.Com, BBA, Diploma, and Certification courses from India's leading B-Schools. Our mission is to provide quality education and professional development opportunities through innovative online learning solutions. With a focus on empowering individuals to achieve their career goals, we continuously strive to enhance our educational programs. Role Overview This role is ideal for a strategic and hands-on paid ads professional who can go beyond just campaign execution. You will be responsible for: Scaling paid lead generation in a crowded, competitive education market (like Online MBA) Building and managing multi-layered funnels that capture both high-intent and niche audiences Continuously optimizing ad spend for maximum ROI and minimum cost per qualified lead (CPL) You'll collaborate closely with the marketing, content, and tech teams to align ad performance with business goals and conversion funnels. Key Responsibilities 1. Campaign Strategy & Execution Plan, launch, and optimize Google Ads (Search, Display, YouTube) and Meta Ads (Facebook, Instagram) campaigns focused on lead generation. Identify high-intent and long-tail keyword opportunities in highly competitive domains like online MBA, executive education, career upskilling, etc. Create multi-objective campaign funnels awareness engagement conversion remarketing. Manage A/B testing across ad copies, creatives, landing pages, and CTAs to consistently improve performance. Develop custom audience clusters using data insights, interests, and lookalike modeling for niche targeting. 2. Performance Optimization & Tracking Implement and maintain accurate tracking through Google Tag Manager, GA4, Meta Pixel, and UTM structures. Continuously monitor campaign data to identify inefficiencies, analyze drop-offs, and improve conversion rates. Maintain and optimize for CPL, CPA, ROAS, CTR, and Quality Score. Set up conversion rate optimization (CRO) experiments across ad funnels and landing pages. Stay updated with platform algorithms and policy changes to adapt quickly. 3. Analytics, Reporting & Insights Create deep-dive performance reports with actionable insights not just numbers. Analyze performance by audience segments, creatives, ad placements, and keywords. Recommend strategic budget reallocations to improve ROI across channels. Present findings to leadership in a clear, data-backed narrative. 4. Growth & Niche Development Identify under-served audience niches within the working professional segment (e.g., IT professionals, marketing managers, operations executives). Develop campaign experiments for new geographies, job roles, and industries. Collaborate with the business and content teams to build lead magnets, landing pages, and offers tailored to these micro-segments. Stay ahead of trends test new ad formats, placements, and emerging audience behavior patterns. Requirements Minimum 3 years of professional experience managing Google Ads & Meta Ads for lead generation campaigns (education sector experience is a plus). Proven success in generating leads from highly competitive keywords and categories. Strong command over: Search Ads, Display, YouTube Ads, Facebook & Instagram Ads Conversion Tracking (GA4, GTM, Meta Pixel) Audience Segmentation & Remarketing Strategies CPL, ROAS, CPA Optimization Deep understanding of buyer journeys for working professionals and high-ticket course sales funnels. Hands-on experience in landing page performance analysis, funnel mapping, and CRO. Data-obsessed mindset strong in Excel, Google Sheets, and analytics tools. Google Ads & Meta Certifications preferred. Key Traits We're Looking For Analytical thinker who loves to experiment, measure, and iterate. Comfortable with performance accountability and daily optimization. Strategic mindset can balance short-term conversions and long-term growth. Self-starter with a bias for execution and problem-solving. Collaborative yet independent can work with cross-functional teams to drive results. What We Offer Opportunity to work in the fast-growing edtech sector. A results-driven environment with clear growth metrics. Competitive salary and performance-based incentives. Salary (Negotiable)