Digital Marketing Manager

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Role Clarity | Digital Marketing Manager

Department: Marketing

Reporting To: Head Marketing

Role Definition:

The Digital Marketing Manager is responsible for leading all performance-driven digital

initiatives that drive customer acquisition, engagement, and D2C revenue growth across

digital platforms. This role plays a key function in managing end-to-end digital campaigns,

website traffic growth, SEO performance, and strategic execution aligned with organization's

marketing roadmap. The position requires strong analytical capabilities, hands-on execution,

and cross-functional collaboration.

Deliverables:

• Performance marketing execution across Google Ads, Meta, SEO, and related

platforms

• Digital lead generation aligned with B2C and B2Ch customer journeys
• Achievement of D2C revenue through website and app booking funnels
• SEO strategy implementation and keyword ranking improvements
• Web traffic growth and bounce rate optimization
• Digital campaign calendar adherence and communication rollouts
• Strategic digital projects implementation and tracking
• Weekly campaign ROI and CPL reporting

Task and Activities:

Performance Marketing & Lead Generation:

• PlPlan and execute high-impact campaigns on Google Search, Display, YouTube,

Facebook, and Instagram to meet monthly zonal lead targets.

• Monitor CPL, CTR, CAC, and conversion rates, ensuring optimization against

benchmarked KPIs.

• Lead weekly performance reviews with digital agencies and internal stakeholders for

campaign refinement.

D2C Digital Revenue Growth:

• Improve online bookings through Website, Mobile App by optimizing CTAs, UX, and

funnels.

• Collaborate with IT and Operations teams to reduce bounce rates, drop-offs, and

booking delays.

• Align offers on packages, upselling campaigns aligned with seasonal and zonal

business goals.

Website and SEO Performance:

• Improve website discoverability via on-page SEO, backlink strategies, structured

content optimization, and keyword tracking.

• Coordinate with content, design, and development teams for organic traffic growth,

lead magnet design and on-page and off-page optimization.

• Weekly review of bounce rate, session-to-booking ratios, and keyword rankings.

Strategic Digital Projects:

• Lead implementation of strategic tools like HRA integrations, WhatsApp automation,

CRM workflow triggers, or chatbot integrations and new feature roll outs.

• Manage cross-functioactivationsnal (IT, Technical, etc.) coordination for digital projects.
• Maintain project tracking dashboards, close loop on reviews, and ensure on-time

execution.

Digital Campaign & Communication Management:

• Execute digital campaigns aligned with the quarterly marketing calendar—seasonal

promotions, CoE &, test-specific offers.

• Manage and optimize WhatsApp drip campaigns, automated SMS journeys, and

CRM-based re-engagement campaigns.

• Weekly performance dashboards to track campaign reach, engagement, conversion

and update the quarterly calendar status to Marketing Head.

Success Metrics:

• 100% achievement of monthly lead volume;
• CPL (Zone/ Channel wise) as per approved budget.
• 100% achievement of D2C revenue targets
• 100% achievement of organic traffic growth
• 100% achievement of top 10 rankings for 20+ priority keywords
• Bounce rate below X% and session-to-booking conversion above Y%
• 100% on-time completion of all assigned digital strategic projects
• 100% adherence to the quarterly campaign calendar in terms of timeliness, creative

quality, and budget compliance

ASK _ Digital Marketing Manager

Skills:

• Performance Marketing: Expertise in Google Ads (Search/Display/YouTube), Meta Ads

Manager, remarketing strategies

• SEO & Web Optimization: Keyword planning, technical SEO, analytics tools, CRO tools
• Campaign Management: Calendar planning, Copy/ Creative coordination, CRM

integrations, ROI measurement

• Analytics & Reporting: Proficiency in Studio, dashboard creation, and funnel tracking
• Automation & CRM: WhatsApp API, SMS workflows, email journeys, API-based

triggers

Knowledge:

• Healthcare Marketing: Diagnostic category dynamics, preventive awareness trends,

seasonal disease patterns

• Digital Channel Behavior: Zonal/ Regional nuances in digital consumption,

platform-specific response patterns

• Customer Lifecycle: DBCL lead-to-conversion funnel, retargeting strategies,

retention engagement via WhatsApp/SMS

• Tools & Platforms: Meta Business Suite, WhatsApp Business API, LeadSquared,

Studio

Traits:

• Execution-Oriented: Pushes campaigns live on schedule; resolves blockers

independently

• Analytical Thinker: Decodes campaign performance patterns; suggests data-backed

improvements

• Calm Under Pressure: Operates steadily in high-pressure release cycles and

campaign

Self Image:

• Brand Custodian – Sees self as the guardian of organization's brand identity and trust.
• Voice of the Customer – Believes in designing campaigns rooted in customer insight

and relevance.

• Results-Oriented Marketer – Considers success as delivering measurable business

outcomes through marketing.

Motive:

• Impact – Motivated by making a real difference in customer reach, health awareness,

and customer engagement.

• Achievement – Driven to meet or exceed lead targets, revenue goals, and digital KPIs.
• Learning & Growth – Interested in staying ahead with trends in digital marketing,

healthcare communication, and customer behavior.