Digital Marketing Manager

Role Overview

The Digital Marketing Manager will oversee all digital marketing activities encompassing both B2B demand generation and B2C student enrolment campaigns, reporting directly to the Director. Approximately 60% of efforts focus on B2B marketing targeting senior business decision-makers through a multi-channel outreach engine, while 40% support B2C intake campaigns for MBA, L3, and HND programs across Dubai (BDM) and Malta (Direct). A vital responsibility is the creation and upkeep of comprehensive marketing analytics dashboards to enable leadership to make strategic, data-driven decisions.

B2B Pipeline Marketing (60%)

• Develop and implement content and copy strategies across all B2B channels, including cold email sequences, LinkedIn thought leadership, Sales Navigator outreach, in-person conference campaigns, expert sessions, CRM nurture sequences, gated content, and referral partner materials.
• Manage and optimize cold email outreach for three product lines, utilizing structured A/B testing to enhance reply and subject line performance.
• Lead LinkedIn content planning for the company's business page and key practitioners, creating editorial calendars, post briefs, and delivering weekly ICP engagement analyses.
• Coordinate conference campaigns covering content development, delegate outreach, briefing materials, and follow-up sequences post-event.
• Create and update CRM nurture copy, session promotions, partner briefs, and gated landing pages.
• Consistently drive high-quality traffic to the website by integrating efforts across all B2B channels for cumulative inbound growth.

B2C Enrolment Marketing (40%)

• Plan and execute multi-intake campaigns for MBA, L3, and HND programs targeting working professionals with annual enrolments across various intakes.
• Manage paid media campaigns on LinkedIn Ads, Meta, and Google Ads for markets in Dubai and Malta, ensuring clear creative and messaging separation.
• Craft effective B2C copy, including ad creatives, landing pages, and intake email nurture sequences aimed at career-driven learners seeking flexible online qualifications.
• Oversee campaign budgets per program and intake, delivering performance reports at the conclusion of each cycle.
• Drive growth in qualified web traffic across all B2C marketing channels.

Marketing Analytics & Reporting

• Design, build, and maintain dashboards covering the full funnel of both B2B and B2C marketing activities.
• B2B metrics include outreach volumes, response rates, MQL generation, SQL and meeting conversions, pipeline distributions, LinkedIn engagements, ICP session matches, pipeline requalification, guestbook completions, and conference results.
• B2C metrics cover campaign performance by program, intake, and region, including cost per lead (CPL), click-through rates (CTR), return on ad spend (ROAS), landing page conversions, enrolments vs targets, media spend pacing, and enquiry-to-enrolment funnels.
• Provide consolidated weekly leadership reports with variance analysis and recommendations.
• Maintain tracking infrastructure such as UTM parameters, Zoho CRM pipeline stages, and campaign attribution to ensure complete data accuracy.

Key Performance Indicators

• Lead quality and conversion rates from enquiry to enrolment.
• Cost per Lead and Return on Ad Spend metrics.
• Engagement and click-through rates among targeted professional audiences.
• Efficiency in campaign execution and budget management.
• Contribution of paid media to the institution's recruitment and brand development goals.

Candidate Profile & Skills

Essential:

• At least 3 years of digital marketing experience managing B2B lead generation and B2C conversion campaigns.
• Proven expertise in B2B content marketing and outbound demand generation including cold email sequences, LinkedIn outreach, and multi-channel campaigns targeting senior decision-makers.
• Strong copywriting ability spanning cold emails, LinkedIn content, ad creatives, landing pages, and email nurture sequences with evidence of iterative improvement.
• Hands-on experience managing paid media on LinkedIn Ads, Meta, and Google Ads, optimizing for lead quality and conversion.
• Familiarity with Higher Education, professional training marketing, intake-based campaign strategies.
• Skill in developing marketing analytics dashboards and reports converting data to actionable insights; proficient with Zoho CRM, LinkedIn Campaign Manager, Google Analytics, and data visualization tools.
• Excellent project management skills, capable of handling multiple campaigns across audiences and channels without close supervision.

Desirable:

• Experience crafting LinkedIn thought leadership content for personal brands of practitioners or subject-matter experts.
• Knowledge of Apollo.io or similar cold outreach platforms; familiarity with Umbraco CMS or equivalents.
• Exposure to the UAE (Dubai) and Malta professional education or B2B services markets.
• Understanding of partner vs direct channel conflict resolution in BDM contexts.
• Background in account-based marketing or ICP-targeted demand generation for professional services sectors.

Additional Information

• Only candidates with a minimum of 3 years’ experience are eligible to apply.
• Remuneration is competitive with a probation period and salary adjustments post-probation.
• Position is full-time and onsite in Loni, Uttar Pradesh, India.
• There is one opening available.
• Starting date is immediate.
• Job offer is included as a perk.