Digital Marketing Manager

About

The Digital Marketing Manager will drive end-to-end digital growth strategy across B2B2C channels within the EdTech and FinTech ecosystem. This role focuses on customer acquisition, engagement, and conversion, balancing both enterprise (B2B) and end-user (B2C) journeys. You will be responsible for building scalable campaigns, optimizing funnels, and leveraging data to drive measurable business outcomes.

Key Responsibilities

Growth & Demand Generation

• Develop and execute multi-channel digital marketing strategies
• Drive lead generation (B2B) and customer acquisition (B2C)
• Manage full funnel: awareness → consideration → conversion → retention

Performance Marketing

• Plan and optimize campaigns across:
  • Google Ads
  • Social platforms (LinkedIn, Meta, etc.)
• Manage CAC, ROAS, and conversion rates
• Run A/B testing and campaign experiments

B2B2C Funnel Optimization

• Design and optimize partner-led and platform-driven funnels
• Improve onboarding journeys for both:
  • Institutional clients (B2B)
  • End users (B2C)
• Collaborate with product and sales teams

Content & Digital Presence

• Oversee SEO, SEM, and content marketing
• Build thought leadership in EdTech & FinTech
• Manage website performance and landing pages

Marketing Automation & CRM

• Use tools like HubSpot, Salesforce, or similar
• Set up:
  • Lead nurturing workflows
  • Email campaigns
  • Lifecycle marketing

Analytics & Reporting

• Track KPIs:
  • Traffic
  • Leads
  • Conversion rates
  • Customer acquisition cost (CAC)
• Generate actionable insights for leadership

Cross-Functional Collaboration

• Work with:
  • Product teams (feature launches)
  • Sales teams (lead quality & conversion)
  • Partnerships (B2B2C distribution channels)

Key Performance Indicators (KPIs)

• Lead generation (B2B pipeline growth)
• Customer acquisition (B2C growth)
• Conversion rates across funnel
• CAC & ROI (ROAS)
• Website traffic & engagement
• Campaign performance metrics

Qualifications & Experience

• Bachelor’s degree in Marketing, Business, or related field
• 4–8+ years in digital marketing (preferably in EdTech, FinTech, or SaaS)
• Proven experience in B2B2C marketing models
• Strong understanding of performance marketing & analytics

Technical Skills

• Google Ads, Meta Ads, LinkedIn Ads
• SEO/SEM tools (e.g., Ahrefs, SEMrush)
• CRM & automation tools (HubSpot, Salesforce)
• Google Analytics / data dashboards
• Basic understanding of marketing tech stack

Behavioral Competencies

• Data-driven decision making
• Strategic thinking
• Execution excellence
• Collaboration & stakeholder management
• Customer-centric mindset

What Success Looks Like

• Strong, scalable acquisition engine across B2B and B2C
• Optimized digital funnels with measurable ROI
• Increased market presence in EdTech & FinTech segments
• High-quality leads converting into revenue