Marketing Executive

Job Title: Digital Marketing Executive – Performance Marketing | Lead Generation | Local Growth |

Location: Boriavali West

Company: Boston Institute of Analytics - Borivali West

Experience: Minimum 2–3 years of relevant experience in Digital Marketing within the EdTech / Education / Training sector

Role Overview

Boston Institute of Analytics is looking for a results-driven Digital Marketing Executive who can drive high-intent lead generation and dominate local visibility for our campus location. The role focuses exclusively on qualified lead acquisition through performance marketing channels including Google Ads, Meta Ads, Google Business Profile optimization, and local SEO initiatives.

This position is performance-focused with success measured strictly on lead volume, Cost per Lead (CPL), lead quality, and local visibility metrics. The ideal candidate should have proven experience in EdTech/education lead generation, be comfortable working with targets, and possess hands-on expertise in managing end-to-end digital campaigns with a primary focus on conversions.

Important: Branding, awareness, and vanity metrics are explicitly out of scope. This role is designed for someone who understands that the sole objective is qualified lead generation.

What You'll Do

A. Google Ads Management (Primary Lead Driver)

· Plan, execute, and optimize location-targeted Search Campaigns focused on the campus radius and nearby areas

· Develop and implement keyword strategies focused on:

§ Course + career intent keywords

§ Location-specific intent keywords

§ Certification & placement-driven queries

· Structure ad groups by course category (Data Science, AI, Analytics, Finance, Cybersecurity, Management, etc.)

· Conduct continuous keyword pruning and implement negative keywords to reduce budget waste

· Set up and maintain lead tracking via website form submissions and click-to-call functionality

· Implement custom URL parameters (UTMs) for complete lead source clarity

· Execute CPL-based bid optimization to maintain cost efficiency

· Provide landing page relevance recommendations when required

· Deliver a consistent flow of high-intent inbound leads at a controlled CPL

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B. Meta Ads Management (Facebook & Instagram)

· Create and manage Lead Generation Ads using Meta Lead Forms

· Build and optimize retargeting campaigns for:

§ Website visitors

§ Previous leads

§ Video or engagement audiences (only if tied to lead conversion)

· Develop and test Lookalike audiences based on converted leads

· Craft creative messaging aligned with:

§ Career growth outcomes

§ Placement success stories

§ Course ROI and value proposition

· Implement precise targeting:

§ Age: 21–32 years

§ Geo-targeted to campus catchment area

§ Separate messaging for students vs parents (where applicable)

· Generate incremental leads at an optimized CPL to support Google Ads performance

C. Google Business Profile (GMB) Optimization & Management

· Conduct full GMB audit and ongoing optimization

· Set up correct primary and secondary business categories

· Write optimized business descriptions with local keywords

· Configure services and course listings

· Create and publish weekly GMB posts covering offers, admissions updates, events, and course launches

· Upload high-quality, location-specific images and videos regularly

· Seed and manage Q&A section proactively

· Monitor reviews and execute response strategy

· Implement structured processes to generate positive reviews naturally

· Verify and maintain NAP (Name, Address, Phone) consistency across all platforms

· Maximize visibility for "near me" searches, calls, direction requests, and walk-ins

· Track and report on:

§ Calls from GMB

§ Direction requests

§ Website clicks

§ Visibility in local 3-pack rankings

D. Off-Page SEO & Local Authority Building

· Build and clean up local citations across education and business directories

· Ensure consistent NAP listings across:

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§ Google ecosystem

§ Maps platforms

§ Education portals and directories

· Acquire location-specific backlinks (ethical, white-hat methods only)

· Build campus-level brand mentions

· Manage review velocity for steady, natural growth

· Monitor spam listings and execute competitor suppression strategies where applicable

· Strengthen campus-level local authority to reduce paid dependency over time

· Drive improved GMB rankings and increased organic discovery

· Work towards lowering CPL over time through stronger local signals

E. Performance Tracking & Reporting

· Prepare and submit weekly performance reports including:

§ Total leads generated

§ Channel-wise breakup (Google Ads, Meta Ads, GMB)

§ Cost per Lead (CPL)

§ Lead trends vs previous week

§ Optimization actions taken

· Deliver monthly planning insights including:

§ Estimated lead volume for next month

§ CPL benchmarks and improvement roadmap

§ Budget scaling logic backed by performance data

§ GMB health and visibility report

§ Local SEO progress snapshot

· Provide ad creatives and copies for approval

· Maintain and share keyword lists (active + negative keywords)

· Develop location-specific messaging suggestions

· Maintain accurate tracking using custom URLs and platform-native tools

F. Collaboration & Strategy

· Collaborate with Academic Counsellors to understand lead quality and conversion feedback

· Work with campus management and HR teams to align marketing efforts with admissions cycles

· Stay updated on education trends, job market demands, competitor activities, and emerging course categories

· Provide strategic recommendations for improving lead quality and reducing acquisition costs

· Participate in campaign planning meetings and provide data-driven insights

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Who Should Apply

· 2–3 years of experience in digital marketing with strong focus on lead generation in EdTech / Education / Training sector

· Proven track record managing Google Ads and Meta Ads with demonstrated CPL improvement

· Expertise in Google Business Profile optimization and local SEO

· Proficiency in Google Ads Manager, Facebook Ads Manager, Google Analytics, and UTM tracking

· Strong analytical skills and comfortable working in a target-driven environment

· Experience with keyword research, retargeting strategies, and conversion optimization

· Excellent communication skills for ad copywriting and reporting

· Candidates with proven EdTech lead generation case studies strongly preferred

Why Join BIA

· Work with a fast-growing global education brand in analytics

· Direct impact on campus growth through measurable performance marketing

· Exposure to end-to-end digital l marketing across Google Ads, Meta Ads, GMB, and local SEO

· Performance-based role with clear KPIs and professional development support