Digital Marketing & Content Development Manager

• Position:

  Digital Marketing & Content Development Manager

• Location:

  Corporate Office, Kochi, Kerala

• Type:

  Full-Time

1. Introduction

Digital Marketing & Content Development Manager

The candidate will manage online branding, content planning, SEO, digital advertising, website updates, and brand-aligned social media presence for the organization.

2. Roles and Responsibilities

A. Content Development

• Create engaging content for websites, brochures, presentations, social media, newsletters, emailers, and blogs.
• Research and prepare original and SEO-optimized articles related to skill development, government schemes, training programs, and career paths.
• Maintain brand consistency in tone, visuals, and voice across all digital touchpoints.

B. Social Media Management

• Manage and grow Wayline’s social media profiles (LinkedIn, Instagram, Facebook, Twitter, YouTube).
• Plan and schedule posts using content calendars and tools like Buffer, Hootsuite, or Meta Suite.
• Engage with followers, respond to inquiries, and moderate comments.

C. Website & SEO

• Regularly update content on the official website (WordPress or other CMS).
• Implement on-page and off-page SEO strategies to boost search engine rankings.
• Track web analytics using Google Analytics and suggest improvements.

D. Digital Campaigns & Ads

• Plan and execute paid and organic marketing campaigns across Google Ads, Facebook Ads, and LinkedIn.
• Monitor campaign performance and optimize for lead generation and conversion.
• Design basic ad creatives using Canva or work with graphic designers for advanced needs.

E. Online Reputation & Listings

• Create, manage, and optimize Google Business Profiles for Wayline and associated centres.
• Update listings on online directories, educational portals, and forums.
• Monitor online mentions and reviews; engage in ORM (Online Reputation Management).

F. Analytics & Reporting

• Maintain dashboards for lead generation, campaign performance, traffic growth, and social media engagement.
• Prepare monthly performance reports for CEO review with insights and action plans.

3. Eligibility Criteria

Education:

Experience:

Certifications:

Language:

4. Skills and Competencies

Content Writing

Strong copywriting and storytelling across platforms

SEO & SEM

Knowledge of keyword research, backlinks, analytics, and Google Search Console

Social Media Strategy

Proficiency in planning and managing paid/organic content calendars

Email & CRM Marketing

Familiarity with Mailchimp, Zoho Campaigns, or similar tools

Design & Aesthetics

Ability to use Canva / Adobe tools for visual content (or guide graphic designers)

Web CMS Skills

Experience in WordPress or similar content management systems

Tools Knowledge

Google Analytics, Google Ads, Meta Suite, Buffer, Ubersuggest, Ahrefs (optional)

5. Key Result Areas (KRAs)

Content Creation

Deliver quality and timely content aligned to campaigns

Social Media Engagement

Build and grow brand presence and lead engagement on social media

SEO Performance

Improve website traffic and keyword rankings month-on-month

Campaign ROI

Plan and execute lead-generating campaigns with clear return on spend

Online Brand Visibility

Enhance Google presence and optimize educational listings

Reporting & Strategy

Provide monthly reports with actionable insights

6. Key Performance Indicators (KPIs) with Benchmarks

Website Traffic Growth

15–20% MoM increase in organic traffic

Lead Generation from Ads

30+ quality leads/month (from paid + organic campaigns combined)

SEO Keyword Ranking

Top 10 positions for 10+ relevant keywords in 6 months

Social Media Engagement Rate

>3% average engagement rate per post on all platforms

Email Campaign Open Rate

>25% open rate and >5% CTR on promotional emails

Monthly Content Output

Minimum 15 social posts, 2 blogs/articles, 4 newsletters, 2 videos (or reels)

Profile Listing Management

All Google Business Profiles updated & 100% optimized monthly