Senior Digital Marketing Manager – SEO, Performance Marketing & Lead Generation

Job Description (JD)Senior Digital Marketing Manager – SEO, Performance Marketing \& Lead Generation

Company

Smaket Solutions Pvt. Ltd.

Department

Marketing

Job Type

Full-Time

Location

Bhubaneswar, Odisha

Experience Required

5+ Years

Reporting To

Management / Business Head

About the Role

Smaket Solutions Pvt. Ltd. is looking for an experienced, strategic and results-driven Senior Digital Marketing Manager to lead the company's complete digital marketing strategy and execution.

The candidate will be responsible for building brand visibility, increasing website traffic, generating qualified leads, managing paid advertising campaigns, improving website conversions and driving measurable revenue growth for Smaket's billing, GST invoicing, accounting and inventory management software solutions.

The ideal candidate must have strong hands-on experience in both organic and paid digital marketing, with the ability to independently plan campaigns, manage budgets, analyse performance, optimise customer acquisition costs and demonstrate marketing ROI to management.

Key Responsibilities

Digital Marketing Strategy and Planning

• Develop and execute comprehensive digital marketing strategies aligned with business and revenue objectives.
• Prepare annual, quarterly and monthly marketing plans, budgets and campaign calendars.
• Identify target audiences, customer segments, competitors and growth opportunities.
• Build integrated campaigns for brand awareness, lead generation, product demos, free trials and customer acquisition.
• Establish KPIs and present performance reports to management.

Search Engine Optimisation (SEO)

• Manage on-page, off-page and technical SEO activities.
• Conduct keyword research, search-intent analysis and competitor keyword gap analysis.
• Optimise website architecture, metadata, content, internal linking and landing pages.
• Develop SEO strategies for billing software, GST billing, inventory management and accounting software.
• Monitor organic performance using Google Search Console, Google Analytics 4 and SEO tools.
• Coordinate technical SEO improvements with the development team.

Content Marketing and Website Management

• Develop content strategies covering blogs, articles, product pages, comparison pages, FAQs and case studies.
• Manage the monthly content calendar and ensure timely publication.
• Create industry-specific content for retailers, grocery stores, pharmacies, mobile shops, wholesalers and other relevant businesses.
• Improve website messaging, calls to action, landing pages and lead-generation forms.
• Coordinate with product and sales teams to ensure content accuracy.

Paid Advertising and Performance Marketing

• Independently plan, launch, manage and optimise Google Ads campaigns, including Search, Display and remarketing where appropriate.
• Manage Meta Ads campaigns across Facebook and Instagram for lead generation, website conversions and remarketing.
• Evaluate LinkedIn Ads, YouTube Ads and other paid platforms based on business objectives.
• Conduct keyword research, audience segmentation, ad copywriting and creative testing.
• Configure and validate conversion tracking through Google Tag Manager, GA4 and advertising platforms.
• Optimise cost per click (CPC), click-through rate (CTR), cost per lead (CPL), customer acquisition cost (CAC) and return on ad spend (ROAS).
• Conduct A/B testing of advertisements, audiences, offers and landing pages.
• Manage budgets responsibly and scale campaigns based on verified results and lead quality.
• Prepare paid campaign performance reports with actionable recommendations.

Social Media Marketing and Brand Building

• Manage LinkedIn, Facebook, Instagram and YouTube marketing activities.
• Develop monthly social media calendars and publish consistent, engaging content.
• Create product-focused posts, industry tips, feature highlights, promotional campaigns and customer stories.
• Monitor engagement, comments, messages and social media enquiries.
• Analyse performance and improve relevant website traffic and lead generation.

Video Marketing and Product Promotion

• Plan and coordinate product demonstrations, software walkthroughs, tutorials, reels and short-form videos.
• Oversee video editing, captions, thumbnails and platform-specific distribution.
• Repurpose product demonstrations for social media, advertising and customer education.
• Track audience retention, engagement and video-assisted conversions.

Backlink Building and Off-Page SEO

• Develop an ethical backlink acquisition strategy focused on relevant, authoritative websites.
• Identify guest-posting, industry publication, business directory and partnership opportunities.
• Conduct competitor backlink analysis and monitor referring domains.
• Avoid spam links and manipulative link-building practices.

Google Business Profile and Local SEO

• Maintain and optimise the company's Google Business Profile.
• Update business information, categories, services, photos and website links.
• Publish relevant business updates and product announcements.
• Encourage genuine customer reviews and respond professionally.
• Monitor local visibility and available customer interaction metrics.

Lead Generation and Marketing Automation

• Generate qualified leads through paid advertising, SEO, social media, email and partnerships.
• Develop landing pages and campaigns for demos, free trials and business enquiries.
• Implement email marketing, lead nurturing and CRM integration.
• Coordinate with sales to improve lead response times, demo attendance and trial-to-paid conversion.
• Track leads from the original marketing source through to paying customers.

Conversion Rate Optimisation and Analytics

• Analyse website visitor behaviour and identify conversion barriers.
• Improve landing pages, forms, calls to action and user journeys.
• Plan A/B tests and implem