ABOUT NBACKPACKERS
NBackpackers is a school engagement, experiential learning and educational tourism platform. We work with schools and institutional partners to design safe, purposeful and memorable learning experiences.
As our digital requirements expand, we are building a stronger in-house system for performance marketing, lead generation, analytics and marketing automation.
ROLE PURPOSE
The Senior Executive – Digital Marketing & Automation will take end-to-end ownership of NBackpackers’ digital marketing execution, paid campaigns, lead-generation systems, analytics and automation workflows.
The role will coordinate the digital marketing team, translate business priorities into measurable campaigns and continuously introduce practical tools and ideas that improve speed, lead quality, conversion and return on investment.
This is not a social-media posting role. Success will be measured through qualified enquiries, lead response, conversion, campaign returns and the reliability of the systems created.
KEY RESPONSIBILITIES
- DIGITAL MARKETING STRATEGY
- Prepare monthly, quarterly and campaign-specific digital marketing plans aligned with sales targets and seasonal opportunities.
- Develop separate digital strategies for school tours, day outings, educational programmes, Camp O Royale and future NBackpackers offerings.
- Identify new audience segments, channels, campaign ideas, partnerships and conversion opportunities.
- Track competitors and recommend improvements in positioning, offers, creative communication and customer journeys.
- PERFORMANCE MARKETING
- Plan, launch and optimise campaigns across Meta Ads, Google Ads, YouTube, LinkedIn and other relevant platforms.
- Manage lead-generation, remarketing, website traffic, conversion and awareness campaigns with disciplined budget control.
- Conduct structured A/B tests across audiences, creatives, copy, landing pages, forms and offers.
- Monitor cost per lead, cost per qualified lead, conversion rate, revenue attribution and return on advertising spend.
- Actively reduce wasted spend and improve lead quality in coordination with the sales team.
- MARKETING AUTOMATION
- Identify repetitive marketing and sales activities that can be automated without compromising customer experience.
- Build or coordinate workflows using n8n, Make, Zapier, Google Sheets, Google Forms, CRM systems, WhatsApp Business API and email platforms.
- Automate lead capture, acknowledgement, assignment, follow-up reminders, nurturing sequences and management reporting.
- Connect advertising platforms, website forms, CRM, WhatsApp, email and reporting dashboards into a dependable lead-management system.
- Evaluate AI and automation tools for research, content adaptation, personalisation, reporting and productivity.
- LEAD MANAGEMENT AND SALES COORDINATION
- Ensure every digital enquiry is captured, assigned and followed up within the prescribed turnaround time.
- Work with BDEs and the sales team to review lead quality, lead status and conversion barriers.
- Develop lead scoring, segmentation and nurturing rules for schools, parents, corporates and partners.
- Track the full journey from advertisement to enquiry, meeting, proposal, follow-up, booking and revenue.
- Analyse lost, duplicate, irrelevant and unresponsive leads and recommend corrective action.
- WEBSITE, LANDING PAGES, SEO AND TRACKING
- Coordinate website improvements, campaign landing pages, enquiry forms and conversion-focused user journeys.
- Manage or coordinate on-page SEO, local SEO, technical SEO and content planning.
- Set up and maintain GA4, Google Tag Manager, Meta Pixel, Search Console, conversion events and UTM standards.
- Work with developers and designers to improve website speed, tracking accuracy and landing-page conversion.
- SOCIAL MEDIA AND CONTENT SUPERVISION
- Supervise the content calendar for Instagram, Facebook, LinkedIn, YouTube and Google Business Profile.
- Guide designers, content writers, video editors and social media executives with clear briefs and commercial objectives.
- Build content around learning outcomes, student safety, testimonials, destinations, completed tours and institutional credibility.
- Ensure content contributes to brand trust, engagement, enquiries and sales—not vanity metrics alone.
- ANALYTICS AND MANAGEMENT REPORTING
- Prepare accurate weekly and monthly dashboards covering spend, reach, leads, qualified leads, meetings, bookings, revenue and ROAS.
- Maintain campaign-wise and source-wise lead attribution so management can see what is working and where corrective action is required.
- Present actionable insights and next-step recommendations, not data dumps.
- Create a disciplined test-and-learn record so successful campaigns and processes can be repeated.
- TEAM AND VENDOR COORDINATION
- Allocate work to digital marketing, design, content and automation resources and monitor deadlines and quality.
- Conduct structured weekly performance reviews with the digital and sales teams.
- Train junior team members on campaign processes, tools, documentation and reporting.
- Coordinate external agencies, freelancers and technology partners wherever required.
- Create SOPs and shared access controls so the business does not become dependent on one employee or vendor.
REQUIRED QUALIFICATIONS AND EXPERIENCE
- Bachelor’s or Master’s degree in Marketing, Business, Communications, Technology or a related field.
- 4–7 years of hands-on digital marketing experience, including direct responsibility for paid campaigns.
- Demonstrated experience generating and improving qualified leads—not merely reach, followers or engagement.
- Strong working knowledge of Meta Ads, Google Ads, GA4, Google Tag Manager, Search Console and conversion tracking.
- Practical exposure to CRM, WhatsApp marketing, email automation and workflow automation tools.
- Experience coordinating a small digital, creative or performance-marketing team.
- Strong analytical, communication, documentation and problem-solving abilities.
- Experience in education, tourism, hospitality, school marketing or B2B services will be preferred.
PREFERRED TECHNICAL SKILLS
- Meta Ads Manager, Google Ads, YouTube Ads and LinkedIn Campaign Manager
- GA4, Google Tag Manager, Search Console, Meta Pixel and UTM governance
- n8n, Make or Zapier
- Zoho CRM, HubSpot, LeadSquared or comparable CRM platforms
- WhatsApp Business API and email marketing platforms
- Looker Studio, Google Sheets and dashboard automation
- Canva and sufficient creative understanding to write strong design briefs
- AI tools for research, ideation, content adaptation, personalisation and productivity
KEY PERFORMANCE INDICATORS
Qualified Lead Generation: Volume and quality of leads accepted by sales.
Cost Efficiency: Cost per lead and cost per qualified lead.
Conversion: Lead-to-meeting, proposal and booking ratios.
Campaign Returns: Revenue attribution and return on advertising spend.
Lead Response: Speed of assignment, acknowledgement and follow-up compliance.
Automation: Useful workflows implemented and manual hours reduced.
Website: Landing-page conversion, organic visibility and enquiry growth.
Team Execution: On-time completion, quality and documentation of deliverables.
Reporting: Accuracy, clarity and timeliness of dashboards and recommendations.
IDEAL CANDIDATE
The ideal candidate combines creativity with commercial judgement. The person should be comfortable moving between campaign ideas, advertising platforms, analytics, automation systems and team coordination.
They must take ownership of business results, ask the right questions and proactively propose solutions instead of waiting for daily instructions.
PRACTICAL HIRING ASSESSMENT
Shortlisted candidates should be prepared to present the following during the selection process:
- One performance-marketing campaign personally managed, including expenditure, leads, cost per lead, lead quality and conversion achieved.
- One marketing automation workflow personally implemented, including the problem, tools used and measurable improvement.
- A high-level 90-day digital marketing and automation plan for NBackpackers.
- Evidence of dashboards, landing-page tests, campaign structures or SOPs created by the candidate, with confidential information removed.
APPLICATION DETAILS
Interested candidates may apply with an updated CV and a brief note describing their most successful lead-generation campaign and one automation system they have implemented.
Applicants should mention current compensation, expected compensation, notice period and availability to work from the Laxmi Nagar office in Delhi.
Pay: ₹30,000.00 - ₹40,000.00 per month
Work Location: In person
