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Digital Marketing Specialist (Paid Media & Analytics)
Company: InWork Global | Location: Kolkata, India | Employment: Full-time, On-site, US Shift | Experience: 4+ years
Role Overview
InWork Global is a US-India software, AI, and digital marketing company seeking a hands-on Digital Marketing Specialist to manage and optimize Meta and Google Ads campaigns for US clients, with scope to work with UK and Australian clients as our client base grows. You will analyze performance data, manage conversion tracking, communicate directly with clients, and use AI tools and automation to improve marketing efficiency while validating recommendations for accuracy and business relevance.
Key Responsibilities
- Plan, create, launch, manage, and optimize Meta Ads (Facebook/Instagram) and Google Ads (Search, Display, YouTube, and Performance Max).
- Monitor campaign performance, budgets, CPA, ROAS, conversion rates, and lead quality.
- Analyze campaign data using GA4, Google Ads, Meta Ads Manager, and Google Search Console.
- Implement or validate conversion tracking, pixels, UTM parameters, and attribution.
- Review AI-generated marketing strategies for accuracy, feasibility, and alignment with client objectives.
- Use AI tools for campaign research, performance analysis, reporting, and marketing workflow automation.
- Manage Google Business Profile and local marketing activities where required.
- Communicate directly with US clients (and UK and Australian clients as the portfolio grows), present performance insights, and recommend actionable improvements.
- Coordinate with creative, content, SEO, and execution teams to ensure timely, high-quality delivery.
- Own assigned deliverables, follow SOPs and QA processes, and document campaign changes, findings, and results.
Mandatory Requirements
- 4+ years of digital marketing experience, including agency experience managing multiple clients.
- Experience working directly with US-based clients.
- Proven hands-on expertise in creating, managing, troubleshooting, and optimizing Meta Ads and Google Ads campaigns.
- Strong knowledge of GA4, campaign analytics, conversion tracking, and performance reporting.
- Experience with Google Search Console and Google Business Profile.
- Strong analytical, troubleshooting, and optimization skills.
- Excellent written and spoken English, with confidence in client communication.
- An automation-first mindset: you look for ways to automate repetitive ads and reporting work.
- Practical experience using AI tools, with the ability to critically evaluate AI-generated recommendations.
- Ability to manage deliverables independently and follow established processes.
- Willingness to work full-time from the Kolkata office on US shift hours. Working hours may adjust to client time zones if the client portfolio expands to the UK or Australia.
Good-to-Have Skills
- Experience handling UK or Australian clients.
- Ad platform APIs (Google Ads and Meta) for automation and reporting.
- Google Tag Manager, UTM governance, and attribution setup.
- Market research, competitor analysis, and audience research.
- SEO fundamentals and keyword research.
- AI-driven SEO, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO).
- Conversion rate optimization (CRO), CRM integration, and marketing automation.
- AI-powered reporting and workflow automation.
Success Criteria
- Accurate campaign setup, conversion tracking, and reporting.
- Effective optimization against agreed campaign KPIs.
- Actionable, data-driven recommendations that support client objectives.
- Timely delivery, effective client communication, and process compliance.
- Independent ownership of campaigns, deliverables, and issue resolution.
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