Manager, Digital Demand Generation

:"Overview

Build The Future

At McGraw Hill we create best-in-class, next-generation learning platforms that are used by millions of students and educators worldwide from kindergarten through graduate school. Our goal is to accelerate student success through intuitive and effective learning tools and content that maximize a teacher s time and a student s learning experience.

What is this role about

Manager, Digital Demand Generation is responsible for formulating and executing the digital demand generation strategies to fuel growth of McGraw Hill India s Test Preparation business.

Reporting into the Associate Director, Digital Solutions and Demand Generation, the person will execute multi-channel digital demand generation strategies across channels, platforms and media. The person will lead a team of associate managers and a creative designer to support execution of all these activities. The person will work closely with the product manager(s), members of the content team, marketing agencies, and our author/affiliates ecosystem. This a high-impact role which requires the person to think strategically and get deeply involved in the day-to-day execution of various digital demand generation campaigns.

What you will be doing

Digital Demand Generation

• Formulate a solid multi-channel digital demand generation strategy, including paid media, social media, content marketing, and author/affiliate initiatives etc, for McGraw Hill Test prep Business in India.
• Own the planning, execution and continuous optimization of digital demand generation campaigns to maximize the ROI, while maintaining consistency of messaging across different channels and ensure its alignment with overall brand identity of the McGraw Hill.
• Continuously scan and track developments in the market to identify new, high-impact digital demand generation routes and optimize ongoing efforts.

Performance Marketing Paid Media Optimization

• Manage and execute multi-channel paid campaigns for demand generation and user acquisition including Google Ads, Meta, YouTube, LinkedIn, X and other suitable platforms.
• Drive continuous A/B testing and ad optimization for creatives, messaging audience.
• Consistently improve the Return on Ad Spend (ROAS), Cost per Acquisition (CPA), and other metrices relevant to specific channels and campaigns.
• Manage the relationship with agencies and partners involved in execution of digital demand generation strategies across channels.

Demand Generation Via Organic Social Media Channels

• Use the social media channels to maximise engagement and brand awareness among the target groups and enhance the product value-proposition of McGraw Hill products.
• Envision and execute author-led user engagement events and continuously test and optimize these campaign ideas to maximise the ROI.
• Leverage content marketing opportunities to boost engagement and build a community of users having regular brand interactions.
• Develop and manage email campaigns, WhatsApp campaigns, and other retargeting efforts to build product awareness, drive demand generation and increase usage.

Data Analytics

• Build and maintain comprehensive dashboards to track campaign performance across organic and inorganic channels.
• Leverage Google Analytics, marketing automation tools like Marketo and CRM insights to refine demand generation strategies.
• Provide regular updates and reports to senior leadership on performance data to enable data-driven decision-making.

Budget Team Management

• Manage and optimize usage of available budget to ensure ROI driven efficient spending
• Lead and mentor a team of marketeers to execute high-impact programs.

What you need to be considered

• 3-5 years of proven track record in scaling B2C digital demand generation campaigns to drive user and revenue growth, preferably in a FMCG, education or healthcare sector.
• A problem-solving mindset with high attention to detail.

• Good understanding of consumer psychology and principles of A/B testing and campaign optimization, preferably with some real experience in these areas.
• Strong organizational skills to collaborate with internal and external teams to drive multiple high-impact programs in parallel.

• Excellent written and verbal communication skills and bias for data-driven decision-making.

• Knowledge of the latest technology trends and their applications in consumer-focused sector.
• Expertise, backed by real world experience, in running targeted campaigns on Google Ads, Meta Ads, YouTube Ads, and other advertising platforms.
• Proficiency, backed by real world experience, in tools like Google Analytics, Google Search Console, Google Tag Manager, Marketo, SEMrush, etc.
• Creative bent of mind to facilitate innovative and compelling storytelling and translate marketing strategies into engaging campaigns.
• Understanding of design principles like color theory, typography and layout to guide designers and ensure high-quality visuals.

Education Certifications

• MBA with specialization in marketing, digital marketing, advertising or related field
• Certifications on Google Ads, Meta Ads, or growth hacking are a plus.

Why work for us

At McGraw Hill, you will be empowered to make a real impact on a global scale. Every day your individual efforts contribute to the lives of millions. There has never been a better time to join McGraw Hill. In our culture of curiosity and innovation, you will be able to own your growth and develop as we do.

The work you do at McGraw Hill will be work those matters. We are collectively designing content that will build the future of education. Play your part and experience a sense of fulfilment that will inspire you to even greater heights.

If you are curious, open to new ideas and ready to make a difference, we want to talk to you.

We have a collective passion for the work we do and a curiosity to find new solutions. If you share our determination, together we will drive learning forward.

Here s what we offer:

At McGraw Hill, you will be empowered to make a real impact on a global scale. Every day your individual efforts can contribute to the lives of millions.

McGraw Hill recruiters always use a @mheducation.com email address and/or from our Applicant Tracking System, iCIMS. Any variation of this email domain should be considered suspicious. Additionally, McGraw Hill recruiters and authorized representatives will never request sensitive information in email.