Digital Marketing Manager

Job Overview

Bailjini's Digital Marketing Manager will lead all paid and organic marketing efforts to reach the people who need us most: individuals and families facing criminal legal matters in India's major cities. This is performance marketing with purpose — every click we earn is a potential family in crisis who found help they did not know existed. You will own the strategy and execution of performance marketing, social media, WhatsApp campaigns, and digital PR.

Key Responsibilities

• Own and execute Bailjini's digital marketing strategy across Google Ads, Meta Ads, YouTube, and WhatsApp
• Manage paid search campaigns targeting high-intent legal queries: bail lawyer Mumbai, anticipatory bail, FIR quashing, police station visit lawyer
• Build and manage WhatsApp marketing flows for lead nurturing, case updates, and re-engagement
• Run social media channels (Instagram, LinkedIn, YouTube) with a focus on criminal law education content
• Coordinate with the content team on blog, video, and infographic content for organic social
• Track, analyse, and report on all channel performance with clear ROAS and CPL metrics
• A/B test ad creatives, landing pages, and CTAs to continuously improve conversion rates
• Build and manage remarketing audiences and lifecycle campaigns
• Develop and execute digital PR strategy including legal news outreach and media appearances

What We Are Looking For

• 3–5 years of digital marketing experience with hands-on paid campaign management (Google Ads and Meta Ads)
• Strong analytical skills: comfortable with Google Analytics 4, Google Search Console, and Facebook Ads Manager
• Experience marketing legal, financial, healthcare, or other high-stakes services to consumers
• Understanding of performance metrics (CPL, ROAS, conversion rate, LTV) and ability to optimise toward them
• Written fluency in English; Hindi is a strong advantage for ad copy and content
• Experience with WhatsApp Business API or similar messaging marketing tools

Nice to Have

• Experience marketing in the Indian legal sector
• Familiarity with local SEO and Google My Business optimisation for multi-city service businesses
• Video production or direction skills for YouTube and Instagram content