Assistant Manager, Performance Marketing & Candidate Acquisition

Assistant Manager, Performance Marketing & Candidate Acquisition

Company: Layam Group
Location: Chennai Work from Office
Experience: 3-5 Years

Role Overview

Layam Group is looking for a hands-on Performance Marketing & Candidate Acquisition professional who can drive:

• Large-scale ITI / Diploma candidate sourcing across India
• Rural and Tier 2 / Tier 3 candidate mobilisation
• B2B lead generation for Layam's staffing and recruitment services
• SEO, GEO and digital visibility

This is not a social-media posting role. We need someone who can personally run campaigns, generate leads and measure conversions.

Key Responsibilities

• Plan and manage campaigns across Google Ads, Meta Ads, LinkedIn Ads and YouTube Ads
• Generate ITI, Diploma, apprentice and fresher candidate leads from rural and semi-urban locations across India
• Run state-wise and district-wise recruitment campaigns
• Build candidate pipelines through Facebook, Instagram, Google, YouTube, WhatsApp, Telegram and digital communities
• Support sourcing of both male and female candidates depending on client requirements
• Identify and target ITIs, polytechnics, skill centres, colleges and local employment networks
• Run vernacular / regional-language recruitment campaigns
• Generate B2B leads for Staffing, Recruitment, Contract Manufacturing and GCC/GDC/ODC services
• Manage SEO, keyword research, Search Console and website traffic growth
• Support GEO / AI Search optimisation for ChatGPT, Gemini and Google AI visibility
• Track campaign performance using GA4, GTM, Meta Pixel and conversion tracking
• Optimise campaigns based on cost per eligible candidate, cost per joining and qualified business leads

Mandatory Skills

• Performance Marketing
• Google Ads
• Meta Ads
• Lead Generation
• Candidate Acquisition / Recruitment Marketing
• SEO
• GA4 / Google Analytics
• Google Tag Manager
• Conversion Tracking
• Campaign Optimisation

Preferred Skills

• LinkedIn Ads
• YouTube Ads
• Rural Recruitment
• ITI / Diploma Recruitment
• Bulk Hiring Campaigns
• WhatsApp Marketing
• Regional-language campaigns
• B2B Lead Generation
• GEO / Generative Engine Optimisation

Preferred Background

Candidates from Digital Marketing Agencies, Staffing, Recruitment Marketing, Blue-Collar Hiring, EdTech, Skill Development or B2B Services will be preferred.

Key KPI: Actual qualified leads and successful candidate joinings, not just clicks, impressions, or followers.