Position Overview

We are seeking an experienced Digital Ad Campaign Manager – Programmatic & Geofencing with strong hands-on expertise in geofencing, location-based advertising, programmatic campaign execution, DSP platforms, audience targeting, mobile advertising, CTV/OTT, attribution, and campaign optimization.

The role will be responsible for planning, setting up, trafficking, monitoring, optimizing, and reporting digital advertising campaigns based on geographic location, behavioral signals, audience segments, and client objectives.

The ideal candidate should have strong analytical capabilities and practical experience managing high-volume digital campaigns across multiple advertisers, geographies, budgets, and performance KPIs.

Key Responsibilities

Campaign Strategy, Setup & Execution

• Plan and execute digital advertising campaigns based on client objectives, target audiences, geographic requirements, budgets, and KPIs.

• Create and manage geofencing campaigns using polygon, radius, address-based, and location-specific targeting.

• Develop targeting strategies for competitor location targeting, event-based targeting, store-visit campaigns, and hyperlocal audience reach.

• Configure audience segments, location rules, frequency caps, budgets, pacing, bids, and campaign parameters within DSP platforms.

• Translate client objectives into measurable digital media plans and campaign strategies.

• Manage campaigns across multiple advertisers, locations, budgets, and performance objectives.

Geofencing & Location-Based Advertising

• Build and manage campaigns using geographic and location-based targeting.

• Create polygon, radius, address, and custom location-based audiences.

• Implement competitor conquesting and event-based targeting strategies.

• Support store visit, footfall, and hyperlocal advertising campaigns.

• Develop location strategies for retail, automotive, healthcare, real estate, events, local businesses, and other location-sensitive advertisers.

• Monitor geographic targeting accuracy and identify potential geo leakage.

Campaign Trafficking & Quality Assurance

• Traffic digital creatives across display, mobile, video, native, CTV, and OTT channels.

• Ensure creatives meet platform specifications and campaign requirements.

• Implement and validate tags, landing pages, tracking pixels, click trackers, impression tags, and third-party tracking elements.

• Perform detailed campaign QA before launch.

• Validate campaign settings, geographic boundaries, audience rules, budgets, frequency caps, conversion pixels, and tracking configurations.

• Identify and resolve campaign setup issues before campaigns go live.

Campaign Monitoring

• Monitor live campaigns to ensure impressions, clicks, conversions, delivery volumes, footfall attribution, and store visits are tracking as expected.

• Monitor campaign pacing and delivery against planned budgets and schedules.

• Identify and troubleshoot under-pacing, over-pacing, geo leakage, low CTR, tag errors, creative rejection, and attribution gaps.

• Monitor campaign health and proactively identify delivery risks.

• Coordinate with internal teams, vendors, and platforms to resolve campaign issues.

Campaign Optimization & Performance Management

• Continuously optimize campaigns against KPIs such as:

  • Impressions

  • CTR

  • CPM

  • CPC

  • CPA

  • Conversions

  • Footfall

  • Store Visits

  • ROAS

Audience Strategy

• Develop audience strategies using location history, demographic overlays, behavioral segments, CRM audiences, retargeting pools, and lookalike audiences.

• Build and refine audience segments based on campaign objectives.

• Support audience expansion and refinement strategies to improve campaign reach and performance.

• Develop targeting strategies for local and multi-location advertisers.

• Evaluate audience performance and recommend adjustments based on campaign data.

Attribution & Measurement

• Monitor and analyze conversion tracking, footfall attribution, store visits, and other campaign measurement metrics.

• Validate pixels, tags, click trackers, and third-party attribution implementations.

• Identify attribution gaps and coordinate with relevant teams to resolve measurement issues.

• Analyze campaign attribution data to determine effectiveness and ROI.

• Support accurate measurement of campaign outcomes and client objectives.

Reporting & Insights

• Prepare regular campaign performance reports covering:

  • Campaign delivery

  • Impressions

  • Engagement

  • Clicks

  • Conversions

  • Attribution

  • Footfall

Compliance & Data Privacy

• Ensure campaigns comply with applicable data privacy, consent, location-data usage, platform, and brand-safety requirements.

• Maintain awareness of evolving digital advertising policies and privacy regulations.

• Follow industry best practices for location-based advertising and audience targeting.

• Ensure appropriate handling and use of location and audience data.

• Identify potential compliance or brand-safety risks and escalate them appropriately.

Required Experience

• 3–5 years of experience in digital advertising campaign management, programmatic media buying, or performance marketing.

• Hands-on experience in geofencing and location-based advertising.

• Experience managing programmatic advertising campaigns.

• Experience with mobile advertising and digital display campaigns.

• Experience with audience segmentation, retargeting, and behavioral targeting.

DSP & Programmatic Platforms

Hands-on experience with DSP and geofencing platforms such as:

• Simpli.fi

• GroundTruth

• StackAdapt

• Basis

• The Trade Desk

• DV360

• Similar DSP and programmatic advertising platforms

Technical Skills

• Strong understanding of programmatic advertising and media buying.

• Mobile Display Advertising

• Video Advertising

• Native Advertising

• CTV / OTT Advertising

• Audience Targeting

• Retargeting

• Lookalike Audiences

• Location-Based Targeting

Analytics & Reporting Tools

• Strong proficiency in Microsoft Excel.

• Campaign reporting dashboards.

• Google Analytics.

• Ad servers.

• Campaign measurement platforms.

Preferred Experience

• Competitor conquesting.

• Event-based targeting.

• Store-visit attribution.

• Footfall attribution.

• Multi-location campaign execution.

• Hyperlocal advertising.

• Retail advertising.

• Automotive advertising.

Educational Qualification

• Bachelor's degree in:

  • Marketing

  • Advertising

  • Digital Media

  • Communications

  • Business

  • or a related field.

Soft Skills

• Strong analytical mindset.

• Excellent attention to detail and accuracy.

• Strong problem-solving abilities.

• Excellent written and verbal communication skills.

Other Requirements

• Strong hands-on experience in programmatic campaign management and geofencing is preferred.

• Candidate should be comfortable managing multiple campaigns simultaneously.

• Ability to work with internal account teams, sales teams, creative teams, vendors, DSP platforms, and clients.

• Strong understanding of campaign performance metrics and digital advertising KPIs.

• Ex-TCS employees are not eligible to apply.

• PAN and Date of Birth (DOB) are required for Employee Profile (EP) creation.