Associate Director - Performance Marketing

Job Title: Associate Director – Digital Marketing

Location

Reporting To

Role Type

Role Overview

The Indian School of Business (ISB) is seeking a results-oriented digital marketing leader to drive high-impact performance and brand campaigns for its Advanced and Flagship Admissions (AFA) portfolio. This role will also anchor SEO strategy across key digital assets, lead digital promotions for institutional events, and enable collaboration across internal teams and digital agencies. The ideal candidate brings a strong analytical mindset, deep expertise in paid media, and a collaborative leadership style.

Key Responsibilities

1. Performance Marketing – AFA

• Plan and execute ROI-driven digital campaigns across Google, Meta, LinkedIn, and other platforms for AFA programs (PGP, YL, PGP PRO, PGP MAX, MFAB)
• Optimize campaigns to maximize MQLs and improve SQLs, while driving efficiency in CPL and CPSQL.
• Provide inputs on creatives, messaging, and landing page UX for better conversion outcomes

2. Brand Campaigns

• Design and execute brand visibility and positioning campaigns for all programmes
• Drive high-funnel engagement through awareness initiatives aligned to admissions seasonality
• Work with creative and content teams to ensure brand consistency across channels

3. SEO Strategy & Execution

• Lead SEO audits and roadmap implementation across ISB.edu, Executive Education (EE), Digital Learning (DL).
• Monitor keyword rankings, optimize content structure, and collaborate with IT/Content for crawlability and discoverability
• Track organic traffic performance and recommend tactical and structural improvements

4. Event-Based Promotions

• Run digital paid promotions for school-wide and AFA-specific events
• Ensure timely campaign launches, with strong tracking of registrations and conversion to attendance
• Work closely with Admissions and Events teams to align messaging and goals

5. Stakeholder & Team Management

• Collaborate with internal teams (Brand, Content, IT, Admissions) and external agencies to ensure consistent delivery
• Manage digital team members and provide support in campaign tracking, execution, and optimization
• Drive operational excellence across all digital marketing workstreams

Key Metrics / KPIs

• MQLs, SQLs, CPL, CPSQL, L2A, L2S, Organic Lead Share
• Brand impressions, engagement, video views, website visits
• Organic traffic growth, keyword rank movement
• Event registration-to-attendance ratio, campaign go-live adherence
• Internal stakeholder feedback and team delivery consistency

Candidate Profile

Experience & Skills

• 10–15 years of experience in digital marketing, with strong expertise in performance campaigns and SEO
• Proven ability to drive full-funnel digital strategies across paid and organic channels
• Hands-on experience with ad platforms (Google, Meta, LinkedIn), SEO tools (SEMrush, Screaming Frog), and CRM/automation tools
• Strong analytical, cross-functional coordination, and stakeholder management skills
• Exposure to higher education or premium B2C categories is preferred

Attributes

• Strategic thinker with attention to detail
• Highly organized, data-driven, and outcome-focused
• Collaborative leadership style with a bias for execution