Digital Marketing Specialist

Role Overview

The Manager – Performance Marketing will be responsible for driving lead generation, conversion optimization, and ROI-focused digital marketing campaigns for the institution’s online education programs. This role demands deep expertise in paid digital advertising, data analytics, and marketing automation, with a growth mind set to optimize marketing spends and maximize student enrolments.

The ideal candidate should have 5-8 years of experience in performance marketing within EdTech, consumer tech, e-commerce, or high-involvement service industries, with a proven ability to scale and optimize paid campaigns across multiple platforms.

Key Responsibilities

Digital Advertising & Lead Generation

• Develop, execute, and optimize ROI-driven paid marketing campaigns across Google Ads, Facebook Ads, LinkedIn Ads, YouTube, and emerging digital channels.
• Manage PPC, display, video, social media advertising, and retargeting campaigns to generate high-intent leads.
• Continuously optimize Cost per Lead (CPL), Cost per Acquisition (CPA), and Return on Ad Spend (ROAS) to achieve enrolment targets.

Marketing Funnel Optimization

• Work closely with admissions and sales teams to ensure seamless lead handover, nurturing, and conversions.
• Optimize landing pages, ad creatives, and call-to-actions (CTAs) using A/B testing and heat map analysis.
• Implement multi-touch attribution models to identify the most effective marketing channels and improve budget allocation.

Analytics & Performance Tracking

• Monitor and analyze key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, and funnel drop-offs.
• Use analytics tools like Google Analytics, Google Tag Manager, Looker Studio, and CRM dashboards to track user behavior and campaign performance.
• Generate weekly and monthly reports with insights and recommendations to improve campaign effectiveness.

Search Engine Marketing (SEM) & SEO Coordination

• Manage Google Search Ads & Display Network campaigns, optimizing keyword strategy, bidding, and ad placements.
• Collaborate with SEO teams to ensure alignment between organic and paid strategies for search visibility.

Budgeting & ROI Maximization

• Manage monthly and quarterly paid media budgets, ensuring efficient spend allocation across channels.
• Leverage marketing automation and AI-driven optimization tools to enhance campaign efficiency.
• Continuously refine bidding strategies, audience segmentation, and creative approaches for cost efficiency.

Cross-Functional Collaboration

• Work closely with content, design, and video teams to develop high-converting ad creatives and messaging.
• Partner with social media and brand marketing teams to ensure integrated campaign execution.
• Align with academic and admissions teams to understand program positioning and optimize ad targeting.

Skills & Competencies:

• Expertise in Paid Marketing: Deep knowledge of Google Ads, Facebook Ads, LinkedIn Ads, YouTube Ads, Programmatic Display, and Retargeting.
• Data-Driven Decision Making: Proficiency in Google Analytics, Google Tag Manager, Looker Studio, and marketing automation tools.
• Landing Page & Funnel Optimization: Experience in A/B testing, conversion rate optimization (CRO), and UX analytics.
• Budget Management: Strong ability to plan, allocate, and optimize ad spend for maximum ROI.
• Strategic & Analytical Thinking: Ability to interpret campaign data and implement performance-driven insights.
• Collaboration & Cross-Functional Leadership: Ability to work with multiple teams (content, design, SEO, sales, product marketing) to drive results.
• Creative & Adaptive Mind-set: Strong understanding of ad creatives, messaging strategies, and audience targeting for different learner segments.

Educational Background:

• Bachelor’s or Master’s degree in Marketing, Digital Media, Business Analytics, or a related field.

Experience:

• 5-8 years of experience in performance marketing, digital advertising, or growth marketing.
• Strong preference for candidates from EdTech, e-commerce, digital-first brands, or high-involvement service industries.
• Proven track record of scaling paid digital campaigns and improving conversion rates.