Head – Lead Generation & Management

Job Title Head

Role Summary

The Head – Lead Generation & Management will be responsible for driving end-to-end lead generation, nurturing, and admission conversion for the university’s schools. This role will own and oversee performance marketing, affiliate/aggregator lead channels, lead management, AI based calling solutions, tele-calling operations, drip marketing and admission retention. The position demands a data-driven professional with strong experience in performance marketing, CRM-led lead nurturing, and vendor management. The role is central to ensuring prospective students progress successfully from the lead stage through to completed applications.

Key Responsibilities

1. Lead Generation & Performance Marketing

• Own the complete lead generation strategy and outcomes for all schools of the university.

• Lead and manage performance marketing and coordinate with external digital agencies.

• Ensure delivery of high-quality, cost-efficient leads within agreed budgets.

• Manage and optimise lead flow from affiliates and aggregators, including onboarding new players, performance tracking, quality assurance, and commercial negotiations.

• Work closely with the creative team for campaign assets, the admissions team for program information, and the web team for landing page development and optimisation.

• Continuously monitor campaign performance, optimise lead funnels, and ensure data accuracy and lead-flow hygiene, improve lead quality, channel mix, and CPL/CPA efficiency.

• Develop performance dashboards and report insights to senior leadership.

2. Lead Management & Nurturing

• Oversee the entire lead lifecycle—from acquisition to application completion (including fee payment).

• Ensure leads are effectively segmented, prioritised, and nurtured through personalised communication workflows.

• Track conversions at each stage and drive interventions to improve quality and movement across the funnel.

3. AI-Based Calling Solution (Agentic AI)

• Lead the evaluation, selection, and implementation of an AI-based calling solution for scalable and intelligent lead engagement.

• Assess vendors on technical capabilities (e.g., integrations, workflows, NLP accuracy) and commercial feasibility.

• Implement the solution as the first touchpoint for all leads and monitor performance metrics such as call success, intent capture, and engagement scores.

4. Tele-Calling Operations

• Manage the internal team of tele-callers responsible for converting engaged/qualified leads to applications.

• Define call scripts, KPIs, training plans, and daily monitoring mechanisms.

• Ensure seamless coordination between AI calling systems and human tele-calling workflows.

• Continuously review lead feedback and optimize scripts, call strategies, and follow-up sequences.

5. Drip Marketing & CRM Management

• Own drip marketing across email, SMS, WhatsApp, and other channels to nurture leads at different funnel stages.

• Build and optimize workflows within the existing CRM to drive higher application rates.

• Ensure messaging consistency, timely triggers, and effective measurement of touchpoint performance.

• Collaborate with tech/CRM teams to ensure clean data, functional automation, and accurate reporting.

6. Admission Retention & Drop-off Prevention

• Lead a small team of retention officers focused on converting gross admissions to net admissions by minimising student drop-offs.

• Implement structured engagement programmes for admitted students, addressing concerns proactively.

• Work closely with admissions, academic teams, and student services to resolve issues impacting student decisions.

• Track retention metrics closely and drive interventions to reduce attrition at final enrolment stages

Key Skills & Experience Required

Must-Have Skills

• 7–12 years of experience in performance marketing, lead generation, admissions funnel management or similar roles

• Exposure and Experience of handling educational sector is a must

• Proven experience managing end-to-end digital lead generation campaigns.

• Hands-on experience managing multi-channel lead generation (digital, affiliates, aggregators).

• Strong hands-on expertise with CRM tools, drip automation, and funnel-based communication strategies.

• Exposure to managing tele-calling teams and/or inside sales operations and evaluating and implementing MarTech/AI tools.

• Strong analytical mindset with the ability to interpret data and make decisions.

• Excellent stakeholder management skills (creatives, admissions, academics, agencies, tech teams).

Technical Competencies

• CRM and lead management systems

• Performance marketing platforms (Google Ads, Meta Ads, etc.)

• Drip automation tools

• AI calling/MarTech tools (evaluating & integrating)

• Funnel analytics and reporting tools

• Understanding of landing page optimisation and tracking mechanisms (UTMs, pixels, events)

Behavioral Competencies

• Strong leadership and team management

• High ownership mindset and accountability

• Excellent communication and interpersonal skills

• Problem-solving and ability to operate in fast-paced environments

• Process discipline and ability to build scalable systems