Head of Marketing

Job Summary:

Senior Marketing Manager

Key Responsibilities:

1. Performance Marketing (PPC & Paid Campaigns):

• Develop, implement, and optimize data-driven PPC campaigns across platforms (Google Ads, Meta, YouTube, LinkedIn).
• Manage performance metrics such as CPL, CTR, ROAS, and CAC, ensuring continuous improvement.
• Create advanced remarketing, retargeting, and funnel-based campaigns.
• Leverage Google Analytics, Tag Manager, Hotjar, and similar tools to assess behavior and campaign impact.

2. Branding & Brand Development:

• Design and execute impactful brand awareness campaigns that resonate with the student and parent audience.
• Ensure visual and verbal brand consistency across all touchpoints (digital, print, events, social).
• Own and enhance the brand voice, storytelling, and positioning in the competitive education space.
• Monitor brand reputation online and manage ORM (Online Reputation Management) strategies.

3. BTL & On-Ground Marketing:

• Plan and execute targeted BTL activities – career fairs, college fests, school workshops, kiosks, tie-ups with coaching classes, etc.
• Identify regional marketing opportunities and localize content/campaigns accordingly.
• Measure ROI of each on-ground activation and improve footfall/enquiry generation.

4. Digital Marketing Integration:

• Oversee SEO strategy in collaboration with content and web teams.
• Monitor website traffic, behavior flow, bounce rates, and conversion performance.
• Implement marketing automation tools for lead nurturing and funnel optimization.
• Drive email marketing campaigns with high open rates, CTR, and conversion.

5. Strategy, Analytics & Planning:

• Develop quarterly and annual marketing calendars aligned with business and academic cycles.
• Define and track KPIs for all campaigns and channels.
• Analyze lead quality, drop-off rates, and user journey insights to guide content and creative development.
• Use insights from competitor analysis and market trends to inform campaign strategies.

6. Content Collaboration:

• Guide content creation for ad creatives, blogs, student testimonials, video content, landing pages, etc.
• Drive storytelling that builds emotional resonance with prospective students and parents.

7. Stakeholder Management:

• Work closely with sales, academics, and branch heads to ensure alignment on campaign objectives.
• Coordinate with external vendors, creative agencies, event organizers, and media partners.

8. Leadership & Team Development:

• Lead, mentor, and motivate the marketing team to meet goals and upskill continuously.
• Set clear KPIs and conduct monthly performance reviews.
• Foster a performance-driven and creative marketing culture.

Key Skills & Competencies:

• Expertise in Google Ads, Meta Ads Manager, YouTube Campaigns, Google Analytics,
• Strong analytical mindset – comfortable with numbers, attribution models, dashboards.
• Deep understanding of student decision-making behavior and educational cycles.
• Creative flair with a performance-oriented mindset.
• Exceptional communication, stakeholder engagement, and cross-functional collaboration skills.
• Experience in lead lifecycle management and funnel optimization.

Eligibility & Qualifications:

• Bachelor's or Master’s degree in Marketing, Business Administration, Mass Communication, or a related field.
• 6–10 years of marketing experience, preferably in the education, training, or EdTech sector.
• Certifications in Google Ads or Digital Marketing Strategy are preferred.
• Proven experience in managing high-budget digital campaigns and successful on-ground activations.