Lead/Assistant Vice President - Demand and Performance Marketing

About Us:-

21K School, promoted by Bangalore-based Mindreflex Technologies Private Limited, is Asia's largest online school, offering virtual education to over 7,500 students across 72 countries. At 21K School, we're not just building an online school; we're building the future of education. We believe every student deserves a personalized, world-class learning experience, regardless of location. We are rapidly expanding and creating new market segments to fuel growth that is in line with our mission. More at www.21kschool.com

Job Title: : Lead/Assistant Vice President - Demand and Performance Marketing

Location: Indiranagar Bangalore, India (Work from Office)

Reporting to: Head Revenue

Experience :

About the Role:-

We are seeking a strategic and data-driven Lead/Assistant Vice President of Demand and Performance Marketing to drive 21K School's marketing performance, demand generation, and revenue growth. This leadership role is responsible for developing and executing integrated demand generation strategies across multiple channels, optimizing marketing funnel efficiency, and ensuring measurable ROI on all marketing investments. The ideal candidate will combine deep performance marketing expertise with strategic leadership capabilities, managing a high-performing team and collaborating with cross-functional stakeholders to achieve ambitious growth targets.

Key Responsibilities:-

Strategic Planning & Performance Marketing

● Develop comprehensive demand generation and performance marketing strategies aligned with

organizational growth objectives

● Establish marketing KPIs, targets, and dashboards to measure campaign effectiveness marketing contribution to revenue

● Identify and prioritize high-impact marketing channels and tactics based on data analysis and ROI potential

● Create multi-channel marketing campaigns spanning digital advertising, email, content, social

media, and partnerships

● Optimize marketing funnel at every stage (awareness, consideration, conversion, retention) to maximize efficiency and revenue

Campaign Management & Execution

● Plan, execute, and manage end-to-end performance marketing campaigns across SEM, display,

video, social, and programmatic channels

● Oversee budget allocation across channels to maximize ROI and achieve cost-per-acquisition (CPA)

targets

● Conduct A/B testing and continuous optimization of ad creatives, landing pages, and messaging

● Monitor campaign performance in real-time and implement agile adjustments based on performance data

● Develop and implement marketing automation workflows to nurture leads and improve conversion rates

Team Leadership & Development

● Build, mentor, and manage a high-performing marketing team (size dependent on organizational structure)

● Set clear performance expectations and provide regular feedback to team members

● Foster a data-driven culture within the marketing function

● Collaborate with hiring and recruitment to attract top marketing talent

Data Analytics & Insights

● Establish robust measurement frameworks and attribution models to understand customer journey and marketing impact

● Generate actionable insights from marketing data to inform strategy and tactical decisions

● Build and maintain comprehensive marketing dashboards and reporting infrastructure

● Conduct market research and competitive analysis to inform positioning and messaging strategies

● Analyze customer acquisition costs, lifetime value, and other key metrics to drive busines decisions

Stakeholder Collaboration

● Partner with sales team to align marketing and sales strategies, define lead quality standards, and

ensure lead effectiveness

● Collaborate with product team to communicate market feedback and inform product roadmap decisions

● Work with finance team to establish marketing budgets and demonstrate ROI on marketing investments

● Coordinate with content, design, and creative teams to develop high-quality marketing assets

● Communicate marketing performance, insights, and recommendations to senior leadership and the board.

Technology & Tools Management

● Oversee marketing tech stack including advertising platforms, marketing automation, CRM, and analytics tools

● Evaluate and implement new marketing technologies to improve efficiency and effectiveness

● Ensure proper integration and data flow between marketing systems

● Maintain marketing data quality and compliance with privacy regulations (GDPR, CCPA, etc.)

● Stay current with emerging marketing technologies and platforms

Required Qualifications:-

Experience

● Minimum 8-10 years of progressive marketing experience, with at least 4-5 years in performance

marketing or demand generation roles

● Minimum 2-3 years of team leadership and people management experience

● Experience managing significant marketing budgets (preferably $1M+) and optimizing spend

across multiple channels

● Demonstrated success in B2B, B2C, or SaaS marketing environments

● Excellent knowledge of marketing automation platforms and CRM systems

● Strategic thinking with ability to balance short-term performance goals with long-term brand building

● Exceptional communication and presentation skills

● Strong project management and cross-functional collaboration abilities

● Proficiency in Excel, SQL, or Python for data analysis is a strong plus Education

● Bachelor's degree in Marketing, Business, Economics, or related field

● MBA or certification in Digital Marketing/Performance Marketing is preferred

Preferred Qualifications:-

● Startup or scale-up environment experience

● Track record of implementing and scaling marketing teams from ground up

● Experience with international or multi-market marketing campaigns

● Knowledge of SEO, content marketing, and organic growth strategies

● Experience with marketing attribution and customer journey mapping

● Google Analytics certification or similar advanced analytics credentials

● Experience with video marketing, webinar marketing, or event marketing

● Prior experience working with agencies or consulting backgrounds

Key Competencies:-

● Strategic Visionary: Ability to set ambitious goals and develop comprehensive strategies to achieve

them

● Data-Driven Decision Maker: Reliance on metrics and insights rather than intuition; comfort with ambiguity and testing

● Results-Oriented: Driven by clear objectives, KPIs, and accountability for revenue impact

● Innovative Thinker: Proactive in identifying new opportunities, channels, and tactics; not afraid to experiment

● Hands-On Operator: Willingness to roll up sleeves and execute, not just strategize

● Curiosity & Learning Mindset: Continuous learner staying current with marketing trends and best

practices

Budget & Team Responsibility:-

● Marketing Budget: (to be determined based on organizational scale)

● Team Size: 4-8+ direct reports (depending on structure and organization size)

● Channels Managed: SEM, Display, Social, Email, Content, Partnerships, and other

performance channels

● Tools & Systems: Marketing automation, CRM, analytics platforms, and advertising

platforms

Performance Metrics

Success in this role will be measured by:

● Marketing-Qualified Leads (MQLs) generated vs. targets

● Cost-Per-Acquisition (CPA) achieved vs. targets by channel

● Customer Acquisition Cost (CAC) and CAC payback period

● Lead-to-Customer Conversion Rate and sales acceptance of leads

● Marketing Contribution to Revenue (pipeline influenced or revenue attributed)

● Return on Ad Spend (ROAS) and overall marketing ROI

● Customer Lifetime Value (LTV) and LTV:CAC ratio

● Brand awareness metrics (if applicable)

● Team engagement and retention scores

● Campaign launch velocity and time-to-market for new campaigns

● Marketing efficiency and cost reduction initiatives

Compensation & Benefits :-

● Competitive salary range based on experience and qualifications

● Performance-based bonus tied to marketing KPIs and revenue targets (typically 20-40% of base salary)

● Comprehensive health, wellness, and insurance benefits

● Professional development and conference attendance budget

● Marketing tools and technology access

● Fast-paced, growth-focused environment

● Data-driven decision-making culture

● Collaborative cross-functional teams

● Opportunity to build and scale marketing function

● Exposure to executive leadership and strategic planning

Ideal Candidate Profile

● Combines strategic thinking with hands-on execution capabilities

● Is passionate about data-driven decision-making and continuous optimization

● Has successfully scaled marketing teams and functions

● Brings experience from high-growth or hyper-growth environments

● Demonstrates entrepreneurial mindset and ownership mentality

● Is committed to transparency, collaboration, and continuous learning

● Understands the nuances of EdTech and online education market dynamics

Why Join Us?

• Be part of Asia’s largest online school, making real impact in education
• Work with a passionate and mission-driven team
• Fast-paced, dynamic, and inclusive work culture
• Opportunity to innovate and lead high-impact initiatives

Ready to Support, Solve, and Succeed?

Join us at 21K School and help us shape the future of education—one meaningful interaction at a time.

How to Apply :-

talent@21kschool.com