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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 behaviour 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. 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 . 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. Show more Show less
