Performance Marketing Associate - Study Abroad

Performance Marketing Associate

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Role Overview

The Performance Marketing Associate will be responsible for end-to-end execution and optimization of paid marketing campaigns across Google, Facebook, LinkedIn, Bing, affiliate networks, and other paid media channels. This role requires a strong analytical mindset, excellent attention to detail, and the ability to manage multiple campaigns simultaneously to drive high-quality student leads at scale.

Key Responsibilities

1. Campaign Strategy and Execution

• Assist in developing performance marketing strategies for lead acquisition across all digital channels.
• Build, launch, and manage ad campaigns on Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, Bing Ads and more.
• Coordinate with affiliate partners and networks to expand campaign reach.
• Ensure all campaigns are aligned with business goals, budgets, and timelines.

2. Optimization and Performance Management

• Monitor and analyze campaign metrics such as CTR, CPC, CPL, conversion rate, and ROAS.
• Conduct A/B testing on creatives, ad copies, targeting, and landing pages to continuously improve performance.
• Regularly review and adjust bids, budgets, and targeting to ensure efficiency and maximum ROI.

3. Analytics, Reporting, and Insights

• Use Google Analytics (including GA4) and platform-specific dashboards to analyze user behavior and campaign effectiveness.
• Create and maintain detailed campaign performance reports in Google Sheets, sharing actionable insights with internal stakeholders.
• Track lead flow through the funnel using LeadSquared CRM to evaluate lead quality and optimize campaigns accordingly.

4. Collaboration and Cross-functional Coordination

• Work with the design and content teams to develop high-performing ad creatives and messaging.
• Coordinate with sales and admissions teams to align campaign messaging and lead handling processes.
• Stay updated on platform policy changes, new features, and digital marketing best practices.

5. Market and Competitor Research

• Conduct regular competitor benchmarking to understand market dynamics and identify opportunities.
• Explore emerging platforms and trends to test new lead generation tactics and expand channel mix.

Required Qualifications and Skills

• 24 years of hands-on experience in performance or paid acquisition roles.
• Proficiency with tools and platforms including Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, and Bing Ads.
• Strong working knowledge of Google Analytics (Universal and GA4), and experience using Google Sheets for data handling and reporting.
• Experience with LeadSquared CRM or similar lead management tools.
• Demonstrated ability to analyze campaign data, draw insights, and optimize for performance.
• Excellent project management and multitasking skills.
• Strong communication and collaboration skills with an ability to work cross-functionally.
• Highly detail-oriented with a test-and-learn mindset.

Preferred Qualifications

• Bachelor's degree in Marketing, Business, Communications, or a related field
• Experience in the education or edtech sector, especially in international education or study abroad would be a plus.