Performance Marketing Head

Company Description

Established in the year 1996, Asia Pacific Institute Of Management is ranked 9th amongst all B-schools in Delhi-NCR and 14th amongst all B-schools in North India as per the latest Business Today - MDRA Business Today Survey 2021.

Performance Marketing Lead

growth leadership role

1. Strategy & Budget Ownership

• Define and own 

  digital marketing strategy

   for AIM’s PGDM programs across Google, Meta, YouTube, and Display.
• Allocate budgets with precision (Delhi/NCR focus + selective Tier-1 & Tier-2 targeting).
• Build and maintain 

  channel mix strategy

   (search vs social vs display vs video).
• Plan 

  war-mode campaigns

   (CAT window, PGDM Global Immersion, scholarships).

2. Funnel & ROI Management

• Own the 

  entire digital funnel

  : impressions → clicks → leads → admissions.
• Set and deliver 

  CPL, CAC, ROAS targets

  .
• Coordinate closely with admissions counsellors to ensure 

  lead-to-admission efficiency

  .

3. Team Leadership & Collaboration

• Lead the 

  Performance Marketing Manager

   (campaign execution) and 

  Ops & Analytics Manager

   (CRM, tracking, CRO).
• Collaborate with 

  Creative Director + Social Media Head

   to align storytelling with campaign goals.
• Sync with 

  SEO Specialist + Content Intern

   to ensure organic + paid synergy.

4. Analytics & Reporting

• Oversee tracking stack (GA4, GTM, Meta Pixel, LeadSquared integration).
• Create 

  weekly funnel reports

   for AIM leadership.
• Analyse performance data to reallocate budgets quickly for maximum ROI.

5. Innovation & Growth

• Identify 

  new growth channels

   (Quora Ads, LinkedIn, Edu portals, influencer tie-ups).
• Drive A/B testing for creatives, landing pages, and CTAs.
• Stay ahead of 

  education sector trends, competitor strategies, and adtech innovations

  .

• CPL (Cost per Lead):

   Maintain or reduce vs benchmark.

• CAC (Cost per Admission):

   Optimised to align with ROI goals.

• Lead Quality:

   % of leads successfully contacted and qualified by counsellors.

• ROAS:

   Consistent growth vs spend.

• Funnel Efficiency:

   Lead → Counsellor Connect → GD/PI Conversion → Admission.

• Experience:

   5–7 years in performance marketing with at least 2 years in a 

  leadership role

  . Preferably in the 

  education sector

   or high-ticket B2C services.

• Skills:

• Deep expertise in Google Ads, Meta Ads, YouTube Ads

  .
• Strong grasp of 

  GA4, GTM, attribution models, and CRM platforms (LeadSquared preferred)

  .
• Ability to build and manage 

  multi-crore ad budgets

   with efficiency.
• Hands-on with 

  CRO, A/B testing, funnel optimisation

  .
• Strong collaboration skills with creative, content, and admissions teams.

• Mindset:

• Data-first decision maker.

• Growth hacker with “war-room” urgency.
• Comfortable being directly measured on admissions ROI.