Performance Marketing Manager

Role Overview:

Key Responsibilities

• Strategy & Planning

1. Develop annual and seasonal performance marketing plans aligned with the academic calendar, admissions peaks, and program launces
2. Define the optimal channel mix for domestic and international student acquisition.
3. Plan and allocate multi-crore marketing budgets, maintaining strict CPL/CPA targets.

• Campaign Execution & Optimization

1. Oversee end-to-end campaign setup, targeting, creative deployment, and daily optimisation for paid search, display, social, video, and native ads.
2. Drive A/B testing of creatives, landing pages, and lead forms to improve engagement and application conversion.
3. Collaborate with Amity’s design, content, and brand teams to deliver high-impact creatives that resonate with students and parents.

• Analytics & Reporting

1. Maintain real-time dashboards tracking spend, impressions, leads, CPL, CPA, and enrolments.
2. Analyse lead quality by source, geography, and program to refine targeting.
3. Present weekly and monthly performance reviews to leadership with actionable recommendations.

• Cross-Functional Collaboration

1. Partner with admissions, inside sales, and Amity Information Centers (AICs) to improve lead nurturing and on-ground conversions.
2. Coordinate with SEO, PR, and brand teams to deliver integrated campaigns that boost both lead volume and brand equity.
3. Work with CRM/tech teams for accurate lead attribution and optimisation

• Innovation & Growth

1. Test emerging ad formats, AI-led optimisation tools, and performance partnerships to expand reach and improve ROI.
2. Leverage influencer collaborations and regional marketing initiatives to capture Tier II/III audiences.

• Qualifications & Experience

1. 6–10 years of experience in performance marketing, ideally in higher education, edtech, or high-ticket B2C sectors.
2. Proven success in managing large-scale, multi-market campaigns with high ROI.
3. Expertise in Google Ads, Facebook/Instagram Ads Manager, LinkedIn Ads, and programmatic buying.
4. Strong analytics skills with experience in Google Analytics, Data Studio, and CRM integrations.
5. Ability to lead teams and manage multiple stakeholders in a high-volume, deadline-driven environment.

• Key Skills

1. Strategic planning for seasonal admissions cycles
2. Data-driven optimisation & decision-making
3. Budget & ROI management for large spends
4. Conversion rate optimisation (CRO)
5. Stakeholder management across domestic & global teams
6. Excellent communication & presentation skills