ABOUT THE COMPANY
MSM CampusOS is a full-service digital marketing agency exclusively serving the education sector schools, colleges, universities, EdTech platforms, and coaching institutes. We help institutions grow their brand, drive enrolments, and build a strong digital presence through integrated marketing, technology, and creative solutions.
ABOUT THE ROLE
We are looking for an experienced and data-driven Performance Marketing Manager who can independently create, execute, optimise, and scale paid campaigns across multiple digital platforms. This role demands someone who not only understands the mechanics of paid advertising but also deeply understands the education sector — its audiences, seasonality, enrolment cycles, and what drives a student or parent to convert.
PLATFORMS YOU WILL WORK ON
Platform
Primary Use Case (Education)
Campaign Formats
Google Ads
Search intent — admissions, courses, exams
Search, Display, PMAX, Shopping
Meta (Facebook & Instagram)
Awareness & lead gen for institutions, EdTech
Lead Ads, Reels, Carousel, Stories
YouTube
Video campaigns — brand films, course promos
In-Stream, Bumper, Discovery
LinkedIn
Higher ed, professional courses, B2B outreach
Sponsored Content, InMail, Lead Gen
Quora
Intent-based targeting — course/career queries
Promoted Answers, Display
Programmatic / DV360
Precision retargeting & reach campaigns
Display, Video, Native
App Campaigns (UAC)
Mobile app installs for EdTech platforms
Google UAC, Meta App Ads
WhatsApp (Meta)
Re-engagement & lead nurturing
Click-to-WhatsApp Ads
KEY RESPONSIBILITIES
Campaign Strategy & Planning
- Develop comprehensive paid media strategies for education clients covering full-funnel objectives — awareness, consideration, lead generation, and enrolment conversion.
- Plan campaign architecture across platforms — Google, Meta, YouTube, LinkedIn, Quora, Programmatic, and emerging channels — based on client goals, budgets, and target audience profiles.
- Map campaign plans to education-sector seasonality — admission seasons, entrance exam cycles, course enrolment windows, and awareness periods.
- Define audience segmentation strategies targeting students, parents, working professionals, and institutional decision-makers as required.
- Recommend budget allocation across platforms based on CPL targets, historical performance data, and campaign objectives.
Campaign Execution & Management
- Create, set up, and launch paid campaigns end-to-end across all assigned platforms with zero dependence on external teams.
- Build and manage campaign structures including ad groups, targeting parameters, bidding strategies, ad copies, landing page mapping, and tracking setup.
- Set up and verify conversion tracking via Google Tag Manager, Meta Pixel, LinkedIn Insight Tag, and other relevant tracking tools.
- Manage monthly ad spends ranging from small budgets for independent schools to large media plans for EdTech and multi-campus institutions.
- Ensure all campaigns go live on schedule, within budget, and in line with the approved media plan.
Optimisation & Performance Management
- Continuously monitor and optimise live campaigns for CPL, CPA, ROAS, CTR, Quality Score, and other platform-specific KPIs.
- Conduct regular A/B testing of ad copies, creatives, landing pages, audiences, and bidding strategies to improve campaign performance.
- Analyse audience performance, placement data, and device breakdowns to reallocate budget towards the highest-performing segments.
- Identify and resolve underperformance issues proactively — before they impact client SLAs or lead targets.
- Stay current with platform algorithm changes, new ad formats, and beta features — and test their applicability to education campaigns.
Reporting & Client Communication
- Prepare and present clear, insightful campaign performance reports for clients on a weekly and monthly basis.
- Translate raw campaign data into actionable insights and recommendations — not just numbers, but the story behind them.
- Maintain live dashboards using Google Looker Studio, Data Studio, or equivalent tools for real-time client visibility.
- Participate in client review calls to discuss performance, present optimisation plans, and address queries confidently.
- Provide accurate budget utilisation reports and forecasts to clients and internal stakeholders.
Collaboration & Internal Coordination
- Work closely with the graphic design team to brief and review ad creatives — ensuring formats, messaging, and CTAs are optimised for each platform.
- Coordinate with the SEO and content teams to ensure consistency of messaging across paid and organic channels.
- Partner with the client servicing team to understand campaign briefs, manage expectations, and communicate delivery timelines.
- Collaborate with the tech/IT team to ensure proper pixel implementation, CRM integrations, and lead flow from ad platforms to client systems.
AI & New-Age Technology
- Leverage AI-powered features within Google Ads and Meta Ads (Performance Max, Smart Bidding, Advantage+) to drive automated, data-backed campaign optimisation at scale.
- Use generative AI tools (ChatGPT, Gemini, Copy.ai, and similar) to accelerate ad copy, creative briefs, and content ideation, improving campaign turnaround time.
- Evaluate and pilot new-age martech and AI platforms — predictive analytics, AI-based audience modelling, and marketing automation tools — and recommend adoption to improve efficiency and results.
- Guide and upskill the team on integrating AI and automation tools into everyday campaign workflows, from creative testing to reporting.
- Apply AI-driven analytics and anomaly-detection tools to proactively flag performance issues and surface optimisation opportunities beyond manual analysis.
SKILLS & REQUIREMENTS
Must-Have
- 6–9 years of hands-on performance marketing experience, with a minimum of 5 years specifically in the education sector — EdTech, schools, colleges, universities, or coaching institutes.
- Proven expertise in managing and scaling paid campaigns on Google Ads (Search, Display, PMAX, YouTube) and Meta Ads (Facebook & Instagram).
- Strong command of LinkedIn Ads, Quora Ads, and YouTube Advertising for education audiences.
- Demonstrated ability to manage large monthly ad spends (50 Lakh+) across multiple clients simultaneously.
- Proficiency in conversion tracking setup — Google Tag Manager, Meta Pixel, LinkedIn Insight Tag, and UTM parameters.
- Strong analytical skills with the ability to derive insights from data and translate them into optimisation actions.
- Hands-on experience with reporting tools — Google Looker Studio, Data Studio, or similar dashboards.
- Deep understanding of the education sector audience — student intent, parent behaviour, admission funnels, and seasonal demand patterns.
- Excellent written and verbal communication skills for client-facing reporting and presentations.
Good-to-Have
- Experience with programmatic advertising platforms (DV360, The Trade Desk, or similar).
- Knowledge of app install campaign management (Google UAC, Meta App Ads) for EdTech platforms.
- Familiarity with CRM and marketing automation tools (Salesforce, HubSpot, Zoho, LeadSquared).
- Exposure to WhatsApp advertising (Click-to-WhatsApp campaigns via Meta).
- Google Ads and Meta Blueprint certifications are a strong plus.
- Basic understanding of SEO and its interplay with paid search campaigns.
- Experience using AI-based tools for ad copy generation, audience insights, or creative testing.
PERSONAL ATTRIBUTES
- Deeply data-driven with a sharp eye for performance trends and anomalies.
- Self-motivated and proactive — does not wait to be told when a campaign needs attention.
- Strong ownership mindset — treats client budgets and results as if they were their own.
- Organised and detail-oriented, capable of managing multiple campaigns across multiple clients simultaneously.
- Clear communicator who can explain complex campaign data in simple, client-friendly language.
- Curious and up-to-date — always learning about new platform features, formats, and industry trends.
- Genuinely passionate about the education sector and its impact on learners and institutions.
