Performance Marketing Manager

Role & responsibilities

About the Role

Performance Marketing Manager

The ideal candidate is equally comfortable with campaign execution, analytics, and experimentation. You should understand the nuances of education/lead-generation funnels and be able to translate marketing spends into predictable admissions outcomes.

Key Responsibilities

1. Campaign Management & Optimization

• Plan, execute, and optimize paid campaigns across

  Google (Search, Display, YouTube)

  ,

  Meta (Facebook, Instagram)

  , and other relevant platforms.
• Own the

  full performance funnel

  - from ad impression to enrollment.
• Continuously test creatives, ad copies, targeting, and landing pages to improve CTR, CVR, and CPL.
• Manage large monthly budgets efficiently with strict CAC targets.
• Collaborate with design and content teams to develop effective ad assets.

2. Funnel & Conversion Optimization

• Analyze every stage of the funnel (Lead MQL Application Offer Enrollment) and identify drop-off points.
• Work closely with the

  Admissions

  team to improve lead quality and optimize conversion rates.
• Conduct A/B tests on landing pages and lead forms to improve performance metrics.
• Implement marketing automation, retargeting, and nurturing flows using CRM tools.

3. Data, Reporting & Insights

• Build dashboards and track daily/weekly metrics - CPL, CAC, CTR, CVR, ROAS, Quality Score.
• Attribute performance across channels and touchpoints using tracking tools (Google Tag Manager, GA4, UTMs).
• Provide actionable insights for creative strategy, budget allocation, and funnel improvements.
• Present monthly performance reviews and forecast reports to leadership.

4. Experimentation & Growth

• Identify new growth channels (OTT, affiliates, education portals, influencers) and test their viability.
• Build a pipeline of 510 ongoing experiments to lower CAC or increase lead quality.
• Benchmark performance against competitors and industry standards.

5. Collaboration & Cross-Functional Work

• Partner with content, brand, and influencer teams to ensure campaigns are aligned with messaging.
• Provide feedback to the admissions and partnerships teams on lead performance.
• Coordinate with tech/CRM teams to ensure tracking, pixel implementation, and data hygiene.

Preferred candidate profile

• Bachelors or Masters degree in Marketing, Business, or related field.
• 46 years of experience in performance marketing, preferably in

  edtech, higher education, or lead-gen businesses

  .
• Proven experience managing

  large monthly spends

  across platforms.
• Hands-on expertise with

  Google Ads, Meta Ads, YouTube Ads, GA4, GTM, and Excel/Sheets

  .
• Strong analytical skills and ability to translate data into business insights.
• Experience with

  marketing automation/CRM tools

  (e.g., HubSpot, Leadsquared, WebEngage) preferred.
• Familiarity with SEO, influencer marketing, and content distribution is a plus.

Key Competencies

• Analytical & Data-Driven Thinking
• Funnel Optimization
• Creative Testing & Experimentation
• Cross-Functional Collaboration
• Budget Management & ROI Focus
• Ownership & Accountability