Senior Manager (Growth & Integrated Marketing)

Position Summary

The Senior Manager(Growth & Integrated Marketing) will own end-to-end marketing effectiveness across digital performance marketing, search (SEO & SEM), and conventional/on-ground marketing initiatives.

This is a senior individual contributor role with strategic and execution governance, responsible for marketing ROI, lead quality, brand consistency, and campaign effectiveness across all centres.

Key Responsibilities

1. Performance Marketing & Growth Ownership

• Own paid acquisition strategy across:
• Google Search, Display & Performance Max
• Meta paid platforms
• LinkedIn (for B2B / employer branding where applicable)
• Define and monitor CPL, CAC, ROI benchmarks
• Drive continuous optimization and budget efficiency

2. SEO & Search Strategy

• Own enterprise-level SEO strategy:
• Technical SEO
• On-page and content-led growth
• Local SEO for multi-city centres
• Improve keyword rankings, organic traffic, and discoverability

3. Website, Landing Pages & Conversion Funnels

• Own marketing-led website performance
• Drive improvements in:
• Landing page conversion
• Enquiry journeys
• Funnel drop-offs
• Coordinate UX and technical enhancements with vendors/partners

4. Conventional & On-Ground Marketing Execution

• Plan and oversee:
• Centre launch marketing
• Local area marketing
• Society activation, school tie-ups campaigns, BTL initiatives
• Ensure alignment between Ipsaas brand strategy and centre-level execution
• Track effectiveness of on-ground activities on enquiries and admissions

5. Creative Agency & Vendor Liaison

• Act as the primary liaison for:
• Creative agencies
• Media and print vendors
• Marketing collateral partners
• Own briefing, timelines, quality checks, and final approvals
• Ensure brand consistency across all digital and physical collateral

6. Marketing Analytics, Dashboards & Leadership Reporting

• Build and own leadership-level dashboards
• Track channel-wise performance, ROI, and lead quality
• Present weekly, monthly and quarterly marketing reviews
• Forecast budgets with reporting managers and derive expected outcomes

7. Brand Governance & Communication Ethics

• Ensure kids sensitive, and parent-appropriate communication
• Maintain consistency of brand voice across all touchpoints
• Protect brand trust in all campaigns and materials

Experience & Skills

• 6-9 years of experience in performance and integrated marketing
• Strong expertise in Google Ads, SEO, analytics tools (GA4 and Old Google Analytics, Search Console)
• Proven experience in conventional / BTL marketing execution
• Strong agency and vendor management capability
• High ownership, structured thinking, and leadership communication