Senior Marketing Manager

Job Summary:

Senior Marketing Manager

Key Responsibilities:

1. Performance Marketing (PPC & Paid Campaigns):

• Develop, implement, and optimize data-driven PPC campaigns across platforms (Google Ads, Meta, YouTube, LinkedIn).
  
• Manage performance metrics such as CPL, CTR, ROAS, and CAC, ensuring continuous improvement.
  
• Create advanced remarketing, retargeting, and funnel-based campaigns.
  
• Leverage Google Analytics, Tag Manager, Hotjar, and similar tools to assess behavior and campaign impact.
  

2. Branding & Brand Development:

• Design and execute impactful brand awareness campaigns that resonate with the student and parent audience.
  
• Ensure visual and verbal brand consistency across all touchpoints (digital, print, events, social).
  
• Own and enhance the brand voice, storytelling, and positioning in the competitive education space.
  
• Monitor brand reputation online and manage ORM (Online Reputation Management) strategies.
  

3. BTL & On-Ground Marketing:

• Plan and execute targeted BTL activities career fairs, college fests, school workshops, kiosks, tie-ups with coaching classes, etc.
  
• Identify regional marketing opportunities and localize content/campaigns accordingly.
  
• Measure ROI of each on-ground activation and improve footfall/enquiry generation.
  

4. Digital Marketing Integration:

• Oversee SEO strategy in collaboration with content and web teams.
  
• Monitor website traffic, behavior flow, bounce rates, and conversion performance.
  
• Implement marketing automation tools for lead nurturing and funnel optimization.
  
• Drive email marketing campaigns with high open rates, CTR, and conversion.
  

5. Strategy, Analytics & Planning:

• Develop quarterly and annual marketing calendars aligned with business and academic cycles.
  
• Define and track KPIs for all campaigns and channels.
  
• Analyze lead quality, drop-off rates, and user journey insights to guide content and creative development.
  
• Use insights from competitor analysis and market trends to inform campaign strategies.
  

6. Content Collaboration:

• Guide content creation for ad creatives, blogs, student testimonials, video content, landing pages, etc.
  
• Drive storytelling that builds emotional resonance with prospective students and parents.
  

7. Stakeholder Management:

• Work closely with sales, academics, and branch heads to ensure alignment on campaign objectives.
  
• Coordinate with external vendors, creative agencies, event organizers, and media partners.
  

8. Leadership & Team Development:

• Lead, mentor, and motivate the marketing team to meet goals and upskill continuously.
  
• Set clear KPIs and conduct monthly performance reviews.
  
• Foster a performance-driven and creative marketing culture.
  

Key Skills & Competencies:

• Expertise in Google Ads, Meta Ads Manager, YouTube Campaigns, Google Analytics,
  
• Strong analytical mindset comfortable with numbers, attribution models, dashboards.
  
• Deep understanding of student decision-making behavior and educational cycles.
  
• Creative flair with a performance-oriented mindset.
  
• Exceptional communication, stakeholder engagement, and cross-functional collaboration skills.
  
• Experience in lead lifecycle management and funnel optimization.
  

Eligibility & Qualifications:

• Bachelor's or Master’s degree in Marketing, Business Administration, Mass Communication, or a related field.
  
• 6–10 years of marketing experience, preferably in the education, training, or EdTech sector.
  
• Certifications in Google Ads or Digital Marketing Strategy are preferred.
  
• Proven experience in managing high-budget digital campaigns and successful on-ground activations.
  

KPI METRIX

• Plan and execute PPC strategies to fill batches within deadlines.
• Focus on improving lead quality to boost conversion ratios.
• Maintain an optimum Customer Acquisition Cost (CAC).
• Optimize Google, Meta, and YouTube campaigns regularly.
• Track and improve ROI, CPL, and CTR consistently.
  

2. BTL Activities – 20%

• Execute hoardings, flyers, and other outdoor marketing initiatives.
• Plan and organize college seminars, workshops, and community events.
• Ensure timely execution of all offline campaigns.
• Monitor footfall and enquiries generated from BTL efforts.
  

3. Branding – 20%

• Manage and enhance social media presence through regular posting.
• Improve online reviews and brand reputation across platforms.
• Coordinate website updates and ensure accurate, engaging content.
• Monitor reach, engagement, and follower growth month-on-month.
  

4. Creative & Content Oversight – 10%

• Review videos, posters, banners, and graphics before release.
• Ensure consistency in branding, messaging, and visual appeal.
• Introduce innovative and engaging creative ideas.
• Collaborate with design teams for timely and quality output.
  

5. Budget Planning & Revenue Generation – 15%

• Create and manage monthly/quarterly marketing budgets.
• Monitor expenses and ensure maximum ROI on all campaigns.
• Oversee broadcasting and visibility of all marketing activities.
• Align campaigns with admission revenue targets