Performance Marketing Lead

Shree Chanakya Education Society · Pune · onsite · Posted 31d ago

₹10.0L - ₹12.0L PA5–7 yrsfulltimeSourced from Naukri

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About this role

INDIRA UNIVERSITY

Job Title: Performance Marketing Lead

Location: Indira University, Pune

Experience: 57 Years

Role Overview:

Indira University is seeking a highly analytical and growth-focused Performance Marketing Lead to drive digital acquisition and optimize marketing ROI. This role is critical in scaling student enrollment through data-driven campaigns, performance optimization, and strategic use of digital channels. The incumbent will lead performance marketing initiatives and ensure measurable impact on lead generation and conversions.

Key Responsibilities:

Plan, execute, and optimize performance marketing campaigns across channels including Google Ads, Meta (Facebook/Instagram), LinkedIn, and other digital platforms.
Drive lead generation and student acquisition strategies aligned with admission targets.
Manage campaign budgets effectively to maximize ROI and cost efficiency (CPL, CPA, ROAS).
Analyze campaign performance using analytics tools (Google Analytics, ad dashboards) and derive actionable insights.
Conduct A/B testing on creatives, landing pages, and targeting strategies to improve conversion rates.
Collaborate with creative and content teams to develop high-performing ad creatives and messaging.
Work closely with admissions and CRM teams to track lead quality, conversion funnel, and enrollment outcomes.
Monitor industry trends, competitor strategies, and emerging digital marketing tools.
Prepare detailed performance reports and present insights to leadership.
Ensure compliance with data privacy regulations and platform policies.

Core Competencies:

Strong analytical and data interpretation skills.
Expertise in performance marketing platforms (Google Ads, Meta Ads, LinkedIn Ads).
Proficiency in Google Analytics and marketing automation/CRM tools.
Strategic thinking with a results-oriented approach.
Excellent problem-solving and decision-making abilities.
Strong communication and stakeholder management skills.

Educational Qualification:

Bachelors degree in Marketing, Business, or related field (MBA preferred).

Experience Requirement:

57 years of experience in performance marketing, digital marketing, or growth roles.
Proven track record of managing high-budget campaigns and delivering measurable ROI.
Experience in education sector or lead generation-focused industries is preferred.

Core Skill Sets

Paid Media & Channel Strategy

Meta & Google Ecosystems: High-intent search campaigns (Google Ads), retargeting, and broad brand-to-performance engines (Meta/Instagram) tailored to student demographics.
Professional & Niche Platforms: B2B/Executive recruitment via LinkedIn Ads; undergraduate engagement via TikTok, YouTube, and Snapchat.
Geo-Targeting & Hyper-Local Marketing: Radius targeting around campus regions, tier-1/tier-2 city expansion, and international recruitment hubs.

Funnel Architecture & Lead Nurturing

Full-Funnel Alignment: Mapping performance metrics across the entire student journeyInquiry \rightarrow Application \rightarrow Offer \rightarrow Enrollment.
Conversion Rate Optimization (CRO): A/B testing landing pages, application form length, and messaging hooks to minimize drop-offs.
Lead Scoring & Routing: Structuring automated rules to route high-intent leads to counseling and admissions teams instantly.

Analytics, Attribution & Media Planning

Unit Economics & P&L: Owning Metrics like Cost Per Lead (CPL), Cost Per Application (CPA), Cost Per Enrolled Student (CPE), and Return on Ad Spend (ROAS).
Attribution Modeling: Multi-touch attribution to evaluate the real impact of organic, paid, and offline event channels across long (3–12 month) consideration cycles.
Budget Forecasting: Allocation across degree programs based on marginal ROAS, capacity constraints, and intake seasonality.

Compliance, Brand Safeguards & GEO

EdTech & Academic Regulations: Adhering to region-specific advertising guidelines (e.g., UGC, AICTE, FTC, GDPR) regarding claim verifications and placement data.
Generative Engine Optimization (GEO): Adapting search performance strategies to ensure institutional programs rank and synthesize well in AI-driven search environments (ChatGPT, Gemini, Google AI Overviews).

Skills

Paid MarketingPerformance Marketing