Performance Marketing Manager

Key Responsibilities

1. Campaign Strategy & Paid Media Execution

• Build, launch, and manage full-funnel paid campaigns across Google Ads (Search, Performance Max, Display, YouTube), Meta Ads (Facebook, Instagram), LinkedIn Campaign Manager, and education aggregators/discovery platforms (e.g., Shiksha, College dunia, or regional equivalents).
• Tailor campaign structures, bidding models, and messaging to match distinct academic admission cycles, program launches, and application deadlines.
• Conduct continuous A/B tests on creative assets, ad copy, value propositions, and landing pages to reduce Cost Per Lead (CPL) and Cost Per Application (CPA).

2. Funnel Optimization & CRO

• Collaborate with web and design teams to build high-converting, mobile-first landing pages tailored to specific programs and student personas.
• Optimize the post-click experience, minimizing form friction and drop-offs to improve inquiry-to-application conversion rates.
• Implement structured retargeting workflows across programmatic and social platforms to nurture undecided prospective students and parents.

3. Lead Quality & Admissions CRM Integration

• Work closely with the Admissions/Tele-counseling team to track lead quality, lead-to-verified application ratios, and walk-in rates.
• Maintain tight integration between advertising platforms and CRM systems (e.g., Lead Squared, Extra Edge, HubSpot, or Salesforce) for real-time lead routing and tracking.
• Set up automated drip sequences (WhatsApp API, SMS, Email) triggered by ad lead-form submissions to speed up response times.

4. Analytics, Tracking & Budget Allocation

• Own end-to-end attribution modeling and measurement via Google Analytics 4 (GA4), Google Tag Manager (GTM), Meta Conversions API (CAPI), and CRM offline conversion imports.
• Monitor daily ad spend, pacing, and ROAS across multiple program budgets, reallocating spend dynamically toward top-performing programs and channels.
• Deliver weekly and monthly admissions cohort reports detailing Spend, Impressions, CPL, Cost Per Qualified Lead (CPQL), CPA, and projected Cost Per Enrollment.

Key Performance Indicators (KPIs)

• Lead Volume & Quality: Total verified leads, lead-to-application rate, and lead qualification score.
• Cost Efficiency: CPL, Cost Per Completed Application (CPA), and overall blended Customer Acquisition Cost (CAC) per enrolled student.
• Funnel Velocity: Time taken from initial inquiry to completed application.
• Budget Utilization: 100% pacing accuracy against allocated seasonal media budgets.

Qualifications & Experience

• Experience: 4–7 years of hands-on experience in performance marketing, with at least 2–3 years focused on higher education, EdTech, or high-involvement B2C considered purchases.
• Channel Mastery: Deep operational expertise with Google Ads (Search, PMax, YouTube), Meta Ads Manager, and LinkedIn Ads.
• Technical Analytics: Advanced proficiency in GA4, GTM setup (event tracking, custom variables), Pixel/CAPI implementations, and data visualization tools (Google Looker Studio/Power BI).
• Copy & Creative Intuition: Solid eye for high-converting direct-response ad copy, student testimonial formats, and video ad hooks.