Performance Marketing Specialist

We are hiring a Performance Marketing Specialist to plan, run and scale our paid acquisition across Meta and Google. You will own budget allocation, campaign structure, creative testing and channel efficiency for every programme vertical. The role is accountable for how much we spend, where it goes, and what it returns in qualified leads and admissions.

Why this role

• Paid media is measured by the qualified leads and admissions it returns, not by spend or clicks alone.
• Cost per lead is not the finish line; paid performance is judged on what happens beyond the click.
• Creative and budget decisions should be driven by performance data rather than opinion.
• Spend that is not returning admissions should be paused or rebuilt, not left to run.

You will work closely with the Creative, Funnel and CRM teams to improve landing page performance, lead quality and paid channel efficiency.

What you will do

You will own paid acquisition across Meta and Google, from budget planning and campaign build to optimisation and reporting.

• Plan, launch and manage paid campaigns across Meta and Google Ads for each programme vertical.
• Own monthly budget allocation across channels, campaigns and programmes, and manage pacing against plan.
• Build and maintain campaign architecture, naming conventions, audiences, placements and bid strategies.
• Run a continuous creative testing pipeline and brief the creative team based on performance data rather than opinion.
• Manage search keyword strategy, run search-term audits and maintain negative keyword lists.
• Monitor delivery daily and act on rising costs, frequency and creative fatigue before they compound.
• Maintain accurate conversion tracking and attribution across platforms and landing pages.
• Analyse performance by programme, geography, audience and creative, and reallocate budget to what converts.
• Pause or rebuild campaigns that are not returning admissions and document the reasons.
• Work with the Funnel and CRM team on landing page performance and lead quality feedback loops.
• Report weekly on spend, cost per lead, cost per admission and channel-level efficiency.

What you will deliver

Key Result Areas (KRAs)

• Paid media planning and budget management
• Campaign performance and cost efficiency
• Creative testing and audience development
• Tracking, attribution and reporting accuracy
• Programme-level admissions growth through paid channels

Key Performance Indicators (KPIs)

• Cost per lead and cost per admission against target
• Monthly spend pacing against plan, including underspend and overspend variance
• Return on ad spend, measured against the agreed ticket value
• CTR, CPC and CPM trends by channel, quarter on quarter
• Lead-to-admission conversion rate of paid leads
• Number of creatives tested per month and share of spend behind winning creatives
• Share of spend on campaigns with zero attributed admissions, to be minimised
• Turnaround time from identifying an underperforming campaign to acting on it

Who we are looking for

Must have

• Bachelor's degree with 24 years of hands-on experience managing paid media budgets across Meta and Google Ads.
• Demonstrable ownership of a monthly media budget.
• Strong grasp of campaign structure, audience building, bid strategies and search-term management.
• Practical tracking knowledge, including UTM discipline, pixel and conversion event setup, and tag management.
• Comfortable working in spreadsheets and able to build performance reports independently.
• Ability to read a funnel beyond the click, with the understanding that cost per lead is not the finish line.
• Target-driven, with the discipline to pause spend that is not working.

Good to have

• Experience in education, edtech or other high-consideration categories.

How you work

• Data-led. You brief creative and move budget based on performance data, not opinion.
• Funnel-minded. You look beyond the click and judge campaigns by the admissions they return.
• Disciplined. You pause spend that is not working and document why.
• Vigilant. You monitor delivery daily and act on rising costs and creative fatigue before they compound.
• Accurate. You keep tracking, attribution and reporting clean across platforms and landing pages.
• Target-driven. You work to clear cost, pacing and admissions targets.
• Owner. You take responsibility for the monthly budget, from plan to pacing to return.

What you get

• Ownership of a monthly media budget across Meta and Google, not just the execution of campaigns.
• The opportunity to run paid acquisition for every programme vertical.
• Direct accountability for programme-level admissions growth through paid channels.
• The opportunity to work closely with the Creative, Funnel and CRM teams on landing pages and lead quality.
• Visible work, with results measured in qualified leads and admissions.

About MedhaviOne

MedhaviOne is building India's education-to-employment infrastructure: shared standards for skills and credentials that connect institutions, employers and learners.

We are not an early-stage startup. The Medhavi Group already has:

• 600+ enterprise partners across 30+ sectors, including Hyundai, Mahindra, MRF, Daikin, IHG Hotels and the Indian Navy; 650,000+ learners reached across India
• Its own skills university, Medhavi Skills University, with close to 2,000 students on campus

The base is built. We now need people to build the next businesses on top of it.

For more information, visit https://www.medhavione.com/

About Medhavi Group

Established in 2013, Medhavi Group is a unified ecosystem comprising MSU and various skill-promoting organisations, dedicated to advancing skill development, vocational training, and industry-integrated higher education. It has trained 6+ lakh learners with 70%+ employability outcomes and supports 20,000+ active students.

• WISE (Work Integrated Skill-based Higher Education) is Medhavis flagship initiative, built on the principle of Industry on Campus, combining academic learning with structured on-the-job training.
• Through partnerships with 300+ leading organisations across 26+ sectors, including Hyundai, Mahindra, IHG Group, Marriott, ITC and Tata Electronics, WISE builds industry-aligned talent pipelines.
• WISE enables students to graduate with real work experience and industry-ready skills, enhancing employability, workforce productivity, and bridging the industry skill gap.

For more information, visit https://msu.edu.in/wise/