Performance Marketing Specialist

Role & responsibilities

We are looking for a results-driven Performance Marketing Specialist with 35 years of hands-on experience in lead generation through Google Ads, Meta Ads, Linkedin Ads. The candidate will manage the complete performance marketing lifecycle, from media strategy and campaign execution to daily optimisation, lead quality improvement, and admission conversion.

Experience in EdTech, Online MBA, Distance Learning, Online Certification program or Higher Education is preferred.

• Media Planning & Strategy: Develop performance marketing strategies, monthly media plans, budget allocation, and audience targeting to achieve lead generation and admission targets.
• Campaign Management: Independently execute, manage, and scale Google Ads and Meta Ads campaigns while handling monthly advertising budgets of at least 20 lakhs.
• Daily Optimisation & A/B Testing: Monitor campaigns and conduct A/B tests on ad creatives, copy, audiences, landing pages, and campaign strategies to improve CPL, lead quality, and conversion rates.
• Lead Quality & Admissions: Own performance across the funnel from lead generation to admission. Collaborate with sales and admission teams to improve lead quality, registrations, and final conversions.
• Tracking & Analytics: Manage conversion tracking using GA4, Google Tag Manager, Google Ads conversion tracking, Meta Pixel, and UTM parameters.
• Reporting & Analysis: Prepare daily, weekly, and monthly performance reports and use data-driven insights to improve campaign efficiency and budget utilisation.
• Creative & Landing Page Optimisation: Work on creative, content, and website to test ad creatives, messaging, and landing pages to improved performance.

Preferred candidate profile

• 3-5 years of hands-on experience in performance marketing and lead generation.
• Proven experience managing monthly advertising budgets of 20 lakhs or more.
• Strong expertise in Google Ads and Meta Ads campaign execution, optimisation, and scaling.
• Practical experience in A/B testing, experimentation, and performance analysis.
• Understanding of lead generation funnels, lead quality, and lead-to-admission conversion.
• Practical knowledge of GA4, Google Tag Manager, Meta Pixel, conversion tracking, and Excel/Google Sheets.
• Strong analytical skills, problem-solving ability, and a data-driven approach.