Senior Manager Performance Marketing

Designation – Senior Manager / Assistant Director (Performance Marketing)

Experience – Minimum 8 years in Performance Marketing

Role Overview

We are looking for a senior performance marketing professional who can combine performance-led thinking with strong hands-on execution.

This is not a role limited to campaign monitoring or agency coordination. The person will take ownership of the complete digital acquisition funnel, from audience discovery and media planning to lead generation, application completion, enrolment and revenue outcomes.

The ideal candidate understands how platforms, creatives, landing pages, analytics and sales follow-ups work together to influence conversion.

Key Responsibilities

• Own performance marketing strategy and execution across the complete student acquisition funnel.
• Plan, launch, manage and optimize campaigns across the Google Ads ecosystem, including Search, Performance Max, Demand Gen, Display and YouTube.
• Lead Meta advertising across prospecting, retargeting, lookalike audiences and conversion-focused campaigns.
• Manage campaigns directly and remain hands-on with platform configurations, audience structures, bidding, budgets and optimization.
• Translate enrolment targets into channel-wise media plans, funnel projections and measurable acquisition goals.
• Optimize performance beyond lead generation, focusing on lead quality, applications, offer acceptance, fee payment and enrolment.
• Build audience strategies across demographic, geographic, behavioral, intent-based and first-party data segments.
• Develop structured experimentation plans for creatives, messaging, audiences, landing pages, forms and conversion journeys.
• Work closely with content, design, admissions, CRM, analytics, technology and call- center teams.
• Identify funnel leakages and recommend improvements across landing pages, application journeys, communication workflows and lead follow-ups.
• Strengthen remarketing and lifecycle campaigns across paid media, email, SMS, WhatsApp and other digital channels.
• Establish reliable attribution, tracking and reporting across advertising platforms, websites, CRM and application systems.
• Analyze performance using business metrics such as cost per qualified enquiry, cost per application and cost per enrolment, not only CPL and CTR.
• Build forecasting models, dashboards and management reports that connect media investments with enrolment outcomes.
• Manage media budgets efficiently and continuously identify opportunities to improve scale, quality and return on investment.
• Guide internal team members and agency partners while maintaining direct control over campaign strategy and performance.

What We Are Looking For

• Demonstrated ownership of large-scale, multi-channel performance campaigns.
• Strong hands-on expertise in Google Ads, Meta Ads Manager, Programmatic advertising
• Practical understanding of full-funnel marketing, conversion journeys, remarketing and lifecycle engagement.
• Experience working with CRM and marketing automation platforms such as LeadSquared, Salesforce, Meritto or similar systems.
• Strong command of Excel or Google Sheets; familiarity with Looker Studio, Power BI or similar platforms is preferred.