Head of Demand Generation

Job Title Head – Lead Generation & ManagementRole SummaryThe Head – Lead Generation & Management will be responsible for driving end-to-end lead generation, nurturing, and admission conversion for the university’s schools. This role will own and oversee performance marketing, affiliate/aggregator lead channels, lead management, AI based calling solutions, tele-calling operations, drip marketing and admission retention. The position demands a data-driven professional with strong experience in performance marketing, CRM-led lead nurturing, and vendor management. The role is central to ensuring prospective students progress successfully from the lead stage through to completed applications.Key Responsibilities1. Lead Generation & Performance Marketing - Own the complete lead generation strategy and outcomes for all schools of the university. - Lead and manage performance marketing and coordinate with external digital agencies. - Ensure delivery of high-quality, cost-efficient leads within agreed budgets. - Manage and optimise lead flow from affiliates and aggregators, including onboarding new players, performance tracking, quality assurance, and commercial negotiations. - Work closely with the creative team for campaign assets, the admissions team for program information, and the web team for landing page development and optimisation. - Continuously monitor campaign performance, optimise lead funnels, and ensure data accuracy and lead-flow hygiene, improve lead quality, channel mix, and CPL/CPA efficiency. - Develop performance dashboards and report insights to senior leadership.2. Lead Management & Nurturing - Oversee the entire lead lifecycle—from acquisition to application completion (including fee payment). - Ensure leads are effectively segmented, prioritised, and nurtured through personalised communication workflows. - Track conversions at each stage and drive interventions to improve quality and movement across the funnel.3. AI-Based Calling Solution (Agentic AI) - Lead the evaluation, selection, and implementation of an AI-based calling solution for scalable and intelligent lead engagement. - Assess vendors on technical capabilities (e.G., integrations, workflows, NLP accuracy) and commercial feasibility. - Implement the solution as the first touchpoint for all leads and monitor performance metrics such as call success, intent capture, and engagement scores.4. Tele-Calling Operations - Manage the internal team of tele-callers responsible for converting engaged/qualified leads to applications. - Define call scripts, KPIs, training plans, and daily monitoring mechanisms. - Ensure seamless coordination between AI calling systems and human tele-calling workflows. - Continuously review lead feedback and optimize scripts, call strategies, and follow-up sequences.5. Drip Marketing & CRM Management - Own drip marketing across email, SMS, WhatsApp, and other channels to nurture leads at different funnel stages. - Build and optimize workflows within the existing CRM to drive higher application rates. - Ensure messaging consistency, timely triggers, and effective measurement of touchpoint performance. - Collaborate with tech/CRM teams to ensure clean data, functional automation, and accurate reporting.6. Admission Retention & Drop-off Prevention - Lead a small team of retention officers focused on converting gross admissions to net admissions by minimising student drop-offs. - Implement structured engagement programmes for admitted students, addressing concerns proactively. - Work closely with admissions, academic teams, and student services to resolve issues impacting student decisions. - Track retention metrics closely and drive interventions to reduce attrition at final enrolment stagesKey Skills & Experience RequiredMust-Have Skills - 7–12 years of experience in performance marketing, lead generation, admissions funnel management or similar roles - Exposure and Experience of handling educational sector is a must - Proven experience managing end-to-end digital lead generation campaigns. - Hands-on experience managing multi-channel lead generation (digital, affiliates, aggregators). - Strong hands-on expertise with CRM tools, drip automation, and funnel-based communication strategies. - Exposure to managing tele-calling teams and/or inside sales operations and evaluating and implementing MarTech/AI tools. - Strong analytical mindset with the ability to interpret data and make decisions. - Excellent stakeholder management skills (creatives, admissions, academics, agencies, tech teams).Technical Competencies - CRM and lead management systems - Performance marketing platforms (Google Ads, Meta Ads, etc.) - Drip automation tools - AI calling/MarTech tools (evaluating & integrating) - Funnel analytics and reporting tools - Understanding of landing page optimisation and tracking mechanisms (UTMs, pixels, events)Behavioral Competencies - Strong leadership and team management - High ownership mindset and accountability - Excellent communication and interpersonal skills - Problem-solving and ability to operate in fast-paced environments - Process discipline and ability to build scalable systems