Manager/Assistant Manager Performance Marketing

Job Description Role Overview The Manager Performance Marketing will be responsible for driving lead generation, conversion optimization, and ROI-focused digital marketing campaigns for the institution's online education programs. This role demands deep expertise in paid digital advertising, data analytics, and marketing automation, with a growth mind set to optimize marketing spends and maximize student enrolments. The ideal candidate should have 5-8 years of experience in performance marketing within EdTech, consumer tech, e-commerce, or high-involvement service industries, with a proven ability to scale and optimize paid campaigns across multiple platforms. Key Responsibilities Digital Advertising & Lead Generation - Develop, execute, and optimize ROI-driven paid marketing campaigns across Google Ads, Facebook Ads, LinkedIn Ads, YouTube, and emerging digital channels. - Manage PPC, display, video, social media advertising, and retargeting campaigns to generate high-intent leads. - Continuously optimize Cost per Lead (CPL), Cost per Acquisition (CPA), and Return on Ad Spend (ROAS) to achieve enrolment targets. Marketing Funnel Optimization - Work closely with admissions and sales teams to ensure seamless lead handover, nurturing, and conversions. - Optimize landing pages, ad creatives, and call-to-actions (CTAs) using A/B testing and heat map analysis. - Implement multi-touch attribution models to identify the most effective marketing channels and improve budget allocation. Analytics & Performance Tracking - Monitor and analyze key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, and funnel drop-offs. - Use analytics tools like Google Analytics, Google Tag Manager, Looker Studio, and CRM dashboards to track user behaviour and campaign performance. - Generate weekly and monthly reports with insights and recommendations to improve campaign effectiveness. Search Engine Marketing (SEM) & SEO Coordination - Manage Google Search Ads & Display Network campaigns, optimizing keyword strategy, bidding, and ad placements. - Collaborate with SEO teams to ensure alignment between organic and paid strategies for search visibility. Budgeting & ROI Maximization - Manage monthly and quarterly paid media budgets, ensuring efficient spend allocation across channels. - Leverage marketing automation and AI-driven optimization tools to enhance campaign efficiency. - Continuously refine bidding strategies, audience segmentation, and creative approaches for cost efficiency. Cross-Functional Collaboration - Work closely with content, design, and video teams to develop high-converting ad creatives and messaging. - Partner with social media and brand marketing teams to ensure integrated campaign execution. - Align with academic and admissions teams to understand program positioning and optimize ad targeting. Skills & Competencies: - Expertise in Paid Marketing: Deep knowledge of Google Ads, Facebook Ads, LinkedIn Ads, YouTube Ads, Programmatic Display, and Retargeting. - Data-Driven Decision Making: Proficiency in Google Analytics, Google Tag Manager, Looker Studio, and marketing automation tools. - Landing Page & Funnel Optimization: Experience in A/B testing, conversion rate optimization (CRO), and UX analytics. - Budget Management: Strong ability to plan, allocate, and optimize ad spend for maximum ROI. - Strategic & Analytical Thinking: Ability to interpret campaign data and implement performance-driven insights. - Collaboration & Cross-Functional Leadership: Ability to work with multiple teams (content, design, SEO, sales, product marketing) to drive results. - Creative & Adaptive Mind-set: Strong understanding of ad creatives, messaging strategies, and audience targeting for different learner segments. Educational Background: - Bachelor's or Master's degree in Marketing, Digital Media, Business Analytics, or a related field. Experience: - 5-8 years of experience in performance marketing, digital advertising, or growth marketing. - Strong preference for candidates from EdTech, e-commerce, digital-first brands, or high-involvement service industries. - Proven track record of scaling paid digital campaigns and improving conversion rates.