Paid Media Manager

JOB TITLE: Paid Media Manager

BUSINESS FUNCTION: Digital Marketing

JOB LOCATION: Noida

About MLA College

MLA College is an award-winning Higher Education provider, specializing in global distance learning programmes that can be studied from anywhere in the world. Established in 2012 as Marine Learning Alliance Ltd and originally developed from the University of Plymouth, MLA College now proudly stands as a registered Higher Education Institution in England. We deliver a wide range of programmes in the marine and maritime sectors, as well as sustainability-focused degrees developed in collaboration with the United Nations Institute for Training and Research (UNITAR). Our mission is to provide flexible, high-quality, and accessible learning opportunities for professionals across the globe while driving forward sustainable development in education and industry. Our values are rooted in:
• Educational excellence
• Equality, diversity and inclusion
• Integrity
• Creativity
• Academic freedom for all
• Accessibility

Role Purpose

The Paid Media Manager will lead all of MLA College's paid marketing initiatives, overseeing strategy, delivery, and optimization across Google Ads, LinkedIn Ads, and Meta Ads platforms. This position will play a pivotal role in driving high-quality student leads and enhancing MLA College's visibility among professional audiences globally. Based in our Noida office (India), the Paid Media Manager will report directly to the Head of Marketing, based in London, UK. Working closely with the Senior Marketing Executive and the wider marketing team, this individual will ensure all paid campaigns are aligned with MLA's global marketing and student recruitment objectives. MLA College's target audience consists primarily of mid-career and senior professionals already working within the maritime, marine, and sustainability sectors. The role's focus is on lead quality over quantity, ensuring campaigns attract genuine, experienced industry professionals seeking to advance their education and careers through MLA's programmes.

Key Responsibilities

• · Lead and manage all paid media campaigns across Google Ads (Search, Display, YouTube), LinkedIn Ads, and Meta (Facebook & Instagram).
• · Develop and implement the overarching paid media strategy, aligned with MLA College's brand and recruitment objectives.
• · Manage campaign budgets efficiently to deliver maximum ROI and cost-effectiveness.
• · Design precise targeting strategies to reach mid-career professionals and senior-level decision-makers in relevant industries.
• · Create compelling ad copy and collaborate with the design and content teams to produce engaging, conversion-focused creatives, alongside the Senior Marketing Executive.
• · Partner with the Senior Marketing Executive to ensure alignment between paid activity, follow up strategy for leads that have come in via paid campaigns, and email marketing campaigns.
• · Continuously monitor campaign performance, optimising for lead quality, cost per acquisition, and conversion rate.
• · Generate detailed reports and actionable insights for the Head of Marketing, identifying opportunities to improve performance and efficiency.
• · Implement and manage campaign tracking, attribution, and audience segmentation using Salesforce CRM, Google Tag Manager, and Google Analytics.
• · Utilise Power BI to monitor and analyse channel performance, lead quality, and conversion data to inform strategic decisions.
• · Stay up to date with the latest paid media trends, tools, and best practices to maintain MLA's competitive edge.

KPIs / Success Measures

• · Lead quality and conversion rate from enquiry to enrolment.
• · Cost per Lead (CPL) and Return on Ad Spend (ROAS).
• · Engagement rate and click-through rate (CTR) among target professional audiences.
• · Campaign efficiency and budget utilisation.
• · Contribution of paid media activity to MLA's overall student recruitment and brand growth objectives.

Person Specification / Skills & Experience

Essential:

• · Minimum 5–7 years of experience managing paid media campaigns across Google Ads, LinkedIn Ads, and Meta Ads.
• · Proven ability to lead all paid marketing initiatives and deliver measurable results.
• · Experience targeting professionals, ideally in education, training, or industry-related sectors.
• · Strong analytical and reporting skills, with hands-on experience using Google Analytics, Google Tag Manager, Salesforce CRM, and Power BI.
• · Excellent copywriting, communication, and presentation skills.
• · Strong project management skills with the ability to handle multiple campaigns simultaneously.
• · Comfortable working independently while collaborating effectively with international teams.

Desirable:

· Experience in Higher Education, e-learning, or professional training marketing.

· Familiarity with using data visualization tools and reporting dashboards to support marketing performance analysis.