Performance Marketing Lead

Role Overview

We are seeking a highly experienced and strategic Lead of Performance Marketing to be

the driving force behind growth of Aakash Digital. This is a critical leadership role with end-

to-end responsibility for driving scalable, efficient, and ROI-focused digital campaigns, with a

specific emphasis on organic lead generation and sustainable growth.

The ideal candidate will have a deep understanding of the K-12 and test preparation market

in India, a proven track record of scaling businesses through data-driven marketing, and a

passion for building high-performing teams. You will own the strategy, execution, and

performance of all digital marketing initiatives, ensuring every marketing dollar directly

contributes to our business goals.

Key Result Areas (KRAs) :

Your performance will be measured against these critical business outcomes:

1. Customer Acquisition & Growth: Drive consistent, measurable growth in student

sign-ups across Digital channels, enrollments and overall revenue, with a clear

roadmap

2. Organic Lead Generation: Develop and execute a best-in-class organic marketing

strategy (SEO, ASO, Content Marketing, Social Media) to build a sustainable, cost-

effective lead pipeline.

3. ROI & Revenue Contribution: Maximize ROAS and ensure marketing investments

directly impact business goals.

4. Channel Performance & Optimization: Manage and optimize campaigns across

Google, Meta, YouTube, Programmatic, etc.

5. Data-Driven Decision Making: Build & Own the analytics, attribution modeling and

funnel metrics to generate actionable insights and ma-;=ke informed, data-backed

decisions.

6. Team Leadership & Collaboration: Lead a high-performing marketing team and

collaborate closely with cross-functional teams across academic, product, and

technology to ensure seamless execution.

7. Innovation & Market Leadership: Experiment with new channels, tools, and

partnerships to stay ahead of competition.

Job Responsibilities

• Develop and execute the overall digital performance marketing strategy.
• Manage end-to-end paid campaigns across platforms, ensuring efficient scaling.
• Optimize CAC, LTV, and conversion funnels through continuous testing.
• Drive alignment of marketing initiatives with business and academic priorities.
• Build strong partnerships with agencies, affiliates, and digital platforms.
• Leverage automation, AI-driven optimization, and CRM-led campaigns for growth
• Experiment with new channels and emerging technologies to stay ahead of the

competition and set industry benchmarks.

Qualification Criteria

• Bachelors/Masters degree in Marketing, Business, or related field.
• 7-10 years of experience in performance marketing with a proven track record of ROI delivery & 2+ Years of Leadership experience
• Deep expertise in Google Ads, Meta Ads, YouTube, and programmatic platforms.
• Strong analytical mindset with knowledge of attribution, A/B testing, and digital funnels.
• Prior EdTech, consumer internet, or high-growth startup experience is a plus.
• Excellent leadership, communication, and stakeholder management skills.

Why Join Us / Growth Opportunities

• Impact at Scale: Influence the learning journey of millions of students preparing for Indias toughest exams.
• Legacy + Agility: Be part of Aakashs trusted 35+ year legacy in education, combined with the fast-paced agility of a digital-first business.
• Career Growth: Fast-track your leadership journey by working closely with senior leadership and driving revenue-critical initiatives.
• Innovation Culture: Experiment with cutting-edge tools, AI-driven campaigns, and emerging channels to set industry benchmarks.
• Collaborative Environment: Work with passionate teams across academics, product, and technology to solve meaningful challenges in EdTech.