Performance Marketing Lead
6 days ago
The Performance Marketing Lead will be the strategic brain of AIMs digital marketing engine. You will be responsible for budget allocation, ROI optimisation; admissions funnel ownership and team leadership across Google, Meta, YouTube, Display, and emerging channels.
This is not a maintenance role its a growth leadership role where your success will be directly measured against admissions targets, CPL, and ROI.
Key Responsibilities
1. Strategy & Budget Ownership
- Define and own digital marketing strategy for AIMs PGDM programs across Google, Meta, YouTube, and Display.
- Allocate budgets with precision (Delhi/NCR focus + selective Tier-1 & Tier-2 targeting).
- Build and maintain channel mix strategy (search vs social vs display vs video).
- Plan war-mode campaigns (CAT window, PGDM Global Immersion, scholarships).
2. Funnel & ROI Management
- Own the entire digital funnel: impressions clicks leads admissions.
- Set and deliver CPL, CAC, ROAS targets.
- Coordinate closely with admissions counsellors to ensure lead-to-admission efficiency.
3. Team Leadership & Collaboration
- Lead the Performance Marketing Manager (campaign execution) and Ops & Analytics Manager (CRM, tracking, CRO).
- Collaborate with Creative Director + Social Media Head to align storytelling with campaign goals.
- Sync with SEO Specialist + Content Intern to ensure organic + paid synergy.
4. Analytics & Reporting
- Oversee tracking stack (GA4, GTM, Meta Pixel, LeadSquared integration).
- Create weekly funnel reports for AIM leadership.
- Analyse performance data to reallocate budgets quickly for maximum ROI.
5. Innovation & Growth
- Identify new growth channels (Quora Ads, LinkedIn, Edu portals, influencer tie-ups).
- Drive A/B testing for creatives, landing pages, and CTAs.
- Stay ahead of education sector trends, competitor strategies, and adtech innovations.
KPIs & Success Metrics
- CPL (Cost per Lead): Maintain or reduce vs benchmark.
- CAC (Cost per Admission): Optimised to align with ROI goals.
- Lead Quality: % of leads successfully contacted and qualified by counsellors.
- ROAS: Consistent growth vs spend.
- Funnel Efficiency: Lead Counsellor Connect GD/PI Conversion Admission.
Preferred candidate profile
Ideal Candidate Profile
- Experience: 5–7 years in performance marketing with at least 2 years in a leadership role. Preferably in the education sector or high-ticket B2C services.
- Skills:
- Deep expertise in Google Ads, Meta Ads, YouTube Ads.
- Strong grasp of GA4, GTM, attribution models, and CRM platforms (LeadSquared preferred).
- Ability to build and manage multi-crore ad budgets with efficiency.
- Hands-on with CRO, A/B testing, funnel optimisation.
- Strong collaboration skills with creative, content, and admissions teams.
- Mindset:
- Data-first decision maker.
- Growth hacker with "war-room" urgency.
- Comfortable being directly measured on admissions ROI.Role & responsibilities
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