Performance Marketing Lead

6 days ago

Delhi, Delhi, India Asia Pacific Institute of Management (AIM) Full time ₹ 12,00,000 - ₹ 36,00,000 per year

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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