Performance Marketing Manager

Job Purpose:

To drive scalable and cost-efficient user acquisition through data-driven performance marketing strategies. The role focuses on planning, executing, and optimizing paid campaigns across digital platforms to maximize ROI, improve conversion rates, and contribute to overall business growth.

Primary Job Responsibilities:

Drive end-to-end performance marketing initiatives by planning, executing, and optimizing paid campaigns across digital platforms to maximize ROI. The role will own lead generation, admissions funnel optimization, and revenue growth through performance-led campaigns with strong accountability on CPA, CPL, and ROAS targets.

Major KRAs:

- Cost-effective lead generation: Achieve targeted Cost Per Lead (CPL) while maintaining high lead volume across channels.

- Lead quality and conversion: Improve lead-to-enrollment conversion rate and ensure high-quality, intent-driven leads.

- Revenue and ROAS growth: Drive revenue through performance campaigns with a strong focus on Return on Ad Spend (ROAS).

- Funnel optimization: Optimize the full marketing funnel (awareness to consideration to enrollment) to reduce drop-offs.

- Channel performance scaling: Scale high-performing channels such as Google, Meta, and YouTube while exploring new growth channels.

- Geographic expansion: Improve performance in target cities/states, especially Tier 2 and Tier 3 markets.

- Remarketing efficiency: Strengthen retargeting strategies to convert warm leads into enrollments.

- Creative and messaging effectiveness: Continuously improve ad creatives and messaging based on performance data.

- Data and analytics-driven decisions: Maintain accurate tracking, reporting, and actionable insights for continuous improvement.

- Landing page optimization and development: Collaborate with the tech and design teams to create, test, and optimize high-converting landing pages, ensuring seamless user experience and improved conversion rates through continuous A/B testing and performance analysis.

Specific Knowledge and Skills:

- Strong hands-on experience with performance marketing platforms such as Google Ads, Meta Ads, and YouTube Ads.

- Solid understanding of lead generation funnels and EdTech customer journeys from awareness to enrollment.

- Proficiency in Google Analytics, Google Tag Manager, and conversion tracking setup.

- Knowledge of landing page creation and optimization, with the ability to collaborate effectively with tech and design teams.

- Experience in A/B testing, CRO (Conversion Rate Optimization), and data-driven decision making.

- Strong analytical skills with the ability to interpret data, identify trends, and optimize campaigns accordingly.

- Understanding of attribution models, pixel tracking, and remarketing strategies.

- Familiarity with CRM tools and lead management workflows.

- Good command of Excel and Google Sheets for reporting and performance analysis.

- Ability to manage budgets efficiently and scale campaigns while maintaining ROI.

- Strong communication and cross-functional collaboration skills.

Qualification and Experience:

Minimum Qualification: Graduate, Master’s, or relevant work experience

Preferred Qualification: Master’s degree (MBA in Marketing or equivalent) or relevant certifications in Digital Marketing (Google Ads, Meta Ads, etc.)

Minimum Experience: 3–4 years, preferably in EdTech, Test Prep, or lead generation industry roles