We are looking for a hands-on Growth & Performance Marketing Manager to scale lead generation for our music education platform. The role will focus on growing organic leads through music-focused content and communities, while owning and optimizing paid marketing, with a strong emphasis on international audience acquisition.
This is not a strategy-only role we need someone who can execute, test, analyze, and scale.
Key ResponsibilitiesA. Organic Growth (Primary Focus)- Build and execute an organic growth strategy across:
- Instagram (Reels, carousels, stories)
- YouTube Shorts / TikTok (optional but preferred)
- Create and manage music-related content:
- Performance clips
- Student success stories
- Practice tips, challenges, trends
- Music memes / cultural moments
- Collaborate with instructors, students, and creators to:
- Source raw content
- Repurpose long-form content into short-form
- Drive lead capture from organic channels:
- Profile funnels
- Link-in-bio optimization
- DM automation (ManyChat, etc.)
- Track and improve:
- Reach engagement leads
- Cost per organic lead (blended)
B. Paid Marketing (Google, Meta, YouTube)- Own and manage paid acquisition, even if execution is partially outsourced:
- Google Search & Display
- YouTube Ads
- Meta (Instagram/Facebook)
- Improve US lead quality & volume
- Work on:
- Keyword & intent optimization (for different demographics)
- Landing page CRO
- Ad copy & creative direction
- Coordinate with external agencies/freelancers if needed
- Weekly performance review:
- CPL
- Lead quality
- Conversion to trial / enrollment
C. Campaign Execution & Promotions
- Plan and execute multi-channel marketing campaigns including email and WhatsApp communications
- Manage promotions for events and contests
D. Analytics & Growth- Maintain a weekly growth dashboard:
- Organic vs Paid leads
- Channel-wise CPL
- Geo-wise performance (India vs US)
- Run experiments:
- New content formats
- New ad angles
- New audience segments
- Share insights and recommendations with leadership
Required Skills & Experience- 36 years in growth / performance marketing
- Strong experience with Instagram(Social media) content growth
- Hands-on knowledge of:
- Google Ads
- Google Analytics
- Google Workspace, Docs, Sheets, Slides etc
- Meta Ads
- Basic SEO & landing page optimization
- Experience marketing for Edtech (Creative Skills) and B2C
- Comfortable working with creators, educators, or community-driven brands
- Data-driven, but creatively inclined
Nice-to-Have- Experience in music, arts, education, or creator economy
- Video editing basics (CapCut / Premiere / mobile editing)
- Familiarity with HTML email, CRM & marketing automation
- Has grown a page from scratch or scaled one past 50k100k followers
