To scale Bhanzu's paid acquisition efforts, driving high-quality leads (or paid enrollments) at efficient cost, while continuously optimising campaigns, creatives, and funnels. You will own strategy, execution and measurement of growth via performance marketing channels, working cross-functionally with content, creative, analytics, product, and operations teams.
- Define and own the Performance Marketing strategy across paid channels, aligning with Bhanzu's growth/revenue/enrollment goals.
- Manage campaign setup, optimisation, and scaling: keyword research, audience targeting, bidding & budget management.
- Work with creative/content teams to develop ad copy, creative assets, landing pages, and experiments (A/B / multivariate testing) to improve conversion rates.
- Implement and monitor tracking & analytics: ensure proper attribution, conversion tracking, ROI/CAC/LTV metrics, analytics tools (Google Analytics, conversion pixels, etc.) are set up and accurate.
- Monitor performance on key metrics: Cost per Lead (CPL), Return on Ad Spend (ROAS), Cost per Acquisition (CPA), Quality Score, Click-Through Rate (CTR), etc.
- Use data to identify bottlenecks across the funnel, suggest improvements, test hypotheses, and iterate rapidly.
- Manage budgets: forecast, allocate, and reallocate between channels/campaigns based on performance & testing.
- Stay updated with industry trends, platform changes, Google Ads policies, bidding/automation tools, etc., to leverage new features & maintain competitiveness.
- Collaborate closely with growth, product, creative & operations teams to ensure alignment from traffic acquisition to user onboarding & retention.
Requirements:
- Exposure in Media Planning/Execution + Digital Campaigns - 2 to 4 years.
- Good knowledge of Facebook (App install & Lead Generation campaigns), Google Ads (Display, SEM & YouTube) and Email campaigns.
- Should be data driven & able to ideate copies, creatives and conceptualise campaigns.
- Experience to handle decent sized Digital budgets would be an added advantage.
- Proficiency in Keywords research and keywords competition Analysis
- Proficiency in creating reports using Google Sheets/Excel.
- The Digital Specialist will be tasked with analysing user experience data, initiating digital projects, reporting on planned and current strategies, leading effective digital marketing strategies, and ensuring that projects are executed within budget.
- Brainstorm new and creative growth strategies
- Research on latest digital tools and interactive trends for effective digital marketing.
