Performance Marketing Manager

## Key Responsibilities

- Plan, execute, and manage performance marketing campaigns across Google Ads, Meta Ads (Facebook and Instagram), and other relevant paid platforms.

- Develop and implement EdTech-specific strategies to generate qualified leads for Data Science, Artificial Intelligence, and other professional courses.

- Drive student enquiries, counselling opportunities, course enrolments, and revenue growth through paid campaigns.

- Manage monthly advertising budgets and optimize campaigns to achieve lead generation and enrolment targets.

- Monitor and improve key performance metrics, including CPL, CAC, CPA, conversion rate, ROAS, and ROI.

- Work closely with the sales and academic counselling teams to understand lead quality, conversion trends, and admission targets.

- Analyze the complete marketing funnel, from impressions and clicks to enquiries, qualified leads, counselling sessions, and paid enrolments.

- Optimize campaigns based on actual admissions and revenue data rather than focusing only on lead volume.

- Conduct A/B testing of ad creatives, landing pages, audience segments, headlines, and campaign messaging.

- Collaborate with the creative and content teams to develop compelling ads highlighting course benefits, career opportunities, and program outcomes.

- Implement and monitor conversion tracking using Google Analytics 4, Google Tag Manager, Meta Pixel, and CRM integrations.

- Prepare weekly and monthly campaign performance reports with actionable recommendations.

- Conduct competitor analysis and research market trends in the EdTech and online education sectors.

- Stay updated on digital advertising trends, platform changes, and best practices for education and course marketing.

## Required Skills and Qualifications

- Bachelor's degree in Marketing, Business Administration, or a related field.

- 5 years of hands-on experience in performance marketing, preferably in **EdTech, online education, online courses, or education lead generation**.

- Strong practical expertise in Google Ads and Meta Ads.

- Proven experience managing lead generation campaigns with measurable business outcomes.

- Understanding of the EdTech sales funnel, student counselling process, and course enrolment cycle.

- Experience optimizing campaigns for qualified leads, admissions, and revenue—not just low-cost leads.

- Proficiency in Google Analytics 4, Google Tag Manager, conversion tracking, remarketing, and campaign reporting.

- Strong analytical skills and the ability to make data-driven decisions.

- Experience managing advertising budgets and improving campaign efficiency.

- Excellent communication and collaboration skills.

## Key Performance Indicators (KPIs)

- Monthly qualified student leads generated.

- Cost per qualified lead (CPQL).

- Cost per enrolment/customer acquisition cost (CAC).

- Lead-to-counselling and lead-to-enrolment conversion rates.

- Monthly course enrolments and revenue generated.

- Return on Ad Spend (ROAS) and overall campaign ROI.

- Campaign budget utilization and performance efficiency.

- Lead quality and contribution to monthly sales targets.