We are seeking a highly driven and strategic Senior Marketing Manager to lead and scale our marketing initiatives. This pivotal role is responsible for overseeing a comprehensive marketing strategy that includes performance marketing (PPC), branding, and on-ground (BTL) activities. The ideal candidate will be a creative, data-driven leader with a deep understanding of the education sector, focused on driving measurable results such as brand growth, lead generation, and market positioning.
Key Responsibilities
Performance Marketing (35%)
- Develop, implement, and optimize data-driven PPC campaigns across platforms like Google Ads, Meta, YouTube, and LinkedIn.
- Manage performance metrics such as CPL, CTR, ROAS, and CAC to ensure continuous improvement.
- Create advanced remarketing, retargeting, and funnel-based campaigns.
- Leverage tools like Google Analytics and Tag Manager to assess user behavior and campaign impact.
BTL & On-Ground Marketing (20%)
- Plan and execute targeted BTL activities like career fairs, college fests, school workshops, and kiosks.
- Execute outdoor marketing initiatives, including hoardings and flyers.
- Measure the ROI of each on-ground activation to improve footfall and inquiry generation.
Branding (20%)
- Design and execute impactful brand awareness campaigns that resonate with students and parents.
- Ensure visual and verbal brand consistency across all touchpoints.
- Manage and enhance social media presence and monitor online brand reputation.
- Coordinate website updates and ensure all content is accurate and engaging.
Strategy, Analytics & Planning (15%)
- Develop quarterly and annual marketing calendars aligned with business cycles.
- Define and track KPIs for all campaigns and channels.
- Analyze lead quality, drop-off rates, and user journeys to guide content and creative development.
- Create and manage monthly/quarterly marketing budgets, ensuring maximum ROI.
Creative & Content Oversight (10%)
- Guide content creation for ad creatives, blogs, testimonials, and video content.
- Review videos, posters, banners, and graphics to ensure consistency in branding and messaging.
- Collaborate with design teams for timely and high-quality creative output.
Skills & Competencies
- Expertise in Google Ads, Meta Ads Manager, and other digital advertising platforms.
- Strong analytical mindset and comfort with numbers, attribution models, and dashboards.
- Deep understanding of student decision-making behavior and educational cycles.
- Creative flair with a performance-oriented mindset.
- Exceptional communication and stakeholder engagement skills.
- Experience in lead lifecycle management and funnel optimization.
- Proven ability to manage high-budget digital campaigns and successful on-ground activations.
Qualifications
- Bachelor's or Master's degree in Marketing, Business Administration, Mass Communication, or a related field.
- 610 years of marketing experience, preferably in the education, training, or EdTech sector.
- Certifications in Google Ads or Digital Marketing Strategy are preferred.
