Marketing Specialist

Profile Overview:

We are looking for a results-driven Performance Marketing Specialist with strong hands-on experience in Google Ads and Meta Ads to drive high-quality lead generation for higher education programs including UG, PG, Distance Learning, and Online Degrees. In this role, you will be responsible for planning, executing, and optimizing paid acquisition campaigns, improving Cost per Lead (CPL), conversion rates, and ROAS, while scaling campaigns efficiently across multiple universities and programs. The ideal candidate should have a strong analytical mindset, deep understanding of lead funnels, and the ability to manage advertising budgets while maintaining strong campaign performance.

Company Overview:

We are an EdTech consulting organization that partners with leading universities to help students enroll in online, distance learning, and higher education programs. Our focus is on data-driven marketing strategies, high-quality student lead generation, and scalable digital acquisition campaigns across platforms like Google Ads and Meta Ads. We work closely with universities offering programs from institutions such as NMIMS, Manipal, SMU, DY Patil, Bharati Vidyapeeth, and more.

Roles & Responsibilities:

• Plan, execute, and optimize lead generation campaigns across Google Ads and Meta Ads (Facebook & Instagram)
• Manage campaigns across Search, Display, YouTube, and Performance Max
• Conduct keyword research, match type strategy, competitor analysis, and audience targeting
• Create and test ad copies and creatives through A/B testing
• Align ads with landing pages to improve Quality Score and conversion rates
• Implement and manage conversion tracking using GA4 and Google Tag Manager
• Optimize campaigns for CPL, CPA, ROAS, and lead quality
• Manage and allocate advertising budgets across multiple campaigns and geographies
• Monitor campaign performance through daily, weekly, and monthly analysis
• Track performance metrics such as CTR, CPC, CPL, CPA, and ROAS
• Optimize the marketing funnel from Ad → Landing Page → Lead
• Prepare performance reports and insights for stakeholders
• Collaborate with content, design, and admissions teams to align campaigns with program objectives
• Stay updated with digital advertising trends, platform updates, and EdTech marketing trends

Skills & Requirements:

• 2+ years of experience in performance marketing or lead generation campaigns
• Strong hands-on experience with Google Ads and Meta Ads
• Experience managing Search, Display, YouTube, and Performance Max campaigns
• Proficiency in Google Analytics (GA4), Google Tag Manager, and Meta Pixel
• Strong understanding of landing page optimization and conversion rate optimization (CRO)
• Strong analytical mindset and problem-solving ability
• Ability to manage and optimize advertising budgets efficiently
• Good knowledge of Excel and marketing analytics tools
• Strong communication and reporting skills

Good to Have:

• Experience in EdTech or education lead generation
• Experience with CRM systems (LeadSquared, Zoho, HubSpot, etc.)
• Knowledge of A/B testing tools
• Basic understanding of SEO and marketing funnels

Key Performance Indicators:

• Cost per Lead (CPL)
• Conversion Rate
• Lead Quality
• ROAS / CPA
• ROI on Ad Spend
• CTR and Quality Score improvement

Preferred Experience:

• Experience generating leads for Online MBA, Distance Learning, or Executive Programs
• Familiarity with education-sector compliance (UGC/AICTE-approved programs)
• Experience running remarketing and YouTube awareness campaigns

Job Type: Full-time

Work Location: In-person

Pay: 4LPA - 6LPA