Performance Marketing Manager

The Performance Marketing Manager will own paid media and admissions demand generation for assigned institutions and programs. Accountability will extend beyond CPL to lead quality, qualified leads, applications, registrations and budget efficiency. This role requires someone who can connect media performance with CRM and admissions outcomes, not just advertising-platform metrics.

Responsibilities:

• Translate admission targets into lead, qualified lead, application and media investment requirements.
• Build institution-wise and program-wise paid media plans based on audience, geography, fee point, seasonality and admission priorities.
• Track performance by institution, program, source, geography, audience and funnel stage.
• Manage budgets and recommend allocation changes based on CPL, qualification rate, applications and registration forecasts.
• Review lead quality with Admissions, Calling and Revenue Operations teams.
• Optimise targeting, campaign structure, creatives, forms and landing pages using CRM-stage data.
• Own performance creative briefs and maintain a consistent creative testing pipeline.
• Coordinate with Brand to ensure campaigns use the correct positioning, proof points and communication.
• Build remarketing and bottom-funnel campaigns for engaged leads, qualified leads and incomplete applicants.
• Prepare weekly performance summaries with key insights, risks and recommended actions.

Requirements:

• 3+ years of hands-on performance marketing or paid media experience.
• Strong experience with Meta Ads and Google Ads is mandatory.
• Experience managing high-volume lead-generation campaigns.
• Experience managing monthly media budgets of 20 lakh or more across multiple campaigns or programs.
• Experience in higher education, edtech, BFSI, real estate, healthcare, study abroad or another high-consideration category is preferred.
• Experience working with sales, admissions or inside-sales teams is strongly preferred.
• Strong paid media planning, execution and optimisation capability.
• Ability to optimise for qualified leads, applications and registrations, not only CPL.
• Strong understanding of campaign structure, audience testing, remarketing and creative testing.
• Comfortable working with CRM-stage data and funnel reports.
• Good understanding of landing pages, lead forms and conversion journeys.
• Strong reporting, stakeholder management and business communication skills.
• Ability to manage multiple institutions and programs simultaneously.