Performance Marketing (Luxury/Education)

Job Description: Senior Manager, Digital Marketing (Performance Marketing)

Role Purpose

Own and scale performance marketing across both the campuses - planning, executing, and optimizing paid media.

Key Responsibilities

Performance Marketing Ownership

• Own end-to-end paid media strategy and execution across Meta, Google Search, Google Display/ PMax, and YouTube Shorts for both campuses.
• Plan and manage paid media budgets against enquiry and admission targets; reallocate spend across channels and campuses based on performance.
• Run full-funnel campaigns from awareness through enquiry generation, applying audience, creative, and bidding strategy suited to a high-consideration, high-value purchase cycle.
• Lead always-on A/B testing across creative, copy, audiences, and landing pages; scale winning variants rapidly.
• Own conversion tracking architecture: GA4, Google Tag Manager, Meta Conversions API, and CRM-linked attribution.
  
  

Organic Social Media Management

• Own day-to-day publishing across Instagram, Facebook, and YouTube Shorts in line with the published content calendar.
• Own organic growth targets across all platforms: follower growth, likes, comments, shares, and saves, by campus.
• Manage community engagement: respond to comments and DMs in brand voice, within defined turnaround times.
• Track organic post-level performance weekly and feed learnings into paid creative and audience decisions.
• Coordinate organic posting cadence with paid amplification so top-performing organic content is boosted promptly.
  
  

Agency & Stakeholder Management

• Coordinate with the content team to translate the published content calendar into paid distribution plans.
• Coordinate with the asset production team to brief, review, and approve performance-ready creative variants (static, video, YouTube Shorts).
• Coordinate with the developer agency on landing page builds, tracking pixel implementation, and conversion rate optimization (CRO).
• Coordinate with the ERP team on lead funnel management and processes.
• Manage all agency relationships in parallel against a shared campaign calendar and shared KPIs.
  
  

Analytics & Reporting

• Build and maintain performance dashboards (Looker Studio / Power BI) covering spend, CPE, CPQL, ROAS, and funnel conversion by campus and channel.
• Report campaign performance to the Head of Brand Strategy on a daily cadence and to the Director on a weekly cadence.
• Diagnose underperformance at the channel, campaign, or creative level and recommend corrective action within the same reporting cycle.
  
  

Brand Compliance

• Ensure every paid and organic asset uses proprietary brand vocabulary verbatim, with no paraphrasing of programme names or brand terms.
• Ensure campus-specific messaging is applied correctly and consistently across all live campaigns.
• Flag any creative or copy deviation from approved brand guidelines before publication.
  
  

Required Skills & Experience

Must-Have

• 6-9 years in digital marketing, including a minimum of 4 years of hands-on, expert-level performance marketing execution.
• Demonstrated command of Meta Ads Manager and Google Ads (Search, PMax, Display, YouTube) at scale.
• Strong working knowledge of GA4, Google Tag Manager, server-side tagging, and Conversions API implementation.
• Experience managing marketing automation / CRM platforms (e.g., HubSpot, Zoho, Salesforce Marketing Cloud) for lead nurture and attribution.
• Proven experience managing multiple external agencies simultaneously against one campaign calendar.
• Hands-on experience managing organic social media channels, including content publishing, community management, and follower/engagement growth.
• Strong analytical and dashboarding skills, with fluency in Excel/Power BI or Looker Studio.
• Prior experience marketing a high-consideration, high-value product or service (education, real estate, premium hospitality, or BFSI) preferred.
  
  

Good-to-Have

• Experience marketing a multi-location or multi-campus brand.
• Working familiarity with SEO/AEO fundamentals and content-to-paid handoffs.
• Prior agency experience in campaign management of K-12 education or boarding school.
  
  

Qualifications

• Bachelor's degree in Marketing, Business, or a related field; MBA preferred.
  
  

Notes for Head-hunter

• Immediate to 60-day joiners preferred given active, in-market campaigns.