Own and scale the admissions-driven performance marketing engine across search, social, and programmatic channels, aligning budgets, attribution, and landing experiences to education intake cycles and program mix.

• Develop and execute performance marketing strategies specifically designed to generate qualified admission leads.
• Align media strategy to intake cycles, program categories (Undergraduate, MBA, Masters), and geography.
• Structure campaigns based on full-funnel segmentation: Awareness (program discovery), Consideration (lead generation), Conversion (application submission), Retargeting (offer conversion & enrolment push).
• Google Ecosystem: Search campaigns, Performance Max, Display remarketing, YouTube.
• Meta (Facebook & Instagram): Lead generation campaigns, Conversion campaigns optimized for qualified leads, Lookalike modeling from enrolled student database, Advanced retargeting (website visitors, lead form openers, video viewers), Creative A/B testing across static, video, carousel and reels.
• Other Platforms: LinkedIn (for MBA and Executive programs), TikTok (Gen Z undergraduate targeting where relevant), Programmatic retargeting where needed.
• Budget Ownership & ROI Accountability: Own and manage monthly performance budgets; Optimize toward measurable business metrics.
• Core KPIs: Cost per Lead (CPL), Cost per Qualified Lead, Cost per Application (CPA), Cost per Enrolment, Lead-to-Application Conversion Rate, Application-to-Enrolment Rate, ROAS, ROE.
• Conversion Tracking & Attribution: Implement and manage Google Tag Manager, Meta Pixel & Conversion API, Enhanced Conversions, Offline Conversion Uploads (Application & Enrolment events), Build multi-touch attribution models considering long decision cycles, Integrate CRM data.
• Landing Page & Funnel Optimization: Optimize landing pages for lead conversion, Improve form completion rates, Reduce drop-offs, Implement CRO testing (A/B testing headlines, CTAs, form length).