Position: Performance Marketing & Website Manager

Location : Lodhi Road, New Delhi

Job Summary

We are looking for an experienced Performance Marketing & Website Manager to lead our digital admissions marketing initiatives across multiple school branches. The ideal candidate should have a proven track record of generating high-quality admission leads, preferably in the K-12 education sector, and possess expertise in managing end-to-end performance marketing campaigns, website optimization, landing pages, analytics, and conversion tracking.

The candidate must be highly analytical, ROI-driven, and capable of managing the complete digital lead generation funnel - from campaign strategy to lead acquisition and optimization.

Candidates must provide a portfolio, case studies, campaign reports, or dashboards demonstrating measurable results achieved in previous organizations.

Key Responsibilities

Performance Marketing

- Plan, execute, and optimize Meta (Facebook & Instagram) and Google Ads campaigns focused on student admission lead generation.
- Develop annual, quarterly, and seasonal admission campaign strategies.
- Optimize campaigns for high-quality leads, lower Cost Per Lead (CPL), and higher admission conversions.
- Continuously monitor campaign performance and improve ROI through data-driven optimizations.
- Conduct audience research, competitor analysis, keyword research, and market analysis.
- Perform A/B testing of audiences, creatives, copies, CTAs, landing pages, and forms.
- Manage advertising budgets efficiently and maximize return on investment.
- Create remarketing campaigns for parents who have interacted with our website or advertisements.

Campaign Tracking & Analytics

- Set up and manage Meta Pixel, Google Tag Manager (GTM), Google Analytics 4 (GA4), Conversion API, Google Conversion Tracking, and custom events.
- Configure complete conversion tracking across the website and landing pages.
- Ensure accurate attribution and campaign performance measurement.
- Build dashboards and present weekly/monthly performance reports with actionable insights.
- Monitor key KPIs such as:

o Cost Per Lead (CPL)

o Cost Per Admission o CTR o ROAS o Conversion Rate o Lead Quality o Admission Conversion %

Landing Pages & Lead Funnel Optimization

- Create high-converting landing pages for admission campaigns across different school branches.
- Design interactive admission enquiry forms that encourage parents to engage while collecting high-quality lead information.
- Continuously optimize landing pages for better conversion rates through A/B testing.




- Improve page speed, mobile responsiveness, UX, and conversion paths.
- Work with designers and developers to ensure seamless implementation.

Website Management

- Manage and maintain the websites of all school branches.
- Coordinate with individual branches to gather and implement website updates, admission notices, events, achievements, announcements, blogs, and other content.
- Ensure website content remains accurate, updated, and aligned with the school's branding.
- Monitor website performance, uptime, responsiveness, and security.
- Coordinate with developers for technical improvements and issue resolution.
- Improve user experience and navigation to increase enquiry generation.

Creative Direction for Paid Campaigns

- Clearly define creative requirements for every campaign.
- Provide the Social Media & Design team with detailed creative briefs, including:

o Image concepts o Video concepts o Messaging o Headlines o Hooks o Call-to-Actions o Ad formats o Creative variations for testing

- Stay updated with advertising trends and recommend creative formats that are currently performing well in the education sector.
- Guide the creative team using campaign insights and market data rather than assumptions.

CRM & Lead Management

- Ensure seamless integration between website forms, landing pages, advertising platforms, and CRM.
- Monitor lead flow and troubleshoot tracking or integration issues.
- Improve lead quality by implementing better qualification forms and tracking mechanisms.
- Coordinate with the admissions team to understand lead quality and optimize campaigns accordingly.

SEO & Website Optimization

- Implement on-page SEO best practices.
- Conduct keyword research for admission-related searches.
- Optimize landing pages and website content to improve organic visibility.
- Monitor website health using Google Search Console and Analytics.
- Recommend technical SEO improvements where required.

Research & Market Intelligence

- Study competitors admission campaigns, offers, creatives, landing pages, and digital strategies.
- Identify new advertising opportunities and emerging trends in education marketing.




- Recommend creative digital strategies to improve admissions performance.

Required Skills

- Meta Ads Manager
- Google Ads
- Google Analytics 4 (GA4)
- Google Tag Manager (GTM)
- Meta Pixel
- Meta Conversion API
- Google Conversion Tracking
- Landing Page Optimization
- Conversion Rate Optimization (CRO)
- WordPress / Elementor (or similar CMS)
- CRM Integration (LeadSquared preferred)
- Basic SEO
- Google Search Console
- A/B Testing
- Microsoft Excel / Google Sheets
- Strong analytical and reporting skills

Experience Required

- 3–6+ years of experience in Performance Marketing.
- Mandatory experience in lead generation campaigns.
- Preference will be given to candidates with experience running successful admission campaigns for Schools, Educational Institutions, Universities, or EdTech companies.
- Candidates from other industries must demonstrate exceptional lead generation performance through measurable business results.

Portfolio Requirement (Mandatory)

Candidates must share

- Campaign Portfolio
- Case Studies
- Meta Ads screenshots (where permissible)
- Google Ads performance reports
- Looker Studio / Analytics dashboards
- Lead Generation Reports
- Performance Reports showing:

o Number of Leads Generated o Cost Per Lead o ROAS o Conversion Rate o Campaign Objectives o Business Outcomes

Key Deliverables The selected candidate will be responsible for:

- Generating high-quality admission enquiries.
- Reducing Cost Per Lead while improving lead quality.
- Managing the complete paid marketing funnel.
- Building and optimizing landing pages for higher conversions.
- Managing website updates across all school branches.
- Setting up and maintaining tracking infrastructure (Meta Pixel, GA4, GTM, Conversion API).
- Providing data-backed creative requirements for paid campaigns.
- Coordinating with the Social Media, Design, Admissions, and Website teams.
- Delivering monthly growth reports with optimization recommendations.

What We're Looking For The ideal candidate should be someone who:

- Has a strong understanding of the education admissions funnel.
- Thinks strategically and makes decisions based on data.
- Can independently plan, execute, optimize, and scale lead generation campaigns.
- Understands what creatives, messaging, and ad formats work best for school admissions.
- Can collaborate effectively with creative, content, admissions, and technical teams.
- Has excellent communication and project management skills.
- Is proactive, detail-oriented, and focused on delivering measurable business results.

📌 Performance Marketing & Website Manager (Delhi)
🏢 Banyan Tree Schools
📍 Delhi