Performance Marketing Specialist – Student Recruitment | Higher Education

Location: Gurugram, Haryana, India | On-site

Experience: 3–5 years

Employment Type: Full-time

About the Role

We are looking for a Performance Marketing Specialist – Student to drive qualified student leads and support application growth for our international university clients across India and South Asia.

This is a performance-led digital marketing role , with primary ownership of paid acquisition campaigns across Meta Ads and Google Ads , conversion funnels, campaign budgets, CPL optimization, lead quality and ROI.

The ideal candidate should have hands-on experience running B2C lead-generation campaigns and should be comfortable working across the complete student acquisition funnel—from audience targeting and campaign execution to lead capture, remarketing, CRM integration and conversion analysis.

This is not primarily a social-media content creation role. We are looking for someone who has personally managed paid campaigns and can demonstrate measurable lead-generation outcomes.

Success in this role will be measured through qualified leads, cost per lead, conversion rates, student applications and overall campaign ROI.

Key Responsibilities

Performance Marketing & Student Acquisition

- Plan, execute and optimize performance marketing campaigns across Meta Ads, Google Ads, YouTube and other relevant paid channels .
- Generate qualified prospective-student leads for international universities and higher education institutions.
- Own the complete digital acquisition funnel from audience targeting → campaign execution → landing page/lead form → lead capture → remarketing → conversion .
- Manage digital advertising budgets and continuously optimize CPL, CPA, cost per qualified lead and cost per application .
- Build audience segmentation strategies using custom audiences, lookalike audiences, retargeting and remarketing campaigns .
- Conduct structured A/B testing across audiences, creatives, ad copies, lead forms and landing pages.
- Improve campaign quality by tracking not only lead volumes but also lead quality, counselling outcomes, applications and enrolment potential .
- Work closely with student recruitment, counselling and admissions teams to understand lead feedback and optimize campaigns accordingly.
- Analyse channel-wise and campaign-wise performance to identify the strongest sources of qualified student applications.
- Build regular campaign dashboards and provide actionable recommendations based on performance data.
- Monitor competitors, student behaviour, platform trends and higher education marketing developments.

Social Media & Digital Visibility





- Develop social media strategies to improve the visibility of international university brands across Instagram, Facebook and LinkedIn .
- Plan campaign themes, content calendars and digital engagement initiatives aligned with student recruitment objectives.
- Work with content and design teams to develop high-performing ad creatives, reels, videos, carousels and campaign messaging .
- Use organic social media insights to strengthen paid audience targeting and campaign effectiveness.
- Support university launches, student recruitment campaigns, webinars, education fairs and other digital initiatives.

Funnel, CRM & Conversion Optimization

- Develop and optimize lead-generation funnels across digital platforms.
- Work with landing pages, lead forms, CRM workflows and conversion tracking systems.
- Support integration of leads into CRM platforms such as HubSpot, Zoho, Salesforce or similar systems .
- Develop remarketing and lead-nurturing strategies using WhatsApp, email and digital retargeting .
- Track the journey from lead → qualified lead → counselling → application → enrolment wherever data is available.
- Identify funnel leakages and recommend improvements to increase conversion rates.

Must-Have Skills & Experience

- 3–5 years of hands-on experience in Performance Marketing, Paid Media, Growth Marketing or Digital Acquisition.
- Demonstrated experience generating B2C leads through paid advertising campaigns .
- Strong hands-on expertise in Meta Ads Manager and Google Ads .
- Experience managing campaign budgets and optimizing CPL, CPA, conversion rates and ROI/ROAS .
- Solid understanding of digital marketing funnels, lead generation, retargeting and audience segmentation .
- Experience with GA4, Meta Pixel, conversion tracking and campaign analytics .
- Ability to analyse campaign data and make optimization decisions independently.
- Strong understanding of social media platforms including Instagram, Facebook and LinkedIn .
- Experience coordinating with creative teams to develop performance-driven content and advertisements.
- Strong analytical, communication and project-management skills.

Preferred Experience Experience in one or more of the following sectors will be highly preferred:

- Higher Education
- Study Abroad
- International Education
- EdTech
- Test Preparation
- Education Counselling




- Student Recruitment
- High-intent B2C lead generation

Experience marketing international universities or education programmes to students in India and South Asia will be an added advantage. Tools & Platforms

Hands-on familiarity with some of the following will be preferred:

- Meta Ads Manager
- Google Ads
- Google Analytics 4
- Google Tag Manager
- LinkedIn Campaign Manager
- Meta Pixel
- Google Search & Display
- YouTube Ads
- HubSpot / Zoho CRM / Salesforce
- Mailchimp or email automation tools
- WhatsApp lead nurturing
- Canva / Adobe tools
- Landing-page and conversion optimization tools

About T&A; Consulting T&A; Consulting is a global advisory firm specializing in Market Entry, Investment Promotion and Higher Education Services.

Headquartered in Gurugram, India, with an international presence across the UK, Middle East, Europe and the Americas , T&A; works with international universities, government organisations, economic development agencies and global companies supporting their strategic expansion into India and South Asia.

Through our Higher Education Practice , we partner with international universities across areas including:

- Student recruitment
- In-country representation
- Digital marketing and student acquisition
- Brand visibility and Lead Generation
- Institutional partnerships
- University and campus market-entry strategy
- Student engagement
- Campus set-up and expansion support

Our teams work closely with international university leadership, recruitment teams and marketing departments to build sustainable growth strategies for India and South Asia. Why T&A;?

At T&A;, you will have the opportunity to work at the intersection of international education, digital strategy and student recruitment .

You will

- Work directly on campaigns for international universities and global education brands .
- Manage digital campaigns where your work has a measurable impact on student recruitment and university growth.
- Gain exposure to multiple universities, programmes, student segments and international markets.
- Work in a consulting environment where you can experiment, analyse and continuously improve marketing strategies.
- Collaborate with teams across student recruitment, strategy, research, business development and international markets.
- Build expertise beyond campaign execution by understanding the complete student acquisition and conversion journey .
- Work in an environment that values ownership, performance, innovation, integrity, clarity and grit .
- Access opportunities for both vertical and horizontal career growth within a growing global consulting organisation.

📌 Performance Marketing Specialist – Student Recruitment, Higher Education (Gurugram)
🏢 Tu0026A Consulting
📍 Gurugram