Company Description EIFT - Entrepreneur Institute of Foreign Trade is an creative and informative institute focused on practical training in export and import business. The institute is dedicated to clarifying doubts and queries related to international trade and providing actionable solutions. EIFT supports entrepreneurs, students, freshers, and business owners in building skills and confidence for global business.

By combining real-world insights with structured learning, the institute aims to create capable professionals ready for the challenges of foreign trade.

- Role Description

Company: EIFT – Export Import Training Experience: 4–5+ Years

Location: [Pune / Your Location]

Employment Type: Full-Time

Department: Marketing & Lead Generation

Reporting To: Management / Business Head

We are looking for an experienced Performance Marketing Specialist who can take complete ownership of our digital lead-generation activities and consistently generate high-quality, sales-ready leads for our training programs.

Job ObjectiveThe primary objective of this role is to generate high-quality and cost-effective leads through performance marketing campaigns and continuously improve the conversion funnel from Ad → Lead → Qualified Lead → Counselling → Admission.

The candidate should be highly data-driven and should understand that the success of the role will be measured by qualified leads, conversion rates, cost per qualified lead and revenue generated, rather than simply clicks, impressions or lead volume.

Key Responsibilities1.

Performance

Marketing &

• Paid Advertising

- Plan, launch, manage and optimize paid advertising campaigns across platforms such as:
- Meta Ads – Facebook & • Instagram

- Google Ads – Search, Display, YouTube
- LinkedIn Ads, where relevant
- Other relevant performance marketing platforms
- Develop campaign strategies based on different target audiences such as:
- Aspiring exporters
- Entrepreneurs
- Business owners
- Importers/exporters
- Working professionals
- Students/young entrepreneurs
- Manufacturers looking to enter international markets
- Manage complete campaign lifecycle from research and planning to execution, optimization and reporting.
- Create and test multiple campaign structures, ad sets, creatives, copies, audiences and offers.
- Optimize campaigns based on CPL, CPQL, conversion rate and actual admissions/revenue.

2.

Quality Lead

Generation
- Develop strategies specifically focused on generating high-intent and qualified leads.
- Work closely with the sales/counselling team to understand lead quality.
- Identify the difference between:
- Raw leads
- Qualified leads
- Interested prospects
- Counselling appointments
- Converted students/customers
- Continuously optimize campaigns based on feedback from the sales team.
- Reduce irrelevant, duplicate, fake and low-intent leads.
- Build campaigns that attract prospects who genuinely have an interest in learning export-import and starting/growing an international trade business.

3. Funnel & • Conversion Optimization




- Take ownership of the complete digital marketing funnel.
- Analyze landing pages, lead forms, WhatsApp funnels and enquiry journeys.
- Improve landing page conversion rates through continuous testing.
- Conduct A/B testing of:
- Ad creatives
- Headlines
- Offers
- Landing pages
- CTAs
- Lead forms
- Audience segments
- Identify where leads are dropping out and recommend corrective actions.
- Work with the sales team to improve lead-to-admission conversion.

4. Data Analytics & • Reporting
- Track and analyze key performance metrics including:
- Total Leads
- Qualified Leads
- Cost Per Lead (CPL)
- Cost Per Qualified Lead (CPQL)
- Conversion Rate
- Lead-to-Counselling Ratio
- Counselling-to-Admission Ratio
- Customer Acquisition Cost (CAC)
- Revenue Generated
- ROAS
- Campaign ROI
- Prepare regular performance reports for management.
- Provide clear insights on which campaigns, audiences and creatives are actually generating revenue.
- Maintain accurate campaign and lead-generation data.

5. Retargeting & • Remarketing
- Develop effective remarketing campaigns for:
- Website visitors
- Video viewers
- Instagram/Facebook engagers
- Previous leads
- Unconverted prospects
- People who started but did not complete forms
- Create different remarketing strategies based on user behaviour and funnel stage.

6.

Creative

Strategy
- Work closely with the content/creative team to develop high-converting:
- Ad creatives
- Reels
- Videos
- Carousels
- Testimonials
- Educational content
- Webinar/masterclass promotions
- Lead magnets
- Analyze creative performance and identify what messaging generates better-quality leads.
- Have a strong understanding of hooks, offers, CTAs and conversion-oriented ad copy.

7. CRM & • Lead Tracking
- Ensure proper tracking of leads from source to final conversion.
- Coordinate with the sales team/CRM team to maintain accurate lead attribution.
- Track which marketing campaigns ultimately generate admissions.
- Ensure UTM tracking, pixels, conversion tracking and other relevant tracking systems are properly implemented.
- Identify high-performing sources and allocate budgets accordingly.

8.

Budget

Management
- Plan and manage monthly advertising budgets.
- Allocate budgets across campaigns based on performance.
- Scale profitable campaigns while controlling unnecessary spending.
- Monitor daily campaign performance and take immediate corrective action when required.
- Ensure marketing budgets are utilized efficiently.

9. Market & • Competitor Research
- Regularly research competitors in the:
- Export-import training
- Business education
- Entrepreneurship training
- Skill development
- Online education
- sectors.
- Analyze competitor advertising strategies, offers,



creatives and funnels.
- Identify new opportunities, audiences and marketing channels.
- Keep updated with changes in Meta, Google and other advertising platforms.

Required Experience
- 4–5+ years of hands-on experience in Performance Marketing / Digital Marketing.
- Strong experience in lead generation campaigns.
- Proven experience managing paid advertising campaigns with measurable results.
- Strong hands-on experience with Meta Ads Manager and Google Ads.
- Experience in managing meaningful advertising budgets.
- Experience in lead-generation businesses such as:
- Education
- Training
- Coaching
- Real estate
- Finance
- Consulting
- B2C services
- would be an advantage.
- Experience in optimizing campaigns for quality and conversion, not just lead volume.
- Strong understanding of marketing funnels and customer acquisition.

Technical SkillsThe candidate should ideally have strong working knowledge of:
- Meta Ads Manager
- Google Ads
- Google Analytics / GA4
- Google Tag Manager
- Meta Pixel / Conversions API
- Google Sheets / Excel
- CRM systems
- UTM tracking
- Landing page analytics
- Conversion tracking
- Remarketing
- A/B testing
- Basic understanding of SEO and organic acquisition
- Marketing automation tools

Key Performance Indicators (KPIs)The candidate will be evaluated primarily on: 1. Quality of Leads

Not merely the number of leads generated.

2. Cost Per Qualified Lead (CPQL)

Ability to generate qualified prospects within the target acquisition cost.

3. Lead-to-Counselling Conversion

4. Counselling-to-Admission Conversion

5. Customer Acquisition Cost (CAC)

6. Revenue Generated Through Paid Marketing

7. ROAS / Marketing ROI

8. Campaign Scalability

Ideal Candidate ProfileWe are looking for someone who is:

- Highly analytical and numbers-oriented.
- Commercially minded and understands revenue.
- Strong in testing and experimentation.
- Comfortable taking ownership of campaign performance.
- Able to work independently and make data-driven decisions.
- Proactive in identifying problems and opportunities.
- Strong in communication and coordination with sales teams.
- Focused on results rather than vanity metrics.
- Comfortable working in a fast-paced, target-oriented environment.

Important RequirementCandidates who have only experience in social media posting, content creation or basic digital marketing without strong hands-on performance marketing and lead-generation experience will not be suitable for this role. The ideal candidate should be able to demonstrate actual previous campaign results, including lead volume, CPL/CPQL, conversion rates, advertising budgets and business revenue generated wherever possible.

What We Expect From This RoleThe person joining us will not simply be responsible for "running Facebook ads."

They will be expected to own the lead-generation engine of EIFT — understanding the audience, creating campaigns, generating quality enquiries, analyzing data, improving the funnel and working with the sales team to ultimately increase admissions and revenue.

📌 Performance Management Specialist (Pune)
🏢 EIFT Entrepreneur Institute Of Foreign Trade
📍 Pune