About the Role

We are looking for a Performance Marketing Manager to drive student lead generation for a group of educational institutions in the UAE.

This is a highly performance-driven role where success will be measured by the ability to generate a consistent volume of high-quality, conversion-ready leads at an efficient cost.

The ideal candidate should have hands-on experience managing performance campaigns across Meta, Google, YouTube and other relevant digital platforms, with a strong understanding of lead-generation funnels and the UAE market.

You will work closely with the admissions, sales/counselling and marketing teams to ensure that digital leads translate into applications, admissions and enrollments.

Key Responsibilities

Performance Marketing & Lead Generation

- Plan, launch, manage and optimize performance marketing campaigns across Meta Ads, Google Ads, YouTube and other relevant platforms.
- Develop lead-generation strategies for multiple institutions, programs and student segments.
- Manage campaigns across different stages of the student acquisition funnel.
- Continuously test and optimize audiences, creatives, messaging, landing pages, offers and campaign structures.
- Identify the most effective channels and campaigns for generating qualified student enquiries.
- Scale successful campaigns while maintaining acceptable CPL and lead quality.

Campaign & Budget Management

- Manage significant monthly advertising budgets across multiple institutions/campaigns.
- Allocate budgets based on campaign performance, lead quality and conversion potential.
- Monitor campaign performance on a daily basis and take corrective action quickly.
- Control CPL, CPA and overall customer acquisition costs.
- Build forecasts for lead volumes, CPL and expected conversions based on budgets.

Lead Quality & Conversion

- Go beyond generating leads and take ownership of lead quality and downstream conversion performance.
- Work closely with admissions/sales teams to understand:
- Lead-to-contact rate
- Contact-to-qualified-lead rate
- Qualified-lead-to-application rate
- Application-to-admission rate
- Admission-to-enrollment rate
- Identify sources, campaigns, audiences and creatives generating poor-quality leads.
- Optimize campaigns based on actual admissions/enrollment data rather than CPL alone.
- Develop feedback loops with the admissions team to improve campaign targeting.

Tracking, Analytics & Reporting

- Set up and maintain accurate conversion tracking across advertising platforms.
- Work with GA4, Google Tag Manager,



Meta Pixel/Conversions API, CRM and other analytics tools.
- Ensure accurate attribution of leads to campaigns, ad sets, keywords, creatives and channels wherever technically possible.
- Build and maintain performance dashboards and reports.
- Analyze campaign data to identify trends, opportunities and inefficiencies.
- Present clear weekly/monthly performance reports with actionable recommendations.

Landing Pages & Funnel Optimization

- Work with the creative, content and web teams to improve landing pages and lead-generation funnels.
- Conduct A/B testing of:
- Landing pages
- Forms
- Headlines
- CTAs
- Creatives
- Offers
- Lead qualification questions
- Identify and reduce drop-offs throughout the digital acquisition funnel.

Creative Strategy

- Develop performance-driven creative briefs based on campaign data.
- Work with designers, video editors and content teams to produce high-converting ads.
- Test different creative angles, formats, hooks and value propositions.
- Identify winning creative concepts and scale them across relevant campaigns.
- Stay updated on advertising trends and changing platform algorithms.

UAE Education Market

- Develop a robust understanding of the UAE education market and student acquisition landscape.
- Understand different student segments, including UAE residents, expatriates and international students where relevant.
- Adapt campaigns to different institutions, courses, locations and student demographics.
- Research competitor advertising, positioning, offers and acquisition strategies.
- Identify emerging opportunities across digital channels for student recruitment.

Key Performance Indicators (KPIs) The role will be evaluated primarily on measurable business outcomes, including:

- Qualified leads generated
- Cost per lead (CPL)
- Cost per qualified lead (CPQL)
- Lead-to-qualified-lead conversion rate
- Lead-to-application conversion rate
- Application-to-admission conversion rate
- Cost per acquisition (CPA)
- Enrollment/admission contribution
- Return on Ad Spend (ROAS), where applicable
- Overall student acquisition cost
- Campaign scalability and efficiency

Important:



The objective is not simply to generate a high number of leads. The focus is on generating high-quality leads that have a strong probability of converting into applications and enrollments. Required Experience & Skills

- 3–7+ years of hands-on performance marketing experience, preferably in lead-generation businesses.
- Strong experience with Meta Ads and Google Ads.
- Experience managing substantial paid-media budgets.
- Proven track record of generating leads at scale.
- Strong understanding of funnel optimization and conversion tracking.
- Experience with CRM-based lead tracking and performance analysis.
- Strong analytical and data-driven decision-making skills.
- Experience with GA4, Google Tag Manager and conversion tracking.
- Ability to interpret campaign data and turn insights into actionable decisions.
- Strong understanding of audience segmentation, retargeting and lookalike strategies.
- Experience with landing-page optimization and A/B testing.
- Strong communication and stakeholder-management skills.

Preferred Experience Candidates with experience in any of the following sectors will be preferred:

- Education / EdTech
- Higher education
- Schools / Universities
- Professional training
- Healthcare
- Real estate
- Financial services
- Other high-volume lead-generation businesses

Experience targeting the UAE/GCC market will be a strong advantage.

Personal Attributes

We are looking for someone who is:

- Highly data-driven and commercially minded
- Comfortable being accountable for numbers
- Proactive and execution-oriented
- Strong at problem-solving
- Comfortable working with large budgets and multiple campaigns
- Curious and constantly testing new approaches
- Able to work independently from India while collaborating with teams in the UAE
- Focused on business outcomes rather than vanity metrics
- Comfortable operating in a fast-paced, target-driven environment

What Success Looks Like Within the first 3–6 months, the successful candidate should be able to:

- Establish a predictable and scalable student lead-generation engine.
- Improve lead quality while maintaining or reducing CPL.
- Identify the highest-performing channels, audiences and campaigns.
- Build reliable campaign and conversion reporting.
- Establish a strong feedback loop between marketing and admissions.
- Improve conversion rates throughout the student acquisition funnel.
- Scale lead generation while maintaining sustainable acquisition costs.

📌 Performance Marketer (Hyderabad)
🏢 AUPS Education
📍 Hyderabad