INDIRA UNIVERSITY

Job Title: Performance Marketing Lead

Location: Indira University, Pune

Experience: 57 Years

Role Overview:

Indira University is seeking a highly analytical and growth-focused Performance Marketing Lead to drive digital acquisition and optimize marketing ROI. This role is critical in scaling student enrollment through data-driven campaigns, performance optimization, and strategic use of digital channels. The incumbent will lead performance marketing initiatives and ensure measurable impact on lead generation and conversions.

Key Responsibilities:

- Plan, execute, and optimize performance marketing campaigns across channels including Google Ads, Meta (Facebook/Instagram), LinkedIn, and other digital platforms.
- Drive lead generation and student acquisition strategies aligned with admission targets.
- Manage campaign budgets effectively to maximize ROI and cost efficiency (CPL, CPA, ROAS).
- Analyze campaign performance using analytics tools (Google Analytics, ad dashboards) and derive actionable insights.
- Conduct A/B testing on creatives, landing pages, and targeting strategies to improve conversion rates.
- Collaborate with creative and content teams to develop high-performing ad creatives and messaging.
- Work closely with admissions and CRM teams to track lead quality, conversion funnel, and enrollment outcomes.
- Monitor industry trends, competitor strategies, and emerging digital marketing tools.
- Prepare detailed performance reports and present insights to leadership.
- Ensure compliance with data privacy regulations and platform policies.

Core Competencies:

- Strong analytical and data interpretation skills.
- Expertise in performance marketing platforms (Google Ads, Meta Ads, LinkedIn Ads).
- Proficiency in Google Analytics and marketing automation/CRM tools.




- Strategic thinking with a results-oriented approach.
- Excellent problem-solving and decision-making abilities.
- Strong communication and stakeholder management skills.

Educational Qualification:

- Bachelors degree in Marketing, Business, or related field (MBA preferred).

Experience Requirement:

- 57 years of experience in performance marketing, digital marketing, or growth roles.
- Proven track record of managing high-budget campaigns and delivering measurable ROI.
- Experience in education sector or lead generation-focused industries is preferred.

Core Skill Sets

Paid Media & Channel Strategy

- Meta & Google Ecosystems: High-intent search campaigns (Google Ads), retargeting, and broad brand-to-performance engines (Meta/Instagram) tailored to student demographics.
- Professional & Niche Platforms: B2B/Executive recruitment via LinkedIn Ads; undergraduate engagement via TikTok, YouTube, and Snapchat.
- Geo-Targeting & Hyper-Local Marketing: Radius targeting around campus regions, tier-1/tier-2 city expansion, and international recruitment hubs.

Funnel Architecture & Lead Nurturing

- Full-Funnel Alignment: Mapping performance metrics across the entire student journeyInquiry rightarrow Application rightarrow Offer rightarrow Enrollment.
- Conversion Rate Optimization (CRO): A/B testing landing pages, application form length, and messaging hooks to minimize drop-offs.
- Lead Scoring & Routing:



Structuring automated rules to route high-intent leads to counseling and admissions teams instantly.

Analytics, Attribution & Media Planning

- Unit Economics & P&L;: Owning Metrics like Cost Per Lead (CPL), Cost Per Application (CPA), Cost Per Enrolled Student (CPE), and Return on Ad Spend (ROAS).
- Attribution Modeling: Multi-touch attribution to evaluate the real impact of organic, paid, and offline event channels across long (3–12 month) consideration cycles.
- Budget Forecasting: Allocation across degree programs based on marginal ROAS, capacity constraints, and intake seasonality.

Compliance, Brand Safeguards & GEO

- EdTech & Academic Regulations: Adhering to region-specific advertising guidelines (e.g., UGC, AICTE, FTC, GDPR) regarding claim verifications and placement data.
- Generative Engine Optimization (GEO): Adapting search performance strategies to ensure institutional programs rank and synthesize well in AI-driven search environments (ChatGPT, Gemini, Google AI Overviews).

Category

Industry-Standard Tools & Platforms

Paid Media Engines

Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, Quora Ads, Bing Ads

Education CRMs & SIS

HubSpot, Salesforce Education Cloud, LeadSquared, ExtraaEdge, NoPaperForms

Analytics & Data Visualization

Google Analytics 4 (GA4), Mixpanel, Looker Studio, Power BI, Tableau

Tagging & Attribution

Google Tag Manager (GTM), Singular, AppsFlyer, Ruler Analytics

CRO & Web Optimization

Unbounce, Instapage, VWO, Hotjar, WordPress

Programmatic & DSPs

DV360, Trade Desk, Taboola, Outbrain

Automation & AI

Zapier, Make, ChatGPT Plus, Claude, Gemini Enterprise

Compensation & Advantages:

- Salary: 10,00,000 – 12,00,000 per annum
- Performance-driven work environment with high ownership.
- Opportunity to drive digital growth for a reputed academic institution.

📌 Performance Marketing Lead (Pune)
🏢 Shree Chanakya Education Society
📍 Pune