The Senior Manager will act as the primary strategist and operational owner of Frankfinn’s paid digital acquisition engine. You will own the roadmap for scaling multi-channel ad budgets, generating high-quality student leads, and optimizing the conversion funnel. You will serve as the Strategic Owner of our performance campaigns across Google, Meta, and emerging platforms, ensuring Frankfinn consistently acquires market share efficiently and drives measurable enrollments for our Aviation, Hospitality, Travel, and Customer Service training programs.

1. Paid Media Strategy & Full-Funnel Acquisition

- Full-Funnel Campaign Management: Develop and execute high-budget strategies across Google Ads (Search, Display, Performance Max, Demand Gen), Meta (Facebook/Instagram), and YouTube. Target high-intent transactional queries while building top-of-funnel awareness to nurture prospective students.
- Audience Targeting & Segmentation: Utilize advanced audience building, lookalike modeling, and CRM retargeting to pinpoint the highest-converting demographic for vocational training.
- Platform Expansion: Identify and test new paid acquisition channels (e.g., native advertising), exploring Audio/Streaming Ads (Spotify) and emerging social platforms (Snapchat) to capture younger demographics (17-25 years old) where they actively consume media.
- Behavioral, CRM Retargeting & Intent Mapping: Design sophisticated retargeting architectures using both on-site behavioral triggers (e.g., high-intent course page viewers, abandoned forms) and 1st-party CRM data uploads (Customer Match/Custom Audiences). Maximize match rates to re-engage unconverted leads, deploying tailored ad creatives and dynamic offers to systematically push these high-value cohorts down the funnel.
- Campaign Troubleshooting & Diagnostics: Actively monitor daily campaign health by bridging overarching platform metrics (CPA, CPL) with ad-level creative metrics (Hook Rate, Hold Rate). Accurately diagnose whether a performance bottleneck is stemming from audience targeting, bidding mechanics, or creative fatigue, and execute rapid course corrections.

2. Creative Strategy & Testing

- Short-Form Video & Platform Nuances: Drive the paid creative strategy with a heavy focus on short-form video (Instagram Reels, YouTube Shorts, Motion graphic Creative). Ensure all visual assets strictly adhere to platform-specific guidelines, including aspect ratios, text limits, and UI "safe zones".
- Data-Driven Creative Briefing: Act as the bridge between data and design. Translate campaign performance into highly specific, actionable creative briefs for the in-house content and design teams, dictating visual hooks, messaging angles, and ad formats (motion graphic, UGC-style video, static).
- A/B Testing & Scaling Rigor: Implement continuous, systematic testing frameworks for ad creatives, messaging angles, and CTAs to combat ad fatigue, improve Click-Through Rates (CTR), and confidently scale winning visual assets.

3. Technical Tracking & Data Integrity

- Advanced Pixel & API Management: Oversee the technical architecture of campaign tracking. Implement and debug Server-Side Tagging (familiarity with sGTM infrastructure like Stape.io and custom loaders is a strong plus) and Meta Conversions API (CAPI) to ensure accurate signal transmission and high event match quality in a privacy-first web environment.
- CRM & Offline Conversions: Manage the deep integration between ad platforms and the CRM,



Ensure offline conversion tracking is flawlessly feeding lead quality data back into platform bidding algorithms.
- Tracking Quality Assurance: Act as the final gatekeeper for tracking integrity, ensuring all GA4 events, custom parameters, and platform pixels fire correctly without duplicating data.

4. Conversion Rate Optimization (CRO) & Funnel UX

- Landing Page Strategy & Core Web Vitals: Work closely with the web development and design teams to build, test, and optimize high-speed, mobile-first landing pages. Champion the optimization of Core Web Vitals to improve Google Ads Quality Scores, decrease ad bounce rates, and maximize the conversion rate of specific ad groups.
- Funnel Experimentation: Conduct multivariate testing on lead forms, user flows, and page layouts to maximize the conversion rate from ad click to successful lead submission.
- Conversational Commerce: Pioneer and optimize conversational lead-generation funnels, utilizing WhatsApp Business API and AI-driven chatbots to qualify student leads in real-time before CRM handoff.
- UX Analytics & User Behavior: Leverage heatmapping and session recording tools (e.g., Microsoft Clarity, Hotjar) to diagnose on-page bottlenecks, analyze scroll depth, and optimize the user journey for higher lead submission rates.

5. Budget, Bidding & ROI Management

- Budget Allocation: Manage and scale substantial monthly ad budgets. Monitor daily pacing and shift allocations dynamically to the most profitable channels and campaigns.
- Bidding Strategies & CAC Optimization: Master automated and manual bidding strategies (Target CPA, Maximize Conversions) to systematically lower the Cost Per Lead (CPL) and the ultimate Cost of Conversion / Customer Acquisition Cost (CAC). Take full accountability for maximizing the number of final admissions generated against the total marketing expenditure.

6. Analytics, Reporting & Stakeholder Management

- Sales Alignment & Feedback Loop: Maintain a tight, continuous feedback loop with the call center and sales teams to assess raw lead quality, understand funnel drop-off points, and adjust daily marketing tactics and targeting accordingly.
- Advanced Reporting: Build and maintain automated, real-time dashboards (using Looker Studio, or similar) to visualize campaign performance, ad spend, and ROI.
- First-Party Tracking & Dynamic Lead Scoring: Preferred experience in architecting robust first-party tracking (utilizing server-side cookies and local storage) to route granular, cross-session acquisition data into the in-house LMS. Define the strategic logic for Dynamic Lead Scoring based on campaign source and user intent, collaborating with IT for implementation.
- Incrementality & Attribution: Move beyond basic last-click attribution by conducting incrementality tests (lift studies) to prove true campaign impact, and build strategies that maximize first-party data for high-match-rate retargeting.
- Team Leadership & Operations: Autonomously lead the performance marketing vertical's day-to-day execution. Manage, mentor,



and set KPIs for a team of digital marketing executives and assistant managers to ensure flawless campaign delivery, while actively collaborating with the GM of Marketing on overarching growth strategies.

Performance Indicators

- Lead Quality & Sales Conversions: Month-over-month growth in qualified Student Leads (MQLs) handed off to the sales team, and a measurable increase in the final lead-to-admission conversion rate.
- Acquisition Costs: Reduction or efficient maintenance of Cost Per Lead (CPL) and Customer Acquisition Cost (CAC) at scale.
- Return on Ad Spend (ROAS): Improvement in overall marketing ROI and revenue generated from paid channels.
- Landing Page Conversion Rate: Increase in the percentage of clicks that successfully submit a lead form.
- Creative Testing Velocity: Consistent delivery of weekly A/B tests to identify winning visual assets, improving overarching CTR and video Hook/Hold rates.
- Tracking Accuracy: 100% uptime and accuracy for server-side events, CAPI, and offline conversion uploads.
- Budget Efficiency: Zero overspends and optimized pacing of the monthly marketing budget.

Required Skills & Qualifications

- Experience: 5–8 years of hands-on experience managing high-budget performance marketing campaigns (Google Ads, Meta Ads).
- Industry Background: EdTech, Vocational Training, Real Estate, or BFSI (industries with high-ticket, long-consideration lead generation models) are highly preferred.
- Technical Rigor: Deep, hands-on understanding of GA4, GTM (Client and Server-side preferred), and CRM integrations. You must be able to troubleshoot tracking issues independently using Chrome DevTools (Network Tab/Console).
- Analytical Mindset: Expert proficiency in data analysis and visualization using tools like Looker Studio or advanced Excel.
- Creative & Media Synergy: Strong understanding of short-form video dynamics (Reels, Shorts) and the ability to translate data into actionable creative briefs for the design and video teams.
- CRO & Experimentation: Proven experience running landing page A/B tests and working with development teams to improve page speed and user funnel UX.
- Leadership: Proven experience of managing a performance vertical, mentoring junior digital marketing executives and aligning with cross-functional teams (SEO, Dev, Design).
- Tech Stack: Expert and hands-on experience with Ad Platforms (Google Ads, Meta, YouTube, Snapchat) and worked with platforms like spotify, Analytics (GA4, GTM), CRO Tools (Microsoft Clarity, Hotjar, VWO) and Chrome DevTools for auditing), and Data/Reporting (Looker Studio, Advanced Excel). Ability to integrate tracking with custom/in-house CRM and LMS environments is required, while exposure to Server-Side GTM (Stape.io) and Meta CAPI is highly preferred.
- Programmatic Exposure (Bonus): While day-to-day execution heavily indexes on Meta and Google Ads, familiarity with enterprise programmatic buying (Google DV360) to scale future display and video efforts is a strong plus.

Why Join Frankfinn?

Join the World’s No.1 Air Hostess training institute where your digital strategies will directly drive the growth of a globally recognized brand. You will be at the helm of our revenue engine, managing substantial budgets to connect thousands of ambitious students with career-defining training in the aviation, hospitality, travel, and customer service industries. Work in a agile, high-performance environment where your technical expertise and strategic vision will shape the future of our digital acquisition.

📌 Senior Performance Marketing Lead (Paid Media & Lead Gen) (Gurugram)
🏢 frankfinn
📍 Gurugram