Designation: Head – Digital Marketing & Growth
Department: Marketing
Location: Borivali West, Mumbai, Maharashtra
Experience: 6–10+ Years
Salary Range: ₹15–20 LPA
Industry Preference: Education / EdTech
Budget Management Experience: Experience managing marketing budgets of at least ₹10 crore
Apply: [email protected]
Website: www.fpa.edu.in

ABOUT FPA EDUTECH

FPA Edutech is one of India's leading institutes in finance and professional education, with over 17 years of experience and 6,00,000+ learners. As an ACCA Platinum Approved Learning Partner and FPSB India Premium Education Partner, FPA offers globally recognized programs including ACCA, CMA (USA), CFP®, CFA, Investment Banking, and other skilled finance courses.

With industry-focused training, experienced faculty, and dedicated placement support, FPA is committed to helping students and professionals build successful careers.

ABOUT THE ROLE

We are looking for a strategic, analytical, and growth-oriented Head – Digital Marketing & Growth to lead the company's overall digital marketing function.

The ideal candidate will have strong experience in the education or EdTech industry, with expertise in performance marketing, large-scale budget management, lead generation, website management, social media, SEO, and brand development.

The candidate will be responsible for developing and executing integrated marketing strategies, managing a creative and performance marketing team, optimizing marketing investments, and driving measurable business growth through quality leads and improved conversions.

The role requires hands-on expertise in managing large marketing budgets, evaluating campaign performance, and aligning marketing initiatives with business and admission targets.

KEY RESPONSIBILITIES

1. Digital Marketing Strategy & Leadership

- Develop and implement comprehensive digital marketing strategies aligned with business objectives, student acquisition targets, and revenue goals.
- Lead the overall digital marketing function and manage a team of graphic designers, video editors, performance marketers, and other marketing resources.
- Plan and execute integrated marketing campaigns across digital platforms.
- Identify new marketing opportunities, channels, and growth strategies to improve brand visibility and lead generation.
- Work closely with sales and admissions teams to align marketing activities with business requirements.
- Establish marketing processes, performance benchmarks, and reporting mechanisms.

2. Performance Marketing & Lead Generation

- Plan, execute, and optimize paid advertising campaigns across Google Ads, Meta Ads, and other relevant digital platforms.
- Develop strategies to generate high-quality leads for various courses, programs, and locations.
- Manage and optimize substantial advertising budgets, with prior experience handling a marketing budget of at least ₹10 crore.
- Monitor campaign performance, lead quality, cost per lead (CPL), cost per acquisition (CPA), return on ad spend (ROAS), and conversion rates.
- Optimize campaign budgets and audience targeting to improve lead quality and reduce acquisition costs.
- Analyze campaign performance and implement corrective actions to improve results.
- Collaborate with sales and admissions teams to understand lead quality, conversion rates, and enrollment outcomes.
- Build scalable lead-generation strategies to support business expansion and student enrollment targets.

3. Website Management & Conversion Optimization

- Oversee the company's website, landing pages, course pages, and lead-generation forms.
- Ensure website content, course information, and promotional campaigns are updated regularly.
- Improve website user experience, navigation, engagement, and inquiry generation.
- Monitor website traffic, visitor behavior, conversion rates, and lead sources.
- Work with website developers and external agencies to implement improvements and new functionalities.
- Optimize landing pages to improve campaign performance and lead conversion.
- Ensure accurate tracking and routing of website-generated inquiries.




- Identify opportunities to improve website performance and digital conversion funnels.

4. Social Media & Content Strategy

- Develop and execute social media strategies across Instagram, LinkedIn, YouTube, and other relevant platforms.
- Create and manage content calendars aligned with marketing campaigns and business objectives.
- Plan engaging content formats, including reels, videos, carousels, student testimonials, success stories, educational posts, faculty content, and promotional campaigns.
- Lead the development of creative content that strengthens brand awareness and drives inquiries.
- Monitor social media performance through reach, engagement, views, clicks, inquiries, and lead generation.
- Identify trending topics, new content formats, and opportunities to improve organic reach.
- Ensure consistency in brand messaging, content quality, and publishing schedules.
- Develop strategies to increase audience engagement and convert social media interest into prospective student inquiries.

5. SEO & Organic Growth

- Develop and implement SEO strategies to improve website visibility and organic traffic.
- Oversee keyword research, on-page SEO, technical SEO, content optimization, and link-building initiatives.
- Work with content teams and website developers to improve search engine rankings.
- Develop organic growth strategies to reduce dependence on paid advertising over time.
- Monitor organic traffic, keyword rankings, website performance, and organic lead generation.
- Identify opportunities to improve search visibility for courses, certifications, and finance education programs.
- Use SEO analytics and performance reports to identify gaps and implement improvements.

6. Creative Team Management

- Lead and manage graphic designers, video editors, and other creative resources.
- Plan and prioritize requirements for social media posts, reels, videos, advertisements, event creatives, and promotional campaigns.
- Provide clear creative briefs, campaign objectives, references, and timelines.
- Review and approve creative assets before publication.
- Ensure consistency with the company's brand guidelines and marketing objectives.
- Monitor team productivity, quality of output, and turnaround time.
- Encourage innovative ideas and creative approaches to improve audience engagement and campaign performance.

7. Marketing Budget & Financial Management

- Develop annual, quarterly, and monthly marketing budgets aligned with business goals.
- Manage and optimize marketing budgets of at least ₹10 crore, ensuring effective utilization and measurable returns.
- Allocate budgets across paid advertising, SEO, content, social media, website initiatives, and other marketing channels.
- Monitor advertising expenditure and campaign-level financial performance.
- Track CPL, CPA, ROAS, cost per enrollment, and overall marketing ROI.
- Identify inefficient spending and implement strategies to improve cost efficiency.
- Forecast lead generation and marketing expenditure based on business requirements.
- Present budget utilization, campaign performance, and growth recommendations to management.

8. Marketing Analytics & Reporting

- Develop regular marketing performance reports and dashboards.
- Track leads generated by source, campaign, platform, and location.
- Monitor lead quality, sales conversion rates, and enrollment performance.
- Evaluate campaign effectiveness and identify opportunities for improvement.
- Use analytics tools to measure website performance, advertising results, and organic growth.
- Ensure accurate lead-source tracking and reporting across marketing channels.
- Present actionable insights and recommendations to management.
- Establish measurable KPIs for the digital marketing team.

9. Brand Building & Student Engagement

- Develop strategies to strengthen the company's brand presence among students,



working professionals, colleges, and industry stakeholders.
- Plan digital campaigns, interactive content, quizzes, polls, contests, and community-building initiatives.
- Promote student achievements, faculty expertise, success stories, events, and career opportunities.
- Explore collaborations with educational institutions, influencers, industry professionals, and relevant communities.
- Develop innovative campaigns around admissions, course launches, festivals, and academic milestones.
- Improve brand recall, audience participation, and inbound inquiries through engaging marketing initiatives.

10. Marketing Automation & Growth Initiatives

- Explore marketing automation, retargeting, audience segmentation, and lead-nurturing strategies.
- Improve tracking of prospective students across the marketing and admissions funnel.
- Evaluate new marketing tools and technologies to improve campaign efficiency.
- Identify opportunities to improve lead management, follow-up processes, and conversion rates.
- Develop scalable marketing strategies to support business growth and expansion.

REQUIRED SKILLS & QUALIFICATIONS

- Bachelor's degree in Marketing, Business Administration, Digital Marketing, or a related field. An MBA in Marketing will be an advantage.
- 6–10+ years of relevant experience in digital marketing, performance marketing, and team management.
- Prior experience in the education or EdTech industry is strongly preferred.
- Demonstrated experience managing marketing budgets of at least ₹10 crore.
- Strong expertise in Google Ads, Meta Ads, performance marketing, and multi-channel lead generation.
- Proven ability to drive high-quality leads and improve lead-to-enrollment conversion rates.
- Strong understanding of website management, landing page optimization, SEO, and organic growth.
- Experience managing social media strategy, content calendars, video marketing, and digital campaigns.
- Experience leading creative teams, including graphic designers and video editors.
- Strong understanding of marketing analytics, campaign attribution, budget allocation, and ROI optimization.
- Familiarity with Google Analytics 4, Google Tag Manager, Google Search Console, and advertising dashboards.
- Excellent leadership, communication, analytical, and stakeholder management skills.
- Ability to translate marketing data into actionable business strategies.
- A results-oriented approach with a strong focus on lead quality, cost efficiency, and business growth.

KEY PERFORMANCE INDICATORS (KPIs)

Performance will be evaluated based on:

- Achievement of monthly and quarterly lead-generation targets.
- Improvement in lead quality and lead-to-enrollment conversion rates.
- Optimization of cost per lead and cost per acquisition.
- Effective utilization of marketing budgets and improvement in campaign ROI.
- Growth in website traffic, organic leads, and landing-page conversions.
- Improvement in social media reach, engagement, and video performance.
- Improvement in SEO rankings and organic visibility.
- Timely execution of marketing campaigns and content calendars.
- Productivity and performance of the digital marketing and creative teams.
- Successful execution of brand-building and student engagement initiatives.
- Accuracy of marketing analytics, reporting, and budget tracking.

IDEAL CANDIDATE

The ideal candidate will be a strategic marketing leader with substantial experience in the education or EdTech industry and a proven track record of managing large-scale marketing budgets of at least ₹10 crore.

They should possess strong expertise in performance marketing, website management, social media, SEO, lead generation, and marketing analytics, along with the ability to lead creative teams and drive integrated marketing initiatives.

The candidate must be comfortable taking ownership of the complete digital marketing function, making data-driven decisions, optimizing marketing investments, and delivering measurable business outcomes through improved lead quality, student enrollments, and sustainable growth.

Pay: ₹1,000,000.00 - ₹1,500,000.00 per year

Benefits:

- Health insurance
- Provident Fund

Work Location: In person

📌 Head – Digital Marketing & Growth (Borivali)
🏢 FPA Edutech Private
📍 Borivali