Allen Online is looking for a Head of Performance Marketing & SEO to own our paid and organic acquisition engine. This role drives high-quality leads that convert into enrolments, and not only app or traffic. You’ll manage a significant monthly budget, lead a team of specialists, and work closely with brand, sales, counselling, product, and content teams. Your success is measured by cost per enrolment and revenue, not just cost per lead.

Key Responsibilities
Performance Marketing (Lead Generation)
• Own the end-to-end paid acquisition strategy across Google (Search, PMax, YouTube, Demand Gen), Meta (Lead Ads, conversion campaigns), and emerging channels, with full accountability for lead volume, lead quality, and CPL/CPA targets.
• Build and optimise campaigns for lead actions: form fills, counselling bookings, free demo class sign-ups, scholarship test registrations, and callback requests.
• Optimise for down-funnel outcomes by feeding CRM signals (qualified lead, counselling done, enrolment) back to ad platforms via offline conversion imports and Conversions API.
• Plan budgets around academic seasonality: board exams, JEE/NEET result windows, new batch launches, and admission cycles. Scale aggressively during peak intent periods.
• Own landing page and lead form strategy, including A/B testing of forms, offers, and creatives to improve conversion rates without hurting lead quality.
• Run creative strategy with the design and video teams, including performance creatives for students and parents in English, Hindi, and some regional languages.
• Manage agency and partner relationships, including affiliate and lead-aggregator partners, with strict quality controls. SEO & Organic Growth
• Own the organic strategy for Allen Online’s web properties: technical SEO, on-page SEO, content strategy, and link building.
• Capture high-intent exam queries (syllabus, cutoffs, mock tests, previous year papers, results, counselling)



and convert that traffic into leads through well-placed CTAs and lead magnets.
• Drive programmatic and scalable content for exam, topic, and city-level pages.
• Prepare for AI-driven search, including visibility in Google AI Overviews and other AI answer engines.
• Work with the content team on editorial and faculty-led content. Analytics, Funnel & Leadership
• Own full-funnel reporting: impressions, leads, qualified leads, counselling. enrolment, revenue, by channel, campaign, course, and geography.
• Work with sales and counselling leadership on lead scoring, lead routing, SLA adherence, and feedback loops on lead quality.
• Set up and maintain tracking via salesforce and other attribution tools.
• Build, hire, and mentor a team of performance marketers, SEO specialists, and analysts.
• Present explicit, data-backed reports and forecasts to senior leadership. Key Metrics (KRAs)
• CAC in terms of cost per qualified lead and cost per enrolment
• Lead-to-enrolment conversion rate
• Marketing-sourced revenue and ROAS
• Organic leads and organic share of total leads
• Keyword rankings and organic traffic for priority exam/course clusters
• Lead quality score, as agreed with the sales team What We’re Looking For
• 7-9 years of experience, with deep hands-on expertise in lead-gen performance marketing (not just app install campaigns).
• A track record of managing large monthly ad budgets profitably.
• Real SEO experience
- having owned organic growth for a content-heavy site, not just coordinated with an SEO agency.
• Strong grasp of CRM-ad platform integrations, offline conversions, and attribution.
• Analytical depth, comfortable with tracking and reporting tools
• Understanding of Indian student and parent decision-making, including Tier 2/3 and vernacular audiences.
• Experience working closely with sales or counselling teams on lead quality.
• Edtech experience (test prep, K-12, higher ed) is a strong plus.

📌 Lead - Performance Marketing & SEO (Bengaluru)
🏢 ALLEN Digital
📍 Bengaluru