Performance Marketing Expert – EdTech

This is a fully remote position, open to applicants in India.

📋 Description

• Assume full ownership of designated paid acquisition campaigns, overseeing all phases from planning and setup to optimization, troubleshooting, and results analysis.

• Strategize, create, manage, and enhance paid campaigns across platforms such as Meta/Facebook, Instagram, Google Ads, YouTube, and other pertinent channels.

• Drive qualified lead generation for courses, classes, events, workshops, and educational programs.

• Focus on optimizing for qualified leads and enrollments instead of merely increasing lead volume.

• Track and analyze key metrics including CPL, CPQL, conversion rates, CAC, ROAS, and LTV.

• Develop and test audience segments, lookalikes, and retargeting strategies.

• Establish and refine lead forms and conversion campaigns.

• Experiment with creatives, hooks, offers, messaging, and placements.

• Oversee Google Search, Performance Max, Display, YouTube, and remarketing campaigns.

• Conduct keyword research, manage negative keywords, optimize bidding, audience targeting, and implement conversion tracking.

• Test ad copy and enhance landing pages for better performance.

• Assess additional paid acquisition platforms based on audience relevance, financial viability, and measurable results.

• Analyze the funnel from Ad → Landing Page/Form → Lead → Qualified Lead → Counseling/Sales → Enrollment → Revenue to pinpoint loss points.

• Integrate campaign data with CRM systems and track actual sales/enrollments.

• Identify effective creative strategies, prepare briefs, assess creative fatigue and audience saturation, and conduct A/B testing.

• Leverage AI for ad copy creation, creative brainstorming, audience and competitor analysis, campaign evaluation, and reporting.

• Implement automation for lead management, reporting, scoring, and repetitive marketing tasks.

• Investigate issues, propose and execute solutions, and ensure resolution.

• Continuously test audiences, creatives, offers, and funnels while scaling profitable campaigns and enhancing lead-to-enrollment conversion.

⛳️ Requirements

• 4–8+ years of experience in performance/digital marketing.

• Direct experience in EdTech or online education is essential.

• Proven background in marketing online classes, courses, tutoring, children's education, workshops, events, subscriptions, or free trials.

• Deep understanding of the decision-making processes of parents and students, as well as education purchase journeys.

• Strong practical experience with Meta Ads and Google Ads.

• Demonstrated experience in generating qualified leads.

• Comprehensive understanding of CPL, CAC, ROAS, and funnel conversion rates.

• Proficiency in campaign tracking and analytics.

• Strong analytical and problem-solving abilities.

• Capability to work autonomously and take responsibility for campaign performance.

• Experience with at least 2–3 additional paid acquisition platforms such as LinkedIn, TikTok, Quora, Reddit, Snapchat, or regional alternatives.

• Experience in targeting parents, students, or NRI audiences is a plus.

• Familiarity with Google Analytics, Google Tag Manager, Meta Pixel/CAPI, CRM, and marketing automation tools is preferred.

• Proven use of at least one self-developed or implemented AI/automation workflow.

• International paid marketing experience, YouTube Ads experience, CRM and marketing automation expertise, AI marketing workflow experience, and experience in subscription or cohort-based online learning businesses are advantageous.

• Ability to discuss a personally managed campaign in detail, including product, audience, platform, budget, campaign structure, CPL, qualified leads, conversion rate, CAC, ROAS, challenges faced, modifications made, and outcomes achieved.

🏝️ Benefits

• Flexible remote work options.

• Opportunity to significantly impact the academic development of young learners.

• Join a supportive and learner-focused educational team.

• Competitive salary based on teaching experience and performance.

• Potential for long-term engagement and career growth within the organization.