Description:

Associate Director - Performance Marketing

Bengaluru, India | Full-time | Work from Office

About Bhanzu:

We are a fast-growing global Ed-Tech startup building AI-powered learning experiences for students across geographies.

Our products combine pedagogy, learning science, and AI to deliver deeply personalized, engaging, and measurable academic outcomes.

With a growing presence across the 20+ countries along with US, India, we are redefining how students learn in a digital-first world.

Founded by Neelakantha Bhanu Prakash, the world's fastest human calculator and a gold medalist at the Mental Calculation World Championship, Bhanzu is driven by a mission to eliminate math phobia and inspire learners across the world to pursue careers in STEM.

Role Overview:

To lead and scale Bhanzus paid acquisition efforts, driving high-quality leads (or paid enrollments) at efficient cost, while continuously optimising campaigns, creatives, and funnels.

You will own strategy, execution and measurement of growth via performance marketing channels, working cross-functionally with content, creative, analytics, product, and operations teams.

Key Responsibilities:

- Mentor / lead a team of performance marketers.

- Define and own the Performance Marketing strategy across paid channels, aligning with Bhanzu's growth/revenue/enrollment goals.

- Manage campaign setup, optimisation, and scaling: keyword research, audience targeting, bidding & budget management.

- Work with creative/content teams to develop ad copy, creative assets, landing pages, and experiments (A/B / multivariate testing) to improve conversion rates.

- Implement and monitor tracking & analytics: ensure proper attribution, conversion tracking, ROI/CAC/LTV metrics, analytics tools (Google Analytics, conversion pixels, etc.) are set up and accurate.

- Monitor performance on key metrics: Cost per Lead (CPL), Return on Ad Spend (ROAS), Cost per Acquisition (CPA), Quality Score, Click-Through Rate (CTR), etc.

- Use data to identify bottlenecks across the funnel, suggest improvements, test hypotheses, and iterate rapidly.

- Manage budgets: forecast, allocate, and reallocate between channels/campaigns based on performance & testing.

- Stay updated with industry trends, platform changes, Google Ads policies, bidding/automation tools, etc., to leverage new features & maintain competitiveness.

- Collaborate closely with growth, product, creative & operations teams to ensure alignment from traffic acquisition to user onboarding & retention.

Must-Have Skills & Qualifications:

- Deep expertise in Meta & Google Ads across formats: Search, Display, Video/YouTube.

- Strong understanding of paid acquisition metrics & ROAS, CPA, Lifetime Value (LTV), CAC.

- Proficiency in analytics tools, attribution, and tracking systems.

- Experience with A/B testing and conversion rate optimisation.

- Solid budget management skills; able to forecast, scale, and shift spend based on performance.

- Excellent data-driven mindset: ability to analyse large data sets, derive insights, and make recommendations.

- Good collaboration skills: working with creative, content, and product teams.

- Up-to-date with Paid Ads best practices and policy changes.

- Strong communication skills (written & verbal)