Performance Marketing Manager

Company: IIC Lakshya

Department: Marketing - Performance Marketing

Experience: 6 - 7 years

Location: Bengaluru

Reports To: DGM - Digital Marketing

Direct Reports: Performance Marketing Executives, Senior Executives and/or Assistant Managers, as applicable

1. Role Purpose:

IIC Lakshya is looking for an experienced, hands-on Performance Marketing Manager to manage and optimize paid media campaigns across Indian and international markets.

The role will be responsible for executing lead generation, brand awareness (Top of Funnel) and engagement (Mid Funnel) campaigns across Google Ads, Meta Ads, LinkedIn Ads and other relevant digital advertising platforms. The incumbent should combine advanced platform expertise with strong analytical capabilities, a thorough understanding of modern marketing technology, and the ability to improve campaign efficiency and lead generation outcomes.

The candidate will manage day-to-day campaign execution, optimization, tracking, reporting and experimentation while supervising a team of performance marketing professionals. This is a hands-on managerial role that requires the ability to independently troubleshoot campaign challenges, identify optimization opportunities and translate performance data into actionable improvements within established business objectives and budgets.

2. Key Responsibilities:

1. Performance Marketing & Campaign Execution:

- Manage end-to-end execution of paid digital marketing campaigns across Indian and international markets, covering lead generation, brand awareness and engagement objectives.

- Independently manage and optimize campaigns across Google Ads, Meta Ads and LinkedIn Ads, ensuring effective execution across relevant campaign types and placements.

- Execute campaigns across different geographies, audience segments, courses and customer journey stages.

- Implement campaign structures, audience targeting, bidding strategies, conversion optimization and budget management in line with approved campaign objectives.

- Monitor campaign performance regularly and take timely corrective actions to improve reach, engagement, lead volume, cost efficiency and lead quality.

- Manage retargeting, remarketing and audience re-engagement campaigns to support movement across the marketing funnel.

- Ensure campaigns are launched accurately and on time, with appropriate targeting, creatives, landing pages, tracking and conversion events.

- Maintain effective campaign hygiene, including naming conventions, exclusions, frequency monitoring, placement management and budget utilization.

2. Campaign Optimization, Testing & Performance Improvement:

- Analyze campaign performance at the campaign, ad set/ad group, audience, creative, keyword, placement and geographic levels.

- Identify performance gaps and implement optimization actions based on platform data, audience behaviour and campaign objectives.

- Develop and execute structured tests for creatives, messaging, audience segments, landing pages, bidding strategies and campaign formats.

- Evaluate creative fatigue, frequency, audience saturation and declining campaign efficiency, and take appropriate corrective action.

- Optimize Google Search, Performance Max, YouTube, Display and Demand Gen campaigns, along with relevant Meta and LinkedIn campaign formats.

- Manage remarketing and engagement initiatives to improve audience retention and support subsequent conversion activity.

- Track and evaluate new platform features, campaign formats and automation capabilities that can improve campaign performance.

- Maintain clear documentation of tests, optimization actions and learnings to improve subsequent campaign execution.

3. Marketing Technology, Tracking & Attribution:

- Demonstrate strong working knowledge of the modern marketing technology ecosystem, including conversion tracking, automation, audience management, attribution and CRM integrations.

- Manage and troubleshoot campaign tracking using Google Tag Manager, GA4, platform pixels, conversion APIs and relevant tracking tools.

- Ensure accurate implementation and validation of conversion events across advertising platforms, websites and landing pages.

- Work with CRM and technology teams to support lead tracking, campaign attribution, offline conversion imports and the transmission of relevant conversion signals to advertising platforms.

- Understand and implement appropriate server-side tracking and first-party data solutions, including Meta Conversions API and enhanced conversion capabilities where applicable.

- Identify and resolve discrepancies in tracking, attribution, conversion reporting and platform data.

- Stay updated on privacy-related changes, browser and cookie limitations, consent requirements, signal loss and emerging measurement practices.

- Evaluate relevant martech tools, AI-powered optimization capabilities and marketing automation solutions that can improve campaign efficiency and measurement accuracy.

4. Analytics, Reporting & Insights:

- Monitor and report campaign performance against assigned campaign objectives and approved targets.

- Analyze key performance metrics, including impressions, reach, frequency, CPM, CTR, CPC, landing page conversion rate, CPL, cost per qualified lead where available, engagement and video view metrics.

- Evaluate campaign performance across geographies, channels, audiences, creatives and funnel stages.

- Prepare accurate and timely daily, weekly and monthly campaign performance reports.

- Use GA4, advertising platform dashboards, CRM data and Excel to investigate performance trends and identify actionable optimization opportunities.

- Connect paid media performance with available downstream lead-quality and conversion data to understand the effectiveness of lead generation campaigns.

- Highlight anomalies, tracking issues, underperforming campaigns and improvement opportunities to the reporting manager.

- Maintain accurate campaign data, reporting consistency and documentation of optimization activities.

5. Campaign Coordination & Day-to-Day Team Supervision:

- Supervise the day-to-day execution of performance marketing campaigns by reporting executives and Assistant Managers.

- Assign campaign execution and reporting activities, monitor completion and review work for accuracy and quality.

- Ensure adherence to campaign briefs, launch timelines, optimization schedules and reporting requirements.

- Review campaign setups, tracking implementations, reports and optimization recommendations prepared by team members.

- Support team members in troubleshooting campaign issues and resolving platform-level execution challenges.

- Coordinate with creative, content, web development, CRM and admissions teams for campaign assets, landing page changes, tracking requirements and campaign-related inputs.

- Escalate significant performance or technical issues to the reporting manager with relevant data and recommended corrective actions.

- Ensure consistent execution standards, timely communication and accurate handovers within the team.

4. Experience & Qualification Requirements:

Education:

- Bachelor's degree in Marketing, Business Administration, Engineering, Statistics or a related discipline.

- MBA or a relevant postgraduate qualification is an advantage.

Experience:

- 6 - 7 years of hands-on experience in performance marketing, paid media or digital acquisition.

- Demonstrated experience managing campaigns across multiple markets, including international geographies.

- Prior experience handling lead generation as well as brand awareness and engagement campaigns.

- Previous experience supervising performance marketing executives and Assistant Managers, with responsibility for reviewing execution and campaign performance.

- Proven experience managing significant digital advertising budgets and optimizing campaigns against defined performance targets.

- Practical experience with tracking implementation, conversion measurement, analytics and CRM-linked campaign optimization.

- Experience in EdTech, education, financial services, B2C or other lead-generation-driven businesses is preferred.

What Success Looks Like in This Role:

The successful candidate will be able to independently manage assigned campaigns across markets, deliver against defined campaign objectives, identify and resolve performance issues, improve media efficiency through continuous optimization, maintain reliable tracking and reporting, and ensure high-quality execution by the team.

This role is best suited to a technically strong performance marketer who remains close to campaign operations while being capable of managing people and multiple campaigns without requiring extensive day-to-day supervision.