Performance Marketing Role - EdTech Startup

- Ed-Tech start-up in the Higher Education arena. We are looking for a Performance marketing Manager to be responsible for planning and executing the media strategy and cost allocation.

- As a key contributor to the marketing team, you will have a highly visible role with an opportunity to influence how company runs its digital marketing strategy.

- In addition to paid media and ad tech partners such as Google & Facebook, LinkedIn etc., a major part of this role will also give you the opportunity to work with external retargeting partners, affiliations, and influencers. If you enjoy taking end-to-end ownership and working in a start-up culture with a fast-paced business environment - this is the role for you.

Key activities & responsibilities:

- Build and scale cost efficient paid digital campaigns spanning multiple channels and objectives.

- End to end Campaign planning, execution, optimization, implementing UTM codes

- Build processes to streamline Optimization, Campaign Management, Analytics activities

- Plan, analyse and optimize digital marketing campaigns to ensure profitable acquisition of customers.

- Develop daily/ weekly dashboard on performance of campaigns including spend, clicks, conversions, CAC and other metrics for all marketing channels supported by campaign optimization POA

- Leverage your analytical abilities to monitor traffic data and understand how our users interact with our website and app to grow the business.

- Help the product, strategy and marketing teams with data analytics requests

- Track marketing effectiveness, uncover insights, and proactively share recommendations.

- Manage external publishers/partners, elaborate the requirements, and closely monitor the outcomes.

- Collaborate with the members of marketing team and other cross functional teams to develop, test, and optimize our keyword strategy across the different search engine platforms.

- Proactively share and learn best practices from other industries that are relevant to the business.

- Stay abreast of new tools, trends, and best practices in digital advertising; test and evaluate their efficacy in improving scale or effectiveness.

- Plan for overall acquisition budget keeping in mind Customer acquisition cost (CAC) and potential LTV of acquired users

- Develop data driven customer on-boarding, loyalty, and win-back strategies and work with appropriate teams to implement strategies.

- Driving insights and constant improvement to achieve overall targets for the team

- Analyse and educate on performance of different marketing channels, for the ones that are doing well and the ones that are not along with optimization plan

- Easily adjust to the ever-changing needs of a company at different stages of growth.

Qualifications and Experience:

- A bachelor's or master's degree in a relevant field, or equivalent

- 5+ years experience in digital marketing for campaign management & optimization

- In-depth understanding & hands-on experience in running ads across Google, Facebook, LinkedIn & mobile affiliates to acquire new users.

- Experience with Google Analytics, GTM, DSPs, Google Campaign Studio, and Salesforce

- Strong quantitative and analytical skills, including experience with spreadsheet modelling and trend forecasting (superior Microsoft Excel skills a must)

- Well versed with drafting and running SQL queries

- Deep understanding of mar-tech is expected

- Proven ability to build and allocate campaign budgets and forecasts

- Experience in experimentation, A/B testing and other ways to evaluate and optimise marketing spends

- Basic knowledge of design tools such as Photoshop

- Good research, writing and communication skills

- Need to be self-motivated and proactive.