We are looking for a Digital Marketing senior manager who can work in the AVP capacity, with end-to-end ownership of paid user acquisition for website. The person should be a big fan of metrics, mad about A/B testing, an optimization maniac and have laser focus on growth, growth & growth.

Qualification & Experience :

- Extremely data driven individual with over 5 years of relevant experience

- Engineering educational background (pref. IIT/NSIT/BITS Pilani)

- Experience with B2C products selling

- Experience with app install campaigns for Google Play and/or App Store would be a big plus.

Responsibilities :

Strategy :

- Lead marketing strategy for paid user acquisition for all acquisition channels

- Manage P&L for all paid marketing campaigns for web signups and mobile app installs and provide projections & budget requirements for the next 12-24 months.

- Design campaigns based on buyer persona, school lifecycle and industry events.

- Constantly look at competitors and provide SWOT analysis and identify their success factors.

Execution & Team Handling :

- Should have prior hands-on experience with most acquisition channels.

- Should be able to build and lead a team of channel executives as required and coordinate with multiple stakeholders (product, communications, brand, design)

- Create audience segmentation & identify keywords and message for different buyer personas.

- Drive traffic as well as maximise channel-wise LTV/CAC for all paid marketing campaigns.

- Identify, analyse each channel to create a sustainable channel for user acquisition. -

- Conceptualise & implement paid marketing campaigns on each channel (SEM, Display across networks, FB & more).

- Drive conversions through re-marketing campaigns. Identify the right channels to re-target users



- A/B test: audience targeting, ad copy, creative, landing page and more. o Strong understanding of bidding strategies for various ad platforms.

- Implement Affiliate Marketing Programs & optimize for ROI.

Data Analytics :

- Interpret data, analyze results using statistical techniques to determine actionable

- Ability to analyse competitor strategies and recommend changes in our strategy.

- Administer ad platform (Adwords, FB Ads, Adjust/Apsalar) tools for purposes of targeting, bid optimisation, running a/b tests, diagnostic reporting and analysis.

- Monitor and administer web analytics dashboards, reports and key reporting tools, and point out key areas of importance in goals

- Monitor and evaluate results and performance across the major channels.

Industry Trends :

- Keep pace with digital marketing industry trends, new channels and other developments

- Should have deep understanding of how Google Adwords, Bing, Affiliate algorithms actually work.

Tools :

- Deep Knowledge of Ad Platforms : Adwords, Facebook Ads, Keyword Planner & others

- Adjust/Apsalar/similar, Analytics/BI tools/SQL/Excel (GA, Mixpanel, Looker, similar)

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