Indian Institute Of Commerce, Lakshya
Website:
lakshyacommerce.com
Job details:
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.
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.
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.
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.
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.
3. Success Metrics (KRAs):
The following KRAs will be used to evaluate performance. Final targets and weightages can be agreed upon based on the assigned market, campaign mix and business priorities.
KRA 1: Campaign Delivery & Acquisition Performance:
- Achievement of assigned lead generation targets.
- CPL and cost-per-qualified-lead performance against approved targets, where applicable.
- Campaign delivery against assigned budgets.
- Reach, impressions and frequency performance for awareness campaigns.
- Engagement, video view and traffic performance for mid-funnel campaigns.
KRA 2: Campaign Optimization & Efficiency:
- Improvement in campaign efficiency against established benchmarks.
- Timeliness and effectiveness of optimization actions.
- Creative, audience, keyword and landing page testing execution.
- Identification and resolution of campaign performance issues.
- Retargeting and remarketing campaign effectiveness.
KRA 3: Martech, Analytics & Execution Excellence:
- Accuracy and reliability of campaign tracking and conversion events.
- Timely identification and resolution of tracking discrepancies.
- Accuracy and timeliness of performance reports.
- Quality of campaign analysis and optimization recommendations.
- Successful implementation of approved tracking, attribution and platform enhancements.
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.
5. Functional Expertise Required:
A. Advertising Platforms:
Google Ads:
- Search, Performance Max, YouTube, Display and Demand Gen.
- Keyword research, search-term analysis, negative keyword management and bidding optimization.
- Conversion tracking, remarketing and audience management.
- Campaign structure, budget management and performance troubleshooting.
Meta Ads:
- Lead generation, website conversion, awareness, reach, traffic and engagement campaigns.
- Campaign architecture, audience targeting, retargeting and exclusions.
- Creative testing, placement optimization, frequency management and budget optimization.
- Meta Pixel, Conversions API, event configuration and conversion signal quality.
LinkedIn Ads:
- Lead generation, awareness, website visits and engagement campaigns.
- Audience segmentation, professional targeting and campaign optimization.
- Lead Gen Forms, retargeting and relevant B2C or professional audience applications.
Other Advertising Platforms:
- Working knowledge of Microsoft Advertising and other relevant paid media platforms is an advantage.
- Ability to evaluate new advertising channels and formats based on their relevance to assigned campaign objectives.
B. Analytics & Data:
- Google Analytics 4 (GA4).
- Google Tag Manager (GTM).
- Meta Events Manager and LinkedIn Insight Tag.
- Conversion tracking, attribution and offline conversion measurement.
- Advanced Microsoft Excel for analysis and reporting.
- Looker Studio or equivalent dashboarding tools.
C. Martech & Emerging Technologies:
- Strong understanding of marketing technology trends and their practical applications in performance marketing.
- Familiarity with server-side tracking, conversion APIs, enhanced conversions and first-party data activation.
- Understanding of CRM and advertising platform integrations, audience syncing and offline conversion imports.
- Working knowledge of marketing automation, audience management and attribution solutions.
- Familiarity with AI-enabled advertising tools, campaign automation, creative intelligence and optimization features.
- Ability to assess new tools and platform capabilities based on measurable campaign benefits.
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