Website:
nicmar.ac.in
Job details:
Job Description
Manager - Performance Marketing
Reporting - Director Sales & Marketing
Organisation: NICMAR
Experience: 3-5 years of relevant experience
Location: Mumbai, Work from Office
Role Overview
NICMAR is looking for a data-driven and result-oriented Manager - Performance Marketing to manage and optimize digital marketing campaigns focused on lead generation, applications, admissions, and revenue growth.
The role will involve working closely with digital marketing agencies, internal admissions teams, creative teams, academic units, and other stakeholders to plan, execute, monitor, and improve performance marketing campaigns across NICMAR’s programmes and business units.
Key Responsibilities
Performance Marketing and Lead Generation
- Plan and execute performance marketing campaigns across Google Ads, Meta Ads, LinkedIn Ads, YouTube, and other relevant digital platforms.
- Drive qualified lead generation, applications, and admissions for NICMAR’s academic and executive education programmes.
- Develop campaign strategies based on programme objectives, target audience, geography, admission timelines, and available budgets.
- Continuously optimise campaigns to improve lead quality, conversion rates, cost per lead, cost per application, and cost per admission.
- Manage paid search, paid social, display, remarketing, video, and lead-generation campaigns.
- Identify new digital platforms, audience segments, campaign formats, and growth opportunities.
Digital Agency Management
- Work closely with the appointed digital marketing and media agencies for campaign planning, execution, optimisation, and reporting.
- Prepare clear campaign briefs, media plans, audience strategies, performance targets, and deliverable timelines for agencies.
- Review agency recommendations, media plans, keyword strategies, audience targeting, campaign structures, and budget allocations.
- Conduct regular performance review meetings with agencies and ensure timely implementation of agreed action points.
- Monitor agency performance against defined KPIs, deliverables, campaign timelines, and quality standards.
- Coordinate with agencies for tracking implementation, landing-page improvements, campaign creatives, ad copies, and performance reports.
- Ensure that agencies provide transparent, accurate, and actionable campaign data.
Campaign Analytics and Optimisation
- Monitor campaign performance daily and identify trends, gaps, and optimisation opportunities.
- Analyse the complete marketing funnel—from impressions and clicks to leads, applications, admissions, and enrolments.
- Evaluate lead quality and conversion performance in collaboration with admissions and sales teams.
- Prepare dashboards and reports covering key metrics such as CPL, CPA, conversion rate, ROAS, lead-to-application ratio, and application-to-admission ratio.
- Conduct campaign, audience, keyword, creative, landing-page, and geography-level performance analysis.
- Develop attribution and reporting frameworks to assess the contribution of different digital channels.
- Use data and insights to recommend corrective actions and improve campaign outcomes.
Budget Management
- Plan and monitor digital advertising budgets across programmes, platforms, campaigns, and locations.
- Ensure optimum utilisation of budgets while maintaining the required campaign scale and lead quality.
- Track planned versus actual expenditure and highlight any deviations.
- Reallocate budgets based on campaign performance, admission priorities, and conversion potential.
- Coordinate with internal stakeholders and agencies for billing, reconciliation, purchase orders, and campaign expenditure reports.
Lead Quality and Conversion Coordination
- Work closely with admissions, sales, CRM, and programme teams to understand lead quality and conversion challenges.
- Establish a regular feedback mechanism between the admissions team and digital agency.
- Analyse lead disposition, calling feedback, source performance, and programme-wise conversion trends.
- Identify issues relating to duplicate leads, invalid leads, low-intent enquiries, incorrect targeting, or delayed lead follow-up.
- Recommend changes in campaign targeting and messaging based on feedback from the admissions funnel.
Landing Pages, Creatives and Tracking
- Coordinate the development and optimisation of campaign landing pages, forms, and digital conversion journeys.
- Work with creative and content teams to develop campaign-specific advertisements, videos, banners, and communication assets.
- Conduct A/B testing of campaign creatives, ad copies, calls to action, landing pages, and lead forms.
- Ensure proper implementation of tracking tools, pixels, conversion events, UTM parameters, and analytics platforms.
- Coordinate with website, CRM, technology, and agency teams to address tracking or lead-integration issues.
- Ensure brand consistency across all performance marketing campaigns and digital assets.
Market and Competitor Analysis
- Monitor digital marketing activities undertaken by competing institutions and education brands.
- Track emerging trends in higher-education marketing, consumer behaviour, digital platforms, and performance marketing.
- Identify new audience segments, programme positioning opportunities, and campaign innovations.
- Benchmark NICMAR’s digital performance against relevant industry standards and competitors.
Key Performance Indicators
- Number of qualified leads generated
- Cost per lead and cost per qualified lead
- Lead-to-application conversion rate
- Application-to-admission conversion rate
- Cost per application and cost per admission
- Campaign return on advertising spend
- Lead quality and programme-wise conversion
- Budget utilisation and campaign efficiency
- Agency performance and adherence to timelines
- Accuracy and effectiveness of campaign tracking and reporting
Required Qualifications
- Bachelor’s degree in Marketing, Business Administration, Mass Communication, Digital Marketing, or a related discipline.
- A postgraduate qualification or professional certification in Digital Marketing, Marketing Analytics, or Business Management will be an advantage.
- Google Ads, Meta Blueprint, Google Analytics, or similar platform certifications will be preferred.
Experience and Skills
- 3–5 years of hands-on experience in performance marketing, digital advertising, lead generation, or growth marketing.
- Experience in managing digital marketing agencies and evaluating agency performance.
- Strong working knowledge of Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, Google Analytics, and Google Tag Manager.
- Experience in managing substantial campaign budgets across multiple platforms and campaigns.
- Strong understanding of campaign funnels, audience targeting, remarketing, attribution, and conversion optimisation.
- Ability to interpret data and translate campaign insights into actionable recommendations.
- Experience with CRM platforms, marketing automation tools, and dashboarding tools will be preferred.
- Prior experience in higher education, edtech, executive education, BFSI, real estate, or another lead-driven business will be an advantage.
- Strong analytical, communication, presentation, coordination, and stakeholder-management skills.
- Ability to work in a fast-paced environment and manage multiple programmes and campaigns simultaneously.
Key Competencies
- Performance and outcome orientation
- Analytical and data-driven decision-making
- Agency and stakeholder management
- Budget and campaign governance
- Attention to detail
- Problem-solving and ownership
- Commercial and consumer understanding
- Ability to work effectively across functions
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