Banyan Tree Schools
Website:
banyantree.in
Seniority: Mid-Senior level
Industries: Education Administration Programs
Job details:
Position: Performance Marketing & Website Manager
Location : Lodhi Road, New Delhi
Job Summary
We are looking for an experienced Performance Marketing & Website Manager to lead our digital admissions marketing initiatives across multiple school branches. The ideal candidate should have a proven track record of generating high-quality admission leads, preferably in the K-12 education sector, and possess expertise in managing end-to-end performance marketing campaigns, website optimization, landing pages, analytics, and conversion tracking.
The candidate must be highly analytical, ROI-driven, and capable of managing the complete digital lead generation funnel - from campaign strategy to lead acquisition and optimization.
Candidates must provide a portfolio, case studies, campaign reports, or dashboards demonstrating measurable results achieved in previous organizations.
Key Responsibilities
Performance Marketing
• Plan, execute, and optimize Meta (Facebook & Instagram) and Google Ads campaigns focused on student admission lead generation.
• Develop annual, quarterly, and seasonal admission campaign strategies.
• Optimize campaigns for high-quality leads, lower Cost Per Lead (CPL), and higher admission conversions.
• Continuously monitor campaign performance and improve ROI through data-driven optimizations.
• Conduct audience research, competitor analysis, keyword research, and market analysis.
• Perform A/B testing of audiences, creatives, copies, CTAs, landing pages, and forms.
• Manage advertising budgets efficiently and maximize return on investment.
• Create remarketing campaigns for parents who have interacted with our website or advertisements.
Campaign Tracking & Analytics
• Set up and manage Meta Pixel, Google Tag Manager (GTM), Google Analytics 4 (GA4), Conversion API, Google Conversion Tracking, and custom events.
• Configure complete conversion tracking across the website and landing pages.
• Ensure accurate attribution and campaign performance measurement.
• Build dashboards and present weekly/monthly performance reports with actionable insights.
• Monitor key KPIs such as:
o Cost Per Lead (CPL)
o Cost Per Admission
o CTR
o ROAS
o Conversion Rate
o Lead Quality
o Admission Conversion %
Landing Pages & Lead Funnel Optimization
• Create high-converting landing pages for admission campaigns across different school branches.
• Design interactive admission enquiry forms that encourage parents to engage while collecting high-quality lead information.
• Continuously optimize landing pages for better conversion rates through A/B testing.
• Improve page speed, mobile responsiveness, UX, and conversion paths.
• Work with designers and developers to ensure seamless implementation.
Website Management
• Manage and maintain the websites of all school branches.
• Coordinate with individual branches to gather and implement website updates, admission notices, events, achievements, announcements, blogs, and other content.
• Ensure website content remains accurate, updated, and aligned with the school's branding.
• Monitor website performance, uptime, responsiveness, and security.
• Coordinate with developers for technical improvements and issue resolution.
• Improve user experience and navigation to increase enquiry generation.
Creative Direction for Paid Campaigns
• Clearly define creative requirements for every campaign.
• Provide the Social Media & Design team with detailed creative briefs, including:
o Image concepts
o Video concepts
o Messaging
o Headlines
o Hooks
o Call-to-Actions
o Ad formats
o Creative variations for testing
• Stay updated with advertising trends and recommend creative formats that are currently performing well in the education sector.
• Guide the creative team using campaign insights and market data rather than assumptions.
CRM & Lead Management
• Ensure seamless integration between website forms, landing pages, advertising platforms, and CRM.
• Monitor lead flow and troubleshoot tracking or integration issues.
• Improve lead quality by implementing better qualification forms and tracking mechanisms.
• Coordinate with the admissions team to understand lead quality and optimize campaigns accordingly.
SEO & Website Optimization
• Implement on-page SEO best practices.
• Conduct keyword research for admission-related searches.
• Optimize landing pages and website content to improve organic visibility.
• Monitor website health using Google Search Console and Analytics.
• Recommend technical SEO improvements where required.
Research & Market Intelligence
• Study competitors' admission campaigns, offers, creatives, landing pages, and digital strategies.
• Identify new advertising opportunities and emerging trends in education marketing.
• Recommend innovative digital strategies to improve admissions performance.
Required Skills
• Meta Ads Manager
• Google Ads
• Google Analytics 4 (GA4)
• Google Tag Manager (GTM)
• Meta Pixel
• Meta Conversion API
• Google Conversion Tracking
• Landing Page Optimization
• Conversion Rate Optimization (CRO)
• WordPress / Elementor (or similar CMS)
• CRM Integration (LeadSquared preferred)
• Basic SEO
• Google Search Console
• A/B Testing
• Microsoft Excel / Google Sheets
• Strong analytical and reporting skills
Experience Required
• 3–6+ years of experience in Performance Marketing.
• Mandatory experience in lead generation campaigns.
• Preference will be given to candidates with experience running successful admission campaigns for Schools, Educational Institutions, Universities, or EdTech companies.
• Candidates from other industries must demonstrate exceptional lead generation performance through measurable business results.
Portfolio Requirement (Mandatory)
Candidates must share:
• Campaign Portfolio
• Case Studies
• Meta Ads screenshots (where permissible)
• Google Ads performance reports
• Looker Studio / Analytics dashboards
• Lead Generation Reports
• Performance Reports showing:
o Number of Leads Generated
o Cost Per Lead
o ROAS
o Conversion Rate
o Campaign Objectives
o Business Outcomes
Key Deliverables
The selected candidate will be responsible for:
• Generating high-quality admission enquiries.
• Reducing Cost Per Lead while improving lead quality.
• Managing the complete paid marketing funnel.
• Building and optimizing landing pages for higher conversions.
• Managing website updates across all school branches.
• Setting up and maintaining tracking infrastructure (Meta Pixel, GA4, GTM, Conversion API).
• Providing data-backed creative requirements for paid campaigns.
• Coordinating with the Social Media, Design, Admissions, and Website teams.
• Delivering monthly growth reports with optimization recommendations.
What We're Looking For
The ideal candidate should be someone who:
• Has a strong understanding of the education admissions funnel.
• Thinks strategically and makes decisions based on data.
• Can independently plan, execute, optimize, and scale lead generation campaigns.
• Understands what creatives, messaging, and ad formats work best for school admissions.
• Can collaborate effectively with creative, content, admissions, and technical teams.
• Has excellent communication and project management skills.
• Is proactive, detail-oriented, and focused on delivering measurable business results.
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