About this role
This is a remote position.
We are looking for a hands-on Performance Marketing Expert who can take ownership of paid lead generation and customer acquisition across Meta, Google and other digital advertising platforms. This is not an agency coordination or reporting-only role.
Ownership Mindset:
• This is a high-ownership, hands-on role. You will take complete responsibility for assigned campaigns from planning and setup to optimization, troubleshooting and results.
• If CPL increases, lead quality drops, tracking breaks or a campaign stops converting, you are expected to investigate, propose solutions, implement them and follow through until the issue is resolved.
• You will be accountable for campaign outcomes, not just completing tasks.
Paid Acquisition:
• Plan, build, manage and optimize paid campaigns across Meta/Facebook & Instagram, Google Ads, YouTube and other relevant platforms.
• Generate qualified leads for courses, classes, events, workshops and education programs.
• Optimize for qualified leads and enrollments rather than simply maximizing lead volume.
• Monitor CPL, CPQL, conversion rate, CAC, ROAS and LTV.
• Proactively identify opportunities and take ownership of campaign performance.
Meta / Facebook Ads:
• Create campaign structures and select appropriate objectives.
• Build and test audiences, lookalikes and re-targeting segments.
• Set up and optimize lead forms and conversion campaigns.
• Test creatives, hooks, offers, messaging and placements.
• Monitor, troubleshoot and scale winning campaigns.
Google Ads:
• Search, Performance Max, Display, YouTube and remarketing.
• Keyword research, negative keywords and campaign structure.
• Bidding strategies, audience targeting and conversion tracking.
• Ad-copy testing and landing-page optimization.
• Identify and fix underperforming campaigns.
Other Platforms:
• Experience with at least 2–3 additional paid acquisition platforms such as LinkedIn, TikTok, Quora, Reddit, Snapchat or regional platforms.
• Ability to evaluate platforms based on audience fit, economics and measurable outcomes.
EdTech Marketing — Mandatory:
• Direct EdTech / online education experience is mandatory.
• Experience marketing online classes, courses, tutoring, children's education, workshops, events, subscriptions or free trials.
• Understanding of parent/student decision-making and education purchase journeys.
• Experience marketing directly to parents and/or students is highly valuable.
Funnel & Analytics:
• Understand Ad → Landing Page/Form → Lead → Qualified Lead → Counseling/Sales → Enrolment → Revenue.
• Identify where the funnel is losing money and recommend specific improvements.
• Connect campaign data with CRM and actual sales/enrollments.
• Experience with Google Analytics, Google Tag Manager, Meta Pixel/CAPI, CRM and marketing automation is preferred.
Creative & CRO:
• Identify winning creative angles and prepare clear briefs.
• Test hooks, offers, messaging and landing pages.
• Analyze creative fatigue and audience saturation.
• Run A/B tests and turn campaign data into new creative ideas.
AI & Automation:
• Use AI for ad copy, creative ideation, audience research, competitor research, campaign analysis and reporting.
• Use automation for lead handling, reporting, scoring and repetitive marketing operations.
• Demonstrate at least one real AI/automation workflow personally built or implemented.
Requirements
Required:
• 4–8+ years of performance/digital marketing experience.
• Direct EdTech / online education experience is mandatory.
• Strong hands-on Meta Ads and Google Ads experience.
• Proven qualified-lead generation experience.
• Strong understanding of CPL, CAC, ROAS and funnel conversion rates.
• Experience with campaign tracking and analytics.
• Strong analytical and problem-solving skills.
• Ability to work independently and take ownership of campaign performance.
Nice to Have:
• International paid marketing experience.
• Experience targeting parents, students or NRI audiences.
• YouTube Ads experience.
• CRM and marketing automation experience.
• AI marketing workflow experience.
• Subscription, cohort-based or online learning business experience.
Interview Assessment:
• Walk through one real campaign personally managed.
• Explain product, audience, platform, budget and campaign structure.
• Share CPL, qualified leads, conversion rate, CAC and ROAS where available.• Explain what went wrong, what you changed and the final outcome.
• Demonstrate that you have operated campaigns rather than only reported on them.
Success in the Role:
• Consistent generation of qualified EdTech leads.
• Improving CPL without sacrificing lead quality.
• Improving lead-to-enrolment conversion.
• Scaling profitable campaigns.
• Reliable tracking and reporting.
• Continuous testing of audiences, creatives, offers and funnels.
• Taking ownership of problems and driving them through to resolution.
Benefits
• Flexible remote working opportunities.
• Opportunity to make a meaningful impact on young learners’ academic growth.
• Be part of a learner-driven and supportive educational team.
• Competitive compensation based on teaching experience and performance.
• Opportunities for long-term association and career advancement within the organization.