Lead - Performance Marketing

Alliance University is a Private University established in Karnataka State by Act No. 34 of year 2010. The University is recognized by the University Grants Commission (UGC), New Delhi. Alliance University is a renowned university located on an extensive state-of-the-art campus in Bengaluru, offering a variety of degree courses. The University offers baccalaureate concentrations, postgraduate offerings, doctoral degree programs and several professional certificate programs in the areas of business, law, engineering, design, computing, sciences, liberal arts, and performing arts.

The University is looking for an experienced and results-driven Performance Marketing / Paid Media Specialist to lead, manage, and optimize high-performing paid campaigns / business pages on Google Ads, Meta (Facebook/Instagram) Ads, and other digital/social media platforms. This role requires a strong analytical mindset, strategic thinking, and hands-on experience with paid search and social campaigns. The incumbent will play a key role in scaling performance marketing efforts to generate quality leads and drive business growth.

Key Details

• Job Title: Lead Performance Marketing (Full-time)
• Department: Office of Admissions
• Job Location: Bengaluru, India
• Education: Graduation or equivalent in Marketing, Digital Marketing, Business, or a related field.
• Work Experience: The applicant preferably must have five or more years of experience in performance marketing.

Introduction

Performance Marketing has evolved over time with the advent of handheld devices. Search, digital, and social media platforms are continuously evolving to experience better and more optimized experience to users that has led organisations to promote their products and services through these platforms directly onto user devices.

The Office of Admission at Alliance University has a dedicated marketing and communications unit that lends performance marketing support for lead generation, brand activations and eventually enrolments.

Key Responsibilities

• Plan, execute, and optimize paid media campaigns on Google Search, Display, YouTube, Meta platforms (Facebook/Instagram), and other platforms.
• Develop paid media strategies aligned with overall marketing , sales, and business objectives.
• Manage budgets across platforms to achieve KPIs such as ROAS, CPL, CAC, and conversion volume.
• Conduct A/B testing on ad copies, creatives, and landing pages.
• Analyze campaign performance data and generate insights to improve ROI.
• Collaborate with creative, content, and analytics teams to develop campaign assets and landing pages.
• Work closely with external vendors to enhance performance marketing efforts.
• Stay up-to-date with platform updates, industry trends, and best practices.
• Manage retargeting campaigns and full-funnel user journeys.
• Provide regular performance reports with actionable recommendations.
• Regularly provide insights into performance campaigns and work towards enhancing its effectiveness.

Requirements

• Strong understanding of performance marketing metrics and attribution models.
• Proficient in Google Ads, Meta Business Manager, Google Analytics (GA4), and Google Tag Manager.
• Experience with budget planning and performance forecasting.
• Ability to work independently, manage multiple campaigns, and prioritize business requirements effectively.
• Excellent analytical, communication, and problem-solving skills.
• Ability to present and manage budgets, purchases, spends to effectively drive performance campaigns.
• Ability to take responsibility for the decisions made to run and optimize campaigns.
• Understands privacy for any data collected through the campaigns with high regards to confidentiality.
• Ability to effectively use data and further leads for nurturing aligned with the data protection policies of the University.

Preferred Skills

• Experience with tools like SEMrush, Google Analytics, Google Tag Manager, AI for business and performance.
• Basic Understanding of CRM and lead tracking systems.
• Understanding of SEO and how it complements paid strategies.

Person Specification

• Excellent written and verbal communication skills.
• Acumen to efficiently interact with multiple internal and external stakeholders.
• Outstanding organizational and time management skills.
• Flexible in terms of stretching on time and effort including on weekends basis business requirements.

Note: The roles and responsibilities outlined above are not meant to be an exhaustive list of tasks. The need for flexibility is required and the job holder is expected to carry out any other related duties that are within the employee's skills and abilities whenever reasonably instructed.