Executive - Performance Marketing

Drishti IAS; Delhi; On-site; INR 900,000 - 1,500,000; Full time

Job summary

Drishti IAS is seeking a data-driven performance marketing professional to plan, execute, and optimize paid campaigns across Google, Meta, and YouTube. You will drive lead generation and enrollment funnel optimization with strong CPA/CPL/ROAS accountability.

The role focuses on scalable campaigns, budget efficiency, and landing page improvements through ongoing testing. 1–3 years EdTech experience preferred.

Qualifications

• Graduate or Master’s degree or relevant work experience.
• MBA in Marketing or related certifications preferred (Google Ads, Meta Ads).
• 1–3 years of experience in EdTech, test prep, or lead generation roles.

Responsibilities

• Plan, execute, and optimize paid campaigns across digital platforms to maximize ROI.
• Own lead generation and admissions funnel optimization.
• Drive revenue growth with focus on ROAS targets.
• Funnel optimization from awareness to enrollment to reduce drop-offs.
• Scale high-performing channels (Google, Meta, YouTube).
• Improve landing pages through consistent A/B testing and performance analysis.

Skills

Google Ads

Meta Ads

YouTube Ads

A/B Testing

CRO

Data Analysis

Excel & Sheets

Attribution

Education

Bachelor’s degree or higher

MBA in Marketing

Tools

Google Analytics

Google Tag Manager

CRM Tools

Job description

Job Purpose

To drive scalable and cost-efficient user acquisition through data-driven performance marketing strategies. The role focuses on planning, executing, and optimizing paid campaigns across digital platforms to maximize ROI, improve conversion rates, and contribute to overall business growth.

Primary Job Responsibilities

Drive end-to-end performance marketing initiatives by planning, executing, and optimizing paid campaigns across digital platforms to maximize ROI. The role will own lead generation, admissions funnel optimization, and revenue growth through performance-led campaigns with strong accountability on CPA, CPL, and ROAS targets.

Major KRAs

• Cost-effective lead generation: Achieve targeted Cost Per Lead (CPL) while maintaining high lead volume across channels.
• Lead quality and conversion: Improve lead-to-enrollment conversion rate and ensure high-quality, intent-driven leads.
• Revenue and ROAS growth: Drive revenue through performance campaigns with a strong focus on Return on Ad Spend (ROAS).
• Funnel optimization: Optimize the full marketing funnel (awareness to consideration to enrollment) to reduce drop-offs.
• Channel performance scaling: Scale high-performing channels such as Google, Meta, and YouTube while exploring new growth channels.
• Geographic expansion: Improve performance in target cities/states, especially Tier 2 and Tier 3 markets.
• Remarketing efficiency: Strengthen retargeting strategies to convert warm leads into enrollments.
• Creative and messaging effectiveness: Continuously improve ad creatives and messaging based on performance data.
• Data and analytics-driven decisions: Maintain accurate tracking, reporting, and actionable insights for continuous improvement.
• Landing page optimization and development: Collaborate with the tech and design teams to create, test, and optimize high-converting landing pages, ensuring seamless user experience and improved conversion rates through continuous A/B testing and performance analysis.

Specific Knowledge And Skills

• Strong hands-on experience with performance marketing platforms such as Google Ads, Meta Ads, and YouTube Ads.
• Solid understanding of lead generation funnels and EdTech customer journeys from awareness to enrollment.
• Proficiency in Google Analytics, Google Tag Manager, and conversion tracking setup.
• Knowledge of landing page creation and optimization, with the ability to collaborate effectively with tech and design teams.
• Experience in A/B testing, CRO (Conversion Rate Optimization), and data-driven decision making.
• Strong analytical skills with the ability to interpret data, identify trends, and optimize campaigns accordingly.
• Understanding of attribution models, pixel tracking, and remarketing strategies.
• Familiarity with CRM tools and lead management workflows.
• Good command of Excel and Google Sheets for reporting and performance analysis.
• Ability to manage budgets efficiently and scale campaigns while maintaining ROI.
• Strong communication and cross-functional collaboration skills.

Qualification And Experience

Minimum Qualification: Graduate, Master’s, or relevant work experience

Preferred Qualification: Master’s degree (MBA in Marketing or equivalent) or relevant certifications in Digital Marketing (Google Ads, Meta Ads, etc.)

Minimum Experience: 1 – 3 years, preferably in EdTech, Test Prep, or lead generation industry roles