Marketing Operations

21K School; Bengaluru; On-site; INR 900,000 - 1,300,000; Full time

Job summary

21K School is seeking a data-driven MarOps lead to own the daily reconciliation of leads across three sources of truth, ensure attribution in the CRM, and manage lead routing with strict SLA adherence. You will maintain campaign mappings and track pipeline ageing, surfacing stall leads automatically.

The role requires strong analytical skills and cross-functional collaboration to keep data accurate and actionable.

Responsibilities

• Own the daily reconciliation of leads across three sources of truth: ad platform, landing page/form backend, and CRM; investigate variances the same day.
• Ensure every lead enters the CRM with complete attribution — source, campaign, ad set, creative, UTM, landing page, device and timestamp.
• Own lead routing and assignment rules, including deduplication, invalid-number suppression, and re-enquiry handling; monitor SLAs.
• Maintain mapping between marketing taxonomy and CRM fields for spend attribution at campaign level.
• Track each lead's movement through pipeline stages and maintain stage-ageing views; surface stalled leads automatically.
• Publish a daily MIS with spend, impressions, clicks, pageviews, leads, CPL and throughput against plan; include variance bands.
• Produce weekly funnel packs for Marketing–Sales review and monthly full-funnel packs covering CPM, CTR, pageviews, lead gen, qualification, registration, admission, CAC and ROAS.
• Maintain the reporting dashboard as the single source of truth; reconcile discrepancies between dashboard and internal figures; document causes.
• Report all cost and revenue figures net of GST; label tax-inclusive views separately as needed.
• Kill reports nobody reads; ensure MIS is concise and actionable.

Job description

Core Responsibilities

• Own the daily reconciliation of leads across three sources of truth: the ad platform, the landing page or form backend, and the CRM. Any variance is investigated the same day, not carried forward.
• Ensure every lead enters the CRM with complete attribution — source, campaign, ad set, creative, UTM parameters, landing page, device and timestamp. Leads without attribution are treated as defects, not as data.
• Own lead routing and assignment rules, including deduplication logic, invalid-number suppression, and re-enquiry handling. Monitor time-to- assignment and time-to-first-contact against agreed SLAs.
• Maintain the mapping between marketing campaign taxonomy and CRM fields so that spend can be traced to admission at campaign level, not just at channel level.
• Track each lead's movement through pipeline stages and maintain stage-ageing views so that stalled leads surface automatically rather than on request.
• Daily MIS Reporting
  • Publish a daily MIS before a fixed cut- off time covering spend, impressions, clicks, pageviews, leads, CPL and qualification throughput, each shown against the plan figure for that month and cumulative month-to-date.
  • Apply the agreed variance bands so every metric carries a status, not just a number: within±5% is normal, 5– 15% adverse requires a corrective note from the owning team, beyond 15% is escalated.
  • Produce the weekly funnel pack for the Marketing–Sales review and the monthly full-funnel pack covering CPM, CTR, pageview rate, lead generation rate, qualification rate, registration rate, admission rate, CAC and ROAS against plan.
  • Maintain the reporting dashboard as the organisation's single source of truth. Where a department's internal figure differs from the dashboard, MarOps reconciles the two and documents the cause.
  • Report all cost and revenue figures net of GST, consistent with how the plan is stated, and present any tax-inclusive view separately and clearly labelled.
  • Kill reports nobody reads. A daily MIS that runs to twelve tabs is a failure of the role, not a demonstration of effort.

Lead Leakage Identification

• Trace the full click-to-CRM path and quantify loss at each hop: click not landing, page loading but not firing the pageview event, form viewed but abandoned, form submitted but not written to CRM, record created but unassigned.
• Diagnose root causes across tracking(pixel, GTM, webhook,API failures), experience (page speed, mobile rendering, form length, OTP failures) and quality (bot traffic, invalid entries, incentive-driven junk).
• Quantify every leakage finding in leads and in rupees at the current CPL, so that fixes can be prioritised on value rather than on who raised them.
• Drive fixes to closure with Tech and Product. Raising a ticket is not closure; the metric returning to plan is closure.

Pipeline Leakage Identification

• Identify leads that entered the CRM but were never contacted, contacted once and abandoned, or dispositioned without a genuine attempt.
• Monitor connect rates, attempt counts before abandonment, callback adherence and follow-up SLA breaches at team and individual level.
• Run cohort analysis by source, campaign, geography, counsellor and intake so that a qualification-rate drop can be isolated to its actual cause rather than blamed on lead quality by default.
• Track stage-to-stage ageing and flag registrations that are not converting to admission within the expected window.
• Surface where leakage is a process problem versus a capacity problem — a 72% qualification rate missed because leads were poor is a very different conversation from one missed because the team was understaffed in peak season.

Random Lead and Sales Call Audits

• Conduct a weekly randomised audit of a defined sample of leads and recorded sales calls, spread across sources, counsellors and dispositions.
• Verify that the CRM disposition matches what actually happened on the call, that stated objections are recorded accurately, and that committed follow-ups were logged and honoured.
• Maintain an audit scorecard with trend lines by individual and team, shared openly with Pre-Sales, Registration and Admission leads.
• Escalate systematic misreporting — a lead marked 'not interested' that was never connected is a data integrity issue, and repeated instances are a governance issue.
• Feed audit findings back into training and script changes rather than treating audit as a punitive exercise.

Systems, Governance and Cross-Functional Work

• Own the CRM's marketing-facing configuration: fields, stages, validation rules, automation and integrations. Keep the schema clean enough that new campaigns do not require new one-off fields.
• Build and maintain dashboards in the organisation's BI tool, designed for decision-making rather than decoration.
• Define and enforce naming conventions and UTM taxonomy across every campaign, so attribution does not degrade over time.
• Reconcile media spend with Finance monthly on a GST-exclusive basis, and flag any variance between platform-reported and invoiced spend.
• Support the annual and quarterly planning cycle with actual conversion rates, replacing assumption with evidence as the year progresses.