Marketing Operations

21K Group; Bengaluru; On-site; INR 1,200,000 - 2,500,000; Full time

Job summary

21K Group in Bengaluru seeks a Marketing Operations professional to own daily reconciliation of leads across ad platforms, landing pages, and the CRM, ensuring complete attribution and data integrity. You will manage routing, deduplication, and SLA adherence while maintaining cross-channel campaign mappings.

The role includes daily MIS reporting, leakage analyses, and governance work, coordinating with Tech and Product to close gaps and keep the funnel healthy.

Qualifications

• Own the daily reconciliation of leads across three sources of truth: the ad platform, the landing page or form backend, and the CRM.
• Ensure attribution data is complete in the CRM, including source, campaign, ad set, creative, and UTM parameters.
• Manage lead routing, deduplication, invalid-number suppression, and re-enquiry handling to meet SLAs.
• Maintain mapping between marketing taxonomy and CRM fields for spend attribution at campaign level.
• Monitor stage-ageing and surface stalled leads, while producing daily MIS and monthly full-funnel packs.

Responsibilities

• Lead leakage and pipeline leakage identification, quantify leakage in leads and in rupees at current CPL.
• Drive fixes with Tech and Product; ensure closures and reconciliation of dashboard figures.
• Conduct weekly random lead and sales call audits to verify CRM dispositions and follow-ups.
• Own systems, governance, and cross-functional work for CRM configuration and BI dashboards.

Job description

• 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 mappingbetween marketing campaigntaxonomy and CRM fields so that spendcan 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 agreedvariance bands so every metriccarries 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 revenuefigures 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

Leakage is any lead that was paid for but did not become a workable record. Finding it is the highest-value part of this role, because recovered leakage costs nothing in incremental spend.

• 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 toCRM, 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, contactedonce 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 analysisby 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 actuallyhappened on the call, that stated objections are recorded accurately, and that committed follow-ups were logged and honoured.
• Maintainan audit scorecard with trend linesby individual and team, sharedopenly 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 campaignsdo not require new one-off fields.
• Build and maintaindashboards in the organisation's BI tool, designedfor decision-making rather than decoration.
• Define and policenaming conventions and UTM taxonomyacross 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.