Paid Marketing Expert

Shree Guru Gobind Singh Tricentenary University (SGTU); Gurugram District; On-site; INR 1,200,000 - 2,400,000; Full time

Job summary

SGT University seeks an experienced Paid Marketing & Performance Marketing Expert to plan, execute, manage and optimise digital campaigns across Meta, Google, YouTube and other platforms.

The role focuses on generating admission leads, improving campaign performance and maximising conversions through data-driven strategies. Strong hands-on expertise in paid advertising, audience targeting and campaign analytics is essential.

Qualifications

• Minimum 5+ years of hands-on experience in Paid Marketing, Performance Marketing or Digital Advertising.
• Strong expertise in Meta Ads Manager, Google Ads and YouTube Ads.
• Proven experience in managing and optimising high-budget digital advertising campaigns.
• Strong understanding of campaign structures, bidding strategies, audience targeting, remarketing and conversion optimisation.
• Hands-on experience in lead generation and performance-driven marketing campaigns.
• Proficiency in GA4, GTM, Meta Pixel and UTM tracking.
• Strong understanding of CPC, CTR, CPL, CPA, CPQL, ROAS and conversion metrics.
• Experience in landing page optimisation, A/B testing and campaign funnel analysis.
• Strong analytical, reporting and data interpretation skills.
• Proficiency in MS Excel and Google Sheets.
• Ability to independently plan, execute, monitor and optimise paid marketing campaigns.

Responsibilities

• Plan, execute and manage paid advertising campaigns across Meta Ads, Google Ads, YouTube Ads and other relevant platforms.
• Develop performance-driven campaign strategies aligned with university admission and lead-generation objectives.
• Manage campaign structures, bidding strategies, audience segmentation and budget allocation.
• Develop and execute strategies to generate high-quality student enquiries and admission leads.
• Monitor lead volume, lead quality, CPL, CPQL and conversion rates.
• Coordinate with admissions to evaluate lead quality and improve conversions.
• Plan and manage advertising budgets and monitor spending across platforms.
• Identify opportunities to reduce costs and improve ROAS.
• Plan and execute Google Search, Display and YouTube campaigns with keyword research and audience targeting.
• Coordinate with creative teams for ad copies and creatives; conduct A/B tests.
• Optimize landing pages and enquiry forms to boost conversions.
• Ensure accurate implementation of tracking (GA4, GTM, Meta Pixel) and generate performance reports.
• Provide actionable insights and stay updated on industry best practices.

Skills

Paid advertising

Lead generation

Campaign analytics

Conversion optimisation

Audience targeting

Budget management

Education

Graduate/Postgraduate qualification in Marketing or Digital Marketing

Tools

Meta Ads Manager

Google Ads

YouTube Ads

GA4

GTM

UTM tracking

Job description

Organisation: SGT University

Department: Branding & Communications

Location: Gurugram, Haryana

Employment Type: Full-Time, Permanent

Experience: 5+ Years

ROLE OVERVIEW

SGT University is looking for an experienced Paid Marketing & Performance Marketing Expert to plan, execute, manage and optimise digital advertising campaigns across Meta, Google, YouTube and other relevant platforms.

The role will focus on driving quality student enquiries, generating admission leads, improving campaign performance, optimising advertising budgets and maximising conversions through data-driven marketing strategies.

The ideal candidate should have strong hands-on expertise in paid advertising, performance marketing, lead generation, audience targeting, campaign analytics and conversion optimisation.

KEY RESPONSIBILITIES

1. Paid Campaign Management

• Plan, execute and manage paid advertising campaigns across Meta Ads, Google Ads, YouTube Ads and other relevant platforms.
• Develop performance-driven campaign strategies aligned with university admission and lead-generation objectives.
• Manage campaign structures, bidding strategies, audience segmentation and budget allocation.

2. Lead Generation & Performance Marketing

• Develop and execute strategies to generate high-quality student enquiries and admission leads.
• Monitor lead volume, lead quality, Cost Per Lead (CPL), Cost Per Qualified Lead (CPQL) and conversion rates.
• Coordinate with the admissions team to evaluate lead quality and identify opportunities for improving conversions.
• Optimise campaigns to achieve efficient lead acquisition and improved marketing performance.

3. Budget Management & Optimisation

• Plan and manage advertising budgets across multiple digital platforms.
• Monitor campaign spending and ensure efficient budget utilisation.
• Identify opportunities to reduce acquisition costs and improve campaign returns.
• Scale high-performing campaigns based on performance insights.

4. Search & Audience Marketing

• Plan and execute Google Search, Display and YouTube advertising campaigns.
• Conduct keyword research, search intent analysis and competitor analysis.
• Develop audience targeting and remarketing strategies to improve campaign effectiveness.
• Monitor keyword performance, CPC, search impression share and conversions.

5. Creative & Conversion Optimisation

• Coordinate with creative and content teams for campaign creatives, ad copies and promotional requirements.
• Conduct A/B testing of creatives, headlines, ad copies, audiences and campaign structures.
• Monitor creative-wise performance and recommend improvements.
• Optimise landing pages, enquiry forms and campaign funnels to improve conversion rates.

6. Analytics, Tracking & Reporting

• Ensure accurate implementation and monitoring of Meta Pixel, Google Tag Manager, GA4, conversion tracking and UTM parameters.
• Analyse campaign performance using relevant analytics and advertising tools.
• Prepare regular performance reports covering campaign spend, leads, CPL, CTR, CPC, CPA, ROAS and conversion rates.
• Provide actionable insights and recommendations for continuous campaign improvement.

7. Industry Updates & Best Practices

• Stay updated with the latest developments in digital advertising platforms, tools, formats and performance marketing strategies.
• Identify new opportunities, trends and technologies to enhance digital campaign performance.

REQUIRED EXPERIENCE & SKILLS

• Minimum 5+ years of hands-on experience in Paid Marketing, Performance Marketing or Digital Advertising.
• Strong expertise in Meta Ads Manager, Google Ads and YouTube Ads.
• Proven experience in managing and optimising high-budget digital advertising campaigns.
• Strong understanding of campaign structures, bidding strategies, audience targeting, remarketing and conversion optimisation.
• Hands-on experience in lead generation and performance-driven marketing campaigns.
• Proficiency in Google Analytics 4 (GA4), Google Tag Manager (GTM), Meta Pixel and UTM tracking.
• Strong understanding of CPC, CTR, CPL, CPA, CPQL, ROAS and conversion metrics.
• Experience in landing page optimisation, A/B testing and campaign funnel analysis.
• Strong analytical, reporting and data interpretation skills.
• Proficiency in MS Excel and Google Sheets.
• Ability to independently plan, execute, monitor and optimise paid marketing campaigns.

PREFERRED QUALIFICATION

• Experience in the education sector, particularly universities, colleges or educational institutions, will be an added advantage.
• Experience in student admission campaigns, education lead generation and enrolment-focused marketing will be preferred.
• Graduate/Postgraduate qualification in Marketing, Digital Marketing, Business Administration or a related discipline.