Paid Media Specialist

1. Job Details

Job Title :

Performance Marketing Executive

Department : Digital Marketing

Location : Pune

2. Job Purpose

The Performance Marketing Executive will be responsible for planning, executing, and optimizing digital marketing campaigns across paid channels. The role focuses on lead generation, campaign performance, and data-driven decision-making to support admissions and brand objectives.

3. Key Responsibilities

Campaign Execution & Management

Plan, execute, and manage paid marketing campaigns across platforms such as Google Ads, Meta (Facebook / Instagram), and other digital channels

Monitor daily campaign performance and optimize for KPIs like CPL, CTR, and conversions

Assist in media planning and budget allocation for campaigns

Performance Optimization

Conduct A / B testing for ads, creatives, and landing pages

Continuously optimize campaigns to improve ROI and lead quality

Track and analyze campaign performance using tools like Google Analytics, CRM systems, and ad platforms

Lead Generation & Funnel Management

Support lead generation initiatives for admissions and other campaigns

Work with CRM tools (e.G., Salesforce, HubSpot, LeadSquared) to track, manage, and improve lead lifecycle

Coordinate with internal teams to ensure proper lead flow and conversion tracking

Content & Creatives

Collaborate with design and content teams to develop high-performing ad creatives and copies

Ensure alignment of messaging across campaigns and landing pages

Analytics & Reporting

Prepare regular performance reports and dashboards

Analyze campaign data to derive insights and recommend improvements

Track key metrics and provide actionable recommendations

Collaboration

Work closely with internal stakeholders including marketing, admissions, and technology teams

Coordinate with external agencies / vendors when required

4. Person Specification

Skills & Competencies

Strong analytical mindset with attention to detail

Good understanding of digital marketing concepts and performance metrics

Proficiency in tools like Google Ads, Meta Ads Manager, and Google Analytics

Basic knowledge of CRM tools and marketing automation platforms

Effective communication and teamwork skills

5. Qualifications & Experience

Bachelor’s degree in Marketing, Business, or related field

1–4 years of experience in performance marketing or digital marketing

Hands-on experience in running paid campaigns (Google, Meta, etc.)

Familiarity with lead generation and campaign optimization strategies