Company Overview

LEAD Group was founded in 2012 in Mumbai. We partner with Private K-12 Schools across the country, providing them academic and technology products that visibly improve their student’s learning. Our mission is to empower India by making an excellent education affordable and accessible to every child. We do this through an integrated education system that brings together world-class curriculum and pedagogy, developed after years of research and analysis of successful school systems across the globe, with a multi-modal framework, delivered seamlessly through tech.

LEAD is the market leader and the fastest-growing School Edtech company in India. LEAD has seen rapid adoption with its products serving 8000 schools and transforming learning outcomes for 4 million students across the country. It is still early days, with the company at less than 5% penetration and aiming to serve 60,000 schools and 25 million students by 2028. LEAD is a values-driven organization. Integrity, Growth Mindset, Being the Cause, Courage, Empathy, Excellence with Velocity, Live the Mission, Customer Centricity & We are a Tribe are its core values.

Role Overview

The Performance Marketing Expert will create, manage, and optimize digital marketing campaigns across paid channels. This role requires a data-driven approach to improve campaign performance, achieve business goals, and reduce CAC.

Principal Accountabilities

Campaign Management: Develop, execute, and manage performance-driven campaigns across digital channels & 1x1 campaigns
Performance Optimization: Monitor and analyze campaign performance, adjusting strategies and tactics to improve key metrics such as CPL, Top of the funnel lead quality, & CAC
Data Analysis: Maintain and manage data sanity across all touch points for optimization and reporting of campaign performance, providing insights and recommendations for optimization
Budget Management: Manage advertising budgets, ensuring effective allocation of resources and cost-efficiency
A/B Testing: Design and implement A/B and multivariate tests to optimize ad creative, landing pages, and overall campaign effectiveness
Strategic Planning: Develop and execute strategies for lead generation, improving quality, and conversion optimization based on data-driven insights
Market Research: To ensure innovative and effective marketing practices, stay up-to-date with the current industry trends, competitor strategies, and emerging technologies
Collaboration: Work closely with creative teams, inside sales, and other stakeholders to align on campaign goals and deliverables

Key Requirements

Experience: 3+ years of proven performance marketing experience with a track record of successful campaign management (preferred: education, e-comm, food aggregators, etc.)
Hands-on experience in lead generation via Ad platforms like Facebook, Google channels
Understanding of CRM platforms (HubSpot, etc.), channels like MoEngage (or similar tools), WhatsApp bot marketing platforms (WATI, Yellow Messenger, MSG91, or similar)
Detail-oriented with strong problem-solving abilities
Strong analytical skills with experience using data analysis tools
Impeccable attention to detail and excellent verbal and written communication skills
Ability to work within a (distributed) team and independently
Knowledge of SEO/SEM, PPC, and conversion rate optimization
Ability to manage budgets and understand financial metrics

LEAD School

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Performance Marketing Manager