PERFORMANCE MARKETER HEAD IN SCHOOL (Google and Meta Ads)
LOCATION - PUNJABI BAGH, WEST DELHI
Salary - 80K to 1lac (in hand)
About the Role
We are looking for a dynamic, strategic, and highly results-oriented Head of Performance Marketing & Social Media to lead the digital growth mandate for Presidium School and Mothers Pride.
The role will be responsible for driving digital acquisition, admissions, brand visibility, social media growth, engagement, and overall digital presence across both the formal schooling and preschool businesses.
The ideal candidate will be a strong digital marketing leader who understands both performance and brand marketing and can connect social media, content, paid advertising, websites, CRM, and admissions into one integrated growth engine.
The candidate will be expected to take end-to-end ownership of digital marketing performance, from awareness and engagement to lead generation and ultimately admissions.
Key Responsibilities
1. Digital Marketing Strategy
- Develop and own the overall digital marketing strategy for Presidium School and Mothers Pride.
- Create annual, quarterly, and monthly digital growth plans aligned with business and admissions objectives.
- Develop separate digital strategies for preschool, formal schooling, and location-specific requirements.
- Define channel strategy, budgets, audience segments, content direction, campaign objectives, and KPIs.
- Identify emerging digital platforms, trends, technologies, and growth opportunities.
- Build an integrated approach across paid media, social media, content, SEO, websites, CRM, and remarketing.
2. Performance Marketing
- Lead performance marketing across Google Ads, Meta Ads, YouTube, Display, and other relevant platforms.
- Own digital lead generation and acquisition targets across multiple locations.
- Manage and optimize significant advertising budgets.
- Drive improvement in CPL, CPA, CAC, ROAS, lead quality, and admission conversion.
- Develop audience, remarketing, lookalike, retargeting, and funnel strategies.
- Drive continuous A/B testing of creatives, audiences, messaging, landing pages, and campaign structures.
- Ensure effective tracking, attribution, and reporting across all paid channels.
3. Social Media Strategy & Management
- Own the overall social media strategy for Presidium School and Mothers Pride.
- Develop platform-specific strategies for Instagram, Facebook, YouTube, LinkedIn, and other relevant platforms.
- Build strong and differentiated social identities for both brands.
- Drive follower growth, engagement, reach, video views, shares, saves, and overall community growth.
- Develop content strategies around:
- School and preschool life
- Student achievements
- Events and activities
- Parent stories and testimonials
- Faculty and leadership
- Academic excellence
- Sports and extracurricular activities
- School infrastructure and facilities
- Festivals and celebrations
- Admissions and parent education
- Brand campaigns
- Create an effective mix of reels, short-form videos, carousels, stories, static posts, long-form videos, and other relevant formats.
- Identify social media trends and convert them into relevant, brand-appropriate content.
- Build strong community engagement with parents, students, prospective parents, and other stakeholders.
- Monitor comments, messages, sentiment, and online conversations around the brands.
4. Content & Creative Leadership
- Lead the content and creative strategy in collaboration with internal teams and external agencies.
- Develop a strong creative testing framework for performance campaigns.
- Ensure that creative output is both brand-building and conversion-focused.
- Use performance data to identify high-performing content themes, formats, hooks, and messaging.
- Ensure consistency of brand voice and visual identity across digital platforms.
- Work closely with video, design, copy, photography, and content teams.
5. Influencer & Community Marketing
- Develop and manage relevant parent, education, parenting, and local influencer collaborations.
- Identify influencers who can contribute to brand awareness as well as admissions.
- Build authentic parent and school communities around both brands.
- Develop advocacy and user-generated-content initiatives.
- Track the performance and ROI of influencer campaigns.
6. Lead Generation & Admissions Funnel
- Take ownership of the complete digital funnel:Awareness → Engagement → Website Visit → Lead → Qualified Lead → Counselling/Visit → Admission
- Work closely with admissions and sales teams to improve lead quality and conversion.
- Analyze lead performance by source, campaign, creative, location, and brand.
- Establish feedback mechanisms between digital marketing and admissions teams.
- Identify and resolve drop-offs throughout the funnel.
- Improve landing pages, forms, CTAs, remarketing, and nurturing journeys.
7. Analytics, Reporting & ROI
- Establish a comprehensive digital marketing dashboard and reporting framework.
- Track performance across paid media, organic social media, website, CRM, and admissions.
- Monitor metrics such as:
- Reach and impressions
- Engagement rate
- Video views
- Follower growth
- Website traffic
- Leads
- Qualified leads
- CPL
- CAC
- Admission conversion
- ROAS
- Marketing ROI
- Present actionable insights and recommendations to senior leadership.
- Use data to determine where to scale, optimize, or reduce investment.
8. Team & Agency Management
- Lead and mentor the digital marketing, performance marketing, social media, and content teams.
- Set clear targets, KPIs, and accountability for team members.
- Manage external digital, creative, social media, influencer, and performance agencies where required.
- Evaluate agency performance and ensure timely delivery.
- Build a high-performance culture focused on creativity, experimentation, data, and business results.
9. Brand Reputation & Digital Presence
- Monitor the online reputation of Presidium School and Mothers Pride.
- Track social sentiment, reviews, comments, and conversations.
- Work with relevant teams to address negative feedback and reputation issues.
- Ensure that the digital presence reflects the quality, values, and positioning of both brands.
Key KPIsPerformance
- Qualified leads
- Cost per Lead
- Cost per Qualified Lead
- Cost per Admission / CAC
- Lead-to-admission conversion
- ROAS
- Marketing ROI
- Admissions generated through digital channels
Social Media
- Organic reach
- Engagement rate
- Follower growth
- Video views and watch time
- Content shares and saves
- Community growth
- Social-driven website traffic
- Social media contribution to enquiries and admissions
Overall
- Digital contribution to admissions
- Brand awareness and digital visibility
- Website conversion rate
- Location-wise digital performance
- Budget efficiency
- Overall digital revenue/admission growth
Required Experience & Skills
- 7–12+ years of experience in digital marketing, performance marketing, social media, growth marketing, or integrated digital marketing.
- Proven experience leading both paid performance and organic social media functions.
- Strong hands-on expertise in Google Ads, Meta Ads, YouTube Ads, analytics, and conversion optimization.
- Strong understanding of social media strategy, content marketing, influencer marketing, and digital branding.
- Experience managing sizeable marketing budgets.
- Strong understanding of GA4, Google Tag Manager, Meta Business Manager, CRM, attribution, and reporting platforms.
- Excellent understanding of digital funnels and customer acquisition.
- Proven team and agency management experience.
- Strong analytical, strategic, creative, and communication skills.
- Ability to balance brand building with measurable business outcomes.
Preferred Industry Experience
Experience in education, schools, preschools, edtech, parenting, consumer brands, or other high-volume lead-generation businesses will be preferred.
Experience managing multi-location businesses or multiple brands will be an added advantage.
Job Types: Full-time, Permanent
Pay: ₹80,000.00 - ₹100,000.00 per month
Experience:
- Google Ads: 3 years (Required)
- Facebook Advertising: 3 years (Required)
Work Location: In person
