Head – Lead Generation & Management

Job Title Head Lead Generation & Management

Role Summary

The Head Lead Generation & Management will be responsible for driving end-to-end lead generation, nurturing, and admission conversion for the universitys schools. This role will own and oversee performance marketing, affiliate/aggregator lead channels, lead management, AI based calling solutions, tele-calling operations, drip marketing and admission retention. The position demands a data-driven professional with strong experience in performance marketing, CRM-led lead nurturing, and vendor management. The role is central to ensuring prospective students progress successfully from the lead stage through to completed applications.

Key Responsibilities

1. Lead Generation & Performance Marketing

Own the complete lead generation strategy and outcomes for all schools of the university.

Lead and manage performance marketing and coordinate with external digital agencies.

Ensure delivery of high-quality, cost-efficient leads within agreed budgets.

Manage and optimise lead flow from affiliates and aggregators, including onboarding new players, performance tracking, quality assurance, and commercial negotiations.

Work closely with the creative team for campaign assets, the admissions team for program information, and the web team for landing page development and optimisation.

Continuously monitor campaign performance, optimise lead funnels, and ensure data accuracy and lead-flow hygiene, improve lead quality, channel mix, and CPL/CPA efficiency.

Develop performance dashboards and report insights to senior leadership.

2. Lead Management & Nurturing

Oversee the entire lead lifecyclefrom acquisition to application completion (including fee payment).

Ensure leads are effectively segmented, prioritised, and nurtured through personalised communication workflows.

Track conversions at each stage and drive interventions to improve quality and movement across the funnel.

3. AI-Based Calling Solution (Agentic AI)

Lead the evaluation, selection, and implementation of an AI-based calling solution for scalable and intelligent lead engagement.

Assess vendors on technical capabilities (e.g., integrations, workflows, NLP accuracy) and commercial feasibility.

Implement the solution as the first touchpoint for all leads and monitor performance metrics such as call success, intent capture, and engagement scores.

4. Tele-Calling Operations

Manage the internal team of tele-callers responsible for converting engaged/qualified leads to applications.

Define call scripts, KPIs, training plans, and daily monitoring mechanisms.

Ensure seamless coordination between AI calling systems and human tele-calling workflows.

Continuously review lead feedback and optimize scripts, call strategies, and follow-up sequences.

5. Drip Marketing & CRM Management

Own drip marketing across email, SMS, WhatsApp, and other channels to nurture leads at different funnel stages.

Build and optimize workflows within the existing CRM to drive higher application rates.

Ensure messaging consistency, timely triggers, and effective measurement of touchpoint performance.

Collaborate with tech/CRM teams to ensure clean data, functional automation, and accurate reporting.

6. Admission Retention & Drop-off Prevention

Lead a small team of retention officers focused on converting gross admissions to net admissions by minimising student drop-offs.

Implement structured engagement programmes for admitted students, addressing concerns proactively.

Work closely with admissions, academic teams, and student services to resolve issues impacting student decisions.

Track retention metrics closely and drive interventions to reduce attrition at final enrolment stages

Key Skills & Experience Required

Must-Have Skills

712 years of experience in performance marketing, lead generation, admissions funnel management or similar roles

Exposure and Experience of handling educational sector is a must

Proven experience managing end-to-end digital lead generation campaigns.

Hands-on experience managing multi-channel lead generation (digital, affiliates, aggregators).

Strong hands-on expertise with CRM tools, drip automation, and funnel-based communication strategies.

Exposure to managing tele-calling teams and/or inside sales operations and evaluating and implementing MarTech/AI tools.

Strong analytical mindset with the ability to interpret data and make decisions.

Excellent stakeholder management skills (creatives, admissions, academics, agencies, tech teams).

Technical Competencies

CRM and lead management systems

Performance marketing platforms (Google Ads, Meta Ads, etc.)

Drip automation tools

AI calling/MarTech tools (evaluating & integrating)

Funnel analytics and reporting tools

Understanding of landing page optimisation and tracking mechanisms (UTMs, pixels, events)

Behavioral Competencies

Strong leadership and team management

High ownership mindset and accountability

Excellent communication and interpersonal skills

Problem-solving and ability to operate in fast-paced environments

Process discipline and ability to build scalable systems