Senior Manager - Demand and Lead Generation

Job Title: Senior Performance Advertising Manager (Demand & Lead Generation specialist) Location: Hyderabad

Department: Marketing & Communications

Reporting To: Head Performance Marketing

Role Type: Full-time

Role Overview

The Indian School of Business (ISB) is seeking a results-oriented digital marketing specialist to lead strategy & execution of high-impact performance advertising to accelerate enrolments for its Advanced and Flagship Admissions (AFA) portfolio. As a member of the team you will have the unique opportunity to partner with executives across various internal teams, digital agency partners, & eminent faculty to supercharge the admissions engine. The role requires shaping and execution of programme specific performance marketing strategy, & delivering strong outcomes that will drive the ambitious objectives of the institution. The ideal candidate has a proven track record of developing strong performance advertising solutions, is rooted in advertising platforms expertise, understands the performance marketing landscape & has an ownership & innovation mindset.

Core Responsibilities

1. Integrated Digital Strategy: Develop and manage performance campaigns across Google Ads, Meta Ads, and LinkedIn Ads with strategic focus on growth & impact on key performance metrics. Your expertise extends beyond paid platforms to understand how organic efforts and offline experiences influence digital performance. You will create a feedback loop between Salesforce CRM, digital analytics, and real-world engagement to optimize the full prospect journey.

2. P&L & Budget Ownership: Full accountability for the Paid Marketing Budget with a strong focus on growth oriented budgeting, & has deep understanding of performance indicators such as net contribution margin, & traditional performance metrics such as CAC, LTV, ROAS etc. Manage the performance marketing budget with a holistic view of channel contribution, including the role of organic and offline in reducing overall CPA and improving lead quality.

3. Attribution & Measurement: Owns the Attribution Framework. Responsible for moving beyond "Last-Click" to implement Multi-Touch Attribution (MTA) models that accurately value Brand vs. Performance contributions across the full funnel.

4. Strategic Planning & Analysis: Owns the lead plans and admission targets. Conducts rigorous end-of-round analysis to identify growth levers and crafts the tactical roadmap for upcoming admission cycles.

5. Testing & Experimentation: Leads a structured framework for A/B testing, incrementality studies, attribution modelling and creative-targeting combinations. Proactively deploys new platform features to maintain a competitive edge.

6. Campaign & Platform Leadership: Directs the execution of bidding strategies and technical optimizations. Ensures platform setups (Google, Meta, LinkedIn) are architected for maximum efficiency and scale.

7. Technical Infrastructure & Integration: Ownership of the MarTech stack. Responsible for Pixel integrity, CAPI, and CRM/Salesforce integrations.

8. SEO-Performance Synergy: Collaborate with content teams to identify high-performing organic topics and keywords, and leverage these insights to inform paid search and content syndication strategies.

9. Governance & Security: Manages platform business portfolios, account security (hacking prevention), and financial verification processes.

10. Operational Excellence: Final authority for the "last mile" of paid assets. Ensures brochures, landing pages, and tracking URLs are technically verified and functional before deadlines.

Requirements

Experience: 68 years in Performance Marketing. Prior experience in EdTech or high-intent lead generation is preferred.

Platform Expertise: In-depth, hands-on mastery of Google Ads (Search/Video), Meta Ads Manager, and LinkedIn Campaign Manager.

Technical: Deep proficiency in GA4, GTM, CAPI, and CRM integrations (Salesforce)

Analytical Skills: Strong ability to translate platform data into strategic insights and long-term performance plans.

Education: MBA or Bachelor degree (Marketing, Finance, or Engineering)