Performance marketing manager

Job description

Vedantu is looking for a highly driven Manager – Performance Marketing to own performance marketing and customer acquisition for one of our business units. This is a high-ownership role focused on driving qualified leads, offline visits, consultations, bookings and ultimately revenue. You will work closely with the Business Unit Head and partner with sales, analytics and operations teams to build and scale an efficient acquisition engine. Key Responsibility: a) Performance Marketing Strategy & Execution • Own end-to-end performance marketing across Google Ads and Meta Ads. • Plan, launch, optimize and scale campaigns across Google Search, Display, YouTube and Performance Max. • Build full-funnel acquisition strategies across awareness, consideration and conversion. • Drive high-quality leads and offline outcomes such as center visits, consultations and bookings. b) Budget & Growth Ownership • Manage and optimize large-scale digital advertising budgets of ₹5 Cr+ annually. • Own key business metrics including CPA, CAC, ROAS, conversion rate and revenue contribution. • Identify opportunities to improve efficiency while scaling acquisition. c) Campaign & Funnel Optimization • Continuously optimize bidding, audiences, keywords, creatives, landing pages and conversion funnels. • Conduct structured A/B tests across creatives, audiences and landing pages. • Analyze campaign performance and translate data into actionable growth opportunities. d) Google Ads • Manage Search, Display, YouTube and Performance Max campaigns. • Conduct keyword research, intent analysis and match-type optimization. • Implement and optimize offline conversion tracking using GCLID, CRM integrations and conversion data . e) Meta Ads • Manage Facebook and Instagram campaigns for lead generation and conversions. • Build custom audiences, lookalikes and retargeting funnels. • Test and scale high-performing video, Reels, carousel and static creatives. f) Offline Attribution & Revenue Measurement • Build attribution frameworks connecting digital leads to center visits, consultations, bookings and revenue. • Work closely with sales, analytics and operations teams to improve lead quality and conversion. • Ensure marketing decisions are driven by business outcomes rather than lead volume alone. What We're Looking For: • 4–8 years of hands-on B2C performance marketing experience. • Proven experience managing ₹5 Cr+ annual digital advertising budgets. • Strong expertise in Google Ads and Meta Ads. • Hands-on experience across Google Search, Display, YouTube and Performance Max. • Strong understanding of CPA, CAC, ROAS, CTR, CVR and revenue attribution. • Experience with Google Analytics, GCLID, CRM integrations and offline conversion tracking. • Proven ability to optimize campaigns based on downstream business outcomes. • Strong analytical mindset with a test → measure → learn → scale approach. • Experience in businesses with an offline conversion journey such as EdTech, retail, automotive, jewelry, healthcare or similar B2C categories is preferred.