Performance Marketing (Sr Associate / Assistant Manager)

Job description

The Short Version Who were looking for: We are looking for a Performance Marketer (Senior Associate / Assistant Manager) to drive Kraftshalas revenue growth through a mix of performance marketing and conversion optimization. You should have hands-on experience running performance marketing campaigns and using data to improve outcomes. You should be comfortable working across channels and funnels, running structured experiments, and identifying opportunities to improve acquisition and conversion metrics. What the role is about You will report to the Head of Marketing, and work closely with Sales, Product, and Creative teams to maximize ROI from campaigns and funnels. The role covers the full growth stack - from scaling paid acquisition to improving conversion rates, lead quality, and overall funnel efficiency. Why you should apply This is a high-impact growth role where your work will directly influence enrolments, CAC, ROAS, and overall business growth. Youll get exposure to performance marketing, funnel optimization, experimentation, analytics, and training, making it an excellent opportunity to accelerate your learning curve as a growth marketer. The Detailed Version Were aspiring to be the best marketing team in the country. In this role, youd be responsible for executing growth initiatives across channels, funnels, and systems. You will work on identifying opportunities for improvement, running structured experiments, analyzing performance data, and collaborating with cross-functional teams to drive better outcomes. You will operate across the full funnel - acquisition, lead qualification, and conversion - while helping build repeatable processes that improve performance over time. As you grow in the role, you will take increasing ownership of growth initiatives and business outcomes. Time Allocation - 80% Performance Marketing (Acquisition Optimization) - 20% Training Program Development Responsibilities Metrics - Manage and optimize paid acquisition campaigns across channels (Meta, Google, YouTube, Display), while identifying opportunities to scale high-performing campaigns. Metrics to measure: CAC, Enrolments, ROAS - Run structured growth experiments across channels, creatives, audiences, and funnels to improve performance and uncover scalable opportunities. Metrics to measure: New channels tested, scalable wins identified - Own lead management, qualification, and scoring systems. Metrics to measure: Lead quality score (via Admissions feedback) - Optimize acquisition funnels and automation journeys to improve conversion rates and user experience. Metrics to measure: Lead Enrolment conversion rate - Lead conversion rate optimization (CRO) across landing pages and journeys. Metrics to measure: Funnel drop-offs, conversion improvements - Build and maintain performance dashboards and tracking systems to support data-driven decision making. Metrics to measure: Reporting accuracy, decision-making speed - Drive innovation in product propositions and messaging. Metrics to measure: New initiatives launched, impact on conversions - Deliver training sessions and contribute to improving program content based on learner feedback and evolving industry practices. Metrics to measure: Student ratings, learning outcomes Monthly Outcomes Month 1: - Audit existing campaigns, funnels, and tracking setups. - Establish baseline metrics for CAC, ROAS, and funnel drop-offs. - Launch 3-5 quick A/B tests on creatives and user journeys. Month 2: - Reduce CAC by 10% vs. baseline through optimizations. - Implement structured testing roadmap (ads, copy, funnel). - Build reporting dashboard for weekly marketing performance. - Deliver first training sessions and refine content based on feedback. Month 3+: - Scale high-performing campaigns while maintaining CAC. - Deliver consistent ROAS. - Institutionalize experimentation playbook for marketing team. - Drive cross-functional projects with Sales (lead quality) and Product (messaging). - Deliver high quality training for different modules Top Grading: A-Player vs. B-Player A-Player - Runs disciplined experiments, documents learnings, and scales winners. - Anticipates issues with CAC or funnel leaks before they become problems. - Communicates proactively with the Head of Marketing and Sales on lead quality. - Builds repeatable systems (dashboards, testing frameworks). - Delivers high-quality training and learning outcomes. B-Player - Runs campaigns but with ad-hoc testing and weak documentation. - Spots issues only after performance drops significantly. - Works in silos, missing collaboration with Sales/Product. - Provides reports but without actionable insights. Must Haves - 2-3 years of experience in performance marketing/growth roles (Were not too fussed about the exact years of experience, as thats just a proxy for your skill level, which is what we really care for.) - Past roles: Performance Marketing Associate, Growth Associate, Digital Marketing Associate, Marketing Analyst, Growth Executive, or similar roles in EdTech or other online businesses. - Experience with: - Hands-on experience managing paid acquisition campaigns across platforms such as Meta, Google, YouTube, or LinkedIn, with demonstrated ownership of campaign performance and optimization. - Building dashboards and tracking systems (GA4, Mixpanel, Looker, etc.). - Creative brief creation and driving improvements with creators - Strong analytical skills, structured problem-solving ability, attention to detail, and a bias toward experimentation and continuous improvement. Comfortable working in a fast-paced, collaborative environment. If you love marketing and would like to become an absolute expert, this is as close to a dream role as you could get. The learnings which youll get through training, speaking to experts on one hand and simplifying concepts for beginners on the other hand, will enable you to run better campaigns, which in turn will help you train better. T