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Performance Marketing Manager

Mumbai

Career Opportunities - Right

Job Description:

The Red Pen, a global education consultancy based in Mumbai, is seeking a Performance Marketing Manager to drive our digital marketing efforts. The ideal candidate will be responsible for designing, executing, and optimizing data-driven marketing campaigns to drive high-quality traffic, increase lead conversions, and maximize ROI. This role requires a strong analytical mindset, hands-on expertise in paid digital channels, and a strategic approach to audience targeting and campaign performance

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Company Profile

Founded in 2011, The Red Pen (TRP) is an independent education consulting company that helps applicants plan their education at the school, college or postgraduate level and also assists institutions to develop student-focused counseling infrastructure. TRP’s one-on-one consulting, informational programming (virtual and in-person) and thought leadership is designed to transform access to quality education, broaden perspectives and optimize potential across the learning eco-system. Our counselors support applicants as they navigate the complex higher education landscape by advising on admission strategies, application components, and country and college selection.

Primary Responsibilities

  • Develop and Execute Campaigns: Strategically plan, implement, and manage performance marketing campaigns across multiple digital platforms, including Google Ads, Facebook, Instagram, LinkedIn, and other relevant channels to drive lead generation and conversions.
  • Optimize Performance & ROI: Continuously monitor, analyze, and optimize campaign performance through data-driven insights, audience segmentation, and bid strategy adjustments to maximize efficiency and return on ad spend (ROAS).
  • SEO/SEM & PPC Management: Oversee SEO strategies, paid search (SEM), and PPC campaigns, ensuring they align with overall business objectives to enhance visibility, traffic, and lead acquisition.
  • Content & Creative Collaboration: Work closely with the content and design teams to create compelling ad copy, visuals, and landing pages that drive engagement and conversions.
  • A/B Testing & Experimentation: Conduct A/B tests on ads, landing pages, and CTAs to identify best-performing elements and continuously refine campaign effectiveness.
  • Data Analytics & Reporting: Track and report on key performance metrics (CTR, CPC, CPA, ROAS, conversion rates) using tools like Google Analytics, Meta Business Suite, and LinkedIn Campaign Manager. Provide insights and strategic recommendations based on data trends.
  • Budget & Spend Optimization: Efficiently allocate and manage budgets across channels, ensuring optimal spend distribution to maximize lead quality and cost efficiency.
  • Stay Ahead of Trends: Keep up with industry trends, algorithm updates, and emerging digital marketing strategies to proactively enhance campaign performance and stay competitive.

Success Metrics:

  • Improvement in conversion rates across digital campaigns.
  • Optimized cost per acquisition (CPA) and return on ad spend (ROAS).
  • Increased high-quality lead generation and lower drop-off rates.
  • Enhanced ad engagement and audience reach through data-driven creative strategies.
  • Successful implementation of A/B testing insights to refine campaign elements.

Qualifications:

  • Bachelor’s degree in Marketing, Business, or related field.
  • 3+ years of experience in performance marketing or digital advertising.
  • Proficiency with marketing analytics tools and platforms (Google Analytics, Facebook Ads Manager, etc.).
  • Strong analytical skills and data-driven thinking.
  • Excellent communication and project management skills.
  • Knowledge of the education sector is a plus.

The Red Pen offers competitive remuneration, rapid learning and growth and significant and varied responsibility to exceptionally driven and motivated candidates. We provide an intellectually stimulating and empowering work environment and place a high emphasis on being an equal-opportunity employer.

new york university

CANDIDATE:  
AN

GRE/GMAT:
Did not take

GPA:
3.43/4.0 (as per her WES evaluation)

Qualification:
BA Economics

Work Experience:
Less than six months

Admitted to:
NYU

Background

AN aimed for an MS in Marketing in the US and the UK. The applicant was prompt in balancing the WES evaluation and other application components. However, while brainstorming the SOP we encountered a challenge. The applicant lacked sufficient work experience, which is gained through internships. They only had a two-month marketing internship in a finance company. However, as an undergraduate, the applicant was editor-in-chief of the college magazine, co-authored academic papers and hosted an Instagram series on mental health, diversity, and the LGBTQ+ community.

Approach

While storyboarding, we strategically guided the applicant to match their academic endeavours with their desire to become an inclusive impact marketer. As an editor, writer and social media content creator for diversity and inclusivity, AN developed excellent communication skills, an understanding of different people, and concise and compelling storytelling abilities. We advised the applicant to position themself as a collaborative marketing person who understood diverse needs, has problem-solving skills and was familiar with contemporary communication platforms.

Key Takeaway

AN exemplifies how storyboarding with expert counsellors can help applicants identify experiences that align with their goals. Our strategic advice proved valuable, and the applicant received offers from programmes of their choice. It reinforced the fact that transferable skills, like problem-solving, communication, collaboration and technical proficiency, are greatly valued and can compensate for work experience.