The Role
Own paid customer acquisition for EdTech programs across Meta, Google, YouTube, and other platforms. Plan, launch, optimize, troubleshoot, and scale campaigns while improving qualified leads, CPL, CAC, ROAS, and enrollments. Analyze full-funnel performance, connect advertising data with CRM and sales outcomes, optimize creative and landing pages, and implement tracking, automation, and AI workflows. The role requires direct online education experience, hands-on campaign management, strong analytical skills, and ownership of campaign results.
Summary Generated by Built In
This is a remote position.
We are looking for a hands-on Performance Marketing Expert who can take ownership of paid lead generation and customer acquisition across Meta, Google and other digital advertising platforms. This is not an agency coordination or reporting-only role.
Ownership Mindset:
• This is a high-ownership, hands-on role. You will take complete responsibility for assigned campaigns from planning and setup to optimization, troubleshooting and results.
• If CPL increases, lead quality drops, tracking breaks or a campaign stops converting, you are expected to investigate, propose solutions, implement them and follow through until the issue is resolved.
• You will be accountable for campaign outcomes, not just completing tasks.
Paid Acquisition:
• Plan, build, manage and optimize paid campaigns across Meta/Facebook & Instagram, Google Ads, YouTube and other relevant platforms.
• Generate qualified leads for courses, classes, events, workshops and education programs.
• Optimize for qualified leads and enrollments rather than simply maximizing lead volume.
• Monitor CPL, CPQL, conversion rate, CAC, ROAS and LTV.
• Proactively identify opportunities and take ownership of campaign performance.
Meta / Facebook Ads:
• Create campaign structures and select appropriate objectives.
• Build and test audiences, lookalikes and re-targeting segments.
• Set up and optimize lead forms and conversion campaigns.
• Test creatives, hooks, offers, messaging and placements.
• Monitor, troubleshoot and scale winning campaigns.
Google Ads:
• Search, Performance Max, Display, YouTube and remarketing.
• Keyword research, negative keywords and campaign structure.
• Bidding strategies, audience targeting and conversion tracking.
• Ad-copy testing and landing-page optimization.
• Identify and fix underperforming campaigns.
Other Platforms:
• Experience with at least 2–3 additional paid acquisition platforms such as LinkedIn, TikTok, Quora, Reddit, Snapchat or regional platforms.
• Ability to evaluate platforms based on audience fit, economics and measurable outcomes.
EdTech Marketing — Mandatory:
• Direct EdTech / online education experience is mandatory.
• Experience marketing online classes, courses, tutoring, children's education, workshops, events, subscriptions or free trials.
• Understanding of parent/student decision-making and education purchase journeys.
• Experience marketing directly to parents and/or students is highly valuable.
Funnel & Analytics:
• Understand Ad → Landing Page/Form → Lead → Qualified Lead → Counseling/Sales → Enrolment → Revenue.
• Identify where the funnel is losing money and recommend specific improvements.
• Connect campaign data with CRM and actual sales/enrollments.
• Experience with Google Analytics, Google Tag Manager, Meta Pixel/CAPI, CRM and marketing automation is preferred.
Creative & CRO:
• Identify winning creative angles and prepare clear briefs.
• Test hooks, offers, messaging and landing pages.
• Analyze creative fatigue and audience saturation.
• Run A/B tests and turn campaign data into new creative ideas.
AI & Automation:
• Use AI for ad copy, creative ideation, audience research, competitor research, campaign analysis and reporting.
• Use automation for lead handling, reporting, scoring and repetitive marketing operations.
• Demonstrate at least one real AI/automation workflow personally built or implemented.
Requirements
Required:
• 4–8+ years of performance/digital marketing experience.
• Direct EdTech / online education experience is mandatory.
• Strong hands-on Meta Ads and Google Ads experience.
• Proven qualified-lead generation experience.
• Strong understanding of CPL, CAC, ROAS and funnel conversion rates.
• Experience with campaign tracking and analytics.
• Strong analytical and problem-solving skills.
• Ability to work independently and take ownership of campaign performance.
Nice to Have:
• International paid marketing experience.
• Experience targeting parents, students or NRI audiences.
• YouTube Ads experience.
• CRM and marketing automation experience.
• AI marketing workflow experience.
• Subscription, cohort-based or online learning business experience.
Interview Assessment:
• Walk through one real campaign personally managed.
• Explain product, audience, platform, budget and campaign structure.
• Share CPL, qualified leads, conversion rate, CAC and ROAS where available.• Explain what went wrong, what you changed and the final outcome.
• Demonstrate that you have operated campaigns rather than only reported on them.
Success in the Role:
• Consistent generation of qualified EdTech leads.
• Improving CPL without sacrificing lead quality.
• Improving lead-to-enrolment conversion.
• Scaling profitable campaigns.
• Reliable tracking and reporting.
• Continuous testing of audiences, creatives, offers and funnels.
• Taking ownership of problems and driving them through to resolution.
Benefits
• Flexible remote working opportunities.
• Opportunity to make a meaningful impact on young learners’ academic growth.
• Be part of a learner-driven and supportive educational team.
• Competitive compensation based on teaching experience and performance.
• Opportunities for long-term association and career advancement within the organization.
Skills Required
- 4-8+ years of performance or digital marketing experience
- Direct EdTech or online education experience
- Strong hands-on Meta Ads experience
- Strong hands-on Google Ads experience
- Proven qualified-lead generation experience
- Strong understanding of CPL, CAC, ROAS, and funnel conversion rates
- Experience with campaign tracking and analytics
- Strong analytical and problem-solving skills
- Ability to work independently and take ownership of campaign performance
- International paid marketing experience
- Experience targeting parents, students, or NRI audiences
- YouTube Ads experience
- CRM and marketing automation experience
- AI marketing workflow experience
- Subscription, cohort-based, or online learning business experience
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The Company
What We Do
Ethnus is a Bengaluru-based education and communication-skills training company serving professionals and students. It operates as a training center focused on improving communication skills, with an EdTech orientation and programs designed for learners at different stages. Its public company profile identifies Bengaluru, India as its location and describes the organization primarily through its professional and student communication-training offering for professionals and students alike.
