At a glance
- Employment
- Full-time
- Location
- Delhi · India (Delhi)
About the role
- This role owns the performance marketing, lead generation, qualification, and conversion engine for Cialfo's direct-to-consumer (B2C) motion.
- You will be responsible for consolidating B2C marketing functions across three brands—Student Placements, EduGo Abroad, and Kaaiser—to create a shared, high-performing marketing system.
- The position focuses on full-funnel optimization, moving beyond cost-per-lead metrics to drive cost-per-enrolment and long-term ROI.
Responsibilities
- Own paid performance campaigns across Meta, Google, and LLM Ads, including targeting, creative briefs, budget allocation, and bid optimization.
- Build and maintain tracking and attribution systems that connect ad spend through to final enrolment.
- Define and refine sales-qualified lead criteria and build workflows to expedite lead handoff to counselors.
- Design and execute nurture sequences via email and WhatsApp to maintain family engagement throughout the decision-making process.
- Develop campaigns for visa support, alternate destinations, and Clearing-period to drive final conversions.
- Build a shared marketing playbook and qualification logic to be adopted across multiple destination corridors.
- Partner with existing marketing leads at EduGo Abroad and Kaaiser to integrate channels into a consolidated system.
- Report funnel performance and ROI to provide actionable business insights.
- Test new channels and formats as the direct-to-consumer motion expands into new markets.
- Drive down cost per qualified lead while maintaining lead quality.
Requirements
- 5-8 years of experience in performance marketing and B2C growth.
- Hands-on depth in Meta and Google Ads, with a proven track record of building and optimizing paid campaigns.
- Experience in a B2C business with a long sales cycle, such as education or fintech.
- Ability to move between paid acquisition, lead generation design, and lifecycle nurture.
- Commercially focused mindset with a focus on ROI and full-funnel accountability.
- Experience as a builder capable of creating systems and playbooks from scratch.
Workplace
- Role is based in Delhi, India.
Skills
- Google Ads
- Performance Marketing
- Lead Generation
- Lifecycle Nurture
- Martech
