Performance Marketing Lead

We are looking for a hands-on Growth & Performance Marketing Manager to scale lead generation for our music education platform. The role will focus on growing organic leads through music-focused content and communities , while owning and optimizing paid marketing , with a strong emphasis on international audience acquisition .

This is not a “strategy-only” role — we need someone who can execute, test, analyze, and scale .

Key Responsibilities A. Organic Growth (Primary Focus)

• Build and execute an organic growth strategy across:
• Instagram (Reels, carousels, stories)
• YouTube Shorts / TikTok (optional but preferred)
• Create and manage music-related content :
• Performance clips
• Student success stories
• Practice tips, challenges, trends
• Music memes / cultural moments
• Collaborate with instructors, students, and creators to:
• Source raw content
• Repurpose long-form content into short-form
• Drive lead capture from organic channels:
• Profile funnels
• Link-in-bio optimization
• DM automation (ManyChat, etc.)
• Track and improve:
• Reach → engagement → leads
• Cost per organic lead (blended)

B. Paid Marketing (Google, Meta, YouTube)

• Own and manage paid acquisition , even if execution is partially outsourced:
• Google Search & Display
• YouTube Ads
• Meta (Instagram/Facebook)
• Improve US lead quality & volume
• Work on:
• Keyword & intent optimization (for different demographics)
• Landing page CRO
• Ad copy & creative direction
• Coordinate with external agencies/freelancers if needed
• Weekly performance review:
• CPL
• Lead quality
• Conversion to trial / enrollment

C. Campaign Execution & Promotions

• Plan and execute multi-channel marketing campaigns including email and WhatsApp communications
• Manage promotions for events and contests

D. Analytics & Growth

• Maintain a weekly growth dashboard :
• Organic vs Paid leads
• Channel-wise CPL
• Geo-wise performance (India vs US)
• Run experiments:
• New content formats
• New ad angles
• New audience segments
• Share insights and recommendations with leadership

Required Skills & Experience

• 3–6 years in growth / performance marketing
• Strong experience with Instagram(Social media) content growth
• Hands-on knowledge of:
• Google Ads
• Google Analytics
• Google Workspace, Docs, Sheets, Slides etc
• Meta Ads
• Basic SEO & landing page optimization
• Experience marketing for Edtech (Creative Skills) and B2C
• Comfortable working with creators, educators, or community-driven brands
• Data-driven, but creatively inclined

Nice-to-Have

• Experience in music, arts, education, or creator economy
• Video editing basics (CapCut / Premiere / mobile editing)
• Familiarity with HTML email, CRM & marketing automation
• Has grown a page from scratch or scaled one past 50k–100k followers

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