Role Summary
The Director - Performance Marketing establishes and implements digital strategy to drive revenue and grow business for Unacademy’s Business Categories. The ideal candidate will serve as the digital thought leader, helping to identify trends, evolving best practices, and new technologies/tools for all digital efforts that drive engagement and ROI.
Responsibilities
- Create and implement a digital marketing strategy to drive awareness, traffic, leads and conversions
- Devise the strategy for PPC, Affiliate, and Performance marketing, and lead the in-house teams for management of all Digital Media (Paid Social, Display, Programmatic, amp; Video), database marketing (primarily email, push notification amp; SMS).
- Responsible for setting the category-specific Performance Marketing and Acquisition Strategy, including planning, budgeting, reporting, and execution across multiple channels (owned amp; paid).
- Generate website amp; app traffic/searches with multi-channel amp; testing approach
- Apply customer and channel insights to inform and evolve our customer segmentation strategy for omnichannel growth
- Setting up attribution models, multi-channel tracking
- Create, maintain, and optimize PPC campaigns, ad-copies, landing pages, A/B testing, budgeting
- Develop robust performance reporting framework, analytics, and ROI tracking for our mobile app and digital channels to continually optimize and improve our marketing investments.
- Manage third parties effectively such as digital agencies and service provider
Requirements
- MBA in Marketing or any other related field with a minimum of 10 years of experience in performance marketing, with experience of leading a team.
- Experience in marketing automation tools like Intercom, Web Engage amp; Clevertap
- Good understanding of PPC, programmatic, social and affiliate-based marketing with proven results
- Strong data-driven orientation and analytical mindset with a focus on ROI
- Comfortable working in a fast-paced environment