Manager - Performance Marketing

Job Description: Manager – Performance Marketing

This is a full-time, remote opportunity (Location: India) for an experienced Manager – Performance Marketing who is passionate about driving measurable business growth through data-driven digital advertising and customer acquisition strategies. The role offers the opportunity to lead global paid marketing initiatives, optimize high-performing acquisition funnels, and directly contribute to the growth of one of the world's leading professional AI certification organizations.

USAII® (United States Artificial Intelligence Institute) is a globally recognized provider of vendor-neutral Artificial Intelligence certifications, training, and workforce development solutions. With learners and corporate clients across more than 160+ countries, USAII® empowers professionals, enterprises, governments, and academic institutions to build future-ready AI capabilities through industry-aligned certification programs. As organizations worldwide accelerate AI adoption, USAII® continues to expand its global footprint by delivering practical, business-focused AI education that bridges the gap between emerging technologies and real-world applications.

As the Manager – Performance Marketing, you will own the end-to-end paid acquisition strategy across Google Ads, Meta Ads, and other digital advertising platforms. You will be responsible for driving qualified lead generation, increasing B2C enrollments, maximizing return on advertising spend (ROAS), improving conversion rates, and delivering measurable revenue growth across global markets. Working closely with the Marketing, Content, Design, Product, and Sales teams, you will leverage analytics, experimentation, automation, and AI-driven marketing strategies to build scalable customer acquisition programs. This role requires a strategic leader with strong hands-on execution capabilities, deep expertise in performance marketing, and a proven track record of scaling revenue through digital advertising.

Key Responsibilities

Performance Marketing Strategy

• Own and execute the end-to-end global performance marketing strategy aligned with USAII's business growth objectives.
• Develop scalable customer acquisition strategies across multiple digital advertising channels.
• Build annual and quarterly performance marketing roadmaps, budgets, forecasts, and growth plans.
• Identify new customer acquisition opportunities through continuous experimentation, innovation, and market research.

Paid Advertising & Customer Acquisition

• Plan, execute, manage, and optimize paid advertising campaigns across:
• Google Ads (Search, Display, Performance Max, Demand Gen, YouTube, Remarketing)
• Meta Ads (Facebook & Instagram)
• LinkedIn Ads
• Microsoft Ads
• YouTube
• Other emerging digital advertising platforms
• Drive high-quality lead generation, customer acquisition, and B2C enrollment growth across global markets.
• Optimize advertising campaigns to maximize Return on Ad Spend (ROAS) while reducing Customer Acquisition Cost (CAC), Cost Per Lead (CPL), and Cost Per Acquisition (CPA).
• Develop audience segmentation strategies using first-party data, lookalike audiences, behavioral targeting, remarketing, and advanced audience intelligence.

Revenue Growth & Commercial Performance

• Own revenue generation through paid marketing channels and be accountable for achieving acquisition and revenue targets.
• Build scalable marketing funnels that consistently improve conversion rates across the customer journey.
• Collaborate with Sales and Product teams to optimize lead quality, conversion efficiency, and customer lifetime value.
• Identify growth opportunities across international markets through data-driven campaign optimization.

Conversion Rate Optimization (CRO)

• Lead conversion rate optimization initiatives for landing pages, forms, and marketing funnels.
• Design and execute A/B and multivariate tests to improve campaign performance.
• Work closely with Product, Design, and Development teams to enhance user experience and increase conversion rates.

Analytics & Performance Reporting

• Monitor campaign performance using:
• Google Analytics 4 (GA4)
• Google Tag Manager
• Looker Studio
• Google Ads
• Meta Ads Manager
• CRM and marketing automation platforms
• Develop executive dashboards and performance reports for Associate leadership.
• Generate actionable insights and recommendations based on campaign performance, attribution analysis, and customer behavior.
• Continuously improve tracking accuracy, attribution models, and campaign measurement frameworks.

Marketing Technology & AI

• Implement and optimize conversion tracking, pixels, event tracking, server-side tagging, and attribution models.
• Leverage AI-powered marketing platforms and automation tools to improve campaign efficiency, audience targeting, personalization, and decision-making.
• Evaluate and adopt emerging advertising technologies and digital marketing innovations.

Budget Management

• Own digital advertising budgets and ensure optimal allocation across channels based on performance and business priorities.
• Forecast advertising spend, revenue contribution, and return on investment.
• Continuously improve budget efficiency while maintaining aggressive business growth targets.

Leadership & Cross-Functional Collaboration

• Collaborate closely with Creative, Content, Product, Sales, Technology, and Leadership teams to deliver integrated growth initiatives.
• Establish best practices, performance standards, and operational excellence across the performance marketing function.
• Foster a culture of experimentation, accountability, innovation, and continuous learning.

Required Qualifications

• Bachelor's degree in Marketing, Business Administration, Digital Marketing, Engineering, or a related field.
• MBA or equivalent postgraduate qualification is preferred.
• 10 years of total experience with at least 8 years of hands-on experience in Performance Marketing, Paid Media, or Digital Advertising.
• Demonstrated success in driving significant B2C revenue growth through digital acquisition campaigns.
• Proven experience managing large-scale Google Ads and Meta Ads campaigns across multiple international markets.
• Experience managing substantial digital advertising budgets with measurable improvements in ROAS, CAC, CPL, CPA, and revenue growth.
• Technical skills must include: Google Ads, Meta Ads Manager, Google Analytics 4 (GA4), Google Tag Manager (GTM), Looker Studio, Google Search Console, Google Merchant Center, Conversion Tracking, Attribution Modeling, Marketing Automation Platforms, CRM Platforms (HubSpot, Salesforce, Zoho, or similar), Landing Page Optimization, A/B Testing & Experimentation, Excel / Google Sheets (Advanced)., AI-powered marketing and advertising tools
• Strong expertise in customer acquisition, demand generation, conversion optimization, attribution modeling, and full-funnel marketing.
• Advanced analytical skills with the ability to translate complex marketing data into actionable business decisions.
• Excellent leadership, communication, presentation, and stakeholder management skills.
• Experience working in high-growth organizations, EdTech, SaaS, professional certification, technology, or digital-first businesses will be highly preferred.
• Preferred Certifications: Google Ads Certification, Google Analytics Certification, Meta Certified, HubSpot Marketing Certification, Google Tag Manager Certification, Any recognized Digital Marketing or Growth Marketing certification