Senior Paid Media Manager

Job Title: Senior Paid Media Manager (7+ Years Experience)

Location: Mumbai, India (Hybrid)

Working Hours: UK Time Zone (GMT/BST)

Company: Regent College London

Role Overview

We are looking for a highly analytical and performance-driven Senior Paid Media Manager to lead and scale campaigns across:

Google Ads

Meta (Facebook & Instagram)

Tik

Tok Ads

Linked

In Ads

This role will own end-to-end paid media strategy, execution, optimisation, and reporting, with a strong focus on lead generation, pipeline quality, and ROI.

Key Responsibilities

Paid Media Strategy & Planning

• Develop and execute multi-channel paid media strategies aligned with student recruitment goals

• Manage campaigns across:

• Google (Search, Display, You

Tube, Performance Max)

• Meta (Facebook & Instagram)

• Tik

Tok

• Linked

In (Lead Gen Forms, Conversation Ads, Sponsored Content)

• Structure campaigns for 30+ courses (UG, PG, Foundation, Top-Up, HNC/HNDs)

• Build full-funnel strategies (awareness → consideration → conversion)

Campaign Management & Optimisation

• Own campaign setup, execution, and optimisation across all platforms

• Optimise for:

• CPL (Cost per Lead)

• CPA (Cost per Acquisition)

• Lead quality (not just volume)

• Run continuous A/B testing on:

• Creatives

• Messaging (course-led vs career-led)

• Audience targeting

• Landing pages

• Manage:

• Search campaigns (brand, non-brand, competitor)

• Performance Max

• Paid social lead gen campaigns

• Linked

In lead gen campaigns

Analytics, Tracking & Attribution

• Own tracking setup across:

• GA4

• Google Tag Manager

• CRM (Dynamics / Click

Dimensions)

• Implement:

• Enhanced conversions

• Offline conversion tracking

• Multi-touch attribution

• Build and maintain dashboards using Looker Studio/Power-BI

• Analyse full funnel performance:

• Click → Lead → Enrolment

Cross-Functional Collaboration

• Work closely with:

• CRM team (lead quality & nurturing)

• SEO team (keyword alignment)

• Content & creative team (ad assets)

• Web team (landing page optimisation)

Market Research & Growth

• Conduct competitor analysis across UK education providers

• Identify new channels, audiences, and scaling opportunities

• Stay updated on:

• Platform changes

• AI in paid media

• Education sector trends

Budget & Forecasting

• Manage and optimise large monthly budgets

• Allocate spend across platforms based on performance

• Forecast:

• Leads

• Cost per acquisition

• ROI contribution

Required Skills & Experience

Must Have

• 5+ years of experience in Paid Media / Performance Marketing

• Hands-on experience managing:

• Google Ads

• Meta Ads

• Tik

Tok Ads

• Linked

In Ads

• Strong experience in lead generation campaigns (education preferred)

Deep understanding of:

• Funnel optimisation

• Attribution models

• Conversion tracking

Tools & Platforms

• Google Ads, Meta Ads Manager, Tik

Tok Ads Manager

• Linked

In Campaign Manager

• Google Analytics 4 (GA4)

• Google Tag Manager (GTM)

• Looker Studio/Power-BI

• CRM tools (Microsoft Dynamics)

• SEMrush or similar

Nice to Have

• Experience in higher education / student recruitment marketing

• Experience targeting international students

• Understanding of compliance in education advertising

• Experience with landing page tools (Unbounce, Elementor)

Key KPIs

• Cost per Lead (CPL)

• Cost per Acquisition (CPA)

• Lead-to-enrolment conversion rate

• Return on Ad Spend (ROAS)

• Lead quality & CRM contribution

What We Offer

• Work with a global education brand

• Exposure to multi-market campaigns

• Ownership of high-budget, high-impact campaigns

• Opportunity to grow into Head of Performance / Growth role