Growth & Performance Marketing Manager

About the job

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.

Requirements

• Growth marketing
• Performance marketing
• Content creation
• Social media marketing

Preferred Technologies

• Growth marketing
• Performance marketing
• Content creation
• Social media marketing

About the company

Shankar Mahadevan Academy offers an online platform for music education, combining creative skills with comprehensive teaching methods to guide music enthusiasts.