Performance Marketing Specialist

About Edversity
Edversity is building a future-tech education platform focused on helping students and professionals build real skills in AI, Blockchain, Cybersecurity, Data Science, Cloud, and other emerging technology fields.
Through live programs, mentorship, hands-on projects, workshops, hackathons, and industry exposure, Edversity helps learners become job-ready, freelance-ready, and future-ready.
As we scale our paid cohorts and digital campaigns, we are looking for a Performance Marketing Specialist who can manage paid ads, improve lead quality, track campaign performance, and directly support student enrollments.
Role Overview
The Performance Marketing Specialist will be responsible for planning, launching, managing, optimizing, and reporting paid marketing campaigns for Edversity’s programs and events.
This role is highly important because Edversity runs paid cohorts every month and spends a significant amount on digital advertising. The right person must understand how to generate quality leads, reduce cost per enrollment, test creatives, track conversions, and work closely with the sales team.
This is not a simple boosting role. We need someone who understands paid campaigns, funnels, retargeting, lead forms, landing pages, tracking, and performance reporting.

Key Responsibilities


1) Paid Campaign Management
• Plan and run paid campaigns for Edversity’s programs and cohorts
• Manage Meta Ads campaigns across Facebook and Instagram
• Set up lead generation campaigns, traffic campaigns, retargeting campaigns, and conversion-focused campaigns
• Create campaign structures based on program goals and enrollment targets
• Test different audiences, creatives, copies, hooks, and offers
• Monitor campaigns daily and optimize based on performance
• Ensure campaigns are launched on time for every cohort
• Manage campaign budgets effectively


2) Lead Generation and Funnel Optimization
• Generate quality leads for paid programs in AI, Blockchain, Cybersecurity, Data Science, Cloud, and other future-tech areas
• Work to reduce cost per lead and cost per enrolled student
• Improve lead quality by testing better ad copy, creatives, audiences, and forms
• Coordinate with the sales team to understand which leads are serious and which are low quality
• Identify reasons for poor lead quality and improve campaigns accordingly
• Support landing page improvements to increase conversion rates
• Build retargeting campaigns for warm leads, website visitors, video viewers, form openers, and previous leads

3) Tracking and Reporting
• Set up and maintain proper tracking for campaigns
• Ensure Meta Pixel, events, lead forms, UTMs, and CRM tracking are properly managed
• Track leads by campaign, ad set, creative, source, and program
• Work with GHL to understand campaign performance and lead status
• Prepare weekly performance reports for the Marketing & Growth Lead and leadership
• Report on cost per lead, qualified leads, cost per enrollment, conversion rate, spend, revenue contribution, and campaign learnings
• Clearly identify what is working and what needs to be changed

4) Creative and Copy Testing
• Work with the Marketing & Growth Lead, content team, designer, and video editor to create high-performing ad creatives
• Suggest ad angles, hooks, formats, and creative improvements
• Test UGC-style ads, student-focused ads, instructor-led ads, outcome-focused ads, webinar ads, and deadline-based ads
• Identify which creatives generate better leads and enrollments
• Maintain a creative testing sheet for all active campaigns

5) Sales Coordination
• Work closely with the sales/admissions team to understand lead quality and conversion
• Review feedback from sales on lead seriousness, objections, and enrollment barriers
• Help marketing and sales identify which campaigns are producing paid students
• Use sales feedback to improve targeting, copy, forms, and retargeting
• Support WhatsApp and CRM campaign tracking where required


6) Budget Management
• Manage ad budgets for multiple cohorts and programs
• Ensure spending is aligned with program priorities and enrollment targets
• Avoid wasting budget on poor-quality campaigns
• Scale campaigns that are generating strong results
• Pause, adjust, or rebuild campaigns that are not performing
• Maintain daily and weekly budget tracking

Required Skills
• Strong experience with Meta Ads Manager
• Understanding of lead generation, retargeting, campaign testing, and funnel optimization
• Ability to track and report campaign performance clearly
• Understanding of cost per lead, cost per qualified lead, cost per enrollment, conversion rate, and ROAS
• Ability to work with designers, video editors, content writers, and sales teams
• Basic understanding of landing pages, forms, UTMs, pixels, and CRM tracking
• Comfortable using Meta Business Suite, Google Sheets, GHL, Google Analytics, and similar tools
• Strong analytical mindset
• Ability to test, optimize, and improve campaigns consistently
• Good communication skills and execution discipline

Preferred Experience
• 2 to 4 years of experience in performance marketing or paid ads
• Experience running Meta Ads for education, edtech, training, courses, events, SaaS, or lead generation businesses
• Experience managing monthly ad budgets of PKR 500,000 or above
• Experience working with sales teams and CRM platforms
• Experience with landing page optimization and conversion tracking
• Basic Google Ads experience is a plus
• TikTok Ads, YouTube Ads, or LinkedIn Ads experience is a plus

Key Performance Indicators
• Cost per lead
• Cost per qualified lead
• Cost per enrolled student
• Lead quality
• Number of paid enrollments generated from campaigns
• Campaign conversion rate
• Landing page conversion rate
• Retargeting performance
• Budget efficiency
• Number of creative tests launched
• Accuracy of campaign tracking and reporting
• Sales team feedback on lead quality

Job Details
Job Type: Full-time
Location: Islamabad
Work Mode: On-site
Reports To: Marketing & Growth Lead
Department: Marketing and Growth