Director – Demand Generation & Digital Marketing Full Time

We are seeking a highly performance-driven Director – Marketing to lead Demand Generation & Digital Marketing for our childcare and early childhood education centers across North America. This role is accountable for building a scalable, predictable parent acquisition engine that drives qualified top-of-funnel leads and increases enrollments across academies in the US and Canada.

Based in Chennai, the Director will operate as the global digital growth owner — combining deep performance marketing expertise, strong analytical rigor, and an understanding of North American parent decision journeys.

This is a revenue-impact role, not a brand-only position.

What Success Looks Like (First 6 Months)

• Measurable increase in qualified parent inquiries across markets
• Improved lead-to-tour and tour-to-enrollment conversion
• Reduced cost per lead and cost per enrollment
• Predictable monthly demand pipeline aligned to center capacity
• Strong marketing → admissions funnel discipline

Core Responsibilities

• North America Digital Demand Generation (Primary Charter)
• Own the end-to-end digital marketing strategy for US and Canadian academies
• Build and scale multi-channel acquisition across:
• Google Search & Performance Max
• Meta (Facebook/Instagram)
• Local SEO & Google Business profiles
• Retargeting and lifecycle campaigns
• Develop geo-targeted campaigns by city/center catchment
• Optimize for high-intent parent leads, not vanity metrics
• Manage seasonal enrollment pushes and center launch campaigns
• Parent Funnel & Conversion Optimization
• Design and optimize the full parent journey: awareness → inquiry → tour → enrollment
• Partner closely with Admissions and Center teams
• Identify and fix funnel leakage points
• Drive landing page testing and CRO initiatives
• Improve lead quality and speed-to-contact metrics
• Performance Marketing & Revenue Analytics
• Own weekly and monthly marketing performance reviews
• Track and optimize key metrics:
• Cost per lead (CPL)
• Cost per enrollment (CAC)
• Lead-to-tour conversion
• Tour-to-enrollment conversion
• Channel ROI by market
• Build scalable dashboards with BI team
• Drive test-and-learn experimentation culture
• Marketing Technology, Attribution & Automation
• Strengthen marketing tech stack and attribution discipline
• Ensure clean lead tracking across all North American campaigns
• Improve CRM and marketing automation workflows
• Leverage AI and automation to improve campaign efficiency and speed
• Maintain strong data hygiene between marketing and admissions systems
• Team Leadership (India Hub)
• Build and lead the India-based digital marketing team
• Manage specialists across paid media, SEO, content, and analytics
• Oversee external agencies where applicable
• Establish clear KPIs, weekly cadences, and accountability
• Build a high-speed, performance-first marketing culture
• Cross-Functional & Global Collaboration
• Work closely with:
• North America Admissions teams
• Center Directors
• Global Marketing leadership
• BI/Data teams
• Align demand generation with enrollment targets and center capacity
• Support new academy launches and market expansion

Required Experience

• 10+ years in Demand Generation, Digital/Performance Marketing
• Proven success driving lead generation for multi-location businesses
• Experience marketing to US and/or Canadian audiences (strongly preferred)
• Hands-on expertise managing paid media at scale
• Experience owning funnel metrics through to conversion
• Prior team leadership experience required

Strong Plus (if Available)

• Childcare, education, healthcare, or franchise marketing
• Multi-geo or international demand generation
• Local market (city-level) performance marketing
• Parent or family audience targeting

Critical Skills

• Performance marketing and growth mindset
• Deep Google Ads & Meta Ads expertise
• Strong understanding of North American digital behavior
• Local SEO and Google Business optimization
• Funnel analytics and attribution
• Budget optimization and ROI discipline
• Strong stakeholder and cross-time-zone collaboration
• High ownership and execution intensity

Work Environment Requirements

• Full-time, on-site role based in Chennai, India.
• Must be available for regular collaboration with North American teams (up to 30% time overlap with Mountain Standard Time).
• Ability to work independently while managing a distributed creative team.
• Comfortable working collaboratively with remote and local teams
• Comfortable working in a fast-paced, dynamic environment.